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WOMMA Ethics Code
The Ethics Code
The Ethics Code is a cornerstone of the principles that built this organization. WOMMA is very proud that
the FTC recognized in their new guide, with no less than ten specific references, the authority and integrity
of the overall WOMMA Code. We strive to provide ethical leadership, and wish to hold our members to
high standards which are integral to maintaining a quality reputation for both our organization, and its
valued members.
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WOMMA Ethics Code Review Process
The Word of Mouth Marketing Association will host a formal annual review process that will be announced
at the beginning of November each year and conclude in February of the immediate following year.
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WOMMA Ethics Code Disciplinary Process
In an effort to ensure our industry remains self-regulating, WOMMA has developed the Membership Ethics
Advisory Panel (MEAP). The MEAP is responsible for reviewing prospective member companies who are
found in the membership application process to have questionable ethical practices as well as review
allegations of unethical WOMM practices from current WOMMA members by other members of WOMMA.
Learn More
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WOMMA Ethical Resources
FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising
The Federal Trade Commission (FTC) has revised its Guides Concerning the Use of Endorsements and
Testimonials in Advertising. In its commentary, the FTC referenced and adopted WOMMA’s guidance
in several instances, looking favorably upon the Association’s own Ethics Code, and adopting WOMMA’s
suggestion that only “sponsored” communications should fall within the scope of the Guides. To help
manage the flow of constantly updating information, WOMMA has created this resource, updated daily,
to keep you up to date and in the know.
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The Ethics Assessment Tool
In an effort to ensure our industry remains self-regulating, WOMMA has developed the Membership Ethics
Advisory Panel (MEAP). The MEAP is responsible for reviewing prospective member companies who are
found in the membership application process to have questionable ethical practices as well as review
allegations of unethical WOMM practices from current WOMMA members by other members of WOMMA.
Learn More
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Honesty ROI
More chatter is happening regarding the Federal Trade Commission’s guidelines on endorsements and
testimonials in online marketing. It’s not an easy topic for us marketers to understand. However, it is something
we will need to understand if physical word-of-mouth and digital word-of-mouth are to remain the most
credible form of advertising.
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WOMMA is accepting applications for School of WOM “faculty members” to present business case studies and best practices showcasing proven Word of Mouth & Social Media programs that generate customer-driven conversations.
Learn more and apply today!
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Updates and reactions to the FTC's Guides Concerning the Use of Endorsements and Testimonials in Advertising. Learn More |
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Before you leave, make sure you see these. |
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library |
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF |
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF |
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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