The Guardian unveil new word of mouth research tool to WOM UK

September 30, 2009 at 5:34 pm | Posted in Events, Research | 1 Comment
Tags: espresso briefing, the guardian, wom uk, word of mouth database, word of mouth research

womThis morning’s WOM UK Espresso Briefing, where The Guardian’s commercial director Chris Pelekanou and ad planner Katherine Miall unveiled their new Word of Mouth database, got our new events programme off to a fantastic start. The fully booked event was crammed with businesses, agencies and individuals buzzing with questions, ideas, challenges – and the sugar high from their coffee and Danish.

The Guardian study combines existing thinking around what makes people influential with a new piece of qualitative and quantitative research – including an expert panel involving WOM UK Council members Steve Barton from Advokator and Ivan Palmer from Wildfire. This mass of data has been used to develop a communications planning tool in the form of a database which helps companies and advertisers to understand the type of people they’ll want to target to ensure their content is rapidly and widely spread. Click through for the presentation on Slideshare below.

Having defined influential people  as those who have greater access to new ideas and who spread them faster and more persuasively than others, Chris and Katherine drilled down into the three basic traits these people display: weak ties (relationships and networks outside close family and friends), bridging capital (an ability to make information contextualised and relevant to others) and status bargain (a willingness to listen and modify their own opinions, making them more trustworthy).

Their study is understandably oriented towards proving that Guardian readers are a particularly influential bunch, but they also hope that it will become integrated into wider media planning, helping advertisers to identify who will carry their message best. The assembled crowd threw out some interesting questions – Might demographics other than Guardian readers behave differently? Do these influential people trust advertisers, or each other? Can they prove that this spread of content actually leads to sales? – and the debate showed just how relevant and engaging the topic is to the WOM industry. Our video and Flickr set of the event are coming very soon.

And if that sort of intelligent social media debate appeals, you’ll love next week’s WOM UK thought leadership event where Emanuel Rosen speaks about his revised edition of Anatomy of Buzz, the best-selling international Bible of WOM, next Wednesday 7th October at 8.3oam. Click through here for more details and to register – we look forward to seeing you there.

The WOMMY Awards are looking for international WOM campaigns

September 29, 2009 at 7:24 am | Posted in News | Leave a Comment
Tags: social media awards, womma, wommy, word of mouth marketing awards

Are you a marketing agency, company or individual? Reckon you’ve created a seriously good word of mouth campaign recently? Well, here’s your chance to shout about it to the world.


WOMMA, our sister association in the USA, are looking for entries for their 2009 WOMMY Awards, which “recognize original thought and measured results in creative, high impact word of mouth marketing campaigns”. For the multi-national award category, they want to hear from international companies outside the US; to qualify you have to have run a successful WOM or social media campaign in more than one country. Entries are due in by October 5th, and you can find more details about the awards, recent entrants and submit your own case studies here.

Of course, if your campaigns are UK-based, or you’re not ready to showcase them, don’t worry: our own Word of Mouth Marketing Awards in association with WARC will be back soon for their second year…

WOM UK Espresso Briefings are now FREE to all

September 28, 2009 at 11:33 am | Posted in Events, News | Leave a Comment
Tags: espresso briefings, social media, the guardian, word of mouth marketing

We’ve been running our monthly Espresso Briefings for a while now: morning sessions where our members present their latest work in progress and case studies around word of mouth marketing. They’ve always been a great opportunity to get a glimpse of the latest developments and innovations in a fast-moving industry – and they’ve just got even better, because they’re now FREE to both members and non-members.

coffeeIn the spirit of the social media meet-ups such as Twestivals, Tuttles and Social Media Cafes, we decided we wanted to make WOM insights accessible to as many people as possible. And our first absolutely free session, running from 8.30-10am this Wednesday 30th September, is a corker, as The Guardian present their new word of mouth research study and communications planning tool that provides a practical framework for identifying influential people.

The Espresso Briefings are an excellent chance to squeeze some WOM knowledge in at the start of your day, and also to network with WOM UK members, far-sighted businesses, and like-minded social media folk. We’ve got a fantastic programme lined up, with Briefings from Porter Novelli and Face in the next couple of months, so get into the habit and join us at 8.30am on Wednesday @ Guardian News & Media, Kings Place, 90 York Way, London N1 9GU. All you need to do is email [email protected] to register – and turn up!

