Posts Tagged ‘womma’

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El código de ética de la WOMMA

23/02/2010


WOMMA, www.womma.org, es la asociación comercial líder de las empresas de marketing y publicidad que se centran en el Word-of-Mouth, consumer-generated y las plataformas de los social media –o técnicas de marketing que incluyen el buzz, viral, comunidades y marketing influenciador, así como los blogs de marcas (brand blogging)–.

La WOMMA a través de la empresa trnd, presenta su código de ética en España con la intención de desarrollar y mantener normas éticas apropiadas para los especialistas de marketing y anunciantes.

El valor de la ética, esta presente y de nosotros depende que se lleven a cabo estás “buenas prácticas”. ¿Qué opinan?

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WOMMA Guidebook on Measurement and Metrics for Word of Mouth Marketing

02/06/2009

WOMMA

After the Interactive Advertising Bureau (IAB) guidelines on social media ad metrics, the Word of Mouth Marketing Association (WOMMA) has come out with a draft paper of its guidebook on measurement and metrics for word of mouth marketing (PDF).

The guidebook seeks to “offer a broad overview of the types of metrics available, key considerations for their use, and specific examples of their application.” WOMMA also cautions that “the guidebook is not intended to offer industry standards or a definitive statement on the one right way to measure word of mouth”.

The first draft of the guidebook looks at seven different types of metrics –

– Advocacy: Measures the intent and/ or behavior of making recommendations using approaches offline surveys or online network and content analysis.

– Conversation Share: Measures the volume and share of conversation using ongoing online buzz monitoring and offline syndicated research, and campaign specific custom research.

– Cost Per Conversion: Measures the cost of getting one person (prospect) to perform the desired action (purchase), after factoring in conversion value, conversion attribution and incremental conversions.

– Conversational Reach: Measures the cumulative penetration of a brand message within a given target audience through conversations, by using a multi-generational approach.

– The Influencer Factor: Identifies influencers and measure their word of mouth activities via self-report surveys, online buzz monitoring and sociometric network analysis.

– Cost Deflection: Measures the decrease in R&D, time to market and customer support costs through customer feedback and peer-to-peer support.

– Value of a Conversation: Measures how much a positive or negative conversation is worth to the brand’s bottom line by using customer lifetime value, WOM referral value and media mix models.

The draft says that sections on Sentiment Analysis, Overall ROI, Media Reference and Ratings & Reviews will be added to the final paper.

Gaurav Mishra, the author of this post, thinks the WOMMA guidebook has the “potential” to become an important resource for word of mouth measurement. He likes that it not only describes a metric but also explains what it means and how to measure it. Also, the focus is more on broad measurement approaches than narrow metrics. Finally, the guidebook includes both online and offline measurement of word of mouth, and sometimes even describes their relative merits and demerits.

(…)

Fuente: Gaurav Mishra

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¿Es ético recibir dinero a cambio de posts? (Sponsored blogs come under fire)

22/04/2009

¿Es ético recibir dinero a cambio de posts? ¿Cuál es la definición de un post patrocinado? ¿A partir de cuando pierde en eficacia?

Son algunas preguntas que nos hemos hecho con Marc Cortés, Joan Jimenez y otros especialistas del social media.

Desde mi punto de vista, hay que dividir el patrocinio en 3 grupos:

1. el blogger recibe dinero a cambio de una revisión de producto, de la publicación de una noticia, etc.

2. el blogger recibe vales de descuento para probar un servicio

3. el blogger no recibe dinero pero recibe un producto para probarlo

El código ético de la Womma propone primero clarificar siempre la relación entre el blogger y la marca (“he recibido una compensación de XXX para probar el producto YYY, y esto es lo que pienso…”)

Segundo, recibir dinero en cash a cambio de una opinión no es sólo ilegal (hay una ley europea que impide el pago de dinero en cambio de publicidad o recomendaciones), si no que no me parece ético. ¿Cómo puedo guardar mi sentido neutro si recibo dinero a cambio de una opinión “positiva”? los lectores críticos notarán la diferencia.

Recibir vales de descuento para probar un servicio puede ser visto como dinero en cash, aunque sin el vale de descuento no probaría un servicio, por lo cual estamos en un punto medio entre recibir dinero en cash y no recibir dinero. Mmm… creo que aquí la prudencia es deseada. Pondría “he recibido un vale de 50 EUR para probar el servicio XXX y me ha parecido …”

En el tercer caso, cuando el blogger no recibe dinero, si no únicamente el producto, creo que su neutralidad es respetada y su opinión puede ser reforzada. “He recibido este producto de XXX y lo he probado. Mi opinión es…”

Un tema emergente en España, porque muchas agencias pagan bloggers para “comprar” sus opiniones. Personalmente veo bien que un blogger pueda percibir una remuneración, pero no a cambio de publicidad encubierta. Lo que cuenta, son opiniones reales y honestas.

