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Updates from October, 2009

  • Viral Dictatorships

    Pat McCarthy 9:46 am on October 30, 2009 | 0 Comments Permalink | Post Your Comment!
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    When the US state department encouraged Twitter to hold back on system updates so Iranians could continue tweeting about their last election, anti-authoritarian activists worldwide hailed the microblogging platform as the world’s new kingmaker. These accolades were a bit premature though. The masses might have figured out Twitter faster than the government, but repressive governments are quick learners when confronted with new media. Research has shown that nationalists and fascists from a variety of ideologies are among the most active users of blogs and social media. Evgeny Morozov, Yahoo! Fellow at Georgetown University’s E.A. Walsh School of Foreign Service, recently stated that new media “will power all political forces, not just the forces we like.” Though it might be a double edged sword, the social web illuminates both sides of the story better than traditional outlets by showing personal sentiment instead of broad situations.
    More on how Web 2.0 is affecting world politics at ABC News

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  • What Now WOMMA?

    Pat McCarthy 9:45 am on October 30, 2009 | 0 Comments Permalink | Post Your Comment!
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    Brands Council Jam Session: The Internal Sell: Getting Buy-In for Your Next WOM Program
    Presenter: John Moore, WOMMA’s WOM Enthusiast and Marketingologist at Brand Autopsy
    When: Tues. Nov. 3
    Time: 10am PST | 12pm CST | 1pm EST
    Registration: http://bit.ly/JamSessionInternalSell
    Please note, registration is Limited to WOMMA Brand and Nonprofit Members. Our Agency Members Can Invite Their Brand Clients.

    Zuberance and WOMMA Webinar: Creating & Energizing Brand Advocates
    Presenter: Rob Fuggetta, Zuberance Founder & CEO, and John Moore, WOMMA’s WOM Enthusiast and Marketingologist at Brand Autopsy
    When: Wed. Nov. 4
    Time: 11am PST | 1pm CST | 2pm EST
    Registration: https://www2.gotomeeting.com/register/281436202

    Tweetup: FDA & Social Media Hearing Analysis
    Presenters: John Bell, WOMMA President & Managing Director, Oglivy PR, and Tony DiResta, WOMMA General Counsel
    When: Thurs. Nov. 12
    Time: 6:30-8:30pm EST
    Where: The Mall, 1111 19th St. NW, 10th floor, Washington, D.C. 2003
    Info: http://bit.ly/FDATweetUpInfo
    RSVP: http://bit.ly/FDATweetUp

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  • Talkable Beauty

    Pat McCarthy 9:44 am on October 30, 2009 | 0 Comments Permalink | Post Your Comment!
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    When WOMMA member company Unilever wanted to break into the competitive Chinese anti-aging cream market, they were loathe to work with expensive traditional media campaigns. Brand loyalty to skin care products was too high to penetrate with clever ads. Instead they created a blind trial program with several affluent women. Once they had 150 official testers, they set their anti-aging cream loose. It was a risky move, but with China’s 41 million heavy social media contributors, Unilever saw this as the most cost effective solutions. Often with social media, brands have to believe that their product will truly stand up to the competition. Unilever succeeded in capturing a profitable marketshare and generating significant buzz for their buck.
    More on how Unilever used WOM to break into new markets at AdAge

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  • Summit 2009 News

    Pat McCarthy 9:43 am on October 30, 2009 | 0 Comments Permalink | Post Your Comment!
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    Hotel Registration Extension
    Thought you missed the hotel registration deadline? Don’t worry, we’ve got you covered. We’ve extended it to Nov. 2. More info: http://womma.org/summit09/travel/#at

    PepsiCo Challenge
    Today is the last day to get in your submission for the PepsiCo Challenge. The winner gets one free registration at WOMMA’s Summit 2009 (valued at $1,395) and the opportunity to present their case study to our Summit audience.
    Submission information at http://bit.ly/PepsiCoChallenge

    Sposorship:
    Your Company in the Spotlight: Five minutes in front of the crowd at Summit 2009 could take your product or services to the next level. Our conference is attracting the top brands and agencies involved in and leading WOM. WOM Marketplace is a sponsorship opportunity that gets you on the main stage of the conference and in the spotlight to demo your product. You will also be an exhibitor, enabling you to build relationships and leads within the industry. There are a limited number of spots at the WOM Marketplace, so please contact us if you are interested.

    Kelly Hartweg is our sponsorship representative. If you are interested in WOM Marketplace or any other sponsorship opportunities, please email her at Kelly@WOMMA.org or call at 773-991-2149.

