Free for all members
On Wednesday, Feb. 6, 2008, WOMMA hosted a WOM Wednesday teleconference that delved into the interface between blog chatter and brand ambassador program and the ways in which blog analysis can help to both inform and track the success of brand ambassador programs.The teleconference kicked off with a look at what a brand ambassador program is, and speakers noted that programs like this are getting a lot of attention because of their high levels of success. Speakers also cautioned against jumping blindly into a community-based initiative like this. Brands need to be sensitive with respect to the message you're putting out there, according to the speakers. Messages that are perceived as being too "corporate," as opposed to being genuine and authentic, might lead to a negative affect.
In this teleconference, the speakers discussed:
- How real-time blog monitoring impacted the crafting and success of the Fiskars campaign
- How pre-program blog monitoring helped inform the goals of the program
- An overview of how Fiskateers were selected, what the Fiskars brand ambassador movement entails, and how it has been executed
- A look at the measurable results of the program
Featured Speakers:
- Geno Church, Word of Mouth Guru, Brains on Fire
- Howard Kaushansky, President, Umbria