May 2007
← April 2007 | WOMMA News Blog Home | June 2007 →
To help our members show off their WOMMA pride, we've developed a Member Recognition Kit that's full of tools you can use to promote your company as one that ethically empowers and amplifies consumer voices.
WOMMA's Member Recognition Kit is designed to help you fly the word of mouth marketing flag for your company. You may use it in whole, in part, or not at all, depending on your personal needs and goals. Each piece of the kit may be used at your own discretion to:
* Publicize your WOMMA membership
* Demonstrate your company's dedication to the word of mouth marketing industry
* Announce your company's commitment to word of mouth marketing ethics
* Promote word of mouth as an important tool within the mainstream marketing mix
Take advantage of your WOMMA Member Recognition Kit today.
Have a great WOM BtoB case study that you want to share with your industry peers, but don't have the time to write it up? Let us know. We'll arrange to interview you, and then we'll write the case study for you. It's easy: Tell us your story, and we'll spread the word.
WOMMA and member companies Slack Barshinger and Keith Bates and Associates have teamed up to bring the word of mouth marketing industry the first ever WOM BtoB whitepaper -- a collection of case studies to demonstrate BtoB word of mouth in action. This is a great opportunity; step up and showcase your expertise in this high-demand area by submitting your WOM BtoB case study -- or contact WOMMA to set up an interview, and we can do the heavy lifting for you.
Have you done something WOM-worthy in the world of BtoB? We want to hear about it. For more information, or to submit your case study now, email us at editor@womma.org.
Join us Wednesdays at noon EST for WOM Wednesdays, WOMMA's ongoing teleconference series. Just register, dial in, and listen up to get the ideas that will truly expand your marketing horizons. After the teleconference, visit our website for an audio recording of the call, an exclusive member benefit that can be downloaded for free from the WOMMA Member Center.
> Tomorrow, Wednesday, May 30, at noon EST -->
Driving Seasonal Sales with WOM: How Hormel Made it Happen
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If you're considering a WOM campaign in advance of the summer selling season or if you're already hatching plans for the 2007 holiday season, we've got the teleconference for you. Hormel and BzzAgent will detail how they used WOM to spark trial, prompt conversations, and overcome objections to the Jenny-O Turkey Store brand just in time for the 2006 holiday season. Featuring Art Muldoon, SVP of Client Services, BzzAgent, and Cristofer Eide, Director of Retail Marketing, Hormel.
> Wednesday, June 13, at noon EST -->
Know Thy Customer: WOM Strategies to Uncover Customer Needs
------------------------------------------------------------
Find out how Higher One and The Phelon Group tapped into the power of word of mouth to find out what Higher One customers really wanted -- and then put that information to work creating stronger connections with current customers and repeatable programs for prospects. Featuring Sean Glass, CMO, Higher One, and Steven Nicks, EVP of Client Services, The Phelon Group. (NOTE: This call was previously scheduled for May 16; previous registrations will be honored.)
Cost is $20 for WOMMA members, $60 for non-members.
Sign up:
http://www.womma.org/events/teleconferences
WOMMA's one-of-a-kind collection of word of mouth marketing research continues to be in high demand and is setting the standards for word of mouth marketing research. Measuring Word of Mouth Vol. 1 is now in its second printing, Vol. 2 is flying off our shelves, and Vol. 3 is underway.
This year, as a way to increase the diversity of our content, we're opening Measuring Word of Mouth to student submissions. Students represent the future of the industry, and we welcome them to take advantage of this opportunity to show off their word of mouth marketing savvy to their future peers.
Monday, June 4 is the deadline for student papers, and the clock is ticking! Spread the word; tell students you know about this great opportunity.
If you know a student whose work should be included, email us at editor@womma.
Starting this week, WOM Research will no longer be a stand-alone newsletter. We're rolling our word of mouth marketing research content into our Womnibus Weekly newsletter, making Womnibus Weekly your one-stop shop for all things word of mouth, including news, research, and examples of word of mouth in action. We know your time is valuable, so make Womnibus your primary resource for all things WOM.
