WOMMA Home / WOMMA's The Word Home / May 2008
We are constantly adding valuable word of mouth marketing whitepapers, research studies, essays, opinion papers, and other content to WOMMA's member center. These are just a few of the NEW items you'll find there: >> Clupedia: Viral Marketing Best Practices -------------------------------------------------- This whitepaper from Clupedia defines best practices in viral marketing -- specifically viral marketing within the online world and with a corporate website as the jumping off point. This whitepaper demonstrates the interactive, collaborative nature of viral marketing, instructs marketers to deploy viral marketing from their corporate websites, and encourages marketers to use the ten proposed best practices. >> Bazaarvoice: Boosting Natural Search Traffic using Ratings and Reviews: Grab the Long Tail of High-Converting Shoppers using a Segmented Content...
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According to this article from the Chicago Tribune, nonprofit organizations are testing out using online social networks as a way to raise awareness and collect funds. The trend is a departure for most of these organizations, which have long relied on direct mail efforts and financial contributions from an older demographic. Most are hoping that the social media trail will lead to new marketing and funding sources. Overall, social media efforts offer nonprofits increased opportunity for real engagement -- something that the organizations think will drive deeper relationships and, ultimately, more dollars.
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According to last month's Internet Trends Report from Morgan Stanley, "social connections" are garnering a large portion of consumers' time spent online -- a total of 16%, which isn't bad for a category that didn't exist three years ago. According to the report, YouTube has 258 million users, more than half of which visit the site at least weekly. The study also found that more than half of Facebook users log in to the site daily, and more than 95% have downloaded at least one third party application.
Word of Mouth Marketing University (WOMM-U) is an event unlike any other WOMMA has ever hosted before. This is your one-stop shop for word of mouth marketing education, industry networking, big brand exposure, and more. It's the perfect place for you, for your clients, and for your team -- but time is running out to register. Sign up today to attend WOMM-U and you'll get these great WOM marketing freebies: - An advance copy of Rob Walker's book "BUYING IN: The Secret Dialogue between What We Buy and Who We Are." The book isn't being released until Jun. 3, 2008, but WOMM -U attendees can be the first kids on the block to get their hands on a copy of...
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A small stuffer inside a Tom's of Maine toothpaste box -- promoting the volunteer activities the company's "consumer dialog specialist" -- caught the attention of Virginia Miracle, who used the flier as a jumping off point to investigate Tom's of Maine further -- and posted what she found on her Marketing Environmentalism blog. According to Virginia, 5% of Tom's of Maine employee time is spent on volunteer activities and 10% of the company's profits are reinvested in the community. It's not just the values-based business model that is noteworthy, but the way the company is promoting these values that makes it WOM-worthy.
WOMMA is soliciting nominations for candidates for its Board of Directors. This year, there are seven open seats on the Board, and we encourage all eligible members to run.
This is a GREAT opportunity to serve your industry and to shape WOMMA in the years to come -- but today is your last chance to get your materials in.
To find out everything you need to know about the WOMMA Board elections process, including the nomination criteria, visit: www.womma.org/elections.
Please join WOMMA in welcoming WOMM-U case study speaker Jordan Corredera of Carnival Cruise Lines. Jordan joined Carnival in 2003 and has held various positions within the sales, operations, and marketing groups. An advocate of social media and establishing corporate credibility online, he championed Carnival's Cruise Director Blog, which is the first and most popular insider blog in the cruise industry to date.
His most recent projects include funshipisland.com, Carnival's immersive virtual cruise experience; and Carnivalconnections.com, the cruise industry's first corporate social networking site. Currently, Jordan manages the interactive strategy team at Carnival Cruise Lines, which he founded in January of 2007. The team focuses on online innovation, social media and web strategy.
Join Jordan for his case study presentation, titled, "Marketing to Today's Consumers: 'Ain't We Got Fun.'" This presentation will be an interactive discussion of Carnival Cruise Lines' evolution from one way, push marketing strategies to insider blogs and profound WOMM campaigns.
