WOM UK collaborate with WOM Japan

January 20, 2010 at 1:43 pm | Posted in News | Leave a Comment
Tags: japan, japan social media, wom j, wom uk, word of mouth marketing

Word of mouth marketing is an industry which, thanks to social media, crosses geographical and cultural barriers regardless of the brand or agency. That’s why, alongside focusing on insight and education about the UK WOM scene, we keep a strong global outlook; as partners to WOMMA we have strong links with the US and invite thought leaders from across Europe and America to identify mutual discoveries, differences and trends.

Global Web Index‘s Global social web involvement map

So we were delighted to meet with two key members of WOM Japan this week (for those of you who can speak Japanese, this is their blog) – Meri Yasuda from innovative content creators Dai Nippon Printing Co and Shin’ichi Miyajima from the Digital Content Association of Japan. WOM J have also recently aligned themselves with WOMMA and it was a great opportunity to share stats, case studies and observations about which social platforms are driving conversation online, how offline and online WOM are merging, and which brands are the forerunners in effective WOM activity.

With particular points of interest being the rise of mobile and geo-location, and the shifting landscape of WOM ethics and legislation, it was clear that there is a great need for closer collaboration between global WOM communities. So let us know below if you have any particular queries or areas of interest for WOM J’s directors and members, as we hope to feature a presentation from WOM J here in London soon.

What are your burning issues in word of mouth marketing?

November 2, 2009 at 4:35 pm | Posted in News | Leave a Comment
Tags: education, Ethics, Events, roi, WOM, womma, word of mouth marketing

Ethics. Metrics. ROI. Ownership. Internal education.

These are the big five topics we hear raised again and again when it comes to the word of mouth industry in the UK. Brands big and small really are accepting the value and power of WOM as part of their future survival, but they’re still struggling to a) do it authentically and ethically, rather than as a short-term reactive activity, and b) get buy-in, integration and ownership throughout the company.

question via dullhunk @ Flickr

When many social media conferences and meet-ups are little more than glorified geek-outs about cool tools and insider networks, we’re committed to creating safe spaces where people can share their real challenges, fears, hopes and ideas about effective word of mouth – from questioning the Guardian’s latest influencer research to examining when WOM doesn’t work.

We’re looking forward to finding out what the hot WOM potatoes are in the US at WOMMA’s Summit in Vegas a couple of weeks, but it will be interesting to see if they differ from our key concerns here. So let us know: what are your big issues around the industry? What questions would you like to see broached at debates and events? What topics can’t you find sufficient education, research or case studies on? What are you afraid of? Which great people and projects deserve more airspace?

Drop us a comment below or, if it feels a little exposed, get in touch privately, and let’s start directing the WOM agenda in a truly collaborative way.

November WOM Thought Leader event: Dr Martin Oetting discusses The Ripple Effect: Driving word of mouth with empowerment

October 27, 2009 at 4:59 pm | Posted in Events | 4 Comments
Tags: martin oetting, social media marketing, the ripple effect, wom uk, word of mouth marketing

On 5pm Wednesday 18th November join us for our monthly WOM thought leadership event when Dr Martin Oetting will present ‘The Ripple Effect: Driving word of mouth with empowerment’, followed by discussions and networking over a glass of wine.

martinAcademics have been researching word of mouth since the 1950s, yet few have tried to find out how to actually stimulate it. Having studied the past 60 years of WOM research, Dr Oetting made the fascinating discovery that companies can create ripple effects if they treat customers and consumers like their best employees – empowering them and making them part of the marketing process. Combined with the tools of the social web, from Facebook to blogs, this becomes a powerful recipe for marketing in the 21st century – and Dr Oetting will show you how.

Martin Oetting is partner and Chief Research Director at word-of-mouth marketing network trnd (Munich/Barcelona). ‘Ripple Effect’ is his doctorate dissertation, newly published by Gabler (Science), and you can read a recent interview with him at SocialMediaBiz here.

In line with the social, conversational spirit of WOM UK sessions, the presentation will be FREE TO ALL and take place from 5-6.30pm with discussion and networking continuing afterwards over a glass of wine from 6.30-8pm (and really inspired individuals are welcome to join us in a local pub after that!) The event is being held at Grey, The Johnson Building, 77 Hatton Garden, London, EC1N 8JS, and we’d like to thank Grey for very generously sponsoring the event.

Pre-register with [email protected]. WOM UK members get first refusal, so hurry – this is one not to be missed.

Member profile: Steve Barton of OgilvyOne and Advokator

October 23, 2009 at 1:40 pm | Posted in Member profile | Leave a Comment
Tags: ogilvyone, social media marketing, steve barton, wom uk, word of mouth marketing

Welcome to our new series of Member Profiles blog posts, intended to give you an insight into who’s behind the association and what they’re currently up to. These are the people who are leading the educational and ethical agenda of WOM UK, and who provide ongoing talks, workshops and consultancy for our members, so come along to our next event and say hi.

steveFirst up is Steve Barton, the ex-President and now Treasurer of WOM UK who has been central to the establishment and development of the association. Steve grew up in Rocky River, Ohio, and graduated from Brown University in 1984 with a degree in Organisational Behaviour and Management. He arrived on the international marketing scene in 1990 when OgilvyOne transferred him from New York to London, and since then, he has managed international communications and developed award award-winning strategies for a number of blue chip companies; Microsoft, Save the Children, Compaq, IBM, Kodak, VSO, Holiday Inn, Kellogg’s, Unilever and Zurich Inusrance are just a few.

Steve blends strategic insight with entrepreneurial drive. He has successfully started up a number of communications agencies in London, including Jones Mason Barton Antenen, Leonardo (for Leo Burnett), and Keevill Barton Kershaw. Steve returned to Ogilvy in 2008 as Global Brand Partner on the Zurich Insurance business. He is also a director of word of mouth marketing company Advokator and a Non Exec Directory for digital agency Maynard Malone.

He is a regular keynote speaker and chair at conferences around the world on such topics as word of mouth marketing, digital and direct marketing. He runs workshops at corporate events for the likes of Royal Mail, IBM, Orient Express Hotels, and Celerant Consulting. And he can be seen regularly in the media – Campaign, Marketing, CNBC Money Wheel, BBC2 Working Lunch and Skynews.

You can catch Steve speaking at Media140 in London on Monday 26th October; hear him talking about his presentation at AudioBoo. He’ll also be attending our next WOM UK Espresso Briefing on Wednesday 28th October, where Porter Novelli are presenting on Social network analysis: approach and case studies. All our briefings are free, so click here for full details and to register for a place – there’ll be plenty of time to talk WOM over a coffee and croissant before the briefing with Steve and the other WOM UK crew.

OK, so it’s a bit of a WOM UK sales pitch

October 14, 2009 at 12:11 pm | Posted in News | Leave a Comment
Tags: Ethics, membership, professional development, social media marketing, wom uk, word of mouth marketing

We’ve just produced a shiny new one-pager outlining the membership benefits and levels of WOM UK, so it seemed only fair to bring it to your attention. Seriously, if you’re interested in the word of mouth industry and you haven’t yet joined the agencies, brands, data bureaux, research firms, academics, and social media movers and shakers already taking full advantage of our professional and ethical development resources and events (see our list of current members here), you’re missing out on a very vibrant scene. We’ll help you stay at the frontline of the marketing revolution, and this is definitely the time to get involved.

Download our PDF below and email [email protected] to ask any questions, sign up, and make sure you’ll get everything you need out of WOM UK.

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…

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