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Research, Reports, and White Papers
Word of Mouth Fuels Trans Fats Debacle
Where's Debbie - Mediaedge:cia Study of Influencers
E-tribalized Marketing: The Strategic Implications of Virtual Communities of Consumption
Getting Good Buzz: What Can a Global Brand Do?
E-centives (Bethesda, MD) seeks Senior Content Producer to help develop acquisition campaigns, e-mail marketing programs, online sweepstakes, Web-based surveys, and viral marketing programs. More info: careers@e-centives.com
Send job openings to: editor@womma.org
Organic, Inc. hires Ted Boyd from Iceberg Media to head Canadian Operations. Lorrie Norrington, Executive VP, Office of the CEO, leaves Intuit to pursue a CEO position.
Send job changes to: editor@womma.org
>> Fortune's Kirkpatrick: Blogs, Honesty, the Karmic Weenie
>> The Thumbdance Film Festival: Seeking the best in mobile phone animation content including "Best Original Video Shot on a Mobile Phone."
>> Starcom Mediavest Group named Agency of the Year by MediaPost Communications -- kudos mentioned for their Kellogg's word of mouth marketing campaign.
Super Bowl advertisers face a new challenge (or is it opportunity?): Their ads live far beyond the 30- or 60-second spot, triggering conversations online. So how do they know what's being said, who's saying it, and if it even matters?
Enter founding WOMMA member Intelliseek, with its initiative to help advertisers measure consumers' word of mouth behavior and opinions about the multi million-dollar television ads that will air during the game.
The program will include real-time analysis of messages and opinions expressed in millions of blogs, message boards, online communities, and sports enthusiast sites to determine whether the ads are sufficiently memorable and engaging to trigger consumer discussion. The analysis will rank buzz by volume, emotion, appeal factors, and penetration among influential consumers.
Winners of the Viral Award, a new event designed to showcase the best viral and buzz advertising from around the world, were announced at the London ceremony on January 13. Winners included The Viral Factory/Trojan Games for Best Campaign and McCann Erickson USA/Mastercard for Word of Mouth. The US awards ceremony will take place in New York on February 15.
More info:
http://viralawards.com
The future of social networks may lie with companies that offer links from member content directly to product pages, according to a fascinating article from Internet Retailer.
"The effect of like-minded consumers sharing product information and being able to act on that information and purchase their friend's recommendations in one destination is explosive," says Neel Grover, president of Buy.com.
Buy.com acquired the social networking site Metails.com and has since renamed it Yub.com ("young urban buyers" and, of course, Buy spelled backwards). Yub.com operates with Buy's patent-pending method of referring e-commerce sales through hyperlinked words in members' profiles.
Five New York publishers tapped into a small but perfectly targeted audience of influencers by teaming up with exclusive resort Little Dix Bay to create a guest-only library of the upcoming season's hottest beach reads.
Visitors to the resort -- long credited with being a particularly literary bunch -- get to read the new titles weeks or even months before the books hit bookstores.
Because WOM is probably the most effective way to sell books (can you say 'The Da Vinci Code'?), and because people invited into an inner circle love to share their secrets, the partnership makes perfect sense.
More info:
http://www.fortune.com/fortune/articles/0,15114,832971,00.html
Giovanni Rodriguez of Eastwick Communications looks at the challenges marketers will faces as they are held to ever-higher standards:
Years from now, when we look back on 2005, we may remember it more for the disruption it brought -- legal, social and political -- than the technological advances that caused that disruption. With the rapid emergence of new media (blogs, wikis and other tools), marketers are now confronting an unprecedented number of questions about the law, technology and marketing reform.
More info:
http://www.alwayson-network.com/comments.php?id=8330_0_5_0_C
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