Learn:
- How Carnival Cruise Lines has transformed the way that they communicate with consumers while increasing profits and managing the pressures of being a change-agent in a hyper competitive industry
- How Carnival influenced word of mouth in the high-talk travel category
- What WOMM techniques Carnival used to get people talking about its cruise experiences
To meet Jordan and other WOMM-U case study speakers, peruse the agenda, check out the keynote presentations, or to register, visit:
http://www.womma.org/wommu
[Originally posted by Joe Barnes on TheMarketingAdvantage] Keller Fay is out with a new report quoting research by BabyCenter showing today's pregnant women and new moms engage in one-third more word of mouth conversations per day than the average woman. Word of mouth about shopping, retail and clothing has a big impact and 69% of these people are likely to buy based on what was heard. Half or more of all moms surveyed report having at least one conversation per day about technology, financial services, health care, food/dining, media/entertainment, packaged goods, shopping and retail experiences. Among pregnant and new moms, the Internet is the #1 driver of word of mouth, beating out all other forms of media, including TV, magazines...
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For as much attention as microblogging site Twitter is garnering among the social media elite, it's still considered a niche platform and hasn't yet gained traction among the mainstream internet users. This article from The Washington Post provides a simplified look at what Twitter is and what Twitter can do -- for the common user. It's worth a look for the Twitter-curious, and worth passing along to your Twitter-oblivious friends.
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This podcast with Paul Dunay and Mike Spataro from WOMMA member company Visible Technologies takes a look at what to do beyond simply tracking online conversations about your brand. Once you've got an ear to the social media ground, what next?
The WOMMA crew and several hundred word of mouth marketing aficionados are heading to Miami next week for a two-day WOMM educational event like you've never seen before. Word of Mouth Marketing University is the best place to get a well-rounded WOMM education -- whether you're an expert or a WOM newbie. We hope to see you there! WOMM-U: Something completely new from WOMMA. >> Reserve your spot today: $995 Members | $1495 Non-members http://www.womma.org/wommu...
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According to new research from search marketing consultancy Tamar, banks and credit card companies are missing a major reputation-improving opportunity by ignoring the things that people are saying about them on social networking sites. The study found that just 30% of the major financial brands it investigated had an online social media presence, while a whopping 80% of them were being discussed by customers in unofficial groups on the sites.
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This blog post from Forrester senior analyst Jeremiah Owyang takes a look at several different research sources, all of which address the idea of trust. According to research from Forrester, Edelman, and Pollara, consumers still trust recommendations from friends ahead of all other sources -- from traditional media, to bloggers, to, as Jeremiah quotes "strangers with 10,000 MySpace 'friends.'" The boiled down take-away message from the post is that honest, authentic word of mouth is still the best way to spread the kind of information that impacts consumers' purchase decisions.
Jeffrey Graham, Executive Director of Customer Insights, leads a 30-person corporate research team for The New York Times and nytimes.com, which includes advertising, product, marketing and strategic research, web analytics, and database marketing. Previously he was SVP of Strategic Research and Accountability Director for Starcom MediaVest, where he led communication research for Procter & Gamble, as well as research for P&G's television and digital investments.
At WOMM-U, Jeffrey will share recently-published findings on using word of mouth tracking to measure the effects of online and offline advertising. The presentation will highlight how the New York Times is using this approach to understand its audience and measure the effectiveness of campaigns in the newspaper and on its website.
Learn:
- How to use word of mouth to track online and offline marketing efforts
- How word of mouth can help you better understand your customers
- How advertisers can use display advertising to target influencers and grow advocacy for their products
- How publishers can capture value beyond branding and direct response
To meet Jeffrey and other WOMM-U case study speakers, peruse the agenda, check out the keynote presentations, or to register, visit:
http://www.womma.org/wommu
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This blog post from Forrester senior analyst Jeremiah Owyang takes a look at several different research sources, all of which address the idea of trust. According to research from Forrester, Edelman, and Pollara, consumers still trust recommendations from friends ahead of all other sources -- from traditional media, to bloggers, to, as Jeremiah quotes "strangers with 10,000 MySpace 'friends.'" The boiled down take-away message from the post is that honest, authentic word of mouth is still the best way to spread the kind of information that impacts consumers' purchase decisions.
