WOM case studies show the power of disruption

February 25, 2010 at 12:15 pm | Posted in Case studies, Events | Leave a Comment
Tags: Case studies, dominos, hugo boss, marmite, mcdonalds, social media, toyota, word of mouth

James Whatley‘s presentation for WOM UK yesterday morning had a distinct underlying theme – the effectiveness of disrupting consumers’ assumptions if you want to get them, and keep them, talking about your product or brand.

It was great to see so many new voices in the crowd as James, the Engagement Director for global word of mouth agency 1000heads, took us through six examples of conversational campaigns from Opera, Hugo Boss, Marmite, McDonalds, Toyota and Dominos, demonstrating how WOM worked best by using a mixture of on and offline engagement and technologies, combined with a strong dose of brand transparency and buy-in.

Many of the discussions focused on the blurring boundaries between WOM and the other advertising disciplines – some of the examples could well be considered as PR, experiential, DM or even traditional media broadcasting. James’ point was that none of these campaigns would have happened before our new emphasis on listening to consumers, and responding instantly and interactively with them in a way that generates sustained conversation and a shift in brand image, not just a short spike of buzz.

What are your favourite WOM case studies of the year so far and why?

Keep an eye out for our next espresso briefing and thanks to Golin Harris for hosting us so well.

Do you know the score with UGC and the law?

February 23, 2010 at 12:38 pm | Posted in Ethics, Events | 1 Comment
Tags: internet law, moderation, social meida law, tempero, ugc, wom uk

Companies used to carefully controlled brand imagery and tone of voice can find user generated content a very scary thing. Our discussions with companies, journalists and agencies have shown that there’s lots of confusion as to where the boundaries lie in terms of moderation, engagement and the legal rights around content created by people about and around a brand.

That’s why WOM UK is delighted to be contributing to ‘UGC and the Law’, a new eGuide produced by community experts Tempero:

“We believe our eGuide is the first time anyone’s pulled together the range of UK guidance out there on which laws might impact social media activity that involves brands hosting or submitting content to interactive environments into a handy little book format.

The guide is aimed at brands and public sector organizations about to start or already running their own sites (like forums, blog comments) or branded pages (like Facebook, YouTube), and includes quotes, anecdotes, and advice from some of our clients and contacts in the industry.”

President of WOM UK Molly Flatt has added her comments on the complexities of legislating free speech, and how the UK can learn from the debates around the FTC Guidelines recently released in the US. Molly will be attending the launch of the eGuide at the Tempero offices in central London tomorrow, Wednesday 23rd February, from 6.30pm, answering questions on the issue and debating with other speakers such as John Robinson from the NHS and Paul Wakely from the BBC.

If you’re interested in coming along book your place here.

WOM UK need your word of mouth case studies

February 11, 2010 at 2:22 pm | Posted in Case studies | Leave a Comment
Tags: australia, new zealand, social media case studies, uk, wom uk, word of mouth case studies

New Zealand based word of mouth agency The Village Square have asked us to help garner the best and latest case studies of UK WOM excellence – especially those that reflect true ‘consumer involvement’, whereby brands build a tribe of advocates who love to get invovled in experiences and create content on their behalf.

We’ve already sent them the likes of We Are Social for Marmite, iCrossing for Toyota, the Oxfam G20 Voice project and 1000heads for Nokia, but it would be great to crowdsource the favourites of the WOM UK network. Obviously, those submitted will get some great visibility abroad.

And in return, TVS have promised to send us the cream of the WOM crop from New Zealand and Australia, so members can look forward to receiving those links and downloads soon.

So, link to your own (or favourite) case studies below or send them to [email protected].

February Espresso Briefing: James Whatley presents The Best WOM Case Studies of 2010…so far

February 8, 2010 at 4:50 pm | Posted in Case studies, Events | Leave a Comment
Tags: 1000heads, espresso briefing, james whatley, social media case studies, wom case studies, wom uk

Fed up with all the theorising about word of mouth and want to really know who’s doing it well and how? Eager to see how WOM is already evolving for big businesses in 2010?

Well register now for our next Espresso Briefing on Wednesday 24th February at 8.30am, when James Whatley, Engagement Director for leading WOM agency 1000heads, will be looking at six of the best WOM Case Studies of 2010 so far.

As someone with a longstanding background in the WOM space both as a practitioner and a blogger brands have been eager to woo, James works with 1000heads clients such as Nokia, Canon and P&G to craft effective and impactful consumer engagement.

He says “We’re already six weeks into 2010 and although we were promised jetpacks, what we have been given instead is some outstanding examples of how to fully leverage WOM in a modern campaign strategy. Cross touch-point, cross company and cross passions.” In his presentation, he’ll consider:

  • What does true WOM success mean?
  • Six of the best case studies of the year
  • How WOM is evolving into the new decade and how brands can get involved

The event is FREE to both Members and Non-Members and will take place from 8.30am – 10.30am at GolinHarris, Fox Court, 14 Gray’s Inn Road, London, WC1X 8WS, with plenty of time for breakfast, networking and conversation around the presentation itself. Pre-registration is essential, so please email [email protected] to secure your place.

This event is kindly sponsored by

Join WOM UK at Like Minds 2010

February 2, 2010 at 11:53 am | Posted in Events | Leave a Comment
Tags: drew ellis, john bell, like minds 2010, molly flatt, scott gould, wom uk, womma

WOM UK is by logistical necessity rather London-centric, so we’re delighted to be speaking – and listening – at the Like Minds 2010 conference in Exeter this month.

Taking place at the Exeter Conference Centre on Friday 26th Febraury, Like Minds is the brainchild of Scott Gould and Drew Ellis, who are determined to bring world-class thought leadership on the subject of ‘People to People: The New Social Business’ to everyone in a friendly, non-political and provocative way. There will be six keynote speakers, including John Bell, President of our sister organisation WOMMA, 18 panelists, including WOM UK President Molly Flatt, and 6 moderators to ensure that the sessions really are conversations.

This should be a rare opportunity to meet global experts, local leaders, and like-minded individuals from diverse walks of life, so book now if you’re interested – tickets are running out fast. And leave us a comment or a tweet if you’re coming and would like to hook up with Molly to talk about word of mouth, WOM UK, or indeed the joys of Exeter Cathedral.

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