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Look Smart, Be Smart: A daily compendium of what you need to know to be effective as a word of mouth marketer
[Originally posted by Sam Decker on Bazaarblog.] In 2007 we posted 112 blog entries to Bazaarblog, about the same number of posts the year before. We're posting about twice a week. According to the 'top content' report, here are the...
When the crew of an in-production Star Trek movie created a set in a civic room, it invited Long Beach city staff members to watch the filming. Of course, word got out about the set's unusual open door policy, inspiring movie buzz a full year before the film's release.
Looking at the year to come with optimism, Angelo Fernando posts on the Valley PR Blog five of the top things social media marketers can look forward to in 2008. The list includes things such as unexplored technologies and the maturation of specific social networking practices.
January 24-25, 2008 | Miami, Florida http://www.netpromoter.com The Net Promoter measure of customer loyalty provides a compelling link between word of mouth and customer loyalty. Hear how leading companies are using Net Promoter to drive customer loyalty and growth at...
LinkedIn can be a great way to managed your online professional networking, but it can also be difficult to decide who to let in and how to handle invitations from people you don't know. On her blog today, Krishna De offers some tips on how to play gatekeeper to your LinkedIn world, as well as how to be upfront with potential contacts about your acceptance policies.
On the Search Marketing Gurus blog, Li Evans examines the online marketing strategies of 14 of the 2008 presidential candidates, taking a close look at the tools these hopefuls are using to connect to the American people. Evans is focusing especially on blogging, social media, SEO, and PPC strategies and is grading each candidate according to their finesse with each technique.
On his blog today, Seth Godin reminds readers to go ahead and indulge in a little ego surfing. In our information-saturated world, reputation management isn't something that should be ignored. As Godin points out, your prospects, prospective employers, and probably even your co-workers are going to do it, so take the time to know what's being said about you, your company, and your brand.
[Originally posted by Sam Decker on Bazaarblog.] UGC, CGM, customer-created content, social networking, social media, social computing, social technologies, citizen marketing, community… There are many buzzwords to describe customer participation. "Community" is a word that has made a comeback from...
[Originally posted by Jennifer on Brains on Fire.] hat title got your attention, eh? Well… I’m about to do more of that theatre blogging that you all love so much. You see, for the past couple of weeks, my theatre...
[Originally posted by Pete on ConsumerGeneratedMedia.com.] Super Bowl or Super Buzz? As 2007 Super Bowl ad campaigns go, Nationwide insurance led the pack in holistic, cross platform integration across the entire marketing and media mix – and it paid off!...
Members that participate in social shopping websites have the ability to quickly establish themselves as experts and start influencing the purchase behaviors of other site users. But it's not just about making purchases. Smart companies are also watching what kind of things social shoppers crave and are using findings to influence their own product offerings.
On the 10e20 blog, Jake Matthews explains why social marketing is critical to the internet marketing mix. From SEO benefits to linking and viral potential, social marketing offers many potential benefits that savvy internet marketers can tap into.
January 24-25, 2008 | Miami, Florida http://www.netpromoter.com The Net Promoter measure of customer loyalty provides a compelling link between word of mouth and customer loyalty. Hear how leading companies are using Net Promoter to drive customer loyalty and growth at...
Rohit Bhargava sums up his predictions from 2008's marketing trends by saying, "personality matters." Injecting personality into marketing, making it personable and engaging, makes all the difference, according to Bhargava, and represents a greater shift in the marketing world at large.
On yesterday's Buzz Canuck blog they posted a list of 31 must-read word of mouth marketing blogs. It's worth checking out ... and adding to your feed reader.
In this comprehensive article from Adweek, brand ambassadors are examined, from all of the ways that they can help spread word of mouth for an organization to the different techniques companies are using to call up their own enthusiasts.
[Originally posted by Spike on Brains on Fire.] Adweek has a new piece on “evangelical citizen marketers” (didn’t Ben and Jackie coin that term?) and how companies are using these folks in their marketing mixes. Let me say right up...
[Originally posted by David Binkowski on David Binkowski.com.] After watching Loren Feldman's live show tonight, I've decided that I don't want to bother discussing the Facebook/Robert Scoble incident. There's nothing more to say than this - the site has terms...
[Originally posted by John Bell on Digital Influence Mapping.] Contagious Magazine has released a great 2007 trend report round-up. It covers not just some big digital developments but other cultural.marketing trends from retail to landmarks. And did I mention that...
[Originally posted on MGH Word of Mouth.] As most of you know, the Iowa caucus is tonight and, rather than suffering through the unbearable blabber of the cable news network anchors, I’ll be watching the results live on Google Maps....
[Originally posted on MGH Word of Mouth.] Online music is where it’s at. From the birth of Napster to the powerhouse iTunes, the music industry has completely shifted over the past ten years, and it’s only getting better. In this...
[Originally posted by Mike Spataro on VisInsights.] It took awhile but it’s good to see that Duke University (where my daughter now attends) has taken a bold step in protecting the safety of its students in the aftermath of last...