[Originally posted by Spike on Brains on Fire] I’m a dog person. And one of my dogs is an 8-year old, 100-pound Chocolate Lab very appropriately named Mud. He didn’t exactly get the brains of the litter, but I love him nonetheless. In fact, I think I’ve learned some things from ol’ Mud that I can apply to the marketing world: Always be happy to see your customers. Whenever I come home, there he is – tail wagging, tongue hanging out, tap-dancing with excitement. He doesn’t know what kind of day I’ve had or if I’m in a good mood or bad. But there’s no hidden agenda. He’s ready to hang out. To listen. To just let me know that...
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[Originally posted by John Bell on Digital Influence Mapping Project] The Media Development Authority in Singapore is soliciting bids from hungry software development shops to build their own version of Second Life. MDA department chief executive Michael Yap calls it "Google Earth meets Second Life." Can't you just hear the concept meeting now? The development seems to be tied to the launch of the 2010 Youth Olympics. The budget is not clear. The MDA will fund 50% of the development costs which suggests that they are also seeding a business. I have to admit that when I first read about this in the newspaper upon touching down, I had immediate visions of Walmart's The Hub. Remember that ill-fated MySpace clone...
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[Originally posted by Virginia Miracle on Marketing Environmentalism] I never pictured announcing that a Brand Worthy of a Weekend has gone out of business, but this post is exactly that. Groundbreaking sustainable clothier Nau announced on Friday that, due to an inability to raise another round of capital, they are closing up shop. Click here to read the note from the Nau team or the Treehugger coverage. It’s been almost 48 hours since I read the news, but I haven’t yet posted, because I’m not sure what to say. I recently heard that the Evanston, IL location of another WOM favorite, Cereality, should also be referred to in past-tense. What do we learn when brands with great Word of Mouth...
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We are constantly adding valuable word of mouth marketing whitepapers, research studies, essays, opinion papers, and other content to WOMMA's member center. These are just a few of the NEW items you'll find there: >> Cluepedia: The Ultimate Wisdom of Crowds Platform -------------------------------------------------- This whitepaper discusses the value of crowd wisdom -- the collective opinion of people about something -- arguing that sometimes crowd wisdom is even more valuable than expert opinion. The paper's author contends that, if properly harnessed, the wisdom of crowds has the potential to become one of the most ubiquitous applications -- because of its wide reach. >> Bazaarvoice: Driving Sales with User-Generated Content: How Word of Mouth Impacts Manufacturers Online -------------------------------------------------- User-generated content -- defined...
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On the ReadWriteWeb blog, Bernard Lunn offers some predictions about the impact a recession would have on the web -- and specifically Web 2.0. Some of his predictions venture into the world of social media, including perspectives on how online social networking will fare in a recession considering the fact that most of these networks have yet to be sufficiently monetized. The article also looks at the role digital content creators -- from bloggers to online video makers, etc. -- will play in the changing web landscape.
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According to this article from eMarketer, more than twice as many 10- to 12-year-olds reported using social networking sites in 2007 as in 2006, and according to Harris Interactive's April 2008 "Youth Trends," more than half of girls aged 13 to 15 used social networking sites in 2007. Social network usage among girls was significantly higher than for boys (57% of 13- to 15-year-old girls compared to 38% of boys), and blog use among teen girls was also reportedly higher than among teen boys.
The WOMMA crew and several hundred word of mouth marketing aficionados are heading to Miami this Thursday and Friday, May 7-8, for a two-day WOMM educational event like none before. Word of Mouth Marketing University is the best place to get a well-rounded WOMM education -- whether you're a WOM expert or someone new to the industry. We hope to see you there! WOMM-U: Something completely new from WOMMA. >> Reserve your spot today: $995 Members | $1495 Non-members http://www.womma.org/wommu...
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A new Dockers campaign is hoping to appeal to the younger crowd with a familiar "create your own commercial" lure. The campaign enjoyed a kick off on The Tonight Show -- where a skit directed viewers to the brand's dedicated microsite at www.nbc.com/dockers. Dockers is also using its own social networking platform, Mixercast, as a way to support the campaign and the CGM contest. The winning Dockers commercial will appear on The Tonight Show, which is something the brand presumes will incentivize the young, male demographic it's targeting.
