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  • Simon McDermott
    Simon McDermott
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    2 Word-of-mouth/Viral marketing associations
    The preeminent word of mouth organisation is WOMMA. They are trying to set standards and want their members to avoid "murky" practices such as non-disclosure when companies are trying to start a viral campaign. Their focus is US although when I spoke with CEO Andy Sernovitz they were thinking about creating a European chapter, this was about 6 months ago and no news yet --- I expect there'll be a word of mouth campaign about it soon --- There are some European members but no events in Europe. Their web site is a great resource for word-of-mouth practicioners available at http://www.womma.org

    In Europe the VBMA had at least tried to create a similar group, but I believe they find it difficult to create momentum. This is probably due to them not charging for membership and certainly when we asked to join in 2004 and 2005 they didn't have a process in place to make this happen. (I am pretty sure we are in the business and we are based in Europe) Perhaps if they had financing they could arrange more events and be more of a thought leader in this space. Their web site is available at http://www.vbma.net/. I notice they had some publications as recently as May talking about viral campaigns at client level.

    Simon McDermott
    Attentio SA/NV
    http://www.attentio.com
    • 13 Sep 2006, 12:53 pm
  • Michael Sloyan
    Michael Sloyan    Group moderator
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    Re: 2 Word-of-mouth/Viral marketing associations
    Thank you for that link Simon... it looks a very interesting proposition.

    Kindest regards,

    Michael Sloyan
    Managing Director
    The British Business Club
    http://www.britishbusinessclub.com
    • 13 Sep 2006, 1:41 pm
  • Brian Moore
    Brian Moore    Group moderator
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    Re: 2 Word-of-mouth/Viral marketing associations
    Simon McDermott wrote:
    The preeminent word of mouth organisation is WOMMA. They are trying to set standards and want their members to avoid "murky" practices such as non-disclosure when companies are trying to start a viral campaignaigns at client level.
    Is the term "murky" really something the advertising world is now going to try to distance itself from? The advertising world is, and has always been, full of murkiness. How many banners advertise a free ____ if you click on them. How many products are touted as being more than they actually are? I do not defend the practice or say that these are admirable qualities, its just that it is a fact and reality of the advertising world. Have you ever seen a coca cola being drank in a movie? Is that any more "murky" than a Youtube "reality" looking stunt being placed in the public realm? I think the problem lies in poor products! An iPod sells because its an iPod. Not because I own one or Seth Godin likes one, its just a good product. Advertisers and agencies will always be challenged to increase sales on inferior products, since the product can't stand on its own merits people will come up with creative ways to market and advertise it. WOMMA has good intentions, and I applaud them for that. Reality says that someone will still try to sell me a piece of Enron, a Le Car, or a pet rock. Let us keep our own principals and personal standards and not stoop to ripping people off– at the same time, the old adage says: "Let the buyer beware". The Net is helping to shape the face of advertising because poor products are exposed rapidly, great products spread like wildfire, and integrity and accountability come quick.

    Brian
    http://www.sublimis.blogspot.com
    • 14 Sep 2006, 08:59 am
  • Simon McDermott
    Simon McDermott
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    Re^2: 2 Word-of-mouth/Viral marketing associations
    Hi Brian,

    Your are correct, the advertising world is not traditionally seen as the cornerstone of truth, although there are many in the industry that genuinely want to position the benefits of their products (or client products) and indeed there are willing consumers who want this information. Furthermore there is wasteful advertising on misdirected campaigns or overly elaborate productions. The history of the growth of advertising is closely linked to the rise of television and the 30 second spot but it is an industry in real change with the growth of the Internet and the more accountable media of click through rates and actual purchase behaviour --- phew that paragraph took it out of me ---

    Actually the "murky" practices I was referring to is more targeted. It refers to disclosure of intent when starting a viral campaign or trying to create word-of-mouth. The WOMMA values can be seen here http://www.womma.org/ourvalues.htm

    Some examples for discussion?

    *If a company hires 20 hip teenagers to stand in crowded places and be "overheard" discussing a new cool drink, pair of jeans or whatever they are not disclosing the fact that they are paid to do it, then this mighty be seen as "murky", but perhaps not a hanging offence.

    *If a company sets up a phoney blog and pretends the content is written by "real people" and not a marketing department, this is normally regarded as unauthentic and will be found out and made an example of (Vichy had a case here and changed their mind based on blogger "feedback").

