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This article from WOMMA Board member Sam Decker points out that, when it comes to getting the word out about products and services, marketers have taken a long road back to word of mouth marketing. The more advertisers interrupt, the more consumers come to rely on something that's been around as long as people have been talking. Throughout the article, Sam makes a case for letting consumers "carry the message," using research, trends, and brand examples to emphasize his point.
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On the PR Squared blog, Todd Defren talks about the tactics he would use if someone gave him one million dollar budget to use on a social media campaign. Todd touches on a lot of different WOMM tactics --primarily online -- that he would "turn on" if given the resources to do so, everything from blogs to Twitter, a branded social network, a cadre of trained community liaisons, and more. Ultimately, Tood contends that, while the idea of turning back ROI to the client would possess certain challenges, the measures would absolutely make themselves available -- and contends the program would still have value even if they didn't.
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This blog post from WOMMA member company Upperkut offers up some tips for how a brand can manage those first baby steps into the social media waters. These how-to pointers will help guide those first precarious steps, as well as give you some ideas to consider into the future.
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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.
UPCOMING WOM WEDNESDAY TELECONFERENCES
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Wednesday, Jun. 11, at noon EST -->
>> Net Promoter Economics: Exploring the Economic Impact of Word of Mouth: Everyone knows WOM is important, but do you know the real economic impact of WOM on your company? It's a question that organizations have struggled to answer. Now, Satmetrix has come up with a viable, numbers-based way to do just that, with new independent research using Net Promoter. Dial in to join WOMMA and Dr. Vince Nowinski, Principal Methodologist at Satmetrix to learn more.
>> Cost is FREE for WOMMA members; $60 for non-members.
To register now, visit:
http://www.womma.org/events/teleconferences/
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According to a recent social media study by Rapleaf, while both men and woman use social media, use among women was well above that of men. Not only are women more likely to be social network users, they are much more active in their online social environments, as well. Because women comprise their core audience, the prediction is that social networks will continue to court women, while further alienating the male demographic.
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In this podcast, featuring Clark Kokich, CEO of Avenue A|Razorfish, and Groundswell author Charlene Li, Clark talks about how he uses his blog to communicate with the 2,300 company employees -- employees that occupy 20 offices in eight countries around the world. According to Clark, the blog is both a means to share information, as well as to communicate with his employees the kind of corporate culture he wants to foster.
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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:
>> Mr. Youth: Five Rules to Creating a New Breed of Customer
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This whitepaper from WOMMA member company Mr. Youth suggests a framework for understanding the mindset and expectations of a newly defined consumer: Customer 2.0. While obvious to some, these rules help marketers navigate the radical shift in consumer behavior that has taken place in recent years.
>> 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.
For more information or to register, visit:
http://www.regonline.com/Checkin.asp?EventId=615090
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Your First Source for All Things WOM
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The WOMMA Word puts up-to-the-minute word of mouth stories in your hands every day with an easy-to-swallow dose of news, strategies, case studies, campaigns, jobs, research, and more. If it's happening in WOM, WOMMA's The Word's got it covered.
Read the Blog and Archives
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The Word of Mouth Marketing Association
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WOMMA is the official trade association for the word of mouth marketing industry. Our more than 385 members are building a prosperous word of mouth marketing profession built on best practices, effective standards, and ethical leadership. Those are the qualities that bring WOMMA members together -- and we hope that you will join us if you share these values.
Learn more about WOMMA
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Shannon Stairhime, Editorial and Content Manager
65 E. Wacker Place, Suite 500, Chicago, IL 60601
1-312-853-4400
editor@womma.org
http://www.womma.org
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© 2008 Word of Mouth Marketing Association Inc. You may forward this email if it is not altered in any way.
WOMMA and Word of Mouth Marketing Association are registered trademarks of Word of Mouth Marketing Association Inc.
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