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A blog-based anti-counterfeit campaign created by a PR class at Hunter College in New York used a fake blog and a fictional student to spread its message. The blog was seeded via "missing" posters, which led students to a blog supposedly created by a fellow student who had lost her Coach bag. According to the fictitious story line, the bag had been a gift from her boyfriend -- now stationed in Iraq. The campaign, which is sponsored by a grant from Coach, is catching a lot of heat for its lack of disclosure and transparency -- offenses which fly in the face of ethical marketing.
To brush up on your word of mouth marketing ethics, visit:
http://www.womma.org/ethics/
WOMMA is happy to welcome WOMM-U case study presenter, Jen Gulvik, VP-Marketing and Creative Director for Houlihan's Restaurants, Inc., who oversees the marketing and in-house creative for Houlihan's and the company's two upscale-casual restaurant concepts. Jen joined Houlihan's in 2002 to lead a total brand repositioning for the company, re-imagining everything from food and beverage to in-store music for its 100+ restaurants.
Learn how Houlihan's transformed the way it communicates with customers by inviting them to HQ -- a branded community, WOM hub, and social network, all under one roof. Members of HQ's Advisor Group have a voice in everything from the company's menus to interior design. Forums and surveys provide a wealth of research from these loyal, well-networked foodies whose Brand Lover index is off the charts!
And, according to Houlihan's, it's about to get bigger: In April 2008, thousands more email club members will be invited to become HouliFans. These customers will be deputized to spread WOM on such things as Sex and the City martini promotions to new seasonal menus, with HQ acting as the hub.
Hear how letting customers into the halls at Houlihan's headquarters has been a path to loyalty, consumer insights, word of mouth, and ultimately, restaurant visits.
To meet Jen and other WOMM-U case study speakers, peruse the agenda, check out the keynote presentations, or to register, visit:
http://www.womma.org/wommu
[Originally posted by Blake Cahill on VisInsights] Todd Friesen and myself are sitting here with Justin Hopkins and Kiyomi Taguchi from KOMO-4 news being interviewed for a segment they are doing on what consumers can do to build and manage their online reputations. We both spoke about how people are their own brands and that individuals need to inspect and manage their reputations. Some basic tips we discussed are: own your domain name, create a blog, think before you post, actively participate in the space. We had a chance to highlight some noteable examples of things gone wrong and right and what consumers can do to take control of their reputations in search engines. It should be interesting to see...
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[Originally posted by Lois Kelly on bloghound] One of the biggest mistakes in selling is not making easy for a customer to make a decision. That’s some of the advice from Mahan Khalsa, vp of the Franklin Covey Sales Performance Group, in an interview in this month’s Sales & Marketing Management. I found two points especially interesting. 1. The sales reps job is no longer getting information — or simply developing relationships; it’s about providing intelligence and insight to the prospect. (I’d add that most of marketing should be focused on this today.) 2. Most sales presentations don’t make it easy for the client to buy. We forget to address: what does the client need to believe, intellectually and emotionally,...
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We are constantly adding valuable word of mouth marketing whitepapers, research studies, essays, opinion papers, and other content to WOMMA's member center. These are just a few of the NEW items you'll find there: >> Cluepedia: The Ultimate Wisdom of Crowds Platform -------------------------------------------------- This whitepaper discusses the value of crowd wisdom -- the collective opinion of people about something -- arguing that sometimes crowd wisdom is even more valuable than expert opinion. The paper's author contends that, if properly harnessed, the wisdom of crowds has the potential to become one of the most ubiquitous applications -- because of its wide reach. >> Bazaarvoice: Driving Sales with User-Generated Content: How Word of Mouth Impacts Manufacturers Online -------------------------------------------------- User-generated content -- defined...
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Wikipedia is fighting a liability suit brought against it by literary agent Barbara Bauer because of information posted about her on the site -- namely an article citing her as "the Dumbest of the 20 Worst" literary agents. Wikipedia claims that Bauer's suit is covered by the federal Communications Decency Act, which states that websites can't be sued for comments that are posted by its users.
