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On its Technology@Intel blog, Intel announced that it has formed a social media advisory board, appropriately dubbed "The Insiders," to give the company a leg up in the social media space. The group, which is populated with social media experts, was created to give the company feedback on their online WOM efforts, and at their first meeting they talked about what other companies are doing in the online social networking spaces, agreed to adhere to WOMMA's disclosure policies, and talked about their goals and ideas -- all in the interest of making their WOM efforts better. And, of course, the formation of the group in the first place is a WOM home run.
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A new study from Yankelovich, titled "When Advertising Works," found that while digital and traditional media are both effective at creating positive impressions and stimulating WOM, traditional media was the better WOM trigger. According to the research, it was the situational differences in how the media were experienced that cause the divide, and it was theorized that ad context is a major factor in ad effectiveness.
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According to this podcast from 60-Second Science, under-privileged kids are still finding their way onto the internet, and are taking part in social networking activities. This finding, which was part of a University of Minnesota study released last week, contradicts earlier research that suggested that a "digital divide" was putting poorer youth at a significant technological disadvantage.
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Work on WOMMA's fourth volume of "Measuring Word of Mouth" is underway, which means this is a great time to roll up your sleeves, get involved, and show off the amazing work your company has done in word of mouth research.
>> Submit a Word of Mouth Marketing Research Paper
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Whether you choose to submit a paper to the main body of the book or to our special section on valuing a conversation, your contribution sets you apart as an expert in the WOM industry. Not only that, contributions to "Measuring Word of Mouth, Vol. 4" will inform the content for our 2008 Research Symposium in November-so folks whose research work is accepted into the book will have first dibs on speaking slots.
And you don't have to start from scratch. This is a great way to get more mileage out of work that your company has already done. If you have a research report, research article, or research-based whitepaper, repurposing it based on the "Measuring Word of Mouth" guidelines is an excellent way to increase the value of the work you've done.
>> Submission Timeline
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* June 30 - Topic Proposal Submissions Due (HURRY!)
* July 28 - First Draft of Papers Due
* Sept. 15 - Final Paper Submissions Due
* Nov. 12 - Research Symposium (Paper Presentations)
To find out more, and to get a copy of the "Measuring Word of Mouth" style guide, email: editor@womma.org.
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Patient support groups, blogs, and healthcare- and pharma-related review sites are cropping up all around the internet, but the pharma industry is not yet embracing the marketing potential there. A recent study of general practitioners conducted by WOMMA member company Millward Brown found that the majority do not use online sites to communicate with patients or for marketing purposes, in spite of the fact that GPs are aware of CGM sites and are spending more time online than they have in the past.
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While the buzz has taken a little time to build, Gatorade's "Ball Girl" video has garnered more than a million and a half views since it was first released on YouTube on June 3. The video, which features a girl making a phenomenal outfield catch (think "Crouching Tiger Hidden Dragon" with a baseball hat), barely features the beverage it's plugging. Though the clip that was posted by the company originally had some opening text that identified it as a Gatorade ad, the video has since been copied and reposted sans identifier to YouTube numerous times, and is racking up tons of views.
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