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Updates from January, 2009

  • Revamping the Dot Govs with WOMM

    WOMMA Editor 11:27 am on January 28, 2009 | Comments Off Comments Permalink
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    With the notable exception of the new WhiteHouse.gov, most governmental websites are notoriously exhausting, if not impossible, to navigate. Many times they are devoid of simple information, or just plain organization, for that matter.
    Washington D.C.’s Chief Technical Officer, Vivek Kundra, decided to change his own city’s sad dot gov fate. He contacted iStrategyLabs, which was tagged with creating and running a series of applications that the city of Washington could use to make their website, and city, more accessible.
    In the end, iStrategyLabs did a brilliant job, helping to create a whopping 47 applications for the city’s website. And, the kicker: the venture only cost iStrategyLabs $433.
    How?
    With a contest. The Apps for Democracy contest, which was publicized across social networks, rewarded the best application designers gold, silver, and bronze awards (reaching up to $2,000) for their open-source creations. It saved the city of Washington money by having others develop the applications essentially pro-bono, and in the process generated some fantastic online content for our nation’s capital. WOMM at its best.

    The full story at Oh My Gov!:
    http://ohmygov.com/blogs/general_news/archive/2009/01/28/changing-the-government-contracting-game.aspx

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  • A Social Networking Campaign ROI Calculator

    WOMMA Editor 11:26 am on January 28, 2009 | Comments Off Comments Permalink
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    This may be the most useful tool you find online this week, hoping to answer one rudimentary, yet incredibly important business question: Was it worth it?
    As it is explained, “you can use this tool to calculate an estimate of cost and return on investment for the recruitment and fundraising efforts of your staff in social networking sites like Facebook or MySpace. It works sort of like an online mortgage calculator. Just enter the starting assumptions in the yellow boxes below and the tool calculates results automatically.”
    Some of the data fields include:
    * % of Friends who join your email list
    * Average donation from your email appeals
    * Social network “Friends” recruited per week (goal or actual)
    * Cost per hour of staff & volunteer(s)
    * # of Advocacy or Outreach emailings/year
    But these are only five fields out of the nearly 50. Needless to say, if ROI is important to you, check out the calculator.

    The full story at Frogloop:
    http://www.frogloop.com/social-network-calculator

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  • Personal Profiles and the Personal CPM

    WOMMA Editor 11:26 am on January 28, 2009 | Comments Off Comments Permalink
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    Jamie Tedford of WOMMA member Brand Networks has written a thought-provoking commentary on the “Personal CPM,” which, Jamie thinks, may be a “future marketing reality.” His post is a call for a collective brainstorming session on the future of our online profile spaces, and their possible Personal CPM marketing worth.
    Mark Zuckerberg called Facebook “Word of Mouth on Steroids,” with the notion that an individual with a powerful social presence could become an even more powerful online social influencer. Tedford points out that while Zuckerberg’s pilot social WOM program called “Beacon” has failed, out of its ashes have risen Facebook’s Social Ads, Pages and Connect. Simply, Facebook is doing just fine, and the arena for Personal CPM on Facebook remains intact.
    Tedford adds that this conversation has already been hashed out many ways, as in the analysis of the “cool kids” outlined in Tipping Point and The Influentials. But, what is the future? Will marketers bid for access to social networking profiles? Will Facebook become “the battleground of the Personal CPM holy war?”
    The discussion has already started on Jamie’s page, linked below.

    The full story at MarketingDaily:
    http://www.mediapost.com/publications/?fa=Articles.showArticleHomePage&art_aid=98788

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  • The Policy Wikis

    WOMMA Editor 11:26 am on January 28, 2009 | Comments Off Comments Permalink
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    The Public Policy Wiki, a joint venture by Globe & Mail and the Dominion Institute, is an experiment in the unification of public-policy discussion and social media tools. The idea was to start a discussion about various Canadian political current events, having wiki contributors provide their own thoughts and ideas about the Canadian federal budget, foreign policy, the Canadian-American relationship, the economy, and Afghanistan.
    In just two weeks, the Policy Wiki has attracted almost 100,000 page views, with 850 registered users. The policy proposal which received the most support was the idea of a 100% GST rebate (Goods and Service Tax) rebate for non-profit organizations such as universities and hospitals.
    Check out the full list of proposals, topics, and discussions, at http://policywiki.theglobeandmail.com/tiki-index.php.

