WOM TRUTHS

Harvey Morris All Things WOMM 0 Comments

I’m starting a new series on the ALL THINGS WOM blog. Over the next couple months, I’ll be sharing bite-size lessons on key ideals that make word-of-mouth marketing more effective and ethical. It’s being called WOM TRUTHS.

This WOM TRUTHS series is somewhat inspired by NPR’s “This I Believe” essay series, which was based on a radio program hosted by Edward R.

WOM at Work

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In 2005, Seth Godin wrote the FREE PRIZE INSIDE. It’s essentially a guidebook for creating remarkable products and services. As marketers we know when remarkable things get remarked about … word of mouth happens..

This 2-minute video ditty shares two word-of-mouth worthy free prizes I experienced while staying at the Hotel Burnham in Chicago.

Boring Brands and Borrowed Relevance

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Beloved brands have it easier with word of mouth. Why? Brands that are beloved by people get discussed freely and widely. Apple, Whole Foods, Starbucks, Twitter, and many other brands get talked about because there is something intrinsically interesting about them.

How Honest Marketers Should Behave

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As the leading voice for ethical and effective word-of-mouth marketing, WOMMA has always taken a strong stance against SHILLING. Paying cash to people to talk about, blog about, tweet about a product without disclosing they are being paid to do such is SHILLING.

People Trust People Like Themselves

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Josh Bernoff adds more to the discussion of “Sponsored Conversations” in this worthy-read Ad Age piece.

He readily admits it’s a controversial topic for brands to compensate bloggers for sharing their honest opinions about a company’s products/services.

Wrestling with Questions of Ethics

Harvey Morris All Things WOMM 0 Comments

One of the more important sessions at last week’s WOMM-U conference was on Ethics, Endorsements, and Your Next WOMM Program. Paul Rand, WOMMA’s Ethics Chair, and Anthony DiResta, former regional Federal Trade Commission (FTC) Director, discussed impending changes to FTC guidelines on testimonials in advertising.

Specifically, the FTC is seeking to ensure Advertisers and Bloggers are 100% transparent and always disclose when a blog post is being sponsored.

Recap: Disney presentation

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On May 13 & 14, WOMMA held its Word-of-Mouth Marketing University conference.
Below is a recap of a presentation from the conference.

Presentation:
Disney: Lessons Learned Using Social Media

Presenter said:
Duncan Wardle, Vice President, Global Public Relation at Disney, stressed the importance of marketing WITH consumers and not AT consumers.

Recap: YouTube presentation

Harvey Morris All Things WOMM 0 Comments

On May 13 & 14, WOMMA held its Word-of-Mouth Marketing University conference.
Below is a recap of a presentation from the conference.

Presentation:
Maximizing Online Video for Marketing Success

Presenter said:
Jeben Berg, creative director of Cross Platforms Solutions at YouTube & Google, threw out some startling stats about YouTube …

Recap: Yelp presentation

Harvey Morris All Things WOMM 0 Comments

On May 13 & 14, WOMMA held its Word-of-Mouth Marketing University conference.
Below is a recap of a presentation from the conference.

Presentation:
Yelp: Empowering Consumers with Local Knowledge

Presenter said:
In kicking-off the Word of Mouth Marketing Association’s WOMM-U Conference, Geoff Donaker, chief operating officer at Yelp, said, “The Genie is out of the bottle.