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Lego has announced plans for its branded virtual world, an effort aimed at creating a connection between online and offline branded building-block experiences. According to this article from The Washington Post, users of the online space will earn online currency by playing the game. As users play and spend time in the virtual space, they earn building materials and increase the richness of their online experience. The site also contains social elements so users can play together and communicate via an avatar -- which is crafted from Lego bricks, of course.
The WOMMA crew and several hundred word of mouth marketing aficionados are heading to Miami this Thursday and Friday, May 8-9, for a two-day WOMM educational event like none before. Word of Mouth Marketing University is the best place to get a well-rounded WOMM education -- whether you're a WOM expert or someone new to the industry. We hope to see you there! WOMM-U: Something completely new from WOMMA. >> Reserve your spot today: $995 Members | $1495 Non-members http://www.womma.org/wommu...
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Marketing and advertising aren't the most influential forces in the creation of consumer-generated media, according to new research from Nielsen CGM/Homescan Buzzfacts. Fifty-five percent of consumers said they posted CGM content because they liked a product, 28% said they posted because they had tried and disliked a product, and 27% said they'd read a comment about a product on a site, blog, or message board and posted in response to it. According to the research, significantly fewer respondents reported that they posted CGM based on causes related to marketing and advertising.
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This article, which outlines a case study from Absolut and details the Australian launch of their Absolut Cut product -- a pre-mixed, alcoholic beverage. The campaign targeted young men -- an audience identified to be particularly influential in this category -- and hosted live events at bars in Sidney and Melbourne to garner their initial attention. At the events, Absolut also featured photo exhibits, something intended to reconfirm the company's support of the arts. Post-launch, Absolut Cut sales were 34% above target, something the company credits to word of mouth generated by these launch events.
Please join WOMMA in welcoming WOMM-U case study presenter Judy Stonefield of OPI Products Inc. Judy is responsible for the OPI Nail Lacquers segment of the company's business, which is known for its fashion-forward colors and quirky names. In addition, Judy manages the marketing of OPI's salon sanitation products. She has also been involved in the conceptualization and development of Nic's Sticks Paint & Go Nail Lacquer pens, which, along with Nicole by OPI Nail Lacquer, mark the company's entry into mass retail.
Join us at WOMM-U and learn how OPI has leveraged the SheSpeaks network to directly engage with their target customers, generate insights to enhance products and communications, and build word of mouth and brand advocacy. Using this network, OPI has successfully fielded market research and exposed consumers to new product offerings -- generating word of mouth and new sales.
This case study session will detail:
- How to find and connect with female shoppers
- How to transform your target consumers into brand ambassadors who will spread the word about your products and services
- What consumers want, how they connect, and why they buy
- How to create sustained word of mouth amongst women using targeted product placement and a legion of brand ambassadors
- How you can tap into online communities to access women and develop buzz for your brand
To meet Judy and other WOMM-U case study speakers, peruse the agenda, check out the keynote presentations, or to register, visit:
http://www.womma.org/wommu
We are constantly adding valuable word of mouth marketing whitepapers, research studies, essays, opinion papers, and other content to WOMMA's member center. These are just a few of the NEW items you'll find there: >> Cluepedia: The Ultimate Wisdom of Crowds Platform -------------------------------------------------- This whitepaper discusses the value of crowd wisdom -- the collective opinion of people about something -- arguing that sometimes crowd wisdom is even more valuable than expert opinion. The paper's author contends that, if properly harnessed, the wisdom of crowds has the potential to become one of the most ubiquitous applications -- because of its wide reach. >> Bazaarvoice: Driving Sales with User-Generated Content: How Word of Mouth Impacts Manufacturers Online -------------------------------------------------- User-generated content -- defined...
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Dole and Jamba Juice have paired up to launch an effort that results in consumer-generated ... smoothies. The companies have created a co-branded online environment at Jambafruit.com where consumers can share and upload their own smoothie recipes. An onsite contest -- which is part of the effort -- will have one happy winner walking away with a "Healthy Escape Getaway," a prize that encapsulates the health benefits promoted by both Dole and Jamba Juice.
