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As readership from the younger demographics tapers off, news providers are scrambling to figure out how these potential readers prefer to have their news served up. According to soon-to-be-released research from the Associated Press, younger consumers get their news on the fly from a variety of sources instead of adhering to a news ritual (such as watching the nightly news or reading the daily paper). This demographic finds its news primarily via its social contacts -- and is quick to pass interesting news along using a variety of methods, including email, social networking sites, text messages, etc.
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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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YouTube announced the launch of a new citizen news channel, where it is encouraging ordinary folks to post their newsworthy videos. According to this article from MarketingVOX, the site also hopes to create a dialog with the active and potential citizen journalists so that it can make the channel a place where these news novices prefer to go.
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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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It's a very natural relationship -- even if traditional media didn't exactly embrace blogs when they first sauntered onto the scene. But, according to a study from the Bivings Group, traditional media has fallen under the blogging spell, with a full 95% of the top 100 U.S. newspapers offering reporter blogs and 58% of the top magazines doing the same.
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Thinking of staking a claim in an online virtual world? This ClickZ offers some marketing and metrics tips and tricks for the those who are still a little shaky on their virtual legs. Tips include advice such as "be a part of the community" and a reminder about the importance of keeping content fresh. The article also offers up several metrics options to consider measuring, including: traffic, time spent, interaction, ripple effects from other media, input, relative expense, and revenue.
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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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News by, about, and for WOMMA members:
* Congratulations to WOMMA member company PEMCO Insurance, which received awards for Best Announcer, Best Client Campaign, and Best of Show at this year's Soundies awards for PEMCO's "We're a Lot Like You" radio ad campaign.
* Don Scales, the newly named CEO of WOMMA member company iCrossing, was featured in a recent AdWeek article. To read more, visit http://www.adweek.com/aw/content_display/news/digital/e3ifa8089a5d103f67b69a9302231714e03.
* Congratulations to WOMMA member company Radian6, which garnered a KIRA award for Most Promising Startup.
* New Content: Check Out the Latest WOMMA Podcast >> Tune in and hear CIC IWOM China Founder and CEO Sam Flemming delve into the online world in China. The online population in China has recently lurched ahead of the U.S. internet population, offering a wealth of opportunity for companies looking to use online WOM in the country -- specifically for data mining purposes. Find out the latest trends in the socialized world of online China and hear how one brand, Pepsi, tapped into the online WOM and used what they found to create a successful campaign.
Download and listen to WOMMA Podcast Episode #002 now: http://www.womma.org/events/podcast/
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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>> 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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Tell us what you like. Or what you hate. Either way, we're listening.
Give us some feedback!
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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.
WOMMA respects your privacy. We will not release your email address ever, for any reason.
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