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When buzz around the BMW Mini started to die down after its enthusiastic 2002 launch, the company enlisted WOMMA member company MotiveQuest and its Online Promoter Score, which measures online buzz as a way to track the correlation between buzz and sales. This metric -- which Mini tracked over 16 months -- gave Mini something to measure, and because they had their ear to the ground, the company was also able to track conversations and uncover online enclaves that enthusiastic Mini owners had cultivated around the brand.
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On the SEM Clubhouse blog, Li Evans makes a case for the potential energy that exists in brand enthusiasts and what a brand stands to gain by empowering its biggest fans to spread word of mouth about its products and services. This blog post, which was inspired by a breakout session Li attended at WOMMA's recent WOMM-U conference in Miami, asks the important question, "What do fans stand to gain when they do talk about you?" And takes a look at what organizations can do to create exclusivity and opportunities around brand fan activities.
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This article from ReadWriteWeb takes a closer look at four popular mobile social networks, including Brightkite, Zyb, Groovr, and Fon11. Each of the individual networks had its own strengths and weaknesses -- some require GPS, while others allow users to update their coordinates manually, and some provide connectivity links to multiple existing social networks, while others latch on and provide additional value to just one online social networking platform.
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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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This post from Mediapost's On Media blog delves into some of the latest trends in monetizing online social networking platforms. Brands and social network platform creators are trying to strike a balance between monetizing these forums and avoiding creating obtrusive, interruptive ad mechanisms that alienate the users and thereby collapse all possibility of value. Until advertisers find a way to effectively shift their techniques from a one-way ad model and find models that address the challenges unique to social networks, the big social net players will have to continue to scramble to find the magic monetizing formula.
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An 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 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 with WOMMA. 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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>> 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.
For more information or to register, visit:
http://www.regonline.com/Checkin.asp?EventId=615090
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