    *If Nokia gives 20 influential bloggers a phone for free, discloses their intention and doesn't force bloggers to post about the gift then that's OK or even can be seen as best practice. After all they open themselves to good and bad feedback.

    *If a company like http://payperpost.com/ wants bloggers to get paid for posting and not require that they disclose they are getting paid, this murders the idea that bloggers (key conduit in word-of-mouth) are in any way independent and people at WOMMA think this is "murky". Another argument here might be that influential bloggers know companies benefit from their positive feedback so why don't they try and cash in? Of course bloggers are often influential because they don't take money they just give honest feedback!

    OK these are some examples, personally I haven't completely formed my opinion on what I consider "murky" or not but I do know WOMMA exists and they have some good ideas in this direction.
    • 14 Sep 2006, 09:53 am
  • Brian Moore
    Brian Moore    Group moderator
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    Re^3: 2 Word-of-mouth/Viral marketing associations
    I think the tough part is that word of mouth and viral situations occur naturally. Anytime a marketing campaign tries to emulate this natural phenomena artificially or tries to force a product into being viral it takes away from the core of what makes the magic. Announcing that they are trying to accomplish a wom or viral campaign takes away a key element– that it is genuine and not artificial. We have a natural tendency to not like the artificial or forced feeling. If we look at the reaction to the "coming out" of lonleygirl15 on Youtube, we see that the public was ok with the fact that the videos may have been staged (while it was still a mystery) but seemed unhappy when they found out that she was a fake. If a product had been promoted it would have received massive buzz and once it was "outed" it would have lived or died on its own merit. I think the difference is that if the campaign works, and then we find out, it's not so bad. We may even admire the agency's capabilities. If we find out before the product is successful then we tend to mistrust the agency or company whose product is being touted. Interesting how things seem to work that way. Announcing a word of mouth campaign seems like it takes away a key element of what makes wom really work. On the other hand, perhaps the Internet has brought about a new level of accountability through the same word of mouth phenomenon and advertisers will be forced into a more honest role. Think of the implications, what will happen to the manufaturers of products if all products have to be truly good in order to sell?

    Brian
    http://www.sublimis.blogspot.com
    • 14 Sep 2006, 4:06 pm
  • Brian Moore
    Brian Moore    Group moderator
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    Re^4: 2 Word-of-mouth/Viral marketing associations
    I'm reminded of other slightly, or not so slightly, deceptive practices long used by advertisers:

    The Omega watch on James Bond's wrist.

    The (place your best guess here) million times a person orders a Coke, Drinks a Coke, or drives by a Coke Ad in movies.

    Sharon Stone or anyone one else who ever smoked a cigarette on film.

    Other examples anyone?

    Brian
    • 15 Sep 2006, 10:13 pm
  • Brian Moore
    Brian Moore    Group moderator
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    Re^5: 2 Word-of-mouth/Viral marketing associations
    I saw this link off popurls.com and had to look. It is a bit racy and NSFW so watch at your own discretion.


    http://www.scaryideas.com/Videos/TruthInAdvertising/
    • 19 Sep 2006, 08:24 am
  • Simon McDermott
    Simon McDermott
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    Re^6: 2 Word-of-mouth/Viral marketing associations
    Interesting that WOMMA are having a conference call to discuss issues around disclosure in social media. I note that there was a Philips video on youtube with their new lumalive product (it's cool LED technology in fabrics). They have had thousands of views and people like it. Its clearly made by Philips, so this is as good as disclosure, right?

    From WOMMA ---

    """ Consumer-generated media is in the spotlight, thanks to recent headlines surrounding LonelyGirl15, and WOMMA is responding with a call for discussion:

    * Read and comment at http://www.womma.org/disclosure/.
    * Join us Wednesday, Sept. 27, at noon EST for a full telephone briefing on the issues surrounding social media disclosure. Call 1-512-225-3050 and enter code 495675# to participate.

    Most consumers believe that content in environments like MySpace or YouTube has been created by non-marketers. WOMMA's goal is to establish actionable guidelines and best practices for marketers working in this media. When complete, these guidelines will provide marketers with industry-accepted terms as to what constitutes sufficient disclosure. """
    • 26 Sep 2006, 9:18 pm
  • Brian Moore
    Brian Moore    Group moderator
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    Re^7: 2 Word-of-mouth/Viral marketing associations
    I just stumbled across this site dedicated to exposing advertising half-truth's, lies, and other naughtiness:

    http://www.mouseprint.org/

    Check it out.

    Brian
    http://sublimis.blogspot.com
    • 04 Oct 2006, 7:08 pm