When Twitter aficionado Susan Reynolds was diagnosed with breast cancer, she was able to tap her Tweeting network in order to raise funds for cancer research. Her online community contributed cash, and supporters of Reynolds changed their profile pictures to peapods to show their solidarity and support after hearing the story of her using a bag of frozen peas to ease her pain after having a biopsy.
The Gawker blogging network is offering bonuses to bloggers based on how much traffic they are able to attract instead of paying them only on a per-post basis. Some, such as blogger Jason Calacanis, have voiced concern that compensation based on "ratings" will negatively impact the content on blogs, while Gawker seems convinced that it will up the content ante.
WOMMA is co-sponsoring a new research study by the Aberdeen Group, a leading IT market research firm. The study -- written by Aberdeen research fellow Jeff Zabin and slated to launch at the end of this month -- aims to...
Big players in online social networking have been amping up their efforts to create advertising models that make good use of their standing social functionality. Sometimes successful, sometimes unsuccessful, these efforts still serve to usher in a new way of approaching the social media marketing model.
When it comes to niche online networking sites, sponsors are following the crowds. Social networking sites that cater to people with specific interests are attracting sponsors, who are eager to take advantage of the targeted potential.
When creating a standardized methodology for training professionals to use social media, what better platform to use than the wiki, a social media darling in its own right. And that's just what some folks in the industry are doing. Check it out.
Hugh MacLeod is writing some great stuff on the them of social objects: The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are...
[Originally posted by Andy Sernovitz on Damn! I Wish I'd Thought of That!] My favorite word of mouth measurement tool is the "most emailed stories" box on any web site. It gives you a true feel for what turns people...
[Originally posted by Spike on Brains on Fire.] We were in a meeting last week discussing why a lot of companies out there are flirting with the idea of adding word of mouth marketing to their communication mix, but not...
[Originally posted by Andy Sernovitz on Damn! I Wish I'd Thought of That!] Win a night with John Travolta! In a fantastic word of mouth move, Starwood offered loyalty points members a chance to redeem points for a night with...
[Originally posted by Andy Sernovitz on Damn! I Wish I'd Thought of That!] Blog publishing company Gawker has started paying their staff bloggers based on how many people visit their site, instead of how many posts they write. This is...
[Originally posted by Brett Hurt on Bazaarblog.] The Social Commerce industry hit another major tipping point this holiday season. Wal-Mart, the world's largest retailer, has begun the process of integrating user-generated content into their stores. There are three integration points...
[Originally posted by John Bell on Digital Influence Mapping.] I read a great post by Fred Wilson over at A VC. He reflected on his kids (3) media behaviors as an imperfect yet still insightful barometer of trends. Sure it's...
2008: Word of Mouth Marketing and You!
In the three short years since WOMMA was founded, the word of mouth marketing industry has experienced amazing growth. This is true not only in dollars spent, but also in terms of its growing importance to marketers.
If you are already a WOMMA member, we urge you to become even more involved in the new opportunities that are emerging in the year ahead. If you are not yet a WOMMA member, here are just a few of many reasons to join with us and make certain that you are part of the thought, practice, and reputation leadership of this industry in 2008.
1. Word of mouth marketing is expanding dramatically and WOMMA is leading industry growth!
* At WOMMA's Word of Mouth Marketing Summit and Research Symposium in November respected research agency PQ Media released its groundbreaking report measuring the size of our industry. The report identified word of mouth marketing as the "fastest-growing segment of the $254 billion marketing services sector," and reported that, "Brand marketers are responding, and have begun to increase their WoM media budgets, moving from test phase to implementations that support their integrated marketing campaigns."
* In 2007, TWI Surveys Inc. projected that spending on social media and other forms of conversational marketing will surpass traditional media by 2012, with 81% of participating marketers indicating that their social media spending will soon surpass dollars spent on traditional ads.
* In fact, a growing number of studies have identified word of mouth marketing -- in both its online and offline forms -- as the most effective form of marketing. WOMMA is helping marketers understand the dramatic changes sweeping the marketing world and to better allocate budgets to reflect these changes. We are proud of the fact that WOMMA members are recognized as the leaders of this industry.
2. WOMMA is the world's primary resource for gaining the market intelligence, expert insights, and the kind of detailed knowledge you need to build effective programs for your own organization or clientele!
* WOMMA has created the world's largest network of top agency and brand strategists / practitioners representing a broad spectrum of industries. In 2008, this community will continue to grow as hundreds of additional senior executives join WOMMA from leading brands, PR and market research firms, and advertising and word of mouth marketing specialty agencies.
* WOMMA is now launching new councils for Brands (exclusive to brands, vendors cannot participate), Influencers, and Healthcare and Pharma. At the same time, the Research and Ethics councils will be pursuing updated agendas.
