| Paul Rand, WOMMA’s Ethics Chair, and Anthony DiResta of Reed Smith LLP, former regional FTC Director, led an important conversation at WOMM-U 2009 on how the proposed FTC guidelines affect offline and online word of mouth programming. Additionally, the session focused on the updated WOMMA Ethics Code and how it aligns with the FTC’s proposed guidelines. |
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No matter what the FTC dictates, John Moore believes if we marketers follow a DON’T TELL. DO ASK. policy … all will be fine.
Here's a 3:20 minute video ditty explaining why “Don’t Tell. Do Ask.” is a basic policy all marketers should follow when designing and delivering their next word of mouth marketing program.
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Three Questions to Ask
Honesty of Relationship
1. How will we ensure bloggers disclose their relationship and participation in this marketing program?
Honest of Opinion
2. What measures are in place to ensure we are not influencing bloggers to say anything other than their own honest and genuine opinion?
Honest of Identity
3. Does this program mislead the public in any way that could damage the reputation of our company?
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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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