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WOMMA welcomes its newest members:
Thanks for your support!
February 2005
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Dr. Mohan Sawhney Joins WOMMA Advisory Board
Mohanbir Sawhney is the McCormick Tribune Professor of Technology and the Director of the Center for Research in Technology & Innovation at the Kellogg School of Management, Northwestern University.
Prof. Sawhney is a globally recognized scholar, teacher, consultant and speaker in strategic marketing, e-business and innovation. His research and teaching interests include collaborative marketing with customers, IT and business agility, customer-centric organization design, organic growth and business innovation. He has been widely recognized as a thought leader. Business Week named him as one of the 25 most influential people in e-Business. Crain’s Chicago Business named him a member of “40 under 40”, a select group of young business leaders in the Chicago area. He is a Fellow of the World Economic Forum.
Prof. Sawhney is the co-author of three books - The Seven Steps to Nirvana: Strategic Insights into eBusiness Transformation, Techventure: New Rules for Value and Profit from Silicon Valley, and Kellogg on Technology & Innovation. He has also co-authored PhotoWars, a strategy simulation game. His research has been published in leading journals like California Management Review, Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan Management Review, and Journal of the Academy of Marketing Science. He has also written several influential trade articles in publications like the Financial Times, CIO Magazine, and Business 2.0. He has won several awards for his teaching and research, including the 2001 Accenture Award for the best paper published in California Management Review in 2000 and the Outstanding Professor of the Year at Kellogg in 1998.
Prof. Sawhney advises and speaks to Global 2000 firms and governments worldwide. His recent speaking and consulting clients include ABN-AMRO Bank, Accenture, Bank of America, Boeing, Cisco Systems, Dell, Denstu, Dow Chemical Company, Eli Lilly, Ericsson, General Mills, Goldman Sachs, Hallmark, Honeywell, IBM Consulting Services, Infosys, Kraft Foods, Microsoft, Motorola, NCR Teradata, Nomura Research Institute, Rockwell Automation, Sony, Telemar and Thomson Corporation. He has served as an advisor to the Government of Oman, and is an advisor to the U.S. Jordan Business Alliance. He serves on the boards and advisory boards of several technology startup companies, including Edmunds.com, IntelliSeek, MarketRx and Confluent Surgical.
Prof. Sawhney holds a Ph.D. in marketing from the Wharton School of the University of Pennsylvania; a Master’s degree in management from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from the Indian Institute of Technology, New Delhi. He is married to Tia Sawhney, and they have two young children. He lives in Evanston, Illinois.
WOMMA Ethics Code Released
WOMMA published a draft of its Word of Mouth Marketing Code of Ethics this morning. The document is being presented as a draft for public comment.
We believe that this publication is an important first step in building an industry based on a foundation of ethical principles and consumer respect.
By no means should this be taken as a final document. It is a first step in a complex process. All interested parties are invited to comment and participate in the revision and improvement of the WOMMA Code.
We thank the hundreds of people who have contributed to this draft, the WOMMA members, and the many other stakeholders who were involved in the discussion. These are complicated issues and we appreciate that you stepped up to face the challenge. Not everyone will agree with the details, but getting the conversation started is a worthy goal.
Please get involved in the discussion. Feel free to contact me personally if I may be of service in any way.
Full details and the comment process are available at: http://www.womma.org/ethics.htm
Related documents include:
- The WOMMA Ethics Code
- Fundamental Principles
- Frequently Asked Questions
- Press Release
- WOM 101 - Background on word of mouth marketing
Comment Process
The WOMMA Code is a work in progress. All interested parties are invited to participate.
George Silverman joins WOMMA Advisory Board
George Silverman, President of Market Navigation, Inc., is a recovered and reformed psychologist (ABD for a Ph.D. in educational psychology). His primary interest is in the psychology of marketing, decision-making, persuasion and particularly word of mouth, for which the formal study of psychology had not prepared him, but 30 years of marketing consulting has.
His book, The Secrets of Word of Mouth Marketing; How to Trigger Exponential Sales Through Runaway Word of Mouth was published by AMACOM in 2001.
He is the inventor of the telephone focus group, co-inventor of the peer word of mouth group (widely acknowledged to be the most powerful marketing method ever developed in the pharmaceutical industry), and has successfully used word of mouth techniques to accelerate purchase decisions for some of the most successful products ever introduced, including the VCR, the automatic teller machine, the Trac II razor, the NordicTrack and many of the most successful pharmaceutical launches in history. He is a past Treasurer and Board member of the Qualitative Research Consultants Association (QRCA), and has been Chairman of its Professionalism Committee.
