1
Paul M. Rand
President, CEO – Zócalo Group
Board President, WOMMA
2
Why We’re All Here:
The World Has Changed
3
In the U.S., Consumers Spend
Over Five Hours Using
Social Media Each Day
– Nielson 2010
44
And They Expect To Use
Their Preferred Media Channels
Simultaneously
5
Rising Smartphone Usage
Has Made This Easier
Than Ever Before
– Nielson 2010
Today, 35% of
U.S. adults
have
Smartphones....
6
Conservative Figure?
• Within social networks, consumers
create 256 billion impressions on
one another by talking about
...
7
Mass Connectors
Account For 80% of the
Online Influence In Social Networks
Among social connectors, 80% of the impressio...
8
Online Offline
In-market events
Trial/sampling
House Parties
Pop-up events
Influencer salons
Community Groups
Drive reco...
99
The Path Forward is Clear
A New Way to Measure
Word-of Mouth Marketing
April 2010
“The rewards of pursuing
excellence i...
10
1111
Word of
Mouth
Advertising
Public
Relations
Social
Media
Interactive
Experiential
DirectPositions And Unifies All
Mark...
12
Or something even larger?
13
Where We’re Headed…
Social Commerce
Mobile Everywhere
Branded Content
Privacy Challenges
Group Buying
Social CRM
1414
Where WOMMA Fits In
To advance and advocate the discipