• WOMMA Flashback

    Posted on May 16th, 2008 by and currently 7 commenting.

    Flashback 2005, Andy Sernovitz is using the stage of the first WOMMA conference as a pulpit to preach the virtues of word of mouth marketing.

    This rally cry brought together bloggers, entrepreneurs, public relations experts, boutique marketers, traditional marketers, strategists, researchers, analysts, and brands together for the first time under this not so new thing called word of mouth.

    For the last two years, we’ve gotten to know each other, and what everyone brings to the table. From research to metrics, strategy to social media technologies. WOMMA has engaged people in discussions about WOM vs Advertising, Creationist WOM vs Evolutionist WOM.

    At the end of the day we all settled into respecting each other, learning from each other, molding and shaping early word of mouth marketing practices.

    Last November during the WOMMA Summit in Las Vegas one topic generated a lot of buzz ‘who owns WOMM.’ That question began to ring loudly in my head again as the WOMM-U began.

    Joseph Jaffe author of Join the Conversation‚ brought up the following point. ‘Don’t fake it. Don’t manipulate the conversation. Don’t control the conversation. Don’t dominate the conversation…we (brands) like to talk don’t we?’

    Jeffrey Graham from the New York Times had a different take, disagreeing with Joesph, he thinks that WOM and traditional marketing can co-exist, that is that traditional advertising is not going away. Graham’s points were; ‘All marketing should be word of mouth, but mass communications can still influence/start. Advertising can drive brand advocacy.’

    Carla Hendra, Co-Ceo Ogilvy North America gave us insight into the role WOM plays in Ogilvy’s strategies. ‘Storytelling is the heart of any successful WOM program, it should also be the heart of a brand. What’s the story of the brand? No amount of technology or production cost will save a lousy story, however good stories will always last.’

    All this leads to my question are WOMMA Conferences in danger of losing their WOM-ness? I love WOMMA, what it brings to the table, the staff, and the networks of like-minds. My pain for the newbie WOMM-U attendees is that I think they gained wonderful insight into marketer’s specific tactics but where were the stories, that you can take away, and share, and inspire new thinking.

    Maybe I’m a romantic but I still remember to this day the personal stories that Pete Blackshaw and Jim Nail shared. John Moore walking around in his lab coat. And I buzzed about Guy Kawasaki and Jackie Huba for months. It’s obvious that bigger brands and marketers are now playing in the WOMM sandbox. That is a positive. But bigger names don’t necessarily translate into better stories. Let’s remember the more intimate stories too, that started this WOMrevolution.

  • http://www.consumergeneratedmedia.com Pete Blackshaw

    Great and provocative question. Regrettably, I missed this year’s WOMM-U (now up to three bambinos…from dosbebes.com to tresbebes.com), but it does sound as attendees were quite inspired by the dialogue, and discussion. Keeping it all real, authentic, genuine and — dare I say — sincere, is the eternal question for WOM, and it’s good that you are keeping that point of tension alive.

    - Pete

  • http://brainsonfire.com Geno

    Pete, thanks for your comments. WOMM-U was a wonderful event, and I was hoping my post was not seen as being critical. WOMMA conferences are an interesting mix of folks, and that’s what I liked. As conferences get bigger not just in attendees but scope you can lose that authentic, genuine purpose. My hope is that WOMMA will never lose that. I don’t think they will.

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  • http://humanvoice.wordpress.com/ Tom O’Brien

    Hi Geno:

    Nice post – sorry I didn’t get a chance to meet you at WOMMA-U, but I have been hanging around the WOM space for more than 5 years – MotiveQuest advisory board, helped write the business plan) and it is amazing how it has grown and matured.

    Can’t wait to see what happens next.

    TO’B

  • http://zanesafrit.typepad.com Zane Safrit

    Great post. Yes, those were the days. It’s always been odd to see how big agencies have tried to own ‘wom’, as if it’s their creation and only they can help a client with a slap-on social media channel truly have a wom-element to their marketing.

    WOM, word-of-mouth, goes on with/without agencies and color schemes and viral videos. As long as two people gather, there’ll be something to talk about. And the companies who give them a wow experience will be included in that conversation, with or without the approval of an agency.

  • http://www.emersondirect.wordpress.com Marc Meyer

    Isn’t WOM just another form of Guerilla marketing? I keep thinking that it’s just a matter of virally spreading something through any means necessary other than money.