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Updates from July, 2009

  • Don’t Tag the EU

    Pat McCarthy 10:03 am on July 31, 2009 | 0 Comments Permalink | Post Your Comment!
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    European privacy watchdogs are raising flags about tags. They recently issued a non-binding opinion which states that social networking sites are exposing too much personal information. Practices like tagging other people in photos without their prior consent and the ability to write anything on another person’s wall are in the spotlight. Should their recommendations be enacted, it would send a solid blow to the industry standards like Facebook, MySpace, and the variety of homegrown European sites. In Italy, Google is facing a landmark trial because of a video on YouTube that shows the bullying of a disabled boy. Google argues that the mailman is not responsible for the content of the mail delivered. In the end, Europe is still deciding to what extent the platform is responsible for content that they did not produce.

    The full story at EurActiv:
    http://www.euractiv.com/en/infosociety/eu-privacy-regulators-eye-online-social-networks/article-183486#

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  • Africa is Open for (Internet) Business

    Pat McCarthy 10:01 am on July 31, 2009 | 0 Comments Permalink | Post Your Comment!
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    The new SEACOM cable recently opened up the eastern African coast to high-speed broadband Internet access as noted in last week’s International Word. Overnight the Internet became faster and cheaper. Some businesses that were paying $3,000 per month for satellite Internet are now paying $600 for more reliable and faster service. Not only will businesses prosper, the new cable will affect nearly every aspect of society. People will now be able to socially network or post videos on YouTube. Blogs and microblogging will bring citizen journalism. Literacy will be more valuable not only for work but also for entertainment and socializing. Though much of the continent is still without electricity or the wealth to afford a computer, this is a major step toward development.

    The full story at VOA News:
    http://www.voanews.com/english/Africa/2009-07-29-voa36.cfm

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  • The Word from Malaysia

    Pat McCarthy 9:59 am on July 31, 2009 | 0 Comments Permalink | Post Your Comment!
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    According to Nielsen, WOMMA Governing member company, a recent survey revealed that 93% of Malaysians trust word of mouth more than any other source for purchases. WOM was followed closely by editorial content (82%), brand websites (75%), and brand sponsorships (75%). As Internet access in the south Asian country expanded, so did user generated content. But this is not to say that Malaysians trust random opinions on the Internet. Consumer online opinions usually are ranked second behind personal acquaintance’s opinions in global polls, but they are sixth in Malaysia. So the word of mouth that really matters comes from people talking to one another. Anyone wanting to break into the Malaysian market should take note because online consumer reviews are not what is driving sales.

    The full story at The Star:
    http://thestar.com.my/news/story.asp?file=/2009/7/28/nation/20090728145754&sec=nation

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  • WOM Marketing Forecast ‘09-’13 Now Available

    Pat McCarthy 11:17 am on July 30, 2009 | 0 Comments Permalink | Post Your Comment!
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    WOMMA is pleased to announce the release of the Word-of-Mouth Marketing Forecast 2009-2013. The report details the size, scope, and growth of the WOM marketing industry. The report details where marketing spend for WOM activities is projected to be in the year 2013 and highlights the trends driving the industry’s growth. It’s an indispensable report for businesses of all sizes providing services in the evolving WOM marketing industry.

    http://www.pqmedia.com/word-of-mouth-marketing-forecast-2009-read.html

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  • Sue First, Learn Social Media Later

    Pat McCarthy 11:13 am on July 30, 2009 | 0 Comments Permalink | Post Your Comment!
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    A property management firm in Chicago recently made headlines by suing someone who, via Twitter, wrote that they rent moldy apartments. They claim the damages amount to $50,000 despite the microblogger only having about 20 followers. Of course the backlash was swift. Most everyone online took the defendant’s side. The whole ordeal ended up generating unthinkably worse PR than the initial tweet. The company needs to forget the lawyers and take a minute to think about the problem. Like any other business, they have a customer who was displeased with their service and spoke about it in one of the places where they socialize. Luckily for the company, this person clearly identified herself. Instead of calling their lawyers, they should have sent a direct message on Twitter asking what her specific complaints were and how they can be resolved. This method is becoming increasingly popular with large corporations because of its surprising effectiveness. Little businesses will find that a little interaction with a potentially difficult customer is well worth the time and effort.

