WOM Research #2.09
- How to Win a Wommie Award
- Teens Hungry for Social Media Enhancers
- Bloggers Trust Other Bloggers
- From the Archives:
Customers, Employees Bond in Retail Interactions
 Tell a friend: http://www.womma.org/taf.htm
1> How to Win a Wommie Award
WOMMA's Wommie Awards were created to recognize amazing word of mouth campaigns and the fabulous people who create them. Between now and Nov. 17, all submissions to WOMMA's Case Studies Library will be eligible for the Wommie Awards.
Wommie Awardees will have the opportunity to present their winning case studies to an audience of the industry's biggest experts at WOMMA's Word of Mouth Marketing Summit in Washington D.C., Dec. 12-13.
What you get:
* Industry recognition
* A captive audience
* An opportunity to show off your best work
* An award with a cool name
What you have to do to get it:
* Submit a case study at www.womma.org/casestudy
It's that easy. WOMMA members who submit a 300-word case study to our case study library by Nov. 17 are automatically eligible for the first annual Wommie Awards.
Have you done something unique, exciting, fresh, new, original, noteworthy, innovative, novel, creative, or imaginative using word of mouth marketing? We want to hear about it!
Submit a case study
Register to attend WOMMA's Word of Mouth Marketing Summit
2> Teens Hungry for Social Media Enhancers
Sites that offer tools to improve the look and feel of social networking profiles (with song lyrics, pictures, skins, images, quotes, etc.) are top hits among those aged 12 to 17, according to a recent study from Nielsen//NetRatings. In September 2003, 12- to 17-year-olds were flocking to sites that offered instant messaging buddy icons and have since "graduated" to profile design tools. This migration in preferences indicates a growing sophistication in teens' online socialization and nods at the penetration of social networking sites.
Other findings:
* Nine out of the top 10 teen sites either offer content or tools for social networking site profiles or are social networking sites themselves.
* Teens account for 68.4% of the unique audience at No. 1 teen site Plyrics.com, 67.6% at No. 2 Snapvine, and 60.6% at No.3 WhateverLife.com.
Learn more
3> Bloggers Trust Other Bloggers
More bloggers trust posts from other bloggers (63%) than from company sites (26%), corporate blogs (6%), or press releases (5%), according to a study of the blogosphere by WOMMA member company Edelman and Technorati. Part of that trust might stem from bloggers' willingness to fess up and make corrections when they unwittingly post incorrect information. Only 2% of bloggers surveyed indicate that they would avoid correcting an erroneous post.
Other findings:
* 70% of bloggers are willing to review products on their blog
* 22% post on companies, products, or employees about once a week, 16% post more than once a week, 9% post daily/almost daily, and 4% have blogs devoted to a company or product
* 48% have never been contacted by companies or their PR representatives
* 80% of respondents indicate that messages from companies are either "very trusted" or "somewhat trusted"
Learn more
4> From the Archives:
Customers, Employees Bond in Retail
Interactions
Customer-oriented employees are critical to the development of long-term relationships with customers in retail environments, according to the 1996 Journal of Retailing article "Customer-Sales Associate Retail Relationships." Findings include the discovery that customers often put loyalty to the sales associate before loyalty to a retail brand and the revelation that customers can be segmented based on their desire for either a functional or social relationship, or a combination of the two. The research led to the development of a relationship formation/enhancement model based on:
* Commitment and orientation to customer service by top management and employees, as well as a customer desire for a relationship
* Augmented personal service and team playing by employees
* Repeat customer-employee interactions based on trust, friendship, and functionality
* Development of customer loyalty to the sales associate and firm, and employee reinforcement and loyalty to the company and customer
Learn more |
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