April 2006
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WOMMA's Word of Mouth Basic Training 2 Conference
June 20-21, 2006
Hilton San Francisco
Learn to get people talking at the biggest word of mouth marketing event ever. If you're involved with word of mouth, viral, buzz, and blog marketing, make your plans now -- you need to be here.
Start looking up airfare now. Mark the dates in your BlackBerry, Outlook, or iCal. We'll have even more exciting details ready to announce next week. For information on speaking or sponsorship opportunities, visit the WOMMA web site.
Congratulations to ED KELLER, BRAD FAY, KATHY BAUGHMAN, and STEVE HERSHBERGER on the strategic alliance between their companies Keller Fay Group and ComBlu ... Thanks to KEVIN BURKE of Lucid Marketing for speaking on word of mouth marketing to over 175 people at the Philadelphia Ad Club. Kudos also to MIKE DICCICCO of Diccicco Battista Communications for helping to make it happen ... Congratulations to VIRGINIA MIRACLE, who is moving on from her job as Head of Word of Mouth at Dell to become the Director of Word of Mouth Marketing for fellow WOMMA member Brains on Fire ... Are there awards for great presentations? JOHN MOORE of Brand Autopsy should win something for the deck he presented at the Jacksonville Marketing and Advertising Club. It's downright beautiful.
Link roundup:
http://www.phillyadclub.com/event_article.php?id=81
http://brainsonfire.com/blog/author/virginia
http://brandautopsy.typepad.com/brandautopsy/2006/04/whats_goin_on_p.html
Know a member who's bursting with buzz? Let us know! Email editor@womma.org.
* JOB BOARD: The only jobs site specifically for word of mouth marketing positions. All WOMMA members get a free post each month.
>> GO TO: http://womma.org/jobs
* SPEAKERS BUREAU: For speakers and event planners, find a speaking gig or an expert speaker, panelist, or keynote. WOMMA members get first crack at the best gigs.
>> GO TO: http://womma.org/speakers
* MEMBER DIRECTORY: Add your company's contact information, logo, and full description of what you do. Free for all members.
>> GO TO: http://womma.org/members
--> Research Book Work Group: May 2, 12pm ET
Looking at topics submitted for the "Measuring Word of Mouth, Volume 2" book. Email editor@womma.org if you want to get involved.
REMEMBER: You cannot participate on a Council until your company has formally joined the organization. Call WOMMA today to start the process at 312-335-0035 or apply online at http://womma.org/join.htm.
WORD OF MOUTH WEDNESDAYS
Wednesdays at noon EST
>> Next Wednesday, May 3: "Blogs and Brands"
Featuring:
* Jason Woodmansee, TaylorMade-adidas Golf
* Pinny Gniwisch, Ice.com
* Connecting directly with your customers
* Managing comments (both positive and negative)
* Writing about topics that make great posts
>> Register at http://womma.org/telecon.htm
Other upcoming teleconferences:
JUST ADDED!
Wednesday, May 10:
"WOM and Non-Profits"
Marc Sirkin, The Leukemia & Lymphoma Society
Virgil Simons, The Prostate Net
Wednesday, June 7: "WOM on Broadway and in Primetime"
* Warren Ackerman, Affinitive
* David Neupert, M80
Wednesday, June 14: "How to Use WOM to Create a Best-Selling Book"
* Greg Stielstra, Author of "PyroMarketing"
* Bryan Eisenberg, Author of "Call to Action"
>> GO TO: http://womma.org/telecon.htm
--> WOMMA Teleconference: May 3, 12pm ET
"Blogs and Brands"
Register at: http://womma.org/telecon.htm
--> WOMMA Teleconference: May 10, 12pm ET
"WOM and Non-Profits"
Register at: http://womma.org/telecon.htm
--> Marketing without Advertising: May 18-19, Barcelona
WOMMA members save EU100
--> INBOX: May 31-June 1, San Jose
WOMMA members save $100
--> WOMMA Teleconference: June 7, 12pm ET
"WOM on Broadway and in Primetime"
Register at: http://womma.org/telecon.htm
--> 2006 Innovative Marketing Conference, June 8-9, NYC
WOMMA members save 10%
--> WOMMA Teleconference: June 14, 12pm ET
"How to Use WOM to Create a Best-Selling Book"
Register at: http://womma.org/telecon.htm
REMEMBER: To receive the WOMMA member discount codes, your company must formally join the association. To start the process, call WOMMA at 312-335-0035 or apply online.
Even more companies have joined WOMMA. Welcome to:
* Biz360
* United Online
* Stones' Phones
* Diccicco Battista Communications
* Facebook
We thank everyone for their support!
We are sorry if you received a spam email message that contains WOMMA's name. We did not send it.
WOMMA has a strict anti-spam policy and code of ethics.
Please look and see that the message is not from us, does not reply to us, and contains no link to our web site. WOMMA's name was mentioned in the email, but we did not send it. A spammer has put our name in a message without our permission.
We are working hard to track down the source of this message and we are doing what we can to stop it.
Thank you for understanding.
Feel free to contact us at 312-335-0035 if we can help you in any way.
This was a huge week for the entire word of mouth industry. Thanks to the leadership of GARY SPANGLER, DuPont became the first Fortune 100 marketer to require its employes and vendors to follow WOMMA's Code of Ethics. Congratulations to Gary and DuPont for helping us put stealth marketers out of business ... Word of mouth was featured twice on NPR this week. WOMMA members DELL, COLE & WEBER, INTUIT, BZZAGENT, and Advisor PETER KIM all were highlighted in some very favorable coverage ... The Inc. story on the state of the WOM industry we mentioned last week is now online. Buy up every copy and give one to your mother ... Congratulations to BRETT HURT and the Bazaarvoice team for being selected as a finalist for the Red Herring 100 North America award ... Please join us in loud, sustained applause for all the members who stepped forward and helped us out with our first five WOM Wednesdays teleconference series: JACKIE HUBA, RICHARD EDELMAN, LAURIE MAYERS, MICHAEL WILEY, PETE BLACKSHAW, JIM NAIL, MARK KINGDON, VIRGINIA MIRACLE, WALTER CARL, and GARY SPANGLER.
Link roundup:
http://womma.org/pages/2006/04/breaking_news_d.htm
http://npr.org/templates/story/story.php?storyId=5348290
http://npr.org/templates/story/story.php?storyId=5353300
http://www.inc.com/magazine/20060401/priority-marketing.html
Know a member who's bursting with buzz? Let us know! Email editor@womma.org.
WORD OF MOUTH WEDNESDAYS
Wednesdays at noon EST
>> Wednesday, May 3: "Blogs and Brands"
Featuring:
* Jason Woodmansee, TaylorMade-adidas Golf
* Pinny Gniwisch, Ice.com
* Connecting directly with your customers
* Managing comments (both positive and negative)
* Writing about topics that make great posts
>> Register at http://womma.org/telecon.htm
Other upcoming teleconferences:
Wednesday, June 7: "WOM on Broadway and in Primetime"
* Warren Ackerman, Affinitive
* David Neupert, M80
Wednesday, June 14: "How to Use WOM to Create a Best-Selling Book"
* Greg Stielstra, Author of "PyroMarketing"
* Bryan Eisenberg, Author of "Call to Action"
>> GO TO: http://womma.org/telecon.htm
Last year, WOMMA's Research and Metrics Council produced "Measuring Word of Mouth, Volume 1" -- a hugely successful 225-page book featuring 30 papers and articles on the latest trends in WOM research.
Here is your chance to contribute to the next edition coming out this summer. All WOMMA members are invited to submit a paper or article for "Measuring Word of Mouth, Volume 2". This is very easy -- all we need is at least 3-5 pages and we'll even help you come up with a topic.
Don't wait -- topic submissions are now being accepted.
REMEMBER: You cannot submit a paper to the research book unless your company has formally joined the organization. Call WOMMA to start the process at 312-335-0035 or apply online.
>> GO TO: http://womma.org/research2.htm
Introducing another new WOMMA member benefit -- the Member Directory. Free for all members, you can now add your company's contact information, logo, and full description of what you do. By providing this kind of information, members now have another chance to promote their company. You just may find yourself with new business knocking on the door.
