Would like to share Andy Sernovitz's WOM Marketing Manifesto with you. It comes from his new book 'Word of Mouth Marketing'. Andy was the first President of WOMMA and his book is still a must read (this is the revised second edition, adding B2B discussions). His blog is also worth following in my humble opinion.
The manifesto:
I read an exciting piece of research today (OK, I have the flu and could not really do anything but read - I do have a life, sort of).
Paul Dwyer, in an MSI Paper titled "Measuring the Value of Word-of-Mouth and its Impact in Consumer Communities" [MSI 2006] demonstrates that 'expert power' is the key value driver for community growth and longevity.
With little concern for who adds the expert content.
As we help our clients participate with their customer communities, we rely on our experience, the experience of colleagues in the US (who have been at it longer than the Aussies), some hard numbers coming from the marketing research organisations and sometimes trial and error.
All the while keeping an eye on the literature in order to capitalise on what the collective industry and academic communities can teach us.
"It is absurd to divide people into good and bad. People are either charming or tedious."
- Oscar Wilde
Are there "bad" customers to target when you attempt marketing with & through virtual communities? Are there "good"?
10th March, 2010
timwtyler: I recommend we all meet up in next week or so to talk social metrics @jeffcarruthers @mentalmarketer
9th March, 2010
timwtyler: @mentalmarketer More about supporting my home town than a raving bball fan.
9th March, 2010
timwtyler: @timwtyler - so thrilling RT @illawarramerc: Final score: Hawks: 75. Wildcats 63. (via @KerrieAnne) wonderful result!
9th March, 2010
timwtyler: RT @KKeneally: huge home crowd win for Wollongong Hawks 75-63. Get ready to don our jersey Premier Barnett! (via @wollongonghawks)
9th March, 2010
emmakatetyler: RT @miafreedman Mimco photoshop disaster http://tweetphoto.com/13735551 Eek where did her tummy go?!
7th March, 2010
timwtyler: RT @Mrgareth: Rolling Stone says there's a 12-track album of unheard Hendrix songs out soon. Boomer heaven!
6th March, 2010
timwtyler: RT @b2damusic: http://tweetphoto.com/13380853 you have got to ask the question!!!
5th March, 2010
timwtyler: RT @KKeneally: made a wager with the WA Premier to back the #wollongonghawks for the NBL title - or ill be wearing a Wildcats’ jersey
5th March, 2010
timwtyler: Convergence of customer experience and manufacturing planning? New post. http://bit.ly/bu5ouz
4th March, 2010
timwtyler: Chuffed my blog has blown the 2,000 hit mark. Ann Frank post still most popular: http://mrgareth.posterous.com/ (via @Mrgareth)
3rd March, 2010
timwtyler: RT @thebuzzexchange: Transform Your Marketing Mix For Innovation, Product & BD. Join @jacki_johnson at #adtech http://bit.ly/adtech2010
3rd March, 2010
timwtyler: @KerrieAnne thanks Kerrie, a well written and thought provoking piece - and not just because I agree http://ow.ly/1d7Fx @jacki_johnson
3rd March, 2010
jeffcarruthers: Check out this SlideShare presentation : Developing A Social Strategy Webinar http://slidesha.re/a542Fw
2nd March, 2010
timwtyler: RT @CarlsonLoyalty: Liking the wildbean key tag/coffee tag - easy for the customer, collecting behaviour info http://ow.ly/1cZb6
2nd March, 2010
timwtyler: @mentalmarketer yes please! Des and I agreed he should buy us dinner ; ) I am back late this week, will contact you.
28th February, 2010
timwtyler: @jacki_johnson Thank you, I am flattered! Helps to be working with a great team.
27th February, 2010
timwtyler: RT @KerrieAnne: Woooo! @wollongonghawks won!! Congratulations boys. :D - truly ?woohoo for AHM Hawks
26th February, 2010
timwtyler: RT @IdeasCulture: :-( to hear of the passing of Ron Tacchi, the Speaking industries true, generous gentleman. Sad news http://bit.ly/9I6vVV
26th February, 2010
timwtyler: RT @Mrgareth: Despite it all, I'm pleased to see Garrett still has "Environment" in his title...he would seem wrong (rather than wong)
26th February, 2010
timwtyler: Revisit a great lesson for relationship marketing; Mismanagement of Customer Loyalty post http://bit.ly/aGNgtx
26th February, 2010
emmakatetyler: RT @dj_shaily RT @abcnews: Update: Garrett demoted over insulation bungle http://bit.ly/cnHKEJ
26th February, 2010
emmakatetyler: RT @mashable HUGE: Facebook Secures Patent for News Feed - http://bit.ly/cmn89j
26th February, 2010
emmakatetyler: Byron Bay tomorrow! Weather forecast is not looking good, more time at Beach Rd perhaps?
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