The WOMMA Word Blog -- WOMMA Daily Five

Dunkin' Donuts' Free Iced Coffee WOM Promo

Fri, 16 May 2008 09:49:06 -0600

The Future Now blog offers up a quickie analysis of Dunkin' Donuts' May 15th free iced coffee campaign -- which was reportedly promoted using word of mouth to spread the word about the give away. According to the post, Dunkin' could have done a little better with its search efforts. At WOMMA's WOMM-U conference last week, Bob Pearson from Dell reminded attendees that the Google results page is your new homepage, and a Google search turned up misinformation about the free iced coffee. Other elements about the campaign -- the way the word about it spread and the company's homepage and Facebook RSVPs -- received positive nods. -- From Future Now

H&R Block Talks Social Network Strategies

Fri, 16 May 2008 09:46:50 -0600

This article highlights an H&R Block presentation in which Amy Worley, H&R Block's Director of Digital Marketing, outlined successes and lessons learned from the company's foray into social networking. According to Worley, this tax season the company waged a social networking blitz, which included efforts in Facebook, MySpace, YouTube, Twitter, Second Life, as well as widgets. The overall effort reaped the company a 171% lift in online awareness from their target audience, and it cost them only 0.5% of their marketing budget. -- From Advertising Age

Google Elbowing Its Way Into Social Network Fray

Fri, 16 May 2008 09:44:09 -0600

With the launch of its Google Friend Connect, Google is edging into the social networking waters -- and just on the heels of announcements from Facebook and MySpace about the collapse of their garden walls. This service from Google allows website owners to easily add social networking functionality -- from message boards to member databases -- to their existing website, giving even websites that aren't explicitly social the ability to become forums for discussion and interaction. -- From BizReport

Disney Getting Social With Tweens

Fri, 16 May 2008 09:40:31 -0600

To bloster the launch of its Prince Caspian video game, WOMMA member company Disney is opening up its DGamer site. DGamer is a social network designed for tweens that allows them to create avatars, chat with other users, and share high scores and other stats from their Disney games -- including the new Prince Caspian game. According to this article from The Globe and Mail, the DGamer space is just the latest leg in the company's growing involvement in the digital world. -- From The Globe and Mail

To Do: Join the Editorial Board for WOMMA's 'Measuring Word of Mouth, Vol. 4' Research Book

Fri, 16 May 2008 09:39:06 -0600

The 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.

Levi's Back Flip Video Garners Eyeballs, Pass-Alongs

Thu, 15 May 2008 10:28:42 -0600

A recent online video created by Levi's and featuring a flurry of shots of men putting on their jeans in interesting ways -- jumping into their jeans, leaping from a pogo stick, and the finale back flip into the jeans -- caught the attention of online video viewers, who forwarded it to friends and made it viral. This article from the Calgary Herald investigates what it takes to make an online video that's worthy of viral spread, and features some examples of videos that have made it happen. -- From The Calgary Herald

AllstateGarage.com Social Hub for Motorcycle Riders

Thu, 15 May 2008 10:25:32 -0600

Allstate has a (relatively) new online social hub aimed at motorcycle riders. The website, AllstateGarage.com, is aimed at giving riders a way to view and map their routes -- as well as to connect with other users/bikers, share stories, and post about their rides. Of course, the ultimate goal of the site is to get the bikers to insure their road trips with Allstate, but if AllstateGarage.com can foster a community and provide bikers with value in the meantime, they'll certainly get their attention. -- From Allstate

YouTube Gets Targeted, Advertisers Applaud

Thu, 15 May 2008 10:18:21 -0600

YouTube now comes packaged with a targeting algorithm tracker that allows paid inlay advertisers to ride the coat tails of a "going viral" sensation. It's one way that Google has found to leverage the surges in viewership experienced by the online video site when certain videos start making their way around the internet. Whether or not this piggy back targeting will spell similar results for the inlay advertisers remains to be seen. -- From Online Media Daily

Etsy CEO Rob Kalin Chats About the Etsy Community

Thu, 15 May 2008 09:54:21 -0600

In this video interview, Etsy CEO Rob Kalin describes how Etsy let it's community of users do the heavy marketing lifting for them, talking about the site and the products they sell and spreading the word to their own customers and social circles. Using traditional advertising routes didn't get results for Etsy, and Rob didn't like the way it changed the face of the company. The "real human face" route was the way Etsy chose to move forward, and it's worked for the company thus far. -- From AdWeek

To Do: Join the Editorial Board for WOMMA's 'Measuring Word of Mouth, Vol. 4' Research Book

Thu, 15 May 2008 09:38:14 -0600

The 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 the 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! 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.