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An Introduction to the Ethics Assessment Tool
The WOMMA Ethics Assessment Tool (also known as the "Ethics 20 Questions") helps marketers identify and eliminate unethical word of mouth marketing tactics before they are implemented.
This document is a first draft of questions marketers should ask before initiating a word of mouth campaign. It is designed for easy implementation in the beginning phases of a campaign and is intended to help determine whether or not a proposed effort adheres to the standards set by the WOMMA Ethics Code.
These questions are designed to draw attention to specific practices that are unethical. The answers generated will quickly identify actions that should be avoided, as well as specific problems and grey areas within a proposed campaign.
For brands and agencies, one of the ongoing challenges is to ensure that all staff and contractors are aware of the ethics rules, and are given the training to recognize an inappropriate program when it is proposed. This is the first tool that ensures that all personnel know what to look for -- and when to stop a program.
The tool is simple to use:
1. Provide a copy of the 20 Questions to staff and agencies, along with a copy of the WOMMA Ethics Code.
2. Ask the questions when discussing any new campaign (and ask agencies and their subcontractors to provide written answers).
3. Stop any program that raises concerns.
This is the first of several tools in WOMMA's new "Practical Ethics" program, which will help marketers turn ethics from a concept into a series of action steps.
Most importantly, this tool will help protect consumers, as well as marketers.
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WOMMA is accepting applications for School of WOM “faculty members” to present business case studies and best practices showcasing proven Word of Mouth & Social Media programs that generate customer-driven conversations.
Learn more and apply today!
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Updates and reactions to the FTC's Guides Concerning the Use of Endorsements and Testimonials in Advertising. Learn More |
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Before you leave, make sure you see these. |
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library |
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF |
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF |
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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