Articles tagged with: WOM
In the UK, P&G has created an interesting site for their Tampax brand which allows consumers to create their own ringtones. Anyone can create a ringtone, but you need to enter a Unique Packaging Code found on Tampax packs to send the ringtone to your phone.
Embracing the Consumer Generated Content trend, Tampax is showcasing the best entries as voted by other consumers. Winners receive a Motorola phone.
Most of us can appreciate the problem of organising information related to a project, activity and then sharing updates on tasks, and associated information with other trused members of a team.
Basecamp was perhaps the first known web 2.0 application to attack this problem and provides a very professional web based project management solution.
Joyent is another web 2.0 collaboration tool, with integrated tagging.
Flickr, now owned by Yahoo is probably the worlds leading photo sharing site. One of the frustrations of creating an online album, is the hassle of having to get pictures from your camera or camera phone to your pc, and then uploading them to flickr.
If you have one of these handsets, the problem is solved by a cool application called ShoZo. ShoZo handles the sending of your images, text or video and cleverly is able to continue the upload should the connection ever drop out.
ShoZo recently was a winner in the GSM Association 2006 awards.
A french company called BuzzParadise has just launched. Their aim is to connect influential consumers (bloggers, experts, passionate consumers…). with Brands, helping to design brand communication campaigns, using word of mouth to spread key brand messages. They are hoping to create a platform that allows opinion leaders to take part in VIP events, providing exclusive information or the ability to be the first to test products.
P&G is launching a influencer site aimed at Mum’s.
The site promises early access to products and samples and the ability to tell big companies what your think of these samples.
In exchange for receiving these early product samples, usuage information and other discounts, mothers will be asked to share their opinions, fill out surveys, and participate in new product trials.
P&G previously launched the Tremor site, which is aimed at selecting and then marketing to influencial teens.
Dell has launched an interesting advertising campaign by creating a mini-site within the Myspace website to promote their Dell Ditty mp3 player.
Mitch seen above is already somewhat of a media personality. Dell has placed several movie clips of Mitch providing entertaining clips of playing air guitar, lip syncing and rhythm muscle. This is a pretty good attempt by Dell at marketing to generation Y, by associating their IPOD Shuffle competitor with the Myspace music and social community giant. To evidence the power of word of mouth on social networking sites, Mitch already has over 10,350 Myspace friends! And just like Motorola’s sponsorship of the Dack Dorm Boys, it is a great example of online fame, although rather than sponsor someone that is already famous online, Dell have essentially sponsored Mitch’s rise to stardom.
coBRANDiT attended the Word-of-Mouth Marketing Association’s WOMBAT conference last week in Orlando as official videobloggers.
They interviewed many key players in the WOM and online marketing/advertising space asking questions about WOM vs. advertising, web video, consumer generated media etc.
Interviews with Pete Blackshaw (Intelliseek) Steve Rubel (Micropersuasion) Mark Kingdon (Organic) Bob Garfield (AdAge) David Fletcher (MediaLab UK) Jamie Tedford (Arnold) Steve Friedman (Weblogs) and a bunch of others.
HearThis.com has launched a podcasting service specifically for marketers and it will especially appeal to the non-technical savyness of many of them. They call it a “natural extension of your current communications efforts.” It works using a tool that every marketing person has .. the phone!.
Oh and while you are there, listen to some of these Podcasts dedicated to “word of mouth” marketing.
Andy Sernovitz who is WOMMA’s CEO, does a pretty good job here of explaining Word of Mouth.
He lists the 5 steps as
1. Talkers
Volunteers, customers, bloggers
Influencer, agent, evangelism programs
2. Topic
Special offer, great service, new product
Viral campaign, buzz stunt, new feature
3. Tools
Tell-A-Friend form, forwardable email, coupon
Message board, online communities, blogs
4. Take Part
Join blog & message board conversation
Outreach teams, campaigns by PR and customer service
5. Track
Blogpulse, Feedster, Technorati, Google
Advanced metrics program, trend analysis
I think digital or internet marketing provides many opportunities for a far richer experience with a brand, than can be accomblished by a 30 second tv ad. However, relevance is key!
I recently purchased a new surfboard, and in doing research for the board, was happy to scan / read / watch hours of advertising related to the topic. So what did I do?
