Today's WOMMA Word is a special Word of Mouth Marketing University edition. Yesterday we kicked off WOMMA's educational, information-packed WOMM-U event. We heard from Joseph Jaffe, author of "Join the Conversation," Jeffrey Graham of The New York Times, Judy Stonefield from OPI Cosmetics, and Carla Hendra of Ogilvy (see the stories below for a taste of what they had to say to WOMM-U attendees).
Even if you didn't have the opportunity join us in Miami for this fantastic word of mouth marketing industry event, you can still sample the content. Here's how:
>> Take a look at the WOMM-U Live Blog: WOMMA's live blogger, Josh Hallett, has been covering the WOMM-U event in real time, posting his insights and perspectives about the discussions, keynotes, case study presentations and more. Check out the WOMM-U live blog and see what's going on in Miami, visit:
http://www.womma.org/wommu
>> Catch the WOMM-U general session presentations via our live video feed: The WOMM-U general sessions will be broadcast via webcam. To check the broadcast schedule or to tune in now, visit:
http://womma.org/wommu/livevideo/
The afternoon keynote on day one featured Carla Hendra, Co-Ceo Ogilvy North America. The title of Carla's talk was Brand Marketing: It's All Word of Mouth Now! Carla wanted to focus on how agencies are changing and adapting to WOM and online communities.
Customers are looking for facts, by this she means raw information that hasn't been spun, they're looking for a trusted source. In cases this might come from brand loyalists, and not the brands.
Authenticity is key.
Carla moved into a quick review of the recent Dove Real Beauty campaign. The goal was to get women involved. The content was contributed by the fans, and they helped spread the word. The movement spread beyond discussions about health and beauty.
Oprah also became an advocate, and as we know, her WOM is rather powerful.
Carla thinks this campaign could not have happened without the digital and community aspect.
The evolution of the program was the the Dove Self-Esteem Fund. The initial commercial ran on the Super Bowl, but it was quickly reposted on YouTube and other Oprah did a show specifically about the self-esteem and young girls.
To read the full post, visit: http://www.womma.org/wommu.
WOMM-U: Day One Case Study: OPI Cosmetics
Day one of WOMM-U continued with a case study from OPI Cosmetics. Judy Stonefield, Senior Marketing Manager, OPI Cosmetics and Fiona Pietruski, CMO, SheSpeaks discussed how OPI has leveraged the SheSpeaks network to directly engage with their target customers.
First up was Judy from OPI. Judy started by questioning the norm of marketing. What if we are basing our marketing programs on truths that are false? Sometimes our truths are based upon skewed information. We have standard marketing research tools, but are they telling us what the customer really wants, and who that customer is?
OPI is the number one nail lacquer brand, but IRI reports don't include OPI. IRI only measures food, drug & mass sales, they were looking at a flat world. One in every four bottles purchased is actually OPI. How to get that word out?
With new products, they looked to partner with SheSpeaks. OPI soon saw that the advocacy and sales generated by SheSpeaks dwarfed millions of dollars of traditional media.
SheSpeaks is a network of 50,000+ women who become advocates for brands. Who are the women? 75% are moms, 50% are employed full-time, 30% are connected, i.e. they blog/comment.
To read the full post, visit: http://www.womma.org/wommu.
WOMM-U: Day One Case Study: New York Times: Return on Influence
Immediately after the opening keynote, Jeffrey Graham from the New York Times presented a case study on how the NYTimes is researching how word of mouth impacts advertising.
Jeffrey disagreed with Joesph, he thinks that WOM and traditional marketing can co-exist, that is that traditional advertising is not going away.
Jeffrey has a new title for his presentation: WOM: Marketing's Butt Crack. Good laugh.
Next up was a quick game to get things started.
First question: What are the more commonly used marketing objectives? A: Branding/Awareness B: Direct Response C: Trial Response
Second question: What variables are used most commonly in planning marketing? A: Demographics B: Contextual Relevance C: Cost
Third question: What are the most common measures of marketing effectiveness? A: Direct B: Response Branding
Fourth question: What is the most influential contact point? A: Word of Mouth
To read the full post, visit: http://www.womma.org/wommu.
WOMM-U kicked off in Miami, FL this morning with an opening keynote by Joseph Jaffe, author of Join the Conversation.
One of Joe's basic premises is that everything can be a conversation starter. If a book or a business card can be a conversation starter, why can't a brand? However, conversation and community are much bigger than a series of tactical strategies.
What's more important impressions or relationships? What brands realize now is that a single bad relationship can have a dramatic impact, i.e. Dell Hell.
The Cluetrain said that markets are conversation, Joe thinks that marketing can be a conversation. If we as an industry don't participate, we'll be left behind.
Joe jokingly said, "God gave us two ears and one mouth, use it"
Step 1, listen. It's unacceptable that often a marketing department doesn't know what's going on. Of course part of listening is hearing and understanding.
Step 2 is response, once you listen and hear you need be responsive. People expect a response.
Step 3 is join, but more importantly, be invited to join. Brands aren't as cool and sexy as they think they are. When brands built islands on Second Life the realized that nobody wanted to come. Brands have to earn their place in the party.
Step 4, catalyze. Brands have the budget, staff and resources to help things along. Find the influencers and help them.
To read the full post, visit http://www.womma.org/wommu.
Today's WOMMA Word is a special Word of Mouth Marketing University edition. Yesterday we kicked off WOMMA's educational, information-packed WOMM-U event. We heard from Joseph Jaffe, author of "Join the Conversation," Jeffrey Graham of The New York Times, Judy Stonefield...
The afternoon keynote on day one featured Carla Hendra, Co-Ceo Ogilvy North America. The title of Carla's talk was Brand Marketing: It's All Word of Mouth Now! Carla wanted to focus on how agencies are changing and adapting to WOM...
WOMM-U: Day One Case Study: OPI Cosmetics Day one of WOMM-U continued with a case study from OPI Cosmetics. Judy Stonefield, Senior Marketing Manager, OPI Cosmetics and Fiona Pietruski, CMO, SheSpeaks discussed how OPI has leveraged the SheSpeaks network to...
WOMM-U: Day One Case Study: New York Times: Return on Influence Immediately after the opening keynote, Jeffrey Graham from the New York Times presented a case study on how the NYTimes is researching how word of mouth impacts advertising. Jeffrey...
WOMM-U kicked off in Miami, FL this morning with an opening keynote by Joseph Jaffe, author of Join the Conversation. One of Joe's basic premises is that everything can be a conversation starter. If a book or a business card...
Today we are kicking off our first ever Word of Mouth Marketing University event -- two full days of high-intensity learning in sunny Miami. This is slated to be the most dynamic and most unique WOMM learning event ever --...
Some recently passed UK legislation that impacts word of mouth marketers across the pond has created a great deal of buzz in the industry -- with word of mouth marketers in the U.S. wondering how this affects them. To address...