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To promote its new Full Throttle Frozen Blast Slurpee during the month of May, 7-Eleven is pulling out all the stops: From piggy-backing on the mania around video game "Guitar Hero" -- which appeals to the beverage's target demographic, 18- to 34-year-old men -- to grassroots programs, dedicated street teams, and an online contest at slurpee.com where visitors can enter codes from their Slurpees for a chance to win a copy of the newest Guitar Hero game, "Guitar Hero: Aerosmith." Other elements of the effort include in-store Guitar Hero promotions, where fans can line up and play the game, and 10,000 customized guitar picks, which will direct fans back to the slurpee.com web contest. An altogether WOM-worthy effort.
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Retailers can't afford to ignore social media, according to a report put together by analysts from Gartner, Inc. The report, which includes a list of the top ten thing retailers need to know about social networks, delves into the differences between social networks and social networking platforms, consumer trends in social network use, and the kinds of word of mouth insights that can be gleaned from social networks -- as well as what retailers can do to best leverage online social networks for their business.
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 the ethics and regulatory questions this legislation has inspired, WOMMA is hosting a members-only conference call on Tuesday, May 13, 2008 at 3:00 p.m. EST featuring WOMMA Board president, Ed Keller, CEO of the Keller Fay Group, WOMMA's legal council Tony DiResta, Partner at Reed Smith and former Director of the FTC's Southeast Regional Office, and WOM UK President Steve Barton.
Join this call to learn:
- What this legislation means for UK WOM marketers -- and what it doesn't
- What WOMMA is doing to create ethical standards in word of mouth marketing
- How WOMMA is working to foster an educational relationship with the FTC
- What WOM marketers need to do to make self-regulation a continued reality for the industry
- What WOMMA is doing going forward to continue promoting ethical standards in WOMM
WOMMA members: To get the dial-in information for this call, send an email request to membership@womma.org.
Even if you can't join WOMMA and the rest of your WOMM peers for the Word of Mouth Marketing University (WOMM-U) event in Miami this Thursday and Friday, you can still sample some of what's going on.
Here's how:
>> Take a look at the WOMM-U Live Blog: WOMMA's live bloggers will be covering the WOMM-U event in real time, posting their insights and perspectives about the discussions, keynotes, case study presentations and more. Starting tomorrow, to check out the WOMM-U live blog and see what's going on in Miami, visit:
http://www.womma.org/wommu
[Originally posted by Mike Spataro on VisInsights] If you’ve been in the Web marketing and communications business for more than a few years it’s hard not to roll your eyes in meetings when the same questions surface now that many of us have answered time and again about what many people perceive to be the next so-called passing trend - social media. We’ve all been there. Here’s a few other previous “Web trends” a great deal of people thought would not be sustainable over time, all of which I vividly recall having to defend as not a passing fad. This is similar to what’s going on today with social media. 1) The WWW. Yeah, crazy I know, but between 1994...
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[Originally posted by Lois Kelly on bloghound] Pope Benedict plans to text thousands of young Catholics during World Youth Day in Sydney in July; the church plans to also set up a Catholic social networking site and use digital prayer walls. The goal: make the Catholic church more relevant to younger churchgoers. Good for the rather conservative Catholics to use new ways to connect — especially in view of the declining number of members of the Catholic Church in many Western countries like the United States and Belgium. According to a recent Pew Forum on Religion & Public Life study: Catholicism has experienced the greatest net losses as a result of affiliation changes. While nearly one-in-three Americans (31%) were raised...
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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 the ethics and regulatory questions this legislation has inspired, WOMMA is hosting a members-only conference call on Tuesday, May 13, 2008 at 3:00 p.m. EST featuring WOMMA Board president, Ed Keller, CEO of the Keller Fay Group, WOMMA's legal council Tony DiResta, Partner at Reed Smith and former Director of the FTC's Southeast Regional Office, and WOM UK President Steve Barton.