    The full story at mathewingram.com/work:
    http://www.mathewingram.com/work/2009/01/27/the-policy-wiki-an-end-and-a-beginning/

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  • WOMMA Call to Action: Participate in the Membership Council

    WOMMA Editor 11:26 am on January 28, 2009 | Comments Off Comments Permalink
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    WOMMA’s Membership Council is an important cog in the wheel of the organization. WOMMA is looking for volunteers to participate in the Membership Council this year. Items the Council will focus on include review of our inaugural membership survey results and member expectations compared to current WOMMA deliverables, benefits and features and make recommendations for changes as needed; review current membership categories to ensure they are aligned with the picture of our industry and the organization’s strategic vision; and identify emerging trends in other industry associations and ensure WOMMA is proactively targeting the right markets.
    If you are a WOMM and WOMMA evangelist, if you’ve worked with nonprofit clients or are a nonprofit member with expertise in membership retention and development, you should be a part of the Membership Council.
    The first call of the Membership Council will be Wednesday, February 11 at 2:00 p.m. CST/3:00 p.m. EST. If you are a WOMMA member and are interested in volunteering for the Membership Council, please RSVP to membership@womma.org. Call details will be emailed to those who RSVP to participate.

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  • A WOM-Worthy Dinner

    WOMMA Editor 11:26 am on January 28, 2009 | Comments Off Comments Permalink
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    Word of mouth is more than just a marketing concept, it’s an equally interesting and far more tasty catering business and restaurant in Fort Lauderdale, FL.
    “By Word of Mouth,” Ellen Cirillo’s cozy restaurant on a Fort Lauderdale boulevard is an entirely WOM enterprise:
    “The restaurant’s name comes from the concept and the location: The waiter presents the menu by word of mouth; they’re located on an awkward stretch of road near the tracks, so their customers all come by word of mouth.”

    The full story at Broward Palm Beach:
    http://www.browardpalmbeach.com/2009-01-29/restaurants/psst-did-you-hear/

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  • Unrequited Customer Love

    WOMMA Editor 12:44 pm on January 27, 2009 | Comments Off Comments Permalink
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    Some companies love their customers and respond accordingly to their comments, concerns, and feedback. Other companies claim to love their customers but ignore their opinions. For most companies, only a few of them actually monitor and utilize customer feedback according to a new CMO Council study. According to the study, only 16 percent of the 500 marketing chiefs surveyed check online message boards for complaints and feedback, even though 58 percent believe that “the Internet and social media have changed the level of influence and expectations of their customers.”

    The full story at sfnBlog.com:
    http://www.sfnblog.com/circulation_and_readership/2009/01/study_online_customer_feedback_neglected.php

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  • Mountain Dew Fans Unite to Create New Drink

    WOMMA Editor 12:44 pm on January 27, 2009 | Comments Off Comments Permalink
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    Pepsi introduced a new drink under the Mountain Dew label and plans to promote it with a digital campaign. The flavor, packaging, and design of Voltage, the new flavor, is the online collaboration of Mountain Dew fans. The campaign components surround its main site, http://www.dewmocracyvoltage.com. The campaign also includes banner ads, a mobile ad campaign, Facebook integration, and e-mail messaging through Pepsi’s “Dewsletter.”

    The full story at Clickz:
    http://www.clickz.com/3632466

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  • A Wiki Book

    WOMMA Editor 12:44 pm on January 27, 2009 | Comments Off Comments Permalink
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    Wikipedia: The Missing Manual, written by John Broughton, is for sale on O’Reilly.com for only $29.99. The Missing Manual gives you practical advice on how to create articles and collaborate with fellow editors, how to improve existing articles, and how to work with the Wikipedia community to review new articles, mediate disputes, and maintain the site. The interesting thing about this book is the fact that it’s released in wiki format, which means that -in true Wikipedia spirit - Wikipedians will be able to edit and improve it, just as any other wiki document.

    The full story at Mashable: Social Networking News:
    http://mashable.com/2009/01/27/wikipedia-missing-manual/

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  • Coffee Media Strategy

    WOMMA Editor 12:44 pm on January 27, 2009 | Comments Off Comments Permalink
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    A recent Advertising Age study found that 60% of Americans have scaled back from premium coffees in the past six months, with the mighty Starbucks experiencing a flattening of its froth. Starbucks, long admired by many for building its brand with only a passing interest in traditional advertising, has faced a wave of activity last year from two very well-drilled media marketers in Dunkin’ Donuts and McDonald’s. Antony Young, CEO of Optimedia U.S., compares and rates the media campaigns being waged by Dunkin’ Donuts and McDonald’s.

    The full story at Advertising Age:
    http://adage.com/mediaworks/article?article_id=134095

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