¿Y que dicen nuestros vecinos de EE.UU. al respecto? A continuación un debate sobre cómo sponsorizar blogs.

Sponsored blogs come under fire

… Critics question ethics behind advertisers’ sponsorship of blog postings …

Corporate sponsorship is commonplace on the radio, behind celebrity endorsements and in professional sporting events. Now an increasing number of blog posts are brought to you courtesy of brands eager to reach consumers on the Web.

The rise of “sponsored conversation” is sparking spirited debate in the social media marketing industry, with a dichotomy forming between those who see compensation as a pragmatic option that benefits both companies and bloggers, and those who believe such practices could taint the legitimacy of writers and brands.

The discussion “gets to a really high level of where blogging fits into our culture and society, and whether it’s journalism or not,” said Sean Corcoran, an analyst at Forrester Research who believes sponsored conversation is becoming commonplace.

Forrester analysts say this approach can be a useful compromise between public relations, where companies have no guarantee of coverage, and advertising, where brands control the message. Bloggers can be seen as more authentic messengers because of their relationship with readers.

No one argues that bloggers should disclose compensation. Even when disclosure is made clearly, not all marketers are comfortable with payment.

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Word-of-Mouth, a Key Component of the Marketing Mix

21/04/2009

La directora executiva de la Word of Mouth Marketing Association, Kristen L. Smith, nos entrega un artículo muy interesante acerca de la eficacia de las campañas de boca-oreja.

So how do you find out where to get the best chicken vesuvio in town? It’s likely you’d ask a friend or colleague who knows the local restaurant scene and go try the dish?

Brand managers are harnessing that power of word-of-mouth to boost product images, company reputations and sales. Word-of-mouth marketing has become a science in its own right, founded on the principles of empowering consumers, valuing their opinions, leveraging their knowledge and experiences, and taking action in response to expressed concerns.

Lasting consumer trust can be built and expanded much more deeply and legitimately through word-of-mouth than is possible from relying mostly on traditional media advertising to get the word out. It’s all about credibility—getting it, maintaining it and growing it.

Facebook, MySpace, LinkedIn, Twitter and other social sites have fueled the stratospheric growth of word-of-mouth and brands need to be paying attention to who’s talking about them and what they’re saying. Word-of-mouth allows brands to join the crowd and participate appropriately in the dialogue.

Many veteran marketing executives and brand managers are evaluating word-of-mouth and asking, what is the strategic fit? Does word-of-mouth support or contradict a traditional media campaign? How effective is it compared to advertising? The answers lies in how technology is changing the ways consumers learn about brands and evaluate them.

“Word-of mouth marketing extends the attributes of your brands, such as confidence, trust and reliability, that have been conveyed through traditional media,” said Scott Wilder, group manager, Quickbooks Software and Business Services for Intuit. “The two-way dialogue online between consumers and brands help us better understand how customers are using our products and enables our employees to build stronger relations with them.”

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Word-of-Mouth offline: ejemplos de la industria (EE.UU.)

27/03/2009

Surfeando por la red encontré una presentación de la WOMMA sobre ejemplos de campañas de Word-of-Mouth y sus efectos offline.

En Europa, el WoM offline reportado es del 85% contra 15% de WoM online – en esta présentación el WoM offline llega hasta al 90% – me imagino que tiene que esta relacionado con el riesgo de compra de los productos.

La presentación incluye una campaña de boca a boca de BzzAgent a 4.000 multiplicadores. Un buen ejemplo de campaña de marketing participativo en EE.UU.

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Word of Mouth Marketing Ethics Code of Conduct (principios fundamentales)

24/03/2009

“Mmmmmm…” me pregunta muchas veces un cliente “es posible entrar en foros, hacerse pasar por un fan y comunicar a la comunidad que mi marca es la mejor? O puedo comprar las opiniones de influenciadores online (los e-influenciadores) para que prescriban mi marca en internet y asegurarse de que todas las opiniones serán positivas?”

Todo es posible, pero nosotros no trabajamos así. Nos guidamos con el código de conducto de la WOMMA por razones éticas y obvias. Empezamos hoy con los principios fundamentales. (Juan – cuando quieras lo traducimos al castellano 😉
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