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A recent online video created by Levi's and featuring a flurry of shots of men putting on their jeans in interesting ways -- jumping into their jeans, leaping from a pogo stick, and the finale back flip into the jeans -- caught the attention of online video viewers, who forwarded it to friends and made it viral. This article from the Calgary Herald investigates what it takes to make an online video that's worthy of viral spread, and features some examples of videos that have made it happen.
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Allstate has a (relatively) new online social hub aimed at motorcycle riders. The website, AllstateGarage.com, is aimed at giving riders a way to view and map their routes -- as well as to connect with other users/bikers, share stories, and post about their rides. Of course, the ultimate goal of the site is to get the bikers to insure their road trips with Allstate, but if AllstateGarage.com can foster a community and provide bikers with value in the meantime, they'll certainly get their attention.
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YouTube now comes packaged with a targeting algorithm tracker that allows paid inlay advertisers to ride the coat tails of a "going viral" sensation. It's one way that Google has found to leverage the surges in viewership experienced by the online video site when certain videos start making their way around the internet. Whether or not this piggy back targeting will spell similar results for the inlay advertisers remains to be seen.
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If you're looking to make a move and want to stay in the word of mouth marketing industry -- and of course you DO! -- the WOMMA Job Board is a great place to start.
To see what's new on the WOMMA Job Board, visit:
http://www.womma.org/jobs/
WOMMA members -- don't forget to take advantage of your free Job Board listings. This is the best way to reach the most-connected marketers in your industry. Check the Job Board page for details.
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In this video interview, Etsy CEO Rob Kalin describes how Etsy let it's community of users do the heavy marketing lifting for them, talking about the site and the products they sell and spreading the word to their own customers and social circles. Using traditional advertising routes didn't get results for Etsy, and Rob didn't like the way it changed the face of the company. The "real human face" route was the way Etsy chose to move forward, and it's worked for the company thus far.
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The Editorial Board for the fourth volume in WOMMA's growing research and WOM measurement series, along with a review panel for a special section on finding the value of a conversation, will be holding a kick-off call later this month.
Members of the MWOMv4 Editorial Board will:
- Read and vet topic submissions
- Identify key areas of interest in the WOM research field
- Give constructive feedback to paper authors
- Rate and review papers for the MWOMv4 WOM Research Awards
Members of the Valuing a Conversation review panel will:
- Read and vet special topic submissions
- Verify that the special topic is being represented from a variety of viewpoints
- Greenlight papers for inclusion in MWOMv4
WOMMA members: This is a great way to get involved! If you're interested in being a part of this WOM research effort, send an email to membership@womma.org and we will send along the dial-in information for the MWOMv4 Editorial Board kick-off call.
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News by, about, and for WOMMA members:
* WOMMA member company Mr. Youth was mentioned in a May 13, 2008 article in the Tempo section of the Chicago Tribune. The article, titled "Meet Alex," features Mr. Youth brand rep, who helped spread the word for a Macy's WOM campaign.
* Tata Sato, Director of Consumer Insights at WOMMA member company MindShare, was quoted in a May 14, 2008 Media Daily News article. To read the full article, visit: http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=82586
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.
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We are constantly adding valuable word of mouth marketing whitepapers, research studies, essays, opinion papers, and other content to WOMMA's member center. These are just a few of the NEW items you'll find there:
>> Case Study: How Zune Morphed Into a Haven for Artists on the Rise
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Take a look at this case study from WOMMA member company Microsoft. Multiple perspectives detail what Microsoft used new media and word of mouth marketing techniques to launch Zune into the hands of enthusiastic users. Peruse articles from Advertising Age and BrandWeek as well as a synopsis from Feed Co.
>> Finding the "Missing Link": Advertising's Impact on WOM, Web Searches & Site Visits
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This article by Jeffrey Graham of The New York Times, originally published in The Journal of Advertising Research, was referenced in Graham's Word of Mouth Marketing University presentation last week in Miami. This article talks about the gap between marketers' big talk about the power of WOMM and their big spending on traditional media. It specifically addresses advertising's impact on positive word of mouth.
WOMMA members, log in to the WOMMA Member Center to download your own copy:
http://womma.leveragesoftware.com/blog_view.aspx?CustomerID=memberlibrary
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>> WOM UK Espresso Briefing
May 28, 2008 | London, UK
WOMMA members save 20% off the cost of registration.
Join WOMMA's UK affiliate organization, WOM UK, to learn about the implications of the new Consumer Protection from Unfair Trading Regulations at their May 28 Espresso Briefing.
For more information or to register, visit:
http://www.regonline.com/Checkin.asp?EventId=615090
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