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.

1. WOMMI @ MAFED: Buzz Marketing and Online Communities Andrea Febbraio CEO PromoDigital-Wikio Group WOMMI Boardmember Daniele Federico Social media specialist WOMMI 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 associations 2004 WOMMA waslaunched Early 2009 WOMJPwasborn Sep. 2009 WOMMIwasborn 2010 The leading WOM association becomes

5. Facebook QQ / Qzone Orkut V Kontakte

7. Do you tweet?

8. Are you on ?

9. Are youlooking for a job in LinkedIn?

10. Any of you still use MySpace?

11. Have you ever posted a pic on Flickr?

12. Owned, Paid and Earned media Source: ForresterResearch, Inc.

13. P.R., adv, sponsored conversation Source: ForresterResearch, Inc.

14. R.O.I. What’s that???

15. R.O.I. HonestyofRelationship: openessabout the relationshipbetweenconsumers, advocates and marketers HonestyofOpinion: nevertellconsumerswhattosay HonestyofIdentity: disclosureofidentity “A central mission of WOMMA is to create an environment of trust between consumers and marketers.” – womma.org

16. AGAINST DECEPTIVE PRACTICES Key areasof the FTC Guide 1. Overallimpression 2. Typical results in testimonials 3. Disclosurepolicies 4. Blogger relations 5. Celebrityendorsements 6. Expert testimonials The Guides become effective Dec. 1, and while they are not laws, they explain how to avoid an investigation by the FTC for deceptive advertising.

17. “Influencers are diverse”

18. PEER INFLUENCE PYRAMID few in number great in scale Tot. social influencer 80% impression Sharing info Source: Augie Ray - Forrester

20. Let’s have a look at some fashion social media case history

23. more than 100.000 views on YouTube gaining HP and severalshonours109 Blogs 121 345 Views CTR 3%

26. 50 comments;

29. E-shopping and Social media StyleFeederisa “personal shopping engine” “Never shop alone” Mary Kate and Ashley Olsen Widgetsthat display user’s StyleFeed Amanda Congdon (ABC video blogger ) Celebrities and testimonialshavetheirown StyleFeed badge In January 2010 StyleFeederwasacquiredbyTime Inc. Dylan and Cole Sprouse

30. E-shopping and Social media Yoox Top 10 Facebook game

32. …ifyou don’t knowwhatto wear visit:

33. Help fund and shapea collection 4 WAYS TO ENGAGE: Become a Buyer Become a Funder Provide Feedback Become a VIP “The 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. It’s 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-mouth Jimmy ChooTrainersHunt Get a pairofnewstylishtrainers!!! “Catch a Choo!”

35. Fashion UK Social Media LandscapeAudit 90:10 Group

36. Thankyou IfyouneedanythingLEMME KNOW! WOMMI Lab (keepthe conversationgoing!) a.febbraio@wommi.it daniele.federico@gmail.com twitter.com/wommitalia Skype: wommitalia And yes, we are on Facebook, YouTube, Slideshare (toseethispresentation), etalia...