CMA my WOM

I was given a free ticket to the CMA Word of Mouth conference today.  Thanks to the Moffitt'ster who is now going to kill me for my rant below.

My CMA Word of Mouth Rant

What gives when a word of mouth conference does not make wireless access ubiquitous and simple?  It's not like every speaker isn't talking about the power of the network to support or even drive word of mouth activity.  And it's not like we wouldn't want little sean to be able to spread the word while on-site.  So why no mention in the literature on how to get on-line???

I have to give some slack as we are talking about the CMA here.  But it's time to wake up!

On the positive side, I got to meet a few neat people as I wandered around hunting down the trail towards the secret WAP password.  In the end, I scored.  The access was pretty bad but it was there.  Okay.  On with the cool findings.

Word of Mouth in Canada

Some really interesting stuff is actually happening up here in Canada.  Who knew??

Nike

• Spoke about the global football (soccer) campaign
• Strong Nike point of view
• Engage your audience
• Involve your audience
• Respect your audience
• There will always be those who don't agree or find fault.  If you are not being authentic and involving your audience, then you deserve to be called out.

	Chevrolet (McLaren McCann) This one surprised me - letsgochevrolet.ca Integrated campaign Online:  create an avatar and use Text to speech technology to tell your story Avatars are amazingly configurable Results (in the first six weeks) 80,000 unique visitors 35,000+ avatars created Average time spent on website:  5minutes 46seconds 5% of chevrolet site activity attributed to viral area
	Monster.ca www.evalu8me.ca Brilliant.  Evaluate your style and value as an employee. Invite your friends.co-workers to evaluate you with anonymity. Limited seeding.  No compensation.  Continuing growth. Amazing tracking and data collection.

Noteworthy:

• Ogilvy and Dove not tracking anything, basically  (most of the Evolution success story was conjecture or quotes from third parties with no access to data.)
• Demographics and psychographics are dead.  Have to go deeper.  Interests.  Passions.  Etc.
• Most lift off viral is fractional.  Epidemic lift is extremely rare.

Image Credit:  NaOH