A knowing-doing gap exists about how to make word of mouth happen. The knowledge of what gets customers talking exists. However, the know-how to apply that knowledge is missing. Marketers today are confusing hindsight with foresight and leaving out the insight as they develop word of mouth activities. Businesses are too fixated on mimicking best practices from other companies to become their company’s next practice. In other words, they’ve fallen victim to check-the-box marketing. Must get on Pinterest. CHECK. Must use Facebook to engage with customers. CHECK. Must tweet fast and furious. CHECK.

Marketers are putting the WHAT before the WHY as they execute the HOW. They want to spark word of mouth with all their check-the-box marketing activities, but these conversations are not happening because of the missing ingredient—PASSION.

The Team from Brains on Fire, an excerpt from their interview at Church of the Customer

Jim Nasr's Twitter drew our attention to this infographic courtesy of Care 360. Worth looking at.

National Center for Veteran Institute for Procurement (VIP)
October 16; 2:20pm - 3:00pm (EDT)
The Bolger Center, 9600 Newbridge Drive, Potomac, MD
Sponsor:  Montgomery County Chamber Community Foundation and VIP Sponsors
POC:  Barbara Ashe, (301) 738-0015 ext. 215
Event Site:  www.NationalVIP.org
The Veteran Institute for Procurement (VIP) is an educational training program for owners, principals and C-level executives of veteran owned businesses.  The VIP is a 27-hour, 3-day comprehensive certification program instructed by professional service experts, government officials, and agency representatives.  It is designed for veteran businesses to increase their ability to win government contracts by establishing best business practices.  296 veteran-owned businesses have graduated from the program to-date.

National Government Services Small Business Outreach
October 24; 10:00am - 10:30am (EDT)
Crown Plaza Washington National Airport, 1480 Crystal Drive, Arlington, VA
Sponsor:  National Government Services
POC:  Dorothy Callahan
Event Site:  www.ngsservices.com
Outreach to increase National Government Services pipeline of small businesses, small disadvantage businesses, women-owned small businesses, HUBZone small businesses, Veteran-Owned Small Businesses, and Service-Disabled Veteran-Owned Small Businesses for the contracts already awarded and new opportunity pursuits.

Curt Finch at Small Biz Trends has a call to arms for small businesses to begin harnessing their own data:

While many large businesses have invested in big data technology, small businesses have been slow to take part. Taylor explains that while big data technologies might not seem appealing for businesses with limited resources, it is better for businesses to invest in analytics now, before their big data grows to unmanageable proportions.

Big data is more accessible than ever, thanks to a rise in cost-effective big data technologies. In addition to the well known Google Analytics and Google Adwords, there are many other free or low-priced technologies that are well suited for a range of small businesses.

Before investing and implementing big data technologies, small businesses should take stock of their existing data and their business objectives.

These points are particularly relevant for businesses with digital storefronts.  With small brick and mortar establishments, businesses were able to personally observe and learn from the buying patterns of their customers.  Now that information is housed in your analytics programs, but only if you utilize them.  Read the full article for more (and a quite great bombastic graphic).