Monique Terrell

Tonya Garcia

We recently reached out to some thought leaders in the word of mouth and social media realm about topics that will be presented and discussed at School of WOM, May 9-11.

Today, two thought leaders answer our questions on storytelling, offline WOM, and brand culture. Monique Terrell is Director of Communications at Chicago AMA, Contributing Blogger at Talent Zoo Media, and Sr. Manager, Social Media at College of American Pathologists (CAP). Tonya Garcia is Editor of PRNewser.

“Storytelling” seems to be the latest buzz word in word-of-mouth and social media marketing today, do you see this as just a fad or a sustainable movement?

Monique: Storytelling is a sustainable movement and truly is the basis for successful word-of-mouth and social media marketing. It’s all about the story that creates a movement for people to relate and care about. It’s about the movement rather than the campaign that will generate positive brand influence and loyalty.

With such a heavy emphasis on online and digital tactics these days, what can marketers do to focus on their offline touch points?

Monique: Use offline touch points to share digital and online opportunities your customers can take to engage with your product and/or brand. Use offline touch points to make deeper connections with your audience, not just another letter sent to the customer but opportunities that bring the audience to the brand and allow them participate and interact.

Tonya: Offline events — from elaborate parties to a simple booth at a high-traffic location — can bring a personal touch to campaigns that focus heavily on digital and social media tactics. Nowadays, audiences learn about brands and campaigns online. Giving audiences an in-person experience adds the third dimension to a marketing initiative.

What are your thoughts on the future of word-of-mouth and social media marketing as it relates to brand culture within an organization?

Monique: Internal brand cultures are changing as organizations build increasing trust in their staff to serve as brand ambassadors externally. As we more forward with increasing use of WOM and social media it will be required that organizations embrace the “social culture” they will need to become if they are to be successful in their WOM and social media efforts.

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About the Authors

Tonya Garcia joined PRNewser in August 2010 as editor. Most recently, Tonya was a member of the media team at the PR firm MS&L. Prior to that, she spent three years as a reporter with PRWeek. She’s also written about other topics in outlets such as Fast Company and Essence.com. She has a Master’s degree in journalism from New York University.

Monique Terrell is Director of Communications at American Marketing Association, Chicago Chapter (Chicago AMA), Regular Contributing Blogger at Talent Zoo Media (Digital Pivot), and Sr. Manager, Social Media at College of American Pathologists (CAP). Check out her blog, Twitter feed, and Linkedin.