WOM UK becomes WOMMA UK in a move to align US and UK word of mouth industries

July 28, 2010 at 10:41 am | Posted in Events, News | Leave a Comment
Tags: word of mouth, Case studies, womma, Ethics, Research, WOMMA UK, partnership

OK, so the logo on the blog header above might have clued you in already!

Yes, we’re delighted to share the news that WOM UK has now officially become WOMMA UK, formalising our partnership with US association WOMMA in a move to share word of mouth marketing expertise in the United States and United Kingdom. The two associations are working closely together to develop and raise the profile of the fast-evolving industry.

We have had an informal agreement since 2008 but have now decided to collaborate in a much closer way.  The agreement allows WOMMA UK and WOMMA members to share insights, ideas, research and case studies and exchange speakers and experts for events and conferences. Additionally, the partnership helps investigate how WOM works in different cultures and countries by bringing members into a much wider international network.

And, in keeping with our mutual push for better ethical practices among WOM marketers, this agreement helps create a consistent ethical platform for brands and practitioners while working in harmony with laws in different countries.

“We welcome the opportunity to share our expertise and knowledge with our colleagues across the pond in WOMMAUK and look forward to learning from their experience too,” says Paul M. Rand, president of WOMMA and president/CEO of the Zócalo Group. “For many WOMMA members who may not have much international WOM exposure, this agreement provides them with resources they may not be able to access or afford on their own,” Rand said.

From WOMMA UK’s perspective, word of mouth dissolves the boundaries between on and offline, local and global, like no other discipline, so for us a partnership with WOMMA was a no-brainer. In such a quickly evolving industry, it’s essential that we share insights and essential that we present a united stance on ethics, best practice and measurement if word of mouth is to become central to businesses worldwide. We’re delighted to be working with such a strong and enthusiastic team at WOMMA and know that our members will benefit from the partnership enormously.

Our new website is under construction and our Twitter stream has now become @WOMMAUK. We hope you’re as excited as we are at this fantastic alliance. If you have any questions or ideas about how you’ll benefit from the partnership, let us know.

How do you make a product truly contagious?

July 26, 2010 at 10:26 am | Posted in Events | Leave a Comment
Tags: social media, word of mouth, emanuel rosen, WOM, consumer psychology, contagious products

This was the question tackled by Emanuel Rosen in WOM UK’s word of mouth thought leadership event on Monday evening.  Fuelled by cheap red wine and challenger thinking, the assembled WOM UK members and members-to-be (hah!) enjoyed a fantastic hour-long presentation which saw the renowned author of The Anatomy of Buzz use case studies and psychological and sociological research to examine what makes a product a word of mouth winner.

Using the deck below, Emanuel considered both the characteristics which make a product inherently conversational, and the external factors which act to accelerate buzz. As he pointed out, it is essential to consider both – we’re not all trying to sell sexy technology or feel-good charity causes, so we need to deconstruct both product and process to give even the most outwardly uninspiring offering real relevance and traction to vocal consumers. And as brands such as In n’ Out burger to Livestrong demonstrate, it is important to find fresh and collaborative, creative ways to encourage interaction in markets crowded with short-term hype.

The questions afterwards reflected a desire to isolate the different factors leading to success, and to understand what happens without a concerted effort to accelerate WOM.  Emanuel emphasised that the early stages of a product’s conversational life are key – those that get buzz, get more buzz – but that a focus on giving consumers ways to be creative themselves with the brand will also ensure longevity of WOM.

Emanuel’s working on his third book with Stanford Professor of Consumer Psychology Itamar Simonson, so we look forward to welcoming him back as their ideas and findings unfold.

We’re taking a break over August (and working on our new website) but remember to save the date for our next WOM UK event on 8th September 6pm, when Dr Paul Marsden of Viralculture will be talking digital ethnography and more.

WOM and the law: “These days, everything you do will come under scrutiny”

July 13, 2010 at 12:31 pm | Posted in Ethics, Events | Leave a Comment
Tags: Ethics, law, ReACTS, reed smith, social media, WOM, word of mouth

Our new partnership with Reed Smith’s advertising compliance team ReACTS – which brings WOM UK members free legal advice on their social media and word of mouth activity – kicked off in fiery style last week with our breakfast event around WOM and the law.

This was obviously a topic that hit home for the marketers, brand owners and agencies in the room (who remained valiantly undistracted by the incredible view from Broadgate Tower…)

Marina Palomba and Chris Hackford provided an excellent overview of the main issues in the space, and a welcome wake-up call around key areas that are likely to prove increasingly contentious, as  interest in legislating word of mouth activity grows. One example is the proposed extended remit of the CAP Code, which is struggling to gain traction but backed by strong intent.

There were questions throughout and a sense that everyone was starting to realise how little they know about the legal playing field regarding consumer engagement, UGC, transparency, privacy, promotions, moderation, copyright and more. The deck from the event below is a must-read for anyone working in the space.

Marina’s case studies of companies caught out – WalMart, American Express, Sony, TalkSport – proved the importance of sharing legal knowledge throughout a business, and indeed the importance of establishing a strong internal ethical code to protect employees against misguided activity.

It’s a philosophy obviously close to our heart; anyone can access the WOMMA Ethical Code that we and our members subscribe to, or Tempero’s UGC and the Law whitepaper we helped build. Members can also access the WOMMA Ethics Toolkit, which defines best practices and baseline rules, and asks 20 questions to help you ethically comply.

Here at WOM UK we’re also looking at becoming closely involved in the legal debates and motions around this space, with the help of the brilliant ReACTS team, so we’ll keep you posted on any developments. And do let us know – what are your big legal concerns? We’ll use them to shape our next session with the team…

WOM UK July event: Emanuel Rosen on contagious products

July 5, 2010 at 4:21 pm | Posted in Events | 1 Comment

Our previous event featuring Emanuel Rosen, WOM guru and author of the industry bible ‘The Anatomy of Buzz’, went down so well we couldn’t resist having him back. And this time he’ll be focusing in on how to make specific products buzz-worthy.

On Monday 19th July, from 6-7pm, Emanuel Rosen will talk about ‘Accelerating Buzz about Contagious Products’ at Grey, 77 Hatton Garden, London EC1N 8JS, with discussion, drinks and networking until 8.30pm. Attendance is free and priority for members so email [email protected] now to make sure you get a place.

Some products have what it takes to create good buzz. What are these “contagious products?” How can you further accelerate buzz about them? And how can you stimulate talk about a product that is not inherently viral? Drawing from his own experience in high tech as well as from hundreds of interviews, Emanuel will discuss proven techniques for stimulating buzz online and offline.

Emanuel Rosen is the author of the national bestseller “The Anatomy of Buzz” (Doubleday, 2000) and “The Anatomy of Buzz Revisited” (Doubleday, 2009). Prior to writing these books, he was VP Marketing at Niles Software where he was responsible for launching and marketing the company’s flagship product EndNote which was spread to a large extent by word of mouth. It was during this time that he became interested in buzz and especially in how it can be accelerated. He started his career as a copywriter in Israel, and for his work in advertising he won the Bronze Lion from the Cannes International Advertising Festival, as well as several national awards including two gold medals. He holds an MBA from the University of San Francisco and lives in Menlo Park, California.

Kindly sponsored by:

Blog at WordPress.com. | Theme: Pool by Borja Fernandez.
Entries and comments feeds.