    The full story at PC World:
    http://www.pcworld.com/article/169324/Twitter_Lawsuit_What_Should_Business_Learn.html

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  • Oh, the Choices

    Pat McCarthy 11:09 am on July 30, 2009 | 0 Comments Permalink | Post Your Comment!
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    Just about every company either has or is planning a Twitter account. Oddly enough, this means it’s time to choose the company’s personality. There is a wide spectrum of possibilities, but it comes down to the business/personal breakdown. A company Twitter account that is 100% company news without any personal input works for some. They can have a team working on it and risk very little in terms of an individual posting something that doesn’t correlate with the brand image. But it also loses out on being relatable to consumers which has been so successful for brands like Ford with their Scott Monty account. One problem Ford may run into would be when Scott Monty leaves the company or renegotiates his salary. A company could become dependant on one person to maintain the brand because the community that person established is loyal to both microblogger and company. Establishing a brand Twitter strategy isn’t easy. Determining the level of personality infused with company news and discounts depends very much on what is most effective to engage customers. A careful analysis of how a company is portrayed currently and how it wants to be portrayed is very necessary before the first tweet.

    The full story at Web Strategist:
    http://www.web-strategist.com/blog/2009/07/30/from-corporate-to-personal-the-four-types-of-social-media-profiles/

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  • Social Media Overload Control

    Pat McCarthy 11:03 am on July 30, 2009 | 0 Comments Permalink | Post Your Comment!
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    A lot of people sign up for every new social media network whenever the site is headlining all the papers. At first, the new experience fun and exciting. But over time, a lot of people are finding that checking their Facebook, MySpace, Linkedin, Twitter, et cetera account everyday becomes a burden. Enter social media management. Yes, it has gone that far. To manage your accounts, you need to assess what you want to use them for. If you are on a site like Linkedin, which is geared toward business relationships, keep your friends off of it. Sites like Facebook are okay for business, but if you keep it to your friends, you won’t have to repeat everything done on Linkedin. It’s all about using the right tool for the interaction.

    The full story at Mashable:
    http://mashable.com/2009/07/30/social-networking-overload/

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  • So it Begins

    Pat McCarthy 11:28 am on July 29, 2009 | 0 Comments Permalink | Post Your Comment!
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    WOMMA Member 1-800-FLOWERS has opened the first e-commerce store in their Facebook page. This is a clear step forward for both parties. 1-800-FLOWERS was one of the first online retailers starting 1992. On the other end, marketers have turned Facebook into a retailers dream, but the application always stopped short of actually selling goods. This has undertones of social shopping networks that were noted yesterday in the WOMMA Word. Since friends and loved ones have such an immense effect on consumer purchases, it is only natural to blend social networking with Internet shopping. By selling through the fan page, retailers make the customer one step closer to a purchase. We are likely to see more of this in the coming months, but so far 1-800-FLOWERS is the test case.

    The full story at The Washington Post:
    http://www.washingtonpost.com/wp-dyn/content/article/2009/07/29/AR2009072900693.html

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  • Want more than a newsletter? Check out All Things WOM

    Pat McCarthy 11:26 am on July 29, 2009 | 0 Comments Permalink | Post Your Comment!

    WOMMA’s John Moore is really excited about WOM and wants to tell you about it. As our designated “WOM Enthusiast” he stays at the forefront of our trade and can’t wait to talk to everyone about it. He has marketed for Starbucks, Whole Foods, and many other WOM giants. For tricks of the trade and industry developments, check out his blog All Things WOM.

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  • Lotto Can Soon Be Your Friend

    Pat McCarthy 11:16 am on July 29, 2009 | 0 Comments Permalink | Post Your Comment!
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    Sometimes brands shift marketing to social media because they want to find new ways to reach the consumer. But other times they have no other choice. Like many other government agencies, the Maryland Lottery’s budget has been slashed. Local television ads are too expensive now, so they have started to develop a social media strategy due to premier this fall. Despite the cut, they plan on raising their revenue by $23 million to $516 million. They are also planning a non-digital word of mouth campaign by selling tickets at Baltimore Ravens games. The Maryland Lottery resembles a lot of different companies that have a fraction of last year’s budget with even greater expectations. Their hand may be forced, but it is leading to innovations that may have otherwise taken years to develop. But today’s hard work will translate to a more rounded and developed marketing strategy for the long run.

    The full story at The Baltimore Business Journal:
    http://www.bizjournals.com/baltimore/stories/2009/07/27/daily28.html

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