Of course, WOMMA's Action Items newsletter will continue to be your source for membership-related opportunities. WOMMA Action Items is your best way to keep tabs on what WOMMA is doing to serve you best as we work to preserve and promote the word of mouth marketing industry.
Updated WOMMA Newsletter Schedule:
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* Action Items on Monday, for the latest WOMMA news and opportunities you can use.
* Womnibus Weekly on Wednesday, for all things word of mouth -- now including research!
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>> WOM Research subscribers: Don't forget to subscribe to WOMMA's Womnibus Weekly newsletter to continue to get your weekly word of mouth marketing fix. Subscribe now.
News by, about, and for WOMMA members:
* WOMMA member company Cold Stone Creamery recently launched its first national integrated campaign in the company's 20-year history.
* WOMMA member company WHITTMANHART Interactive recently designed an online platform for Tupperware's "Chain of Confidence" social media marketing campaign.
* Gary Spangler of WOMMA member company DuPont spoke at a Google-hosted meeting for corporate marketers on May 15. A May 17 InformationWeek article quoted Spangler's speech, which was about the work DuPont has done using video ads to raise awareness for its research. Read it here.
* WOMMA member company RepNation announced last week that it is developing and managing a college-campus-based brand ambassador network for Microsoft's i'm Initiative, which allows people to raise money while communicating via instant messaging.
* Congratulations to WOMMA member company Cymfony/TNS Media Intelligence, which is a finalist in the fourth annual MITX Technology Awards for its entry "Social Media Analysis for Market Research Professionals."
Are you speaking at an event or receiving an award? Were you quoted in the press? Are you making a change at work or at home, or otherwise just doing something really cool? Tell us about it and we'll spread the word! Email editor@womma.org.
Last week, several articles were published that questioned the ethics of specific word of mouth marketing efforts. Separate articles at MarketingVOX and PRWeek's blog, "The Cycle," referenced WOMMA's ethics code as the standard in ethical word of mouth marketing practices.
The media is looking to WOMMA for ethical word of mouth marketing best practices -- are you?
>> Start with WOMMA's Ethics Adoption Toolkit
WOMMA's Ethics Adoption Toolkit is just one of several tools in WOMMA's Practical Ethics program, which gives companies the tools they need to prevent unethical marketing practices before they start. Other tools include:
* The Ethics Assessment Tool: Includes 20 questions to help marketers avoid unethical marketing practices
* The Ethical Blogger Contact Guidelines: Features 10 ethical communication principles for marketers communicating with bloggers
Learn more about WOMMA's Practical Ethics program.
Join us Wednesdays at noon EST for WOM Wednesdays, WOMMA's ongoing teleconference series. Just register, dial in, and listen up to get the ideas that will truly expand your marketing horizons. After the teleconference, visit our website for an audio recording of the call, an exclusive member benefit that can be downloaded for free from the WOMMA Member Center.
> Next Wednesday, May 30, at noon EST -->
Driving Seasonal Sales with WOM: How Hormel Made it Happen
-----------------------------------------------------------
If you're considering a WOM campaign in advance of the summer selling season or if you're already hatching plans for the 2007 holiday season, we've got the teleconference for you. Hormel and BzzAgent will detail how they used WOM to spark trial, prompt conversations, and overcome objections to the Jenny-O Turkey Store brand just in time for the 2006 holiday season. Featuring Art Muldoon, SVP of Client Services, BzzAgent, and Cristofer Eide, Director of Retail Marketing, Hormel.
> Wednesday, June 13, at noon EST -->
Know Thy Customer: WOM Strategies to Uncover Customer Needs
------------------------------------------------------------
Find out how Higher One and The Phelon Group tapped into the power of word of mouth to find out what Higher One customers really wanted -- and then put that information to work to create stronger connections with current customers and repeatable programs for prospects. Featuring Sean Glass, CMO, Higher One, and Steven Nicks, EVP of Client Services, The Phelon Group. (NOTE: This call was previously scheduled for May 16; previous registrations will be honored.)
Cost is $20 for WOMMA members, $60 for non-members.
Sign up here.
