The WOMMA Word Blog

WOMM-U Miami: Stellar Day One -- Next Up, Day Two!

Fri, 09 May 2008 09:46:20 -0600

Today's WOMMA Word is a special Word of Mouth Marketing University edition. Yesterday we kicked off WOMMA's educational, information-packed WOMM-U event. We heard from Joseph Jaffe, author of "Join the Conversation," Jeffrey Graham of The New York Times, Judy Stonefield from OPI Cosmetics, and Carla Hendra of Ogilvy (see the stories below for a taste of what they had to say to WOMM-U attendees). Even if you didn't have the opportunity join us in Miami for this fantastic word of mouth marketing industry event, you can still sample the content. Here's how: >> Take a look at the WOMM-U Live Blog: WOMMA's live blogger, Josh Hallett, has been covering the WOMM-U event in real time, posting his insights and perspectives about the discussions, keynotes, case study presentations and more. Check out the WOMM-U live blog and see what's going on in Miami, visit: http://www.womma.org/wommu >> Catch the WOMM-U general session presentations via our live video feed: The WOMM-U general sessions will be broadcast via webcam. To check the broadcast schedule or to tune in now, visit: http://womma.org/wommu/livevideo/

WOMM-U: Day One Keynote: Carla Hendra

Fri, 09 May 2008 09:44:41 -0600

The afternoon keynote on day one featured Carla Hendra, Co-Ceo Ogilvy North America. The title of Carla's talk was Brand Marketing: It's All Word of Mouth Now! Carla wanted to focus on how agencies are changing and adapting to WOM and online communities. Customers are looking for facts, by this she means raw information that hasn't been spun, they're looking for a trusted source. In cases this might come from brand loyalists, and not the brands. Authenticity is key. Carla moved into a quick review of the recent Dove Real Beauty campaign. The goal was to get women involved. The content was contributed by the fans, and they helped spread the word. The movement spread beyond discussions about health and beauty. Oprah also became an advocate, and as we know, her WOM is rather powerful. Carla thinks this campaign could not have happened without the digital and community aspect. The evolution of the program was the the Dove Self-Esteem Fund. The initial commercial ran on the Super Bowl, but it was quickly reposted on YouTube and other Oprah did a show specifically about the self-esteem and young girls. To read the full post, visit: http://www.womma.org/wommu.

WOMM-U: Day One Case Study: OPI Cosmetics

Fri, 09 May 2008 09:34:45 -0600

WOMM-U: Day One Case Study: OPI Cosmetics Day one of WOMM-U continued with a case study from OPI Cosmetics. Judy Stonefield, Senior Marketing Manager, OPI Cosmetics and Fiona Pietruski, CMO, SheSpeaks discussed how OPI has leveraged the SheSpeaks network to directly engage with their target customers. First up was Judy from OPI. Judy started by questioning the norm of marketing. What if we are basing our marketing programs on truths that are false? Sometimes our truths are based upon skewed information. We have standard marketing research tools, but are they telling us what the customer really wants, and who that customer is? OPI is the number one nail lacquer brand, but IRI reports don't include OPI. IRI only measures food, drug & mass sales, they were looking at a flat world. One in every four bottles purchased is actually OPI. How to get that word out? With new products, they looked to partner with SheSpeaks. OPI soon saw that the advocacy and sales generated by SheSpeaks dwarfed millions of dollars of traditional media. SheSpeaks is a network of 50,000+ women who become advocates for brands. Who are the women? 75% are moms, 50% are employed full-time, 30% are connected, i.e. they blog/comment. To read the full post, visit: http://www.womma.org/wommu.

WOMM-U: Day One Case Study: New York Times: Return on Influence

Fri, 09 May 2008 09:31:59 -0600

WOMM-U: Day One Case Study: New York Times: Return on Influence Immediately after the opening keynote, Jeffrey Graham from the New York Times presented a case study on how the NYTimes is researching how word of mouth impacts advertising. Jeffrey disagreed with Joesph, he thinks that WOM and traditional marketing can co-exist, that is that traditional advertising is not going away. Jeffrey has a new title for his presentation: WOM: Marketing's Butt Crack. Good laugh. Next up was a quick game to get things started. First question: What are the more commonly used marketing objectives? A: Branding/Awareness B: Direct Response C: Trial Response Second question: What variables are used most commonly in planning marketing? A: Demographics B: Contextual Relevance C: Cost Third question: What are the most common measures of marketing effectiveness? A: Direct B: Response Branding Fourth question: What is the most influential contact point? A: Word of Mouth To read the full post, visit: http://www.womma.org/wommu.

