Do you give people a reason to talk about your you or your organization? This is one of the most fundamental and critical components of any word of mouth marketing (WOMM) campaign. It is the shareable topic you provide people, and it can be as simple as a clever name for a menu item, good customer service, a small take-away item for customers or secret sale.

Owner and Executive Chef at LGO Hospitality, Bob Lynn, who operates several restaurants throughout Arizona and California including La Grande Orange, Chelsea’s Kitchen, and Radio Milano, has focused on integrating this imperative WOMM element into almost every aspect of his business.

“We try to do a lot of things, like giving away cookies at the door,” Lynn said. “It’s funny how people pick up on things – the littlest details. Particularly at LGO, it’s about the details.”

Halloween cookies given to diners at La Grande Orange

He said at each restaurant it’s all about the details in everything from the “live,” fresh food to the hand-selected and mixed music, and even the sound system.

“Every part of the business is all hand selected,” he said. “Those are things we don’t promote, but can see it creates an insider loyalty. We feel like we build our business on our repeat business. All of those details add up to people.”

At La Grande Orange they started to notice repeat diners would bring in friends or family members and point out the cookies as they were getting up from their tables to exit.

“Some details mean more to others,” Lynn said. “We believe in focusing on all of them. It’s a big part of our core. It takes more effort. It’s not as predictable and I think people feel that extra effort.”

Another example is the slips of paper Postino provides on the tables for gum chewers – a small gesture with a big impact for those who don’t have a place to put their gum.

Gum wrapper at Postino

Promotion on the back side

Other businesses have caught on as well. Pure Sushi South in Scottsdale built a cell phone booth so diners could take their calls in privacy. Toyota appealed to pet owners with a full line of aftermarket pet products for its Venza. And at Noca in Phoenix it’s not uncommon to receive an amuse bouche, a table-side visit from the owner, and a giant bowl of cotton candy after dinner.

What can you do today to get people talking? Maybe it’s offering hand sanitizers for diners in your restaurant (those concerned about the swine flu will appreciate it), or going the extra mile when it comes to customer service – be that cable company, that instead of making customers wait out a five-hour window, you specify a time and show up at that time. Or simply start with hand-written thank you notes to your clients.

For the audio interview click the play button below, and for the video podcast visit JetPack Radio.

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Phoenix WordCamp, an informal conference geared around WordPress, the free online publishing platform many Web sites are built on today, will be held Friday, Nov. 13 from 8 a.m. to 5 p.m. at the Arizona Grand Resort located at 8000 S. Arizona Grand Pkwy. in Phoenix.

Organized by Chuck Reynolds and GoDaddy, this marks the first year for WordCamp in Arizona, and it is particularly timely as more Arizona entrepreneurs turn to WordPress to build their brands and social media presence. Some of the speakers will include Matt Mullenweg, founding developer of WordPress and one of Business Week’s 25 Most Influential People on the Web; Dave Moyer, a 16-year-old digital media aficionado and founder of Bitwire Media; Merlin Mann, a San Francisco-based speaker, broadcaster and writer; Brent Spore, social media guru and founder of Synergy, Starving Designer and iboughtamac.com; and John Hawkins, a WordPress evangelist.

Cost to attend the conference is $30, which includes admission to all sessions, breakfast and lunch, and an event t-shirt. Attendees will learn about blogging, developing WordPress themes and plug-ins, and how to effectively use WordPress as an effective branding and social media tool. Experts will also be on hand to answer questions at the Expert Bar.

What: Phoenix WordCamp, an informal conference geared around WordPress

When: Friday, Nov. 13
8 a.m. to 5 p.m.

Where: Arizona Grand Resort
8000 S. Arizona Grand Pkwy., Phoenix

Cost: $30, includes the all-day session, breakfast and lunch

Information: Visit http://PhxWordCamp.com or http://ChuckReynolds.us

WordCamp

WordCamp is a conference that focuses on everything WordPress. WordCamps are informal, community-organized events that are put together by WordPress users. Everyone from casual users to core developers participate, share ideas, and get to know each other. WordCamps are open to WordPress.com and WordPress.org users. For more information, visit www.centralwordcamp.org

PodCampAZ, a relevant media “unconference” for podcasters, bloggers and those interested in new media, will be held Saturday and Sunday, Nov. 14 and 15 from 9 a.m. to 5 p.m. at the University of Advancing Technology located at 2625 W. Baseline Rd. in Tempe.

Session at PodCampAZ 2008. Photo by Chris Lee

Last year’s event brought approximately 750 attendees. Attendance is expected to reach more than 1,000 this year. A few of the PodCampAZ 2009 speakers include, Evo Terra, co-founder of Podiobooks.com and co-author of “Podcasting for Dummies”; Mignon Fogarty, author of “Grammar Girl’s Quick and Dirty Tips for Better Writing”; Jeff Moriarty, co-founder of Ignite Phoenix, Improv AZ, and the Phoenix Innovation Foundation; and Francine Hardaway, co-founder of Stealthmode Partners and founder of the Arizona Entrepreneurship Conferences and Social Media Club Phoenix. At the free “unconference,” attendees will learn about podcasting, blogging and video blogging, social networking and other relevant media.

What:    PodCampAZ, a community “unconference” for bloggers, podcasters and those interested in new media

When:     Saturday and Sunday, Nov. 14-15
Registration: 8 a.m.; conference: 9 a.m. to 5 p.m.

Where: University of Advancing Technology
2625 W. Baseline Rd., Tempe

Cost:     Free

Information: Visit www.podcampaz.org

PodCamp AZ

PodCamp AZ is a two-day, free relevant media “unconference” dedicated to blogging, video blogging, podcasting and other forms of social media. The event, which began in 2007, is interactive and focuses on relevant media topics such as applications and tools, networking, education and getting started in social media. For more information, visit www.podcampaz.org

PodCamp

PodCamp began in Boston in 2006 for podcasters, bloggers and those interested in new media. The event, which is BarCamp-style – an open environment in which people share and learn through discussions, demos and participant interaction – has since grown into 21 different events in more than five countries, eleven states and virtually, in Second Life.

How do you build mutually beneficial relationships in social media? Be real, transparent, genuine and engage in the discussion. Social media is about the two-way street of communication. This goes for high profile celebrities, busy CEOs and time-strapped business owners.

With many avenues of social media going mainstream, many have jumped on board just to have a presence. They are there only to push their own information, compete in gaining tons of followers, and sell their product or service. Some use ghost bloggers and auto responders, completely missing the benefits and essence of social media. This powerful medium provides an opportunity to get real feedback direct from the source – your audience.

At the Blogworld New Media Expo, a celebrity panel including, Anthony Edwards, Jermaine Dupri, Matt Goss and Robin Antin, had a candid discussion about social media and how they use it. Each are prime examples of how individuals and organizations can tap into the social media world and use it effectively.

Another example is the General Motors Marketing Executive, Bob Lutz. David Meerman Scott posted a blog on how Lutz effectively communicates across several avenues.

Check out how these celebrities and executives are utilizing social media, or research other companies with a large online presence, and figure out what works best for your brand. Just remember to be genuine.