WOMMA and member companies Slack Barshinger and Keith Bates and Associates have teamed up to bring the word of mouth industry the first ever WOM BtoB whitepaper -- a collection of case studies to demonstrate BtoB word of mouth marketing techniques. People are clamoring to get their hands on real world examples of WOM BtoB in action. This is a great opportunity; step up and showcase your expertise in this high-demand area by submitting your WOM BtoB case study.
Have you done something WOM-worthy in the world of BtoB? We want to hear about it. For more information, or to submit your WOM BtoB case study, email us at editor@womma.org.
On Tuesday, May 29, at 10 a.m. CST, WOMMA's Membership Council will hold its first group conference call. WOMMA's Membership Council is a group of WOMMA evangelists dedicated to spreading the word about the association and the industry -- and all WOMMA member companies are invited to join. As part of the Membership Council, you will:
* Help WOMMA identify member needs
* Support membership recruitment efforts by providing testimonials, referrals, and more
* Tell your friends -- over lunch, on your blog, wherever! -- about WOMMA
* Host local recruitment and member gatherings in your area
* Actively participate in the WOMMA Member Center
* Wear your WOMMA pride on your sleeve
If you're interested in serving on the Membership Council and would like to join the May 29 conference call, RSVP to Tarah Remington at tarah@womma.org.
WOMMA's Word of Mouth Marketing Summit and Research Symposium is taking place this Nov. 13-15 in Las Vegas. With the industry's biggest thinkers and heaviest hitters all in one place, we guarantee that what happens at this conference won't stay in Vegas.
WOMMA's Word of Mouth Marketing Summit is the official event for word of mouth marketing and is a must-attend event for all word of mouth marketing professionals. At WOMMA's annual Summit, the word of mouth marketing industry convenes to discuss issues, trends, current events, and more -- and we want you to be there.
>> Save the date for WOMMA's Word of Mouth Marketing Summit and Research Symposium in Las Vegas, Nov. 13-15, 2007.
Even more companies have joined WOMMA. Welcome to:
* Daqi
* Dennehy Public Relations
* Big Buzz
We thank everyone for their support!
News by, about, and for WOMMA members:
* In April, WOMMA member company comScore expanded its European headquarters in London and opened a new marketing office in Paris, France.
* Pete Blackshaw of WOMMA member company Nielsen BuzzMetrics wrote a ClickZ article this month titled, "If I Were CMO of the U.S." You can read the article here.
* Early this month, WOMMA member company Viewpoints Networks announced the launch of Viewpoints.com, a ratings and reviews site where its members write reviews about products and services.
* WOMMA member company BzzAgent was recently featured in a Media Life Magazine article, which was titled, "Making Your Client the Talk of the Town." You can read the article here.
Are you speaking at an event or receiving an award? Were you quoted in the press? Are you making a change at work or at home, or otherwise just doing something really cool? Tell us about it and we'll spread the word! Email editor@womma.org.
WOMMA's Word of Mouth Marketing Summit and Research Symposium is taking place this Nov. 13-15 in Las Vegas. With the industry's biggest thinkers and heaviest hitters all in one place, we guarantee that what happens at this conference won't stay in Vegas.
WOMMA's Word of Mouth Marketing Summit is the official event for word of mouth marketing and is a must-attend event for all word of mouth marketing professionals. At WOMMA's annual Summit, the word of mouth marketing industry convenes to discuss issues, trends, current events, and more -- and we want you to be there.
>> Save the Date for WOMMA's Word of Mouth Marketing Summit and Research Symposium in Las Vegas, Nov. 13-15, 2007.
Join us Wednesdays at noon EST for WOM Wednesdays, WOMMA's ongoing teleconference series. Just register, dial in, and listen up to get the ideas that will truly expand your marketing horizons. After the teleconference, visit our website for an audio recording of the call, an exclusive member benefit that can be downloaded for free from the WOMMA Member Center.
> Wednesday, May 30, at noon EST -->
Driving Seasonal Sales with WOM: How Hormel Made it Happen
-----------------------------------------------------------
If you're considering a WOM campaign in advance of the summer selling season or if you're already hatching plans for the 2007 holiday season, we've got the teleconference for you. Hormel and BzzAgent will detail how they used WOM to spark trial, prompt conversations, and overcome objections to the Jenny-O Turkey Store brand just in time for the 2006 holiday season. Featuring Art Muldoon, SVP of Client Services, BzzAgent and Cristofer Eide, Director of Retail Marketing, Hormel.
