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This Flickr photo find is a fine example of a brand fan evangelizing. Artist Mike Stimpson, who, according to his profile on RedBubble.com, takes "a lot of Lego pictures," has a photo set on Flickr showcasing his Lego reproductions of famous photographs. From the moon landing shot of Buzz Aldrin taken by Neil Armstrong to Joe Rosenthal's 1945 "Raising the Flag on Iwo Jima," this collection of photos places the LEGO brand in the center of iconographic images and is created by a fan -- giving the project an authenticity the brand would have been hard pressed to create on its own.
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A new study from ThirdAge and JWTBOOM shows that Baby Boomers are big sources of word of mouth recommendations, with 93% indicating that they are likely to share product information with their friends and family. The study also found that Boomers trust experts, content from "trusted" brands, and like to conduct online product research making purchase decisions. And while Boomers name email and broadband among the things they like, they are still wary of social networking, blogs, podcasting, downloading music, and social gaming.
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This article from Advertising Age stresses an important point that sometimes gets lost in the clamor to try out new media tools: Dashing in without equipping yourself with information and forethought can turn an otherwise legitimate endeavor into a bumbling "oops." The biggest asset a brand can have before taking the nontraditional media plunge is information, as well as a genuine assessment of whether a new media approach you're considering is the right fit for the brand or product. (Hint: Sometimes it isn't.) The article offers up some examples of new media work gone wrong, as well as some shining instances where brands got it right.
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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 new research from Synovate, breaking social networking use into ethnicity- and gender-based categories shines a light on which demographics are using or not using a variety of social media tools. For instance, the study found that there is a gap between male (27%) and female (18%) online social network use in Hispanic respondents that isn't present either in African-Americans or the study's pool of "general population" respondents.
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In the biggest event in its history, WOMMA member company House Party helped launch Hershey's Bliss chocolate in style, attracting more than 129,000 attendees to its consumer-advocate hosted, chocolate-themed parties around the country. The parties, which were intended to give attendees face-to-face contact with Hershey's Bliss, garnered gobs of online attention, with hosts uploading more than 22,000 photos and more than 15,000 blog entries posted about the parties.
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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:
>> Automakers Go Green, Or Do They?
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This webinar from WOMMA member companies BrandIntel and The ARF (The Advertising Research Federation) was recorded on Wednesday, Mar. 19, 2008, and features panelists Alan Dean and Sean van den Berg of BrandIntel. Listen in as speakers detail a BrandIntel report, which highlights the Green activities that are taking place in the automotive industry today and discuss topics like fuel economy, hybrid versus diesel, public policies, carbon offsets to individuals and companies, and more.
>> Consumers Talk About Drugs: Strategic Brand Insights for Multiple Sclerosis
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This webinar from WOMMA member companies BrandIntel and The ARF (The Advertising Research Federation) was recorded on Wednesday, Feb. 20, 2008, and features Alan Dean, VP of Research, and Mark de Paoli, Research Manager, at BrandIntel. Find out the impact online social media is having on the pharmaceutical industry, including which pharmaceutical company is recognized for having the best treatment for multiple sclerosis, according to consumer-generated content garnered from online discussion forums and social media. Tune in and gain a better understanding of the patients' perspectives on the tradeoffs they have to consider when choosing a particular treatment.
>> Size, Power and Performance! Which Automaker Has it All?
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This webinar from WOMMA member companies BrandIntel and The ARF (The Advertising Research Federation) was recorded on Wednesday, Jan. 29, 2008, and features Alan Dean, Vice President of Research from BrandIntel.Listen up and hear what consumers are saying about automakers -- what they want, what they don't, and which automaker has everything they need.
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 Quixtar, which was named Global No. 1 in Online Health and Beauty by Internet Retailer's annual Top 500 Guide to the Web.
* WOMMA member company Hewlett-Packard is giving more than $7 million in educational grants to schools in the U.S. and Puerto Rico as part of its ongoing HP Technology for Teaching Grant initiative, which is in its fifth year.
* Blake Cahill of WOMMA member company Visible Technologies was quoted in a recent BrandWeek article. To read the article, visit http://www.brandweek.com/bw/news/spotlight/article_display.jsp?vnu_content_id=1003810284.
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* David Jones of WOMMA member company Hill + Knowlton, Patrick Thorburn of WOMMA member company Matchstick, and Sharpe Blackmore of WOMMA member company EURO RSCG are speaking at the "From Mass to Grass" conference, which is taking place on Jun. 12 in Toronto, Canada.
* Adam Goldberg of WOMMA member company ClearSaleing will be presenting at the Search Marketing Expo Advanced, which is taking place Jun. 3-4 in Seattle, Wash.
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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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.
WOMMA respects your privacy. We will not release your email address ever, for any reason.
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