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  • WOM UK Thought Leadership Event

    Pat McCarthy 9:42 am on October 30, 2009 | 0 Comments Permalink | Post Your Comment!
    Tags: , WOM UK

    WOM UK hopes that you will be able to attend their Thought Leadership Event on November 18th 2009. This event will be held in the evening and will include drinks and an opportunity to network afterwards. To register email julian.ferguson@womuk.org and provide your name, company, phone number and email address. Attendance is free to all.
    Date: 18th November
    Register: 4:30pm - 5pm GMT
    Presentation: 5:00pm - 6:30pm GMT
    Networking & Drinks:  6:30pm - 8:00pm GMT
    Speaker: Martin Oetting
    Venue: Grey, The Johnson Building, 77 Hatton Garden, London EC1N 8JS

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  • Internet Now Featuring Korean, Russian & Arabic

    Pat McCarthy 9:40 am on October 30, 2009 | 0 Comments Permalink | Post Your Comment!
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    n the Internet’s forty year history, domain names have had to use Latin characters after the dot (e.g., .com, .ru, .jp). Recently the Internet Corporation for Assigned Names and Numbers (ICANN) voted that this restriction should be a thing of the past. Starting next year, characters outside of the Latin standard will be employed after the dot. Experts predict that this will help those who haven’t learned the Latin alphabet, mostly children and the elderly. It will also generate a flurry of domain name purchases. Companies in countries like Russia, Japan or China will rush to buy a local site name to correspond with their international site. Critics worry of new harbors for cyber attacks might cause problems, but ICANN isn’t worried considering the quality of current defenses.
    More on ICANN’s decision at The New York Times

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  • Making Viral Virile

    Pat McCarthy 9:49 am on October 29, 2009 | 0 Comments Permalink | Post Your Comment!
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    A lot of brands want a viral video and their agencies lose sleep over how to produce one. No one is saying that it is easy, but if you step back from the situation and look at what works, several trends emerge. In the below article, new WOMMA Governing Member Oddcast outlines what makes viral virile. Examples include:
    1. High Concept – Think Elf Yourself and Mad Men Yourself. It gets the user involved with a little simple novelty.
    2. Content, Not Advertising – Wow your audience with a video that represents the brand’s attitude, not specific products.
    3. Social Concept – Consumers are on social media. Engage with them through that medium with games and tools as part of the viral campaign.
    More examples of how to pump up your viral at Oddcast

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  • Members in the Spotlight

    Pat McCarthy 9:48 am on October 29, 2009 | 0 Comments Permalink | Post Your Comment!
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    WOMMA is proud to announce our latest members:
    Check out their websites and get to know them.
    North America:
    Oddcast http://www.oddcast.com/
    Newell Rubbermaid http://www.newellrubbermaid.com/public/index.aspx
    Downtown Partners Chicago http://www.downtownpartnerschicago.com/
    ZAGG http://www.zagg.com/
    International:
    Quartier d’ete http://www.quartierdete.fr/
    Magpie & Friends http://be-a-magpie.com/en/

    Edelman and Joel Warady Group both placed in Brillstreet’s top 50 places for young people to work in Chicago, 5th and 15th respectively. Congrats!

    Forrester Names Zuberance Winner of the Prestigious 2009 Groundswell Award. Zuberance’s trail-blazing Brand Advocate program for Symantec’s Norton consumer brand is the largest and most successful Brand Advocate program in the world. Via Zuberance, Norton is energizing its highly-satisfied customers to drive positive Word of Mouth and sales. Congratulations Zuberance!
    Visit their site to watch a special video: http://www.zuberance.com/

    Gary Spangler, of Member company DuPont, and WOMMA’s Brands Council Leader, was highlighted by AdAge for a speech he did about DuPont’s efforts to engage consumers with product test videos. There are some very interesting points about the similarities between B2B and B2C.
    Watch Gary’s speech here: http://bit.ly/DuPontWOM
    Check out DuPont’s video series here: http://www2.dupont.com/Stories/en_US/index.html

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  • WOM Doubles Down

    Pat McCarthy 9:45 am on October 29, 2009 | 0 Comments Permalink | Post Your Comment!
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    Lithium Technologies has just released a study that has some very promising numbers for WOM marketing. Injecting WOM into a marketing program can double its effectiveness. But without influencers, WOM isn’t nearly as effective. This isn’t surprising based on what we all see day to day, but the key takeaways put solid numbers on observed trends.
    1.    Influential customers within branded communities can increase effectiveness of WOM by 50%.
    2.    Influencers accelerate sales
    3.    Influencers are steroids for ROI, generating over 80% of potential value while being less than 5% of the audience.
    More on the study at Reuters

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  • Summit 2009 News

    Pat McCarthy 9:44 am on October 29, 2009 | 0 Comments Permalink | Post Your Comment!
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    Hotel Registration Extension
    Thought you missed the hotel registration deadline? Don’t worry, we’ve got you covered. We’ve extended it to Nov. 2. More info: http://womma.org/summit09/travel/#at

    WOM & Social Media Hospitality Style
    This half-day seminar is a must-attend event for those responsible for helping their hospitality companies understand and apply the fast-evolving strategies, tactics, and issues involved with Social Media and Word of Mouth marketing. Who should attend? We recommend:
    • Hospitality marketing professionals
    • CMO’s – General Managers
    • Directors/Managers of Brand Quality
    • Directors/Managers of Marketing
    • Directors/Managers of Communications
    • Directors/Managers of PR
    • Customer Care Specialists
    • Destination Sales Managers
    • Marketing & Promotions Managers
    • Special Events Managers
    • Internet Marketing Specialists
    • e-Marketing and New Media Managers
    More info and registration: http://bit.ly/HospitalityWOM

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