Cost is $20 for WOMMA members, $60 for non-members.
Sign up:
http://www.womma.org/events/teleconferences
The WOMMA Buyers Guide is up and running, and it's already generating referrals for the WOMMA member companies listed in it. If you're not one of them, you're missing an extraordinary opportunity. That's because when people -- including potential clients, partners, and reporters -- want to find companies that know word of mouth, the WOMMA Buyers Guide is the first place they turn.
Every WOMMA member company gets a free basic listing in the Buyers Guide. Your listing is easy to publish and will put you front-and-center for a targeted audience of word of mouth buyers. Don't miss this unique opportunity to find new business!
WOMMA members: Fill out your free Buyers Guide listing today:
http://www.womma.org/buyers
WOMMA needs word of mouth superstars to contribute to our case studies project -- an ongoing library of the best word of mouth tips and techniques, directly from the people using them.
The WOMMA Case Studies Library is a "how-to" resource for marketers who want to see word of mouth in action. It gives readers a better understanding of word of mouth marketing techniques and gives contributors an opportunity to showcase their best and brightest work. Plus, case studies submitted prior to WOMMA's Word of Mouth Marketing Summit and Research Symposium will be eligible for our second annual Wommie Awards.
Send us your coolest campaigns or browse the library and get inspired:
http://www.womma.org/casestudy
Last fall, WOMMA launched its Ethics Adoption Toolkit, a collaborative collection of ethics documents for companies that want to make a formal commitment to ethics in word of mouth marketing. In November, Dell became the first company to use the toolkit when it publicly announced its support of the WOMMA Ethics Code.
The Ethics Adoption Toolkit includes everything companies need to commit to ethical word of mouth practices within their organization -- including sample letters, contracts, press releases, and more.
The Ethics Adoption Toolkit is just one of several tools in WOMMA's Practical Ethics program, which gives companies the tools they need to prevent unethical marketing practices before they start. Other tools include:
* The Ethics Assessment Tool: Includes 20 questions to help marketers avoid unethical marketing practices
* The Ethical Blogger Contact Guidelines: Features 10 ethical communication principles for marketers communicating with bloggers
Learn more about WOMMA's Practical Ethics program:
http://www.womma.org/ethics
WOMMA governing members have committed financial support at the highest level to further the mission and vision of our association. In this issue of Action Items, we're tipping our hat to WOMMA governing member RepNation:
RepNation is shaking up the world of traditional marketing with the world's first Consumer Powered Media network, which enables companies and agencies to reach consumers via the personal interactions of their peers. It delivers custom-created, turnkey-managed campaigns -- ranging from brand ambassador and word of mouth influencer networks to strategic sampling solutions. RepNation offers patent-pending technology, providing a new communications channel that can be deployed as easily as conventional marketing. Marketers at Microsoft, JetBlue Airways, and Victoria's Secret have leveraged the company's CPM channel to get powerful, quantitative results.
Learn more about RepNation:
Visit www.repnation.com/client or email plugin@repnation.com.
For more information on becoming a governing member, please contact Tarah Remington at tarah@womma.org.
Even more companies have joined WOMMA. Welcome to:
* Zocalo Group
* iVouch
* PayPal
* Health Guerrilla
* Buzzador
* 360i
* JMC Communities
* OTX Research
We thank everyone for their support!
News by, about, and for WOMMA members:
* Chris Kelly, Chief Privacy Officer and VP at WOMMA member company Facebook, was a keynote speaker at the "Authentic Communications: Examining Social Media and the Online Conversations" conference that took place at the Microsoft Executive Briefing Center in New York on April 24.
* WOMMA member company Alloy Media and Marketing announced a new multicultural media and marketing operation in April. The new division, called Alloy Access, merges American Multicultural Marketing and AMP Urban and focuses primarily on African-American, Hispanic, and urban youth markets.
* Congratulations to WOMMA member company Visible Technologies, which was named as a finalist for the fourth annual Massachusetts Innovation and Technology Exchange (MITX) Technology Awards.
