womma summit 2010 welcome address

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Paul M. RandPresident, CEO – Zócalo Group

Board President, WOMMA

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Why We’re All Here: The World Has Changed

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In the U.S., Consumers Spend Over Five Hours Using Social Media Each Day

– Nielson 2010

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And They Expect To Use Their Preferred Media Channels

Simultaneously

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Rising Smartphone Usage Has Made This Easier

Than Ever Before

– Nielson 2010

Today, 35% of U.S. adults

have Smartphones. In 2011, that number will

increase to 50%

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Conservative Figure?

• Within social networks, consumers create 256 billion impressions on one another by talking about products and services each year

- Forrester (Fall, 2009)

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Mass Connectors Account For 80% of the

Online Influence In Social Networks

Among social connectors, 80% of the impressions about products and services come from only 6.2% of the people online.

Online Adults

Influence Impressions

Mass Connectors (MC)

MC MC6.2% of online adults

80% of the impressions

about products/services

-Source: Forrester

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Online OfflineIn-market eventsTrial/samplingHouse PartiesPop-up eventsInfluencer salonsCommunity Groups

Drive recommendations

where people

live, work and play…

BlogsSocial networks

Online communitiesForums

Facebook Applications

Video SharingViral Video Creation

The Power of Integrating Online and Offline

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The Path Forward is Clear

A New Way to Measure Word-of Mouth Marketing

April 2010

“The rewards of pursuing excellence in WOM are huge and it can deliver a sustainable and

significant competitive edge few other marketing approaches can match. With so few companies

actively managing Word of Mouth - the most powerful form of

marketing - the potential upside is exponentially great.”

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1111

Word of Mouth

Advertising

Public Relations

Social Media

Interactive

Experiential

DirectPositions And Unifies All Marketing Efforts To Ensure

You’re Talked About And Recommended In A Way

That Will Drive Sales

WOM at the Center of the Marketing Mix…?

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Or something even larger?

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Where We’re Headed…

Social Commerce

Mobile Everywhere

Branded Content

Privacy Challenges

Group Buying

Social CRM

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Where WOMMA Fits In

To advance and advocate the discipline of credible word of mouth marketing

– Advocacy– Membership– Education– Networking– Research and Measurement

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WOMMA: Year in Review

• Talkable Brands Exchange• WOM Wednesday Webinars• Wine Wednesdays• BBB Webinar Series• WOM COMM 101 (social customer care

series and ethics)• WOM-COMM – new certificate for

Healthcare and social media• Legal Affairs Council

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WOMMA: Year in Review cont.

• Brands Council Revamp• Social Media Disclosure Policy

– Disclosure Guide

• International Alliance Program• Social Media Press Room• Mobile Website• WOMMA Research Digest

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2010 WOMMA Board of DirectorsPaul Rand | President

Zócalo Group President & CEO

Rod Brooks | President-ElectPEMCO Mutual VP, Chief Marketing Officer Insurance Company

John Bell | Immediate Past President Ogilvy Public Relations Managing Director/ExecutiveWorldwide Creative Director, 360 Digital Influence

Ed Keller | Treasurer Keller Fay Group, CEO

Stuart Sheldon | Secretary Escalate President, Atlanta Division

David Rabjohns | Member at LargeMotiveQuest, President

Matt Moog | Member at Large Viewpoints Network Founder & CEO

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Christine Cea | Unilever Director, Marketing Communications

Sarah Hofstetter | 360i Senior Vice President, Emerging Media & Client Strategy

Blake Cahill | Banyan Branch | Principal

Gary Spangler | DuPont eMarketing Manager

David Witt | General Mills Senior Manager, Social Engagement

David Binkowski | Lippe Taylor Executive Vice President, Digital Marketing

Heather Oldani | McDonald's Director, U.S. Communications

John Porcaro | Mom Central Consulting Managing Director, Dad Central Consulting

Pete Blackshaw | Nielsen Online EVP, Nielsen Digital Strategic Services

Dave Balter | BzzAgent CEO

2010 WOMMA Board of Directors

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How You Can Get Involved

• Join• Participate• Lead• Share

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Questions

Contact Information:

Paul M. RandEmail: prand@zocalogroup.com

Twitter: @paulmrandPhone: 312.596.6272