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Tuesday, June 20, 2006
WOMMA Basic Training
It's being live-blogged at http://www.womma.org/wombat/. Good overview of some of the most interesting comments coming from the conference.
Started out the day talking about ethics. The Word of Mouth Marketing Association talks about "The Honesty ROI."
- Honesty of Relationship
Say how you're associated with the company. Don't say you're not if you're being paid to share your opinion online. - Honesty of Opinion
Don't lie, don't say something's great if you don't think it is. - Honesty of Identity: Say who you are
I guess "Mini-Microsoft" doesn't score too high here.
I'd say that most Microsoft bloggers adhere to this kind of policy. And as a company, I'm sure that most of our "word of mouth" marketing does too. I wonder how something like "I love bees" fits into "say who you are..." :)
Posted at 05:17 PM in Blogging | Permalink
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Comments
The one time I saw how effective a "Word-of-Mouth" campaign can be, wasn't during a product promotion. It was after a massive explosion at a gas facility. The company mounted a huge campaign to inform people of what really happened and how they fix it.
The interesting bit was that they did not put out a huge publicity campaign though. All they did was briefing their entire staff, both the technical and administration side. They also set up a walk-in center so that the surrounding community can just drop in and ask questions. The biggest impact was more on what the staff said to their friends, relatives and the general public that had the bigger impact.
And I believe it was successful because when they rebuilt the plant, people were coming back to work there and remained there.
Posted by: Wena at Jun 20, 2006 9:31:24 PM
Sound a lot like my summer classes with Relationship selling/marketing and T-Com ethics class.
What else do you have planned for WOMMA? Anything new added to your list?
Posted by: Snstersquirrel at Jun 22, 2006 9:57:25 AM