Are you speaking at an event or receiving an award? Were you quoted in the press? Are you making a change at work or at home, or otherwise just doing something really cool? Tell us about it and we'll spread the word! Email editor@womma.org.
Here at WOMMA, we are constantly being asked for examples that demonstrate the power of word of mouth in the BtoB realm. Well, we've been listening, we hear what you're asking for, and we're gearing up to give you just that.
WOMMA and member companies Slack Barshinger and Keith Bates and Associates are teaming up to bring the word of mouth industry the first ever WOM BtoB whitepaper -- a collection of case studies to demonstrate BtoB word of mouth in action. This is a great opportunity; step up and showcase your expertise in this high-demand area by submitting your WOM BtoB case study.
Have you done something WOM-worthy in the world of BtoB? We want to hear about it. For more information, or to submit your case study now, email us at editor@womma.org.
Join us Wednesdays at noon EST for WOM Wednesdays, WOMMA's ongoing teleconference series. Just register, dial in, and listen up to get the ideas that will truly expand your marketing horizons. After the teleconference, visit our website for an audio recording of the call, an exclusive member benefit that can be downloaded for free from the WOMMA Member Center.
> Wednesday, May 16, at noon EST -->
Know Thy Customer: WOM Strategies to Uncover Customer Needs
------------------------------------------------------------
Understanding your customers' needs is an essential part of growing and improving any business. Find out how Higher One and The Phelon Group tapped into the power of word of mouth to find out what Higher One customers really wanted -- and then put that information to work to create stronger connections with current customers and repeatable programs for prospects. Featuring Sean Glass, CMO, Higher One and Steven Nicks, EVP of Client Services, The Phelon Group.
> Wednesday, May 30, at noon EST -->
Driving Seasonal Sales with WOM: How Hormel Made it Happen
-----------------------------------------------------------
If you're considering a WOM campaign in advance of the summer selling season or are already hatching plans for the 2007 holiday season, we've got the teleconference for you. Hormel and BzzAgent will detail how they used WOM to spark trial, prompt conversations, and overcome objections to the Jenny-O Turkey Store brand just in time for the 2006 holiday season. Featuring Art Muldoon, SVP of Client Services, BzzAgent and Cristofer Eide, Director of Retail Marketing, Hormel.
Cost is $20 for WOMMA members, $60 for non-members.
Sign up today.
Spring is finally here, and the winter hibernation is over. Shake your winter doldrums by jumpstarting your involvement in WOMMA: Do more for your industry by joining a WOMMA Group.
WOMMA Groups enable you to tackle large industry issues as well as smaller, project-focused tasks. Give us just two hours a month and we'll give you the chance not only to build an entire industry, but also to build an impressive resume within the growing word of mouth world.
We need dedicated volunteers to contribute to each of our growing Groups, including the Communications, Membership, and Research Councils, just to name a few.
Two new Groups, The Healthcare/Pharma Task Force and Ratings and Reviews Task Force, are examples of members stepping up to address a need in the industry. If you have an idea or area of interest not currently served by a Group, tell us and we will get one started. For more information contact Tarah Remington, Director of Member Relations at tarah@womma.org.
View a complete list of WOMMA Groups, then sign up.
The word of mouth marketing industry is growing fast. And so is the demand for experienced word of mouth marketers! Whether you're looking for new additions to your talented team or searching for the perfect new job in which to show off your word of mouth skills, WOMMA's Job Board can help you find what you need.
The WOMMA Job Board is the only job board that exists specifically for word of mouth marketing positions.
Members: Your company gets one free job posting every month; use it!
Jobs have been posted recently for word of mouth positions at: TNS Media Intelligence/Cymfony, Nielsen BuzzMetrics, Weber Shandwick, and more!
Find a new employee or a new job.
>> BOD Meeting Notes
WOMMA's Board of Directors (BOD) met in Chicago last week to work through a full agenda and celebrate the astounding success of a great idea -- WOMMA! Founded late in 2004, and with 102 enthusiastic, committed charter members at the end of the first full quarter in 2005, we're celebrating membership growth in excess of 60% since the first of this year -- a phenomenal achievement made possible by the now 370+ WOMMA member companies. Newly-elected directors John Bell, Managing Director/Executive Creative Director, 360 Digital Influence, Ogilvy Public Relations Worldwide; Laura Shuler, President US, Jack Morton Worldwide; and Julie Wittes Schlack, Senior Vice President, Innovation and Design, Communispace were welcomed and immediately joined in the discussions.