Update – registration is now full for this event but do join us for Emanuel Rosen’s talk and future Espressos…

Essential WOM UK events from The Guardian and Emanuel Rosen

September 23, 2009 at 10:14 am | Posted in Events | 5 Comments
Tags: buzz, emmanuel rosen, social media, the guardian, wom uk, word of mouth

There’s a lot of buzz around word of mouth marketing, but many businesses and agencies are crying out to be educated on what this industry is really about, what it can do for them, and how they can get involved. That’s why I’m delighted to announce our next two London-based upcoming events which will give two exciting and accessible perspectives on the WOM landscape as it stands.

First up on 8.30am Wednesday 30th September, The Guardian present their new word of mouth research study and communications planning tool that provides a practical framework for identifying influential people. Kicking off with breakfast and lasting until 10am at Guardian News & Media, Kings Place, 90 York Way, London N1 9GU, it’s an easy chance to squeeze in some learning, as well as some networking with top WOM practitioners, at the start of your day. Free to all; email [email protected] to sign up.


Then on 8.30am Wednesday 7th October, Emanuel Rosen talks about ‘The Anatomy of Buzz (Revisited)’, the newly updated version of his WOM guide which topped the bestseller lists in 2001 and became an instant international classic. Drawing on his own experiences in high tech as well as hundreds of interviews with consumers, researchers and marketing executives, Emanuel will discuss proven techniques for stimulating buzz. It’s another morning session lasting until 10.30am at Ogilvy & Mather, 10 Cabot Square, Canary Wharf, E14 4QB. Free to WOM UK members, £10 for everyone else; email [email protected] for a place.

The Council will be attending, blogging and fuelling discussions, so come along and say hi.

Welcome to our new WOM UK blog

September 22, 2009 at 10:15 am | Posted in News | 2 Comments

Welcome to the new home of WOM UK – we’ve stripped everything down to keep it simple, easy to navigate and engaging, and we hope you’ll love it.

With a fantastic new Council on board, this is going to be our most exciting year yet. We’re committed to making WOM UK the most inspiring, relevant, questioning and active place for WOM practitioners and clients to share, educate and engage, and we hope our upcoming events programme will demonstrate exactly that. Many of you will be familiar with our morning Espresso Briefings, where top WOM practitioners tackle practical FAQs and present case studies. In addition, with effect from October, we will also be introducing thought leadership events featuring presentations from leading opinion leaders within WOM and social media.

We’ve also overhauled our membership offering and have plenty more in the works so bookmark the blog, sign up for our events, and most importantly, let us know what more, less or else you want to help you get full benefits from the flourishing WOM industry.

WOM UK elects new President: Molly Flatt from 1000heads

September 20, 2009 at 10:46 am | Posted in Member profile, News | 1 Comment
Tags: 1000heads, council, molly flatt, president, wom uk

Molly Flatt, WOM Evangelist for global word of mouth specialists 1000heads, has been elected as the new President for WOM UK. She says: ‘I’m delighted to have this opportunity to collaborate with some of the best and most experienced WOM practitioners and thought leaders in the UK and I want to make this WOM UK’s most dynamic and relevant year yet. This is such an exciting time for the word of mouth industry and I think WOM UK is brilliantly placed to ensure, through the sharing of best practices, ethics and innovations, that it gains ever more visibility and commercial respect. I’m keen for WOM UK to become a safe, social space where brands, agencies and individuals can join and learn about the best work going on out there – not just the rhetoric’.


A passionate advocate of the value of sustained and authentic brand conversations, Molly helps companies understand why word of mouth should be at the heart of every aspect of their advertising, and ensures that 1000heads remains at the cutting edge of creative and strategic developments in the industry. She collaborates with consumers and researchers to produce insights into the psychology and behaviour behind word of mouth and social media, and how these can be transformed into effective long-term brand strategies.

After graduating from Warwick University with a degree in English Literature, Molly worked as a writer, stage actor and corporate acting coach before joining 1000heads in 2007. Starting out as a linguist and strategist for the 1000heads creative team, Molly has worked at the coalface engaging, meeting and collaborating with social media voices from across the world, and has overseen the creative direction of long-term and award-winning campaigns for clients such as The V&A, Nokia, Canon, 3 and STA travel.

She is deeply embedded in social media and her passion for culture and the arts continues through her blogging for Finch’s Quarterly Review, the Guardian, the Economist, and her own cult site HitchcockBlonde.

There’s been some buzz about the appointment over at Brand Republic and the full lineup for the new Council can be found here. Molly will be taking over the WOM UK Twitter feed and our blog so get in touch and let her know what you’d like to see from WOM UK this year.

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