WOMM-U: Day One Keynote: Joseph Jaffe

Fri, 09 May 2008 09:28:48 -0600

WOMM-U kicked off in Miami, FL this morning with an opening keynote by Joseph Jaffe, author of Join the Conversation. One of Joe's basic premises is that everything can be a conversation starter. If a book or a business card can be a conversation starter, why can't a brand? However, conversation and community are much bigger than a series of tactical strategies. What's more important impressions or relationships? What brands realize now is that a single bad relationship can have a dramatic impact, i.e. Dell Hell. The Cluetrain said that markets are conversation, Joe thinks that marketing can be a conversation. If we as an industry don't participate, we'll be left behind. Joe jokingly said, "God gave us two ears and one mouth, use it" Step 1, listen. It's unacceptable that often a marketing department doesn't know what's going on. Of course part of listening is hearing and understanding. Step 2 is response, once you listen and hear you need be responsive. People expect a response. Step 3 is join, but more importantly, be invited to join. Brands aren't as cool and sexy as they think they are. When brands built islands on Second Life the realized that nobody wanted to come. Brands have to earn their place in the party. Step 4, catalyze. Brands have the budget, staff and resources to help things along. Find the influencers and help them. To read the full post, visit http://www.womma.org/wommu.

Take a Peek at What You're Missing at WOMM-U in Miami

Thu, 08 May 2008 09:22:03 -0600

Today we are kicking off our first ever Word of Mouth Marketing University event -- two full days of high-intensity learning in sunny Miami. This is slated to be the most dynamic and most unique WOMM learning event ever -- and we're thrilled to be hosting it. We know some of you weren't able to make it down to Miami, but don't fret: Even if you can't join WOMMA and the rest of your WOMM peers for WOMM-U live, you can still sample some of what's going on. Here's how: >> Take a look at the WOMM-U Live Blog: WOMMA's live bloggers will be covering the WOMM-U event in real time, posting their insights and perspectives about the discussions, keynotes, case study presentations and more. Starting today, to check out the WOMM-U live blog and see what's going on in Miami, visit: http://www.womma.org/wommu >> Catch the WOMM-U general session presentations via our live video feed: The WOMM-U general sessions will be broadcast via webcam. To check the broadcast schedule or to tune in now, visit: http://womma.org/wommu/livevideo/

To Do: Join WOMMA for a Members-Only Call to Discuss UK Legislation

Thu, 08 May 2008 09:20:15 -0600

Some recently passed UK legislation that impacts word of mouth marketers across the pond has created a great deal of buzz in the industry -- with word of mouth marketers in the U.S. wondering how this affects them. To address the ethics and regulatory questions this legislation has inspired, WOMMA is hosting a members-only conference call on Tuesday, May 13, 2008 at 3:00 p.m. EST featuring WOMMA Board president, Ed Keller, CEO of the Keller Fay Group, WOMMA's legal council Tony DiResta, Partner at Reed Smith and former Director of the FTC's Southeast Regional Office, and WOM UK President Steve Barton. Join this call to learn: - What this legislation means for UK WOM marketers -- and what it doesn't - What WOMMA is doing to create ethical standards in word of mouth marketing - How WOMMA is working to foster an educational relationship with the FTC - What WOM marketers need to do to make self-regulation a continued reality for the industry - What WOMMA is doing going forward to continue promoting ethical standards in WOMM WOMMA members: To get the dial-in information for this call, send an email request to membership@womma.org

To Do: Take a Look at What You're Missing at WOMM-U in Miami

Wed, 07 May 2008 09:35:43 -0600

Even if you can't join WOMMA and the rest of your WOMM peers for the Word of Mouth Marketing University (WOMM-U) event in Miami this Thursday and Friday, you can still sample some of what's going on. Here's how: >> Take a look at the WOMM-U Live Blog: WOMMA's live bloggers will be covering the WOMM-U event in real time, posting their insights and perspectives about the discussions, keynotes, case study presentations and more. Starting tomorrow, to check out the WOMM-U live blog and see what's going on in Miami, visit: http://www.womma.org/wommu

To Do: Join WOMMA for a Members-Only Call to Discuss UK Legislation

Wed, 07 May 2008 09:26:36 -0600

Top Ten Things Retailers Should Know About Social Media

Wed, 07 May 2008 09:21:35 -0600

Retailers can't afford to ignore social media, according to a report put together by analysts from Gartner, Inc. The report, which includes a list of the top ten thing retailers need to know about social networks, delves into the differences between social networks and social networking platforms, consumer trends in social network use, and the kinds of word of mouth insights that can be gleaned from social networks -- as well as what retailers can do to best leverage online social networks for their business.