Directors heard reports on committee activities and engaged in an organizational assessment, reviewing WOMMA's mission, assessing the service mix, and strategizing membership models. Enriching the discussion were the results of a survey, to be extended to all WOMMA member companies. The strategy and finance committees of the Board are expected to follow-up on some of the specifics of the discussion.
The exclusivity of member benefits was a focal area for discussion, with the Board emphasizing the Buyers Guide listings that are free to members only, the member center, and the work currently underway to password-protect WOMMA's rich content -- all in an effort to increase the value proposition of a WOMMA membership.
WOMMA's ongoing partnership with the FTC was praised by directors, who encouraged regular conversation and education about ethical word of mouth marketing practices.
>> Board Officers Welcomed
Elected for a second term as Board President was Ed Keller, CEO of the Keller Fay Group. Ed expressed his appreciation for the support of the Board and members. Also elected to WOMMA officer positions were Paul Rand, President & CEO of the Zocalo Group (Vice President); and Laura Shuler, President US, Jack Morton Worldwide (Secretary), as well as two at-large members of the Executive Committee: Pete Blackshaw, CMO, Nielsen BuzzMetrics; and Gary Spangler, E-Business Leader, DuPont Electronic & Communication Technologies. Rick Murray, President, me2revolution for Edelman is serving his second year of his two-year term as Treasurer.
The Board thanked Scott Wilder, Group Manager, QuickBooks Software and Small Business Services at Intuit for his service to WOMMA as immediate past vice president. Scott's contributions were felt across the board over the last year, and the Board is delighted that Scott will remain active as a director. The Board will meet again in the fall.
Last week, WOMMA launched redesigned versions of its WOMMA Action Items, Womnibus Weekly, and WOM Research newsletters. WOMMA's extreme makeover produced a highly interactive newsletter that's easy to skim and easy to read in-depth -- we think it's pretty easy on the eyes, as well.
Of course, we're still producing the same amazing content that you've come to expect from our stable of publications. WOMMA Action Items is still your go-to place for deals and opportunities, the Womnibus Weekly will remain your source for all things word of mouth, and the WOM Research newsletter will continue to bring the latest word of mouth research and data straight to your inbox every week.
Check out WOMMA's new look; subscribe to our FREE email newsletters.
Even more companies have joined WOMMA. Welcome to:
* Masterfoods USA
* Vanguard
* RelevantNoise
* Prudential
* Marcus Thomas
* Apple
* M3 Relations
* Grassroots Enterprise
* ClearSaleing
* Taylor Johnson Associates
We thank everyone for their support!
News by, about, and for WOMMA members:
* The Nielsen Company, which owns approximately 58% of WOMMA member company Nielsen BuzzMetrics, announced that it will acquire the remaining shares of BuzzMetrics by May 2007.
* Congratulations to WOMMA member Brad Fay of the Keller Fay Group, who was awarded the ARF's annual "Grand Innovation Award" this month.
* An interview with Rick Bruner of WOMMA member company DoubleClick was recently published by E-consultancy. You can read it here.
* WOMMA member company The Zocalo Group was featured in an article titled "Zocalo Influencing 'Influencers,'" which appeared in the April 23 edition of the Chicago Sun-Times. Read it here.
* Congratulations to WOMMA member company Moroch Partners for winning a gold and silver award at the District 10 ADDY Awards for its work with McDonald's and DFW International Airport, respectively. Moroch also took home a bronze Telly award for its work with the Dallas Make-A-Wish Foundation.
* WOMMA member company RepNation recently announced the winners of the online JetBlue Video Contest. See a list of winners and view the winning videos.
Are you speaking at an event or receiving an award? Were you quoted in the press? Are you making a change at work or at home, or otherwise just doing something really cool? Tell us about it and we'll spread the word! Email editor@womma.org.
← April 2007 | WOMMA News Blog Home | June 2007 →
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