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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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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
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Final Submission Deadline is Sept. 17!
Time to put your WOM on the line and prove you are a master in word of mouth. The WOMMY Awards are the only industry awards that focus solely on WOM. Enter to win in one of the eight WOMMY categories. This year, we are featuring two new award categories: Social Media, and Innovation.
Current Entrants Include: P&G, 360i, Weber Shandwick, 1000heads, Wanda Digital, Beck AG, BBH New York, and more.
Think you have what it takes?
Learn more here and enter today!
Read the insider tips here.
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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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Random House - Random Buzzers Teen Community
In 2007, Affinitive worked with Random House on a “pilot” program to help promote a teen-oriented book for an unknown, first-time author. Based on the success of the program and demonstrated passion of teen readers, the program was expanded and “Random Buzzers” was launched.... more.. |
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ABC Studios Advisory Panel: It’s Emmy Time!
ABC Studios had been working with Passenger’s customer collaboration platform and client services team to build and grow a private online community around fans of existing and new shows. The goal was to give producers and executives an opportunity to directly connect with viewers, engaging them in ongoing dialogue and incorporating that voice into the development of their shows... more.. |
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