7-Eleven Pulling Out All the Stops, Including WOM, for Slurpee Promo

Wed, 07 May 2008 09:10:58 -0600

To promote its new Full Throttle Frozen Blast Slurpee during the month of May, 7-Eleven is pulling out all the stops: From piggy-backing on the mania around video game "Guitar Hero" -- which appeals to the beverage's target demographic, 18- to 34-year-old men -- to grassroots programs, dedicated street teams, and an online contest at slurpee.com where visitors can enter codes from their Slurpees for a chance to win a copy of the newest Guitar Hero game, "Guitar Hero: Aerosmith." Other elements of the effort include in-store Guitar Hero promotions, where fans can line up and play the game, and 10,000 customized guitar picks, which will direct fans back to the slurpee.com web contest. An altogether WOM-worthy effort.

Dole and Jamba Juice Partner for Smoothie Contest

Wed, 07 May 2008 09:08:45 -0600

Dole and Jamba Juice have paired up to launch an effort that results in consumer-generated ... smoothies. The companies have created a co-branded online environment at Jambafruit.com where consumers can share and upload their own smoothie recipes. An onsite contest -- which is part of the effort -- will have one happy winner walking away with a "Healthy Escape Getaway," a prize that encapsulates the health benefits promoted by both Dole and Jamba Juice.

New in the WOMMA Member Center

Wed, 07 May 2008 09:02:29 -0600

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: >> Cluepedia: The Ultimate Wisdom of Crowds Platform -------------------------------------------------- This whitepaper discusses the value of crowd wisdom -- the collective opinion of people about something -- arguing that sometimes crowd wisdom is even more valuable than expert opinion. The paper's author contends that, if properly harnessed, the wisdom of crowds has the potential to become one of the most ubiquitous applications -- because of its wide reach. >> Bazaarvoice: Driving Sales with User-Generated Content: How Word of Mouth Impacts Manufacturers Online -------------------------------------------------- User-generated content -- defined as information generated not by a business or media outlet, but by a user of such online assets -- drives Web 2.0. When businesses enable customers -- or users -- to write reviews, ask or answer questions from the community, or share experiences, they create conversations that become the most powerful form of marketing-- word of mouth marketing. This paper specifically addresses how manufacturers can work to build their own word of mouth working with retailers. WOMMA members, log in to the WOMMA Member Center to download your own copy: http://womma.leveragesoftware.com/blog_view.aspx?CustomerID=memberlibrary

WOMM-U Case Study Speaker: Judy Stonefield of OPI Products

Tue, 06 May 2008 10:54:01 -0600

Please join WOMMA in welcoming WOMM-U case study presenter Judy Stonefield of OPI Products Inc. Judy is responsible for the OPI Nail Lacquers segment of the company's business, which is known for its fashion-forward colors and quirky names. In addition, Judy manages the marketing of OPI's salon sanitation products. She has also been involved in the conceptualization and development of Nic's Sticks Paint & Go Nail Lacquer pens, which, along with Nicole by OPI Nail Lacquer, mark the company's entry into mass retail. Join us at WOMM-U and learn how OPI has leveraged the SheSpeaks network to directly engage with their target customers, generate insights to enhance products and communications, and build word of mouth and brand advocacy. Using this network, OPI has successfully fielded market research and exposed consumers to new product offerings -- generating word of mouth and new sales. This case study session will detail: - How to find and connect with female shoppers - How to transform your target consumers into brand ambassadors who will spread the word about your products and services - What consumers want, how they connect, and why they buy - How to create sustained word of mouth amongst women using targeted product placement and a legion of brand ambassadors - How you can tap into online communities to access women and develop buzz for your brand To meet Judy and other WOMM-U case study speakers, peruse the agenda, check out the keynote presentations, or to register, visit: http://www.womma.org/wommu

Absolut Uses Live, Experiential Strategy to Up WOM-Potential of Cut Campaign

Tue, 06 May 2008 10:51:04 -0600

This article, which outlines a case study from Absolut and details the Australian launch of their Absolut Cut product -- a pre-mixed, alcoholic beverage. The campaign targeted young men -- an audience identified to be particularly influential in this category -- and hosted live events at bars in Sidney and Melbourne to garner their initial attention. At the events, Absolut also featured photo exhibits, something intended to reconfirm the company's support of the arts. Post-launch, Absolut Cut sales were 34% above target, something the company credits to word of mouth generated by these launch events.