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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.


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.


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.

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?
 
Ethics Code
 
 

1. An Introduction to the Ethics Code
2. The Ethics Code
3. FAQs
4. The Ethics Code Review Process
5. The Ethics Code Disciplinary Process

 

The WOMMA Ethics Code of Conduct defines best practices, unacceptable practices, and baseline rules of the road.
Download PDF
 
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Before you leave, make sure you see these.

This 25-page eBook examines the valuable word of mouth marketing trends presented through case studies and Keynotes at WOMMA Summit 2011.
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Best Practices Guidebook: WOM in the Customer Contact Center

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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
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Case Studies
Learn from the brands and agencies that successfully developed and measured WOMM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOMM knowledge.

Building A Loyal Community for the Travel Channel
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