Testimonianza di WOMMI al MAFED - Bocconi
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WOMMI @ MAFED: Buzz Marketing and Online Communities This document discusses word-of-mouth marketing and online communities. It provides an overview of WOMMI, an Italian association for communication researchers and marketing professionals focused on ethical word-of-mouth practices. The presentation also covers the history of word-of-mouth marketing associations and strategies for brands to engage influencers and bloggers to generate buzz on social media platforms.
Testimonianza di WOMMI al MAFED - Bocconi
- 1. WOMMI @ MAFED:Buzz Marketing and Online CommunitiesAndrea Febbraio CEO PromoDigital-Wikio Group WOMMI BoardmemberDaniele Federico Social media specialistWOMMI Coordinator
- 2. Word-of-mouthisoneof the oldest and mosteffectivewaystocommunicate. Surprisinglyitisonlyrecentlythat more studies and commercial usethiswonderfulapproach.WOMMIis the leadingItalianassociationgatheringtogethercommunicationresearchers and marketing professionals.WOMMI providesan open discussionboard and anethical guide managing community and conversation on behalfof a brand, anorganization or a non profit institution.
- 3. The historyof WOM associations2004 WOMMA waslaunchedEarly 2009 WOMJPwasbornSep. 2009 WOMMIwasborn2010The leading WOM associationbecomes
- 5. FacebookQQ / QzoneOrkutV Kontakte
- 8. Are you on ?
- 9. Are youlookingfor a job in LinkedIn?
- 10. Any of you still useMySpace?
- 11. Have you ever posted a pic on Flickr?
- 12. Owned, Paid and Earned mediaSource: ForresterResearch, Inc.
- 13. P.R., adv, sponsored conversationSource: ForresterResearch, Inc.
- 15. R.O.I.HonestyofRelationship: openessabout the relationshipbetweenconsumers, advocates and marketersHonestyofOpinion: nevertellconsumerswhattosayHonestyofIdentity: disclosureofidentityA central mission of WOMMA is to create an environment of trust between consumers and marketers. womma.org
- 16. AGAINST DECEPTIVE PRACTICESKey areasof the FTC Guide1. Overallimpression2. Typical results in testimonials3. Disclosurepolicies4. Blogger relations5. Celebrityendorsements6. Expert testimonialsThe Guides become effective Dec. 1, and while they are not laws, they explain how to avoid an investigation by the FTC for deceptive advertising.
- 18. PEER INFLUENCE PYRAMIDfew in numbergreat in scaleTot. social influencer80% impressionSharing infoSource: Augie Ray - Forrester
- 20. Lets have a look at some fashion social media case history
- 21. Objective: Spread buzz for the new T-shirtStrategy: Top style bloggers vs product seeding
- 22. Video Seeding: 100.000 views guaranteded in 4 weeks.Outcome: 1 more than 100 post related to the T-shirt
- 23. more than 100.000 views on YouTube gaining HP and severalshonours109 Blogs121 345 ViewsCTR 3%
- 24. Objective: spread awarness for the new product;
- 25. trig positive buzz into the target. Strategy: 20 Buzzkit to the most followed female fashion bloggersOutcome: 22 blog posts;
- 26. 50 comments;
- 27. 2.390.473 views.Objective: creat social buzz around eBay.fr;
- 28. provide a positive long term word-of-mouth. Strategy: a challenge among female bloggers in target categories (fashion & style)Outcome: 7 influent bloggers;
- 29. E-shopping and Social mediaStyleFeederisa personal shopping engineNever shop aloneMary Kate and Ashley OlsenWidgetsthat display users StyleFeedAmanda Congdon(ABC video blogger )Celebrities and testimonialshavetheirownStyleFeed badgeIn January 2010 StyleFeederwasacquiredbyTime Inc.Dylan and Cole Sprouse
- 30. E-shopping and Social mediaYoox Top 10 Facebook game
- 32. ifyou dont knowwhatto wear visit:
- 33. Help fund and shapea collection4 WAYS TO ENGAGE:Become aBuyerBecome aFunderProvideFeedbackBecome aVIPThe chance to be part of an innovative concept during the most exciting weeks in the industry. Customers can actually pre-order items that they see on the runway. Its a first for us, and it seems like the industry is moving in this direction as the fashion life cycle comes under more and more pressure - Chris Kunz, president of Nicholas K
- 34. Geolocation and word-of-mouthJimmy ChooTrainersHuntGet a pairofnewstylishtrainers!!!Catch a Choo!
- 35. Fashion UK Social Media LandscapeAudit90:10 Group
- 36. ThankyouIfyouneedanythingLEMME KNOW!WOMMI Lab (keepthe conversationgoing!)a.febbraio@wommi.itdaniele.federico@gmail.comtwitter.com/wommitaliaSkype: wommitaliaAnd yes, we are on Facebook, YouTube, 際際滷share (toseethispresentation), etalia...