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Latest Updates: paul rand RSS

  • WOMMA Ethics Code Update

    Paul Rand 4:31 pm on December 23, 2008 | 733 Comments Permalink
    Tags: , paul rand, sustainable word of mouth, , ,

    The following note was sent out to WOMMA members yesterday.  Please comment as well!

    ————————————————————————

    Is it ethical to target WOM marketing to minors?

    Is it ok to pay bloggers to write about your or your client’s brand?

    Is it ethical to create and maintain multiple online identities when engaging in digital word of mouth marketing?

    These and other questions are at the heart of WOMMA’s Living Ethics project and revisions/update to the WOMMA Ethics Code – regarded as the industry’s standard.

    We held a live ethics session during the WOMMA Marketing Summit in Las Vegas and many people participated. If you’d still like to watch the session, go to http://womma.org and click the link for the Live Ethics Video on the homepage.

    Since getting back to Chicago, we’ve hosted a blog for members and the public to discuss ethical issues in word of mouth marketing and any refinements needed to the Ethics Code.

    Please go to http://womma.org/ethicsreview to make your voice heard in this important discussion. We’ve extended the deadline for comments until January 20, 2009. Revisions to the code will be announced in February 2009.

    Should you have questions about the Living Ethics Project, call WOMMA staff at 312-853-4400 or contact me directly at 312.596.6272 or at prand@zocalogroup.com.

    Have a wonderful holiday!
    Paul M. Rand 

    VP, WOMMA Board of Directors
    Chair, WOMMA Living Ethics Project
    President/CEO – Zócalo Group

     

  • Is the current Motorola “flap” an ethics violation?

    Paul Rand 4:20 pm on December 3, 2008 | 4 Comments Permalink
    Tags: Boing Boing, , , Motorola, paul rand, , ,

    Last week, a popular technology blogger called out a WOMMA member and WOMMA for what he believed to be a breach of the WOMMA ethics code.  The issue has continued to get widespread attention on Boing Boing and other places.

    While WOMMA is not a “policing” organization, we do have a process in place to investigate possible breaches of the code.  When a WOMMA member formally presents a complaint about a possible Code violation (which has occurred in this case), the issues is turned over to our Member Ethics Advisory Panel (MEAP). The Panel will now review the case to determine if there has been a violation.  The group will return with one of three outcomes: There has been a violation and the member must address the violation or risk losing membership; 2., There has been no violation 3, There has not been a formal violation of the Code, but there has been a violation of the “spirit” of the Code and the member receives a warning.

    . Our ultimate goal is to protect our members, our brands and the consumers — while at the same time continuing to refine and reinforce the WOMMA Ethics Guidelines as the Industry Standard that provides clear direction to all marketers.

    This is at the heart of what the current WOMMA Living Ethics project is all about.  Our industry is changing.  Please make sure to make your comments and voice heard.

    So … is this an ethics violation?

     

  • Should people be paid to review or comment on blogs?

    Paul Rand 9:28 pm on December 1, 2008 | 31 Comments Permalink | Post Your Comment!
    Tags: , paid blogs, paul rand, , WOM Ethics Code, ,

    As previously noted, WOMMA held a live ethics session during the Marketing Summit in Las Vegas. We had roughly 150 people comment on site and another 40 watch the session from their offices. If you’d still like to watch the session, or review the current ethics code, please go to http://www.womma.org and click on Live Session Video or the Code link.

    One of the most lively debated topics was:

    * Should people be paid to review or comment on blogs? If they are paid, is that okay as long as it’s disclosed? (defining payment as cash, not incentives)

    Any thoughts here?

    We’ll explore the other most relevant word of mouth marketing, disclosure and ethics issues in days to come.

    Paul M. Rand, VP of WOMMA, President/CEO of Zocalo Group.