WOMMA Summit 2010 Welcome Address
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Transcript of WOMMA Summit 2010 Welcome Address
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Paul M. RandPresident, CEO – Zócalo Group
Board President, WOMMA
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Why We’re All Here: The World Has Changed
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In the U.S., Consumers Spend Over Five Hours Using Social Media Each Day
– Nielson 2010
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And They Expect To Use Their Preferred Media Channels
Simultaneously
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Rising Smartphone Usage Has Made This Easier
Than Ever Before
– Nielson 2010
Today, 35% of U.S. adults
have Smartphones. In 2011, that number will
increase to 50%
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Conservative Figure?
• Within social networks, consumers create 256 billion impressions on one another by talking about products and services each year
- Forrester (Fall, 2009)
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Mass Connectors Account For 80% of the
Online Influence In Social Networks
Among social connectors, 80% of the impressions about products and services come from only 6.2% of the people online.
Online Adults
Influence Impressions
Mass Connectors (MC)
MC MC6.2% of online adults
80% of the impressions
about products/services
-Source: Forrester
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Online OfflineIn-market eventsTrial/samplingHouse PartiesPop-up eventsInfluencer salonsCommunity Groups
Drive recommendations
where people
live, work and play…
BlogsSocial networks
Online communitiesForums
Facebook Applications
Video SharingViral Video Creation
The Power of Integrating Online and Offline
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The Path Forward is Clear
A New Way to Measure Word-of Mouth Marketing
April 2010
“The rewards of pursuing excellence in WOM are huge and it can deliver a sustainable and
significant competitive edge few other marketing approaches can match. With so few companies
actively managing Word of Mouth - the most powerful form of
marketing - the potential upside is exponentially great.”
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Word of Mouth
Advertising
Public Relations
Social Media
Interactive
Experiential
DirectPositions And Unifies All Marketing Efforts To Ensure
You’re Talked About And Recommended In A Way
That Will Drive Sales
WOM at the Center of the Marketing Mix…?
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Or something even larger?
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Where We’re Headed…
Social Commerce
Mobile Everywhere
Branded Content
Privacy Challenges
Group Buying
Social CRM
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Where WOMMA Fits In
To advance and advocate the discipline of credible word of mouth marketing
– Advocacy– Membership– Education– Networking– Research and Measurement
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WOMMA: Year in Review
• Talkable Brands Exchange• WOM Wednesday Webinars• Wine Wednesdays• BBB Webinar Series• WOM COMM 101 (social customer care
series and ethics)• WOM-COMM – new certificate for
Healthcare and social media• Legal Affairs Council
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WOMMA: Year in Review cont.
• Brands Council Revamp• Social Media Disclosure Policy
– Disclosure Guide
• International Alliance Program• Social Media Press Room• Mobile Website• WOMMA Research Digest
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2010 WOMMA Board of DirectorsPaul Rand | President
Zócalo Group President & CEO
Rod Brooks | President-ElectPEMCO Mutual VP, Chief Marketing Officer Insurance Company
John Bell | Immediate Past President Ogilvy Public Relations Managing Director/ExecutiveWorldwide Creative Director, 360 Digital Influence
Ed Keller | Treasurer Keller Fay Group, CEO
Stuart Sheldon | Secretary Escalate President, Atlanta Division
David Rabjohns | Member at LargeMotiveQuest, President
Matt Moog | Member at Large Viewpoints Network Founder & CEO
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Christine Cea | Unilever Director, Marketing Communications
Sarah Hofstetter | 360i Senior Vice President, Emerging Media & Client Strategy
Blake Cahill | Banyan Branch | Principal
Gary Spangler | DuPont eMarketing Manager
David Witt | General Mills Senior Manager, Social Engagement
David Binkowski | Lippe Taylor Executive Vice President, Digital Marketing
Heather Oldani | McDonald's Director, U.S. Communications
John Porcaro | Mom Central Consulting Managing Director, Dad Central Consulting
Pete Blackshaw | Nielsen Online EVP, Nielsen Digital Strategic Services
Dave Balter | BzzAgent CEO
2010 WOMMA Board of Directors
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How You Can Get Involved
• Join• Participate• Lead• Share
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Questions
Contact Information:
Paul M. RandEmail: [email protected]
Twitter: @paulmrandPhone: 312.596.6272