George is also a close-up illusionist. He is the Workshop and Lecture Chairman of the Parent Assembly of the Society of American Magicians and a member of the Academy of Magical Arts (The Magic Castle) in L.A. He is one of the leading close-up magicians who convene yearly from around the world at the FFFF convention. It is the most exclusive, invitational only, highly prestigious close-up magic conclave. He uses illusions in his seminars and workshops to create a sense of open-minded wonder, to illustrate many of the illusions of marketing, and to instill a willingness to consider breakthrough possibilities.
About the parallels of marketing and magic he says, "I just like to remind people that things are not always as they seem, there's more than meets the eye, that you have to examine conventional wisdom because much of it is just very realistic-looking illusion, and most of all to remind people that they can do the impossible."
WOMMA Publishes Educational Resources for Marketers (Press Release)
Learn about Word of Mouth Marketing
Chicago, IL, February 7, 2005 -- The Word of Mouth Marketing Association (WOMMA), the official trade association for the word of mouth marketing industry, has published a library of new educational resources to help marketers learn about viral, buzz, word of mouth, blogs, and other new techniques that help them engage with customers.
"The Womnibus -- Everything About Word of Mouth" is available at http://www.womma.org/womnibus.
"Good word of mouth marketing puts consumers in control. Everything we do must be about respect for the consumer and sharing their honest opinions," says Andy Sernovitz, WOMMA's CEO. "This site is a guide to help marketers learn how to do word of mouth marketing the right way."
Email Newsletters About Word Of Mouth Marketing
"Buzz Brains" features interviews with the best and brightest minds in word of mouth marketing along with case studies of the most successful campaigns. The first issue explores Disney's The Life Aquatic social networking campaign with Friendster.
"Womnibus Weekly" keeps marketers up to date with what's happening in the world of word of mouth, viral, buzz, and blog marketing -- from the biggest initiatives to the most thought-provoking blogs. It includes the best techniques, the latest campaigns, the newest innovations, and plenty of strategies for success, plus job listings for word of mouth marketers and career changes of note.
The WOMBlog provides quick and easy-to-read aggregation of the major blogs discussing word of mouth. Anyone interested in the subject can find all the buzz behind the buzz industry in one place, via blog or RSS feed.
Word of Mouth 101 Report - Introduction to Word of Mouth
What exactly is word of mouth marketing? This report provides a comprehensive introduction to the basics, including word of mouth strategies, philosophy, and best practices, along with a list of unethical word of mouth practices that marketers must avoid.
Word of Mouth Marketing Library
Featuring links to books, case studies, articles, white papers, research, and presentations from top experts in word of mouth marketing.
About WOMMA
WOMMA is the official trade association for the word of mouth marketing industry. Its members are committed to building a prosperous word of mouth marketing profession based on best practices, effective standards, and ethical leadership. The association has 40 corporate members and more than 1,500 active participants in its email discussions. It will hold its first conference March 29-30 in Chicago. For more information on WOMMA or the group’s inaugural conference, please visit http://www.womma.org.
New Members: S.C. Johnson, EchoDitto, PR Partners, BuzzMarketing.com
WOMMA welcomes its newest members:
Thanks for your support!
New WOMMA Newsletters
WOMMA launched two new newsletters this week.
The Womnibus:
The greatest WOM marketing strategies and successes, sent to you each week in very brief, snappy summaries.
Buzz Brains:
Fascinating interviews and case studies from the smartest WOM marketers. Fresh profiles every week.
>> Sign up here:
http://www.womma.org/newsletters.htm
An Open Letter to All VBMA Members
The members of WOMMA value the work that VBMA is doing and we value our relationship with you. We are committed to supporting your efforts and investing in a strong working relationship between our organizations.
Our groups represent the future of a thriving, trustworthy market for all viral, buzz, and word of mouth marketers. Together we can ensure a prosperous future for the industry and success for each of our members.
WOMMA and VBMA were each created to help grow a healthy word of mouth marketing profession, bring together key players in the industry, and bring recognition for the work that they do. After informal discussions at various conferences in early 2004, the founders of VBMA and WOMMA independently created complementary organizations. They chose different organizational structures and membership benefits, but with the same goal -- helping all of our members and our industry become more successful.
From the day we started, WOMMA has offered its unconditional support to the VBMA. When WOMMA hired me as CEO in October 2004, my first call was to Justin Kirby, offering our support and resources. In a November 2004 meeting with VBMA president Thomas Zorbach, WOMMA offered financial assistance to VBMA to underwrite programs of mutual interest, participation in our committees and events, simulcasting of our conferences and webinars, open access to all content that we produce, and much more.
In the same spirit:
1. We invite all VBMA members to attend our upcoming conference and will be offering a discount to VBMA members. We have also reserved speaking slots on the panels for VBMA members.
2. We invite VBMA to join with us and all other interested organizations in forming an international coalition that serves as an umbrella group to coordinate our mutual efforts.
3. We are inviting VBMA representatives to join the WOMMA Advisory Board and serve as official liaisons.
The greater good of our industry is our highest goal, and we hope all interested organizations can work together. There is an important role for all organizations, philosophies, and operating styles, and we sincerely look forward to continued collaboration with VBMA in a warm working relationship.
Please do not hesitate to call on us if we may be of service in any way. Feel free to contact me personally at any time, for any reason.
Sincerely,
Andy Sernovitz
CEO
andy@womma.org
312-335-0035
http://www.womma.org
WOMMA UPDATE #9: 2/2/2005
WOMMA UPDATE #9: 2/2/2005
Email Newsletter Archive
---------------------------------------------------------
1. Standards Council Agrees on Terminology Framework
2. Save These Dates: March 29-30
3. New WOMMA Newsletters
4. Calling All Publicity
5. Welcome New Members
6. Work for WOMMA
ACTION ITEMS:
a. Add March 29-30 to your calendar
b. Send word when you make the press
1> Standards Council Agrees on Terminology Framework
------------------------------------------------
After two months of work, the WOMMA Standards Council has agreed upon a framework for word of mouth marketing definitions and units. Expect to see details in the next few weeks as we write up the work in progress and publish it for comment on the WOMMA website.
The Council will continue to face challenges, such as dealing with the wide variety of terminology being used for identical processes and bridging the cultural and communications gaps among different companies and industries.
Want to get involved? Contact WOMMA to find out the schedule of bi-weekly teleconferences.
Not a member? Contact us today to join and help set the standards for the industry.
2> Save These Dates: March 29-30
------------------------------------------------
WOMMA's two-day conference will take place in Chicago, March 29 and 30. Learn the hottest new techniques, hear the secrets behind the most successful campaigns, and meet the other pioneers in this fantastic field.
Check out future issues of the WOMMA UPDATE for venue and speaker lists.
3> New WOMMA Newsletters
------------------------------------------------
WOMMA launched two new newsletters this week.
The Womnibus:
The greatest WOM marketing strategies and successes, sent to you each week in very brief, snappy summaries.
Buzz Brains:
Fascinating interviews and case studies from the smartest WOM marketers. Fresh profiles every week.
>> Sign up here:
http://www.womma.org/newsletters.htm
4> Calling All Publicity
------------------------------------------------
Been in the press lately? Our mission is to let the world know the terrific things you're doing -- we can't let others know unless you let us know.
So tell us if you:
-- were mentioned in an article
-- made a speech
-- wrote a case study
-- issued a press release
-- changed jobs or hired someone new
-- announced a new job opening
Send it to: editor@womma.org
5> Welcome New Members
------------------------------------------------
WOMMA welcomes new members Zondervan, The Tweedy Group, and Matchstick.
Thanks for your support!
6> Work for WOMMA
------------------------------------------------
WOMMA seeks senior staffers to take the organization to the next level. We need passionate self-starters with proven track records managing high-level group projects with volunteer participants.
Full-time positions based in Chicago include VP of Events and Programs, VP of Membership, VP of Communications/Policy, Webmaster/Online Activist, and Operations Manager.
Cover letter, resume, and salary requirements to Preston Firestone: preston@womma.org.
Calling All Publicity
Been in the press lately? Our mission is to let the world know the terrific things you're doing -- we can't let others know unless you let us know.
So tell us if you:
-- were mentioned in an article
-- made a speech
-- wrote a case study
-- issued a press release
-- changed jobs or hired someone new
-- announced a new job opening
Send it to: editor@womma.org
Save The Date: March 29-30
WOMMA's two-day conference will take place in Chicago, March 29 and 30. Learn the hottest new techniques, hear the secrets behind the most successful campaigns, and meet the other pioneers in this fantastic field.
Check out future issues of the WOMMA UPDATE for venue and speaker lists.
Standards Council Agrees on Terminology Framework
After two months of work, the WOMMA Standards Council has agreed upon a framework for word of mouth marketing definitions and units. Expect to see details in the next few weeks as we write up the work in progress and publish it for comment on the WOMMA website.
The Council will continue to face challenges, such as dealing with the wide variety of terminology being used for identical processes and bridging the cultural and communications gaps among different companies and industries.
Want to get involved? Contact WOMMA to find out the schedule of bi-weekly teleconferences.
Not a member? Contact us today to join and help set the standards for the industry.