* WOMMA's Member Center, already the world's largest archive of industry information, is being dramatically expanded in coming months. As part of this effort, look for a new series of weekly teleconferences and podcasts featuring experts on subjects of interest beginning in February.
* Conference formats are being updated in 2008, featuring many new presenters working in highly collaborative and participatory formats that go beyond traditional conference models.
3. WOMMA creates exclusive opportunities for promotion and networking!
WOMMA is now dramatically expanding opportunities for members to promote themselves, highlight their accomplishments, and network with their peers.
* "The WOMMA Word" blog is being expanded to include a variety of new podcasts and posts on the hottest topics of the day, creating new and additional opportunities to share your expertise with audiences of decision-makers.
* A new initiative is being launched to expand opportunities with significant conferences and conventions through our Speakers Bureau.
* WOMMA just created our first international alliance with WOM-UK, and corporate representatives from nations as diverse as China, Japan, Brazil, Turkey, and others are now asking us to help them form WOM organizations that could ally with us.
And Thanks to Our Members ...
The earlier mentioned PQ Media study also reported that, " ... for the first time in the long history of WoM marketing, an industry has arisen by integrating strategy, technology and measurement from its earliest stages of development."
WOMMA is very proud of our role in founding this industry by marrying these categories with high ethical standards. Thanks to the support of our members, in just three short years, WOMMA:
* Built an industry that put word of mouth marketing on the map.
* Brought together hundreds of leading experts and practitioners through nine major WOMMA conferences, as well as small networking events and other conferences that we have co-sponsored.
* Evangelized and educated marketers regarding the power and benefits of word of mouth marketing programs.
* Led efforts to develop research standards necessary to effectively measure the results of WOM marketing programs.
* Developed a media referral program providing background information and linking reporters from mainstream media, trade press, and the blogosphere with industry experts.
* Published research journals and created various electronic publications reaching large audiences of corporate decision-makers.
* Drafted the ethics code to guide marketers employing consumer-centric WOM marketing strategies and tactics to engage consumers (efforts that have helped us build on a relationship with the FTC of which we are very proud).
* Created a Buyers Guide to help link our member agencies and specialty firms with companies seeking industry expertise and services.
* And much, much more!
There is no doubt that 2008 will be a great year for brands engaging in word of mouth marketing or agencies and specialty firms offering WOM marketing services and support.
This year, WOMMA pledges to bring this same drive, creativity, and commitment that we have brought to creating and building this industry, to ensuring that WOMMA members will be significantly advantaged in terms of informational resources, promotional opportunities, and chances to network with your peers throughout the United States and the world.
On behalf of WOMMA's board and staff, I thank all of our members for their past support and look forward to a great year working together!
Sincerely,
Peter C. Waldheim
Senior Strategist & Interim CEO
[Originally posted by Kelly LaVaute on What's the DIFF?] You all may know from previous posts that we do some work answering questions as a Knowledge Partner for Yahoo! Answers. Up until last week, it was just us spewing out...
[Originally posted by Andy Sernovitz on Damn! I Wish I'd Thought of That!] Black Friday, Cyber Monday – no matter which way you look at it the competition for holiday shoppers is on full force. Small businesses in particular face...
[Originally posted by Lois Kelly on Foghound.] Here's an example of how good brands taint their reputations by not thinking through the customer buying experience. For a post-Christmas gift I treated myself to a new Miele vacuum cleaner, which I...
[Originally posted by Spike on Brains on Fire.] So almost one year ago, Jennifer wrote a post about how her love affair with Bath & Body Works was waning due to the fact that they were discontinuing some of her...
[Originally posted by Lois Kelly on Foghound.] On the eve of the NH Presidential Primaries my friend and talented marketer May Kernan has an interesting observation: "Big question on this morning's news was whether "just talk" was a sufficient enough...
[Originally posted by Mike Spataro on VisInsights.] If you’re interested in learning more about how college admissions officials are stepping up student recruitment efforts with social media campaigns then today’s Boston Globe article, “Colleges Turn to Web Tools in Hunt...
[Originally posted by Jim Nail on Cymfony's Influence 2.0.] On Monday, Doritos announced the three finalists for this year's Crash the Super Bowl contest. I took that opportunity to talk to last year's winners, Dale Backus and Wes Philips of...
In a recent Brandweek article, blogger Shel Holtz makes an argument for customer service to be used as an organization's front line of public relations. Bad service experiences spread like wildfire through the blogosphere. Using the same channel as a way to get the word out about your company's good work should be a top communications priority.
Anyone can brew a cup of coffee, so when McDonald's decided to step into the coffee category, it opted to use "friendly people" to give Starbucks a run for its money. The idea, according to the Brand Autopsy blog, is that while a product can be replicated, a customer experience is harder to imitate.
WOMMA is co-sponsoring a new research study by the Aberdeen Group, a leading IT market research firm. The study -- written by Aberdeen research fellow Jeff Zabin and slated to launch at the end of this month -- aims to...
The WOMMA Word