Join this call to learn:
- What this legislation means for UK WOM marketers -- and what it doesn't
- What WOMMA is doing to create ethical standards in word of mouth marketing
- How WOMMA is working to foster an educational relationship with the FTC
- What WOM marketers need to do to make self-regulation a continued reality for the industry
- What WOMMA is doing going forward to continue promoting ethical standards in WOMM
WOMMA members: To get the dial-in information for this call, send an email request to membership@womma.org
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 -- and we're thrilled to be hosting it.
We know some of you weren't able to make it down to Miami, but don't fret: Even if you can't join WOMMA and the rest of your WOMM peers for WOMM-U live, you can still sample some of what's going on.
Here's how:
>> Take a look at the WOMM-U Live Blog: WOMMA's live bloggers will be covering the WOMM-U event in real time, posting their insights and perspectives about the discussions, keynotes, case study presentations and more. Starting today, to 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/
[Originally posted by Kelly LaVaute on What's the Diff?] Picture this: a bustling mass of nearly 40,000 people at a Tigers game – each one touching railings, seats, wiping away nacho cheese from their mouth, sneezing and dumping drinks down your arm. Ew. That aside, I *adore* the Tigers, Comerica Park and the whole Tiger game experience. I’ve been to 4 games so far this season and I'm going again tonight to see them stomp the Red Sox (fingers crossed!). I love the game, the crowd, the food and every minute detail associated with attending games. Well, except for the hygiene factor. Oh, and parking. What a pain! While the city of Detroit's parking woes are a little bit more...
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[Originally posted by Joe Barnes on TheMarketingAdvantage] This just in from eMarketer just in time for Mother's Day.... Being a parent means that using the Internet is practically a requirement, and according to new studies about 86% to 87% of parents are now online. A Pew Internet & American Life Project survey conducted in late 2006 found that 87% of all parents use the Internet. More recently, the US Department of Commerce's National Telecommunications and Information Administration came to a nearly identical conclusion. In October 2007, it found that 86.5% of households consisting of a married couple with children under the age of 18 had Internet access either at home or in some other location. Experian Consumer Research found in...
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[Originally posted by Joe Barnes on TheMarketingAdvantage] WOMMA has just announced its support of the principles of new U.K. legislation that makes nondisclosure in word of mouth marketing efforts a criminal offense, and urged U.S. word of mouth marketers to diligently maintain high ethical standards to continue to pre-empt the need for similar U.S. legislation. On Apr. 2, 2008 the British Institute of Practitioners in Advertising (IPA) detailed the new U.K. law, which states that any commercial message should be immediately identified as such and that "falsely representing oneself as a consumer" is illegal. http://www.womma.org/blog/2008/04/new-uk-legislation-mirrors-word-of-mouth-marketing-associations-ethics-code-policy...
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[Originally posted by Walter Carl on Word-of-Mouth Communication Study] As mentioned in an earlier post I'm speaking at WOMM-U today and tomorrow about WOM measurement and how to scale WOM programs. On the WOMM-U website WOMMA bills my session as "Your CMO says: 'If I gave you X dollars more for WOM, what would I get?'"* The purpose of this post is to give a preview of how I plan to address this topic and it coincides with some exciting news with ChatThreads regarding the announcement of a new WOM ROI metric. We call it "Conversation Value™" and it's a measure of the revenue impact of consumer conversations. I've been working on this model with Dr. Barak Libai, who has...
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[Originally posted by Laurie Sullivan on MarketingDaily] WiiFit geared towards womenWomen shape the focus in Nintendo North America's latest campaign for Wii Fit, the fitness game scheduled to hit streets on May 19. Events, marketing and advertising will support the release. A microsite, wiifit.com, is filled with sample videos, interactive demos, and instructional downloads on how the game works, says Eric Walter, public relations manager for Nintendo North America. "Right now, we're really focusing on women," he says. "The game is both for men and woman, but we think it will really appeal to working moms." Moms might want to stroll through Merchant's Gate, the main entrance to Manhattan's Central Park, on launch day to relax under the shade trees...
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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.
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: Day One Case Study: OPI Cosmetics
Day one of W
May 1, 2008
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