Video: How UnitedHealth Group meets their customers where conversations are happening

One fundamental word of mouth tip: Go where your customers are talking about you. That can mean attending local events, hopping on discussion forums — or if you’re UnitedHealth Group, getting involved on Twitter. But for a regulated industry like healthcare, that’s easier said than done. UnitedHealth Group’s Senior Manager of Communications, Rachel Medina, describes…

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Video: How AT&T helps their employees become social advocates

Did you know that 77 percent of people are more likely to buy a product if they hear about it from someone they trust? With the potential to have over 80,000 employees active in their social media program, that’s a lot of people who can spread the word about AT&T. The problem: Only about eight…

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Video: Why Dassault Systèmes let their fans take over their word of mouth message

As marketers, we have a duty to cling tightly to our brand’s identity. But there are some moments when you can loosen your grip a little to earn new fans and word of mouth. That’s what Aurélien Blaha, Senior Manager of Social Communications for Dassault Systèmes, shared in his presentation at’s BlogWell conference. He…

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Video: How Sanofi US actively listens for their word of mouth topics

Pharmaceutical company Sanofi US made a decision five years ago to ditch the usual promotional approach lots of companies fall into in social media. It was a decision to make their patients’ interests first — to talk about stuff that mattered to them, not to the pharma company. That’s why they created The DX, a…

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Video: How Dunkin’ Donuts fuels word of mouth through social media

As a Social Media Manager for Dunkin’ Donuts, Jessica Gioglio says fan-centric marketing is a big part of her job. “You spend a lot of time with your fans. You should be inspired by what they share with you and find fun ways to interact with them,” she explains. That’s why putting the spotlight on…

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Video: How Reebok finds the right brand advocates

With millions of Twitter followers in Reebok’s demographic, one famous hip-hop artist seemed like the perfect choice for their influencer program. But according to Reebok’s Global Content and Community Manager, Ben Cobb, just because a celebrity has a lot of influence doesn’t mean they have the right kind of influence. In his presentation at’s…

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Video: How Hilton Worldwide is helping employees become proactive advocates

“Where should I eat in LA?” “I’ve got a long layover in London, any suggestions?” These were the typical tweets — and word of mouth opportunities — Hilton Worldwide was seeing every day. That’s why they created Hilton Suggests, an internal advocacy program made to respond to these questions with helpful tips (and earn fans…

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Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

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The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

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9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

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3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

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The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

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10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

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