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The WOMMA Word for July 2, 2008

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WOMMA Welcomes Newly-Elected Board of Directors

WOMMA is pleased to announce our newly-elected Board of Directors. WOMMA's Board includes major brands, marketers, agencies, researchers, word of mouth specialty firms, and top experts. It is representative of the diversity of companies that have embraced the consumer-driven power of word of mouth marketing and have signed-on as active members of the industry's official trade association.

WOMMA's new Board of Directors includes:

* Rod Brooks, Vice President & CMO, PEMCO Mutual Insurance Company
* Liana Frey, Chief of Staff, Marketing, Dell
* Spike Jones, Firestarter, Brains on Fire
* Ed Keller, CEO, The Keller Fay Group (Incumbent)
* Matt Moog, Founder and CEO, Viewpoints Network
* David Rabjohns, CEO, MotiveQuest LLC
* Stuart Sheldon, President - Atlanta Division, Escalate
* Amanda Van Nuys, Vice President, Corporate Marketing, Organic

They will join the following Directors, who are currently serving on the Board:

* John Bell, Managing Director/Executive Creative Director, 360 Digital Influence, Ogilvy Public Relations Worldwide
* Idil Cakim, Vice President, Interactive Media, GolinHarris
* Sam Decker, Vice President, Marketing and Products, Bazaarvoice
* Paul Rand, Partner, Global Chief Development and Innovation Officer, Ketchum Communications
* Laura Shuler, Chief Strategy Officer, President (U.S.), Jack Morton Worldwide
* Scott K. Wilder, General Manager, Online Communities, Intuit
* Julie Wittes Schlack, Vice President, Innovation and Design, Communispace Corporation

* Dave Balter (Observer), CEO, BzzAgent
* Pete Blackshaw (Observer), CMO, Nielsen BuzzMetrics

To learn more about the WOMMA Board, visit:
http://www.womma.org/board/


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Consumers Share Their Product Findings Via WOM

Consumers who do their homework and research products online before making purchase decisions are likely to tell other consumers about the information they find, according to recently released research from WOMMA member company BIGresearch's SIMM study. The study found that 47% of consumers who do pre-purchase online research regularly give advice about products to people they know compared to 29.4% of the general adult population. These consumers' advice-giving nature makes them more influential than average. The study also found that 49% of adults report WOM influences where they dine out, 42.6% say it influences electronic purchases, and 38% say it influences grocery purchases.

More from MarketingVOX

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Hype Versus Honesty and Viral Marketing

This audio clip from National Public Radio takes a look at the viral marketing phenomenon and tries to make sense of what's authentic versus bona fide fakery. The segment also examines what it takes for an online video to become a viral sensation -- and emphasizes the fact that it's not as easy as it looks.

More from NPR

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To Do: Apply to Join WOMMA's Membership Ethics Advisory Panel

WOMMA believes that every participant in word of mouth marketing has a vested interest in preserving the integrity of the industry. As part of our ongoing commitment to WOM marketing ethics, WOMMA has created a Membership Ethics Advisory Panel (MEAP), as well as a standard set of procedures for disciplinary actions against current members to enforce WOMMA's Ethics Code and review prospective WOMMA members for ethical practices.

>> WOMMA members: This is a great way to take a proactive stance and participate in WOMMA's ongoing ethics processes. In order to be eligible to serve on the MEAP, panel members must meet the following criteria:

1. Be an employee of a WOMMA member company in good standing
2. Hold a management level position within the WOMMA member company
3. Possess significant knowledge of and experience in word of mouth marketing
4. Possess a working understanding of the WOMMA Ethics Code of Conduct, Bylaws, and all other WOMMA policies, rules, and regulations
5. Have a record that is clear of involvement in activity that violates the WOMMA Code of Ethics
6. Members of WOMMA's Board of Directors may not serve on the MEAP

MEAP members must commit to initial and ongoing training, as well as conference calls as needed for ethics reviews.

If you wish to be considered for this appointment or if you'd like to learn more, visit:
http://womma.org/ethics/reviewprocess/panel/

>> Applications and supporting documents must be sent to membership@womma.org by Monday, July 14, 2008.

Don't Neglect Your Negative WOM

This article from BizReport serves as another friendly reminder to keep tabs on what people are saying about your company online. For all products -- but especially for high-commitment products such as cars and electronics -- a whiff of negative sentiment can put devastating doubt in consumers' minds. What's the best way to deal with negative WOM if you do happen to find it? Quickly and efficiently, according to the article, and that's impossible to do if you're not paying close attention.

More from BizReport

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Q&A: What Can an Ambassador Program Do for Your Brand?

Over on WOMMA member company Dell's Direct2Dell Small Business blog, Dell Channel Community Manager Amie Paxton questions The Community Guy Jake McKee about all the ins and outs of ambassador programs. The Q&A covers everything from what an ambassador program can do for your company to what makes an ambassador program successful -- and is a great, comprehensive overview for any company considering kicking off a program of their own.

More from Direct2Dell

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The Word of Mouth Marketing Association

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.

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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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