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Ethical WOM Resources
WOMMA is very focused on providing useful and necessary resources focused on the implementation of a
solid ethics plan for every member company. We strive to provide tools that are applicable and easy to use.
The Members Ethics Advisory Panel is focused on creating these tools.
If you have any questions regarding these tools and/or suggestions concerning the creation of other tools,
please contact Kristen Smith, Executive Director, at:
Kristen L. Smith, CAE
Executive Director, WOMMA
312.853.4400
Kristen@WOMMA.org
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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.
Learn More
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The WOMMA Guide to Disclosure in Social Media Marketing
The WOMMA Ethics Code is the cornerstone for prudent practices in the WOM industry. In light of the December 2009 effective date of the Federal Trade Commission (FTC) Guides Concerning the Use of Endorsements and Testimonials in Advertising, WOMMA leadership responded to member demand for additional meaningful disclosures for social media marketing. This is a continuation of an effort started in 2008 when WOMMA began formalizing best practices by engaging industry leaders, members, non members, academics and consumers.
Learn More
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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.
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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