REMEMBER: Not a member? If you're interested in joining, call WOMMA today to start the process at 312-335-0035 or apply online.
>> GO TO: http://womma.org/members
Five more companies have joined WOMMA. Welcome to:
* 92nd Street Y
* Jack Morton Worldwide
* Thomas Nelson Publishers
* Intellext
* Hachette Filipacchi Media
We thank everyone for their support!
Last week, we announced a great new benefit of membership -- the WOMMA Job Board. This is the only job board that exists specifically for word of mouth marketing positions. All WOMMA members get a free posting each month. Non-members are invited to post, too.
Jobs have been posted in the last week for WOM positions at: Yahoo!, Hass MS&L, GolinHarris, Dow Jones, and more.
>> GO TO: http://womma.org/jobs
--> WOMMA Teleconference: May 3, 12pm ET
"Blogs and Brands"
Register at: http://womma.org/telecon.htm
--> Marketing without Advertising: May 18-19, Barcelona
WOMMA members save EU100
--> INBOX: May 31-June 1, San Jose
WOMMA members save $1006
--> WOMMA Teleconference: June 7, 12pm ET
"WOM on Broadway and in Primetime"
Register at: http://womma.org/telecon.htm
--> WOMMA Teleconference: June 14, 12pm ET
"How to Use WOM to Create a Best-Selling Book"
Register at: http://womma.org/telecon.htm
REMEMBER: To receive the WOMMA member discount codes, your company must formally join the association. To start the process, call WOMMA at 312-335-0035 or apply online.
--> Research Book Work Group: April 24, 1pm ET
Looking at topics submitted for the "Measuring Word of Mouth, Volume 2" book. Email editor@womma.org if you want to get involved.
--> Brand Marketers Council: April 24, 2pm ET
Noted author and loyalty marketing pioneer Fred Reichheld will be giving a special presentation to the Brand Marketers Council. If you're a member and a brand, email editor@womma.org to get the call-in info.
REMEMBER: You cannot participate on a Council until your company has formally joined the organization. Call WOMMA today to start the process at 312-335-0035 or apply online.
For WOM Wednesday #5, WOMMA hosted a teleconference on one of the most vital topics in word of mouth marketing: WOM ethics. The program featured Walter Carl of Northeastern University, Gary Spangler of DuPont, and Andy Sernovitz of WOMMA talking about the practical steps for doing ethical word of mouth marketing.
Starting off the teleconference with an overview of ethics in word of mouth, Andy reviewed the finer points of the WOMMA Code of Ethics. He also shared the philosophy of WOM, which emphasizes four main points:
* Honesty matters
* UR the UE
* Consumers come first
* They are your most valuable asset
Gary Spangler talked in detail about a major announcement DuPont made on April 18 stating that the company become the first Fortune 100 corporation to adopt the WOMMA Code of Ethics. Gary reiterated that in addition to DuPont's full endorsement, the company announced it will only engage word of mouth marketing services providers that adhere to the Code as well.
Walter spoke next on the details of his research study released on January. The study, which examined the nature of disclosure in organized word of mouth marketing programs, found that disclosure has practical business benefits and does not interrupt the natural flow of conversation.
Featured speakers:
Walter Carl, Professor, Northeastern University
Gary Spangler, eBusiness Manager, DuPont
Andy Sernovitz, CEO, Word of Mouth Marketing Association
Topics and URL's referenced during the call:
WOMMA Code of Ethics
Walter Carl's blog
DuPont Ethics Code announcement
Download handouts:
WOMMA's "Ethics in Word of Mouth Marketing" presentation (PDF download)
Download Walter Carl's "To Tell or Not to Tell" study
Register to sign up for upcoming WOM Wednesday Teleconferences:
http://www.womma.org/telecon.htm
DuPont Endorses Word of Mouth Standards: Raises Ethics Bar for U.S. Industry
WOMMA to Move Forward Aggressively with Ethics Fight
CHICAGO, April 18, 2006 -- DuPont's recent decision to endorse the Word of Mouth Marketing Association's (WOMMA) Code of Ethics, making it applicable to all marketing employees and vendors, was a major milestone in consumer protection and word of mouth marketing.
The company's Senior Vice President & Chief Marketing & Sales Officer issued an email alerting all sales, marketing and brand professionals worldwide of the company's "full endorsement" for WOMMA's Code of Ethics. In addition, DuPont will engage word of mouth marketing services providers only if they adhere to this Code of Ethics.
DuPont's announcement will be discussed further in a special free teleconference on WOM Ethics at noon ET this Wednesday, April 19. Call-in details are located at http://womma.org/telecon.htm.
Gary Spangler, DuPont's representative to WOMMA, said, "DuPont is the first Fortune 100 company to formally adopt a Code of Ethics for word of mouth marketing. DuPont's proactive adoption of this ethics code is a leading example of self-regulation in this emerging field."
Noteworthy is the fact that DuPont is the first major marketer to screen vendors for word of mouth ethics. "By ensuring that everyone acting on behalf of the company subscribes to the highest ethical standards in their dealings with the public, DuPont has issued a call to U.S. businesses to follow its path," commented WOMMA CEO Andy Sernovitz.
"DuPont's action sends an important message: Honest word of mouth marketing firms will be getting more business, and deceptive stealth marketers will find it impossible to find customers," Sernovitz continued.
DuPont clearly understands that the best way to establish long-term success in the emerging word of mouth world is by offering its customers the kind of honesty, respect, and service that turns satisfied customers into powerful advocates.
Word of mouth marketing enables companies to work with satisfied consumers who like to spread the word about products and services they enjoy. This form of marketing is a change for the better in the fundamental relationship between consumers and marketers, shifting control of the conversation to the consumer and making consumer satisfaction the paramount objective.
The WOMMA Ethics Code establishes guidelines and best practices so that honest marketers have a framework with which to plan and execute ethical word of mouth marketing campaigns.
The heart of the WOMMA Ethics Code is the Honesty ROI: Honest disclosure of Relationship, Opinion, and Identity. This demands that consumers disclose their relationship with marketers; that they be allowed to form their own honest opinions; and that everyone discloses their true identity.
"WOMMA is launching a series of initiatives to provide companies with practical means to ensure the high ethical standards," said Sernovitz. "The next step will be a set of guidelines that will help honest companies identify specific practices that must be avoided. This will protect consumers and protect corporate reputations from the damage that results from engaging in unethical stealth marketing practices."
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, measurable ROI, and ethical leadership. Learn about WOMMA at http://www.womma.org.
PRESS CONTACT
Andy Sernovitz, CEO
Word of Mouth Marketing Association
312-335-0035
editor@womma.org
http://www.womma.org
Announcing a great new benefit of membership -- the WOMMA Job Board. We're matching the best and brightest minds in word of mouth marketing with the companies leading this amazing new field. No other job board exists specifically for word of mouth marketing positions.
Member exclusive: all WOMMA members get a free posting every month.
>> GO TO: http://womma.org/jobs
Last year, WOMMA's Research and Metrics Council produced a "Measuring Word of Mouth, Volume 1" -- a hugely successful 225-page book featuring 30 papers and articles on the latest trends in WOM research. It's still selling more than a year later!
The members of WOMMA's Research and Metrics Council, led by the Work Group on Measuring Word of Mouth, extend an invitation to all WOMMA members to share papers and articles demonstrating the ROI of WOM in "Measuring Word of Mouth, Volume 2" (MWOM2).
Members who submit articles will receive first consideration for presenting at the 2nd Annual Word of Mouth Research and Metrics Symposium.
Awards for the best paper or article will be offered in three categories:
* Best paper that uses the Terminology Framework
* Best paper that demonstrates lessons learned about word of mouth
* Best paper that illustrates a comprehensive use of ROI
What You Need to Do!
If you would like to submit a paper or article, please do the following:
* Download the Style Guide
* Email us immediately with your topic idea.
REMEMBER: You cannot submit a paper to the research book unless your company has formally joined the organization. Call WOMMA today to start the process at 312-335-0035.
What You Need to Know!
* Paper/article topics are due by April 28.
* Editorial Board approves topics by May 12
* Papers are due May 26.
* Write about what you know. Connect WOMMA's Terminology Framework to your existing work and research.
* There's no need to devise a new study or write a 250-page paper.
This is an Important Promotional Opportunity!
You do not want to miss this important promotional opportunity. Authors of papers and articles included in 2005's Measuring Word of Mouth, Volume 1 enjoyed considerable publicity when the book was published, and continue to earn status as the thought-leaders for this exciting new field.
INTERESTED?
Download the MWOM2 Style Guide for ideas and then email us with your topic.
We look forward to hearing from you!
Upcoming Council Meeting Schedule
--> Ethics Task Force: April 17, 2pm ET
Building a foundation for an ethical, prosperous WOM industry. Participation by invitation only.
--> NEW: Women & WOM Council: April 21, 12pm ET
Join this open discussion group focused on the unique issues related to word of mouth to and between women.
--> Research Book Work Group: April 24, 1pm ET
Looking at topics submitted for the "Measuring Word of Mouth, Volume 2" book.
--> Brand Marketers Council: April 24, 2pm ET
Noted author and loyalty marketing pioneer Fred Reichheld will be giving a special presentation to the Brand Marketers Council. Private for brands only.
--> NEW: BtoB Council: April 27, 12pm ET
We're forming a brand new discussion group focused on this popular topic. We'll focus on issues that impact WOM specifically in a BtoB environment.
REMEMBER: You can't participate on a WOMMA Council unless your company has formally joined the organization. Call WOMMA today to start the process: 312-335-0035.
WORD OF MOUTH WEDNESDAYS
Every Wednesday at noon EST
>> Special event -- This teleconference is now free!
This Wednesday, April 19
"WOM Ethics: A Practical Guide to Doing it Right"
Call 512-225-3050, enter passcode 772541#
Walter Carl, Professor, Northeastern University
Gary Spangler, eBusiness Manager, DuPont
Andy Sernovitz, CEO, Word of Mouth Marketing Association
* Implement WOM ethics guidelines in your company
* Questions to ask before starting a campaign
* Effective disclosure rules and techniques
* What to do if something goes wrong
>> GO TO: http://womma.org/telecon.htm
Don't forget to sign up for the WOMMA Speakers Bureau. All WOMMA members get first crack at the best gigs.
If you're a SPEAKER, it's a great way to get featured at major international conferences, corporate events, influential trade shows, local marketing clubs, and more.
If you're an EVENT PLANNER, be sure to register your event as soon as possible. We'll refer you to the best, most qualified speakers covering all aspects of word of mouth.
>> GO TO: http://womma.org/speakers
Even more companies have joined WOMMA. Welcome to:
* Cramer-Krasselt
* ADD Wiser
* GSG Entertainment
* BlueLine Grassroots
* Britt Allcroft Productions
* RealTravel
We thank everyone for their support!
Thanks to SEAN GLASS of Higher One for talking up WOM and WOMMA in his presentation at the National Association of Campus Card Users ... Sean also went the extra mile and passed out copies of fellow WOMMA member GREG STIELSTRA'S book "Pyromarketing" ... Did you see the terrific write-up on WOM in the April issue of Inc. magazine? It's already on newsstands and hits the Web on April 21 ... Edelman's RICK MURRAY and STEVE RUBEL had a sit-down to talk buzz with Jack Trout. Lucky for all of us, it's been podcasted ... Conference season is heating up again and WOMMA members are (literally) everywhere doing what they do best -- spreading the word about word of mouth. ED KELLER recently talked about influentials at the prestigious Market Research Society conference in London. Ammo Marketing's JULIAN ALDRDIGE talked about word of mouth campaigns at the spring conference of the New England Mail Order Association ... One key issue forum on word of mouth featured five WOMMA panelists at the ARF's re:think! 2006 conference, including JONATHAN CARSON and PETE BLACKSHAW of Nielsen BuzzMetrics, ED KELLER of Keller Fay Group, JIM NAIL of Cymfony, DIANE HESSAN of Communispace. Nice work, everyone.
Know a WOMMA member who's bursting with buzz? Let us know! Email editor@womma.org.
Link roundup:
http://inc.com/magazine/20060401/index.html
http://www.jackstreet.com/jackstreet/WJCK-SteveRubelE.cfm
http://www.mrweb.com/drno/news5326.htm
http://www.dmnews.com/cgi-bin/artprevbot.cgi?article_id=36202
http://www.thearf.org/conferences/past/rethink2006/index.html
FOR IMMEDIATE RELEASE
WORD OF MOUTH MARKETING SPEAKERS BUREAU TO CONNECT EVENT PLANNERS WITH TOP EXPERTS
CHICAGO, April 3, 2006 -- The Word of Mouth Marketing Association (WOMMA) has launched a new Speakers Bureau that matches the best speakers on word of mouth marketing with event and meeting planners. The service is free of charge and available immediately. Full details are available at http://www.womma.org/speakers.
As the only Speakers Bureau devoted solely to word of mouth marketing, the service was created to supply an already high demand.
"Conference attendees are eager to learn more about the exciting developments in word of mouth marketing," says WOMMA CEO Andy Sernovitz. "Our speakers are talented, pre-screened, and qualified to speak confidently on this in-demand topic."
WOM Sessions are Popular, Often Standing Room Only
WOMMA has referred hundreds of speakers to private meetings, major industry conferences, and influential trade shows worldwide. Word of mouth is the hottest topic in the business world and is always a top draw. It is not unusual for a WOMMA-referred speaker's session to sell out or quickly become standing room only.
Past WOMMA referrals have included top word of mouth practitioners and authors such as Jackie Huba, Ben McConnell, Ed Keller, Mark Hughes, Fred Reichheld, and more. Groups such as the Direct Marketing Association, Public Relations Society of America, Shop.org, BlogOn, OMMA, the American Marketing Association, and others have already featured WOMMA referrals as speakers, keynotes, and panelists.
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, measurable ROI, and ethical leadership. The association has more than 275 corporate members. Learn about WOMMA at http://www.womma.org.
Press Contact
Andy Sernovitz, CEO
Word of Mouth Marketing Association
312-335-0035
www.womma.org
editor@womma.org
http://www.womma.org
15 more companies have joined WOMMA:
Microsoft, General Motors, Flaum Partners, Resource Interactive, Myers Publishing, Laguens Hamburger Kully Klose, Virgin Mobile, 1000heads, A&E Television Network, MediaSolutions, Communispace, e-Storm, drillTEAM Media, Scharbo and Company, General Mills
We thank everyone for their support!
WOMMA Councils help shape the future of the industry! All members are invited to participate on a Council. Here's what's coming up:
--> Research Conference Work Group: April 7, 11am ET
Start planning the 2006 Measuring Word of Mouth Conference. First call is Friday!
--> Research Terminology Work Group: April 7, 4pm ET
Updating the WOM Terminology Framework for 2006. First call is Friday!
--> Research Book Work Group: April 10, 11 am
Producing the "Measuring Word of Mouth, Volume 2" book.
--> Communications Council, April 13, 3pm ET
Leading the effort to promote and protect Word of Mouth. This is an informational call for interested members.
--> Ethics Task Force, April 17, 2pm ET
Continuing to build a foundation for an ethics-based WOM industry. Participation by invitation only.
>> GO TO: http://womma.org/councils
REMEMBER: You can't participate on a WOMMA Council unless your company has formally joined the organization. Call WOMMA today to start the process: 312-335-0035.
For WOM Wednesday #4, WOMMA hosted a teleconference featuring two experts who have planned, created, and executed actual viral marketing campaigns -- Mark Kingdon, CEO of Organic, and Virginia Miracle, Online Advertising Manager and Head of Word of Mouth for Dell. Both gave the inside story on their viral campaigns and the planning that went into getting the virus to spread. Mark and Virginia both listed the creative elements that are likely to get passed along and shared their insights into tracking and measuring results.
Featured speakers:
Mark Kingdon, CEO, Organic
Virginia Miracle, Online Advertising Manager and Head of Word of Mouth, Dell
Topics and URL's referenced during the call:
Organic blog
ADitty4You.com
Dellditty.com
John Moore (Brand Autopsy) post
MySpace
Download handouts (PDF downloads):
Virginia Miracle, Dell presentation
Mark Kingdon, Organic presentation
Register to sign up for upcoming WOM Wednesday Teleconferences:
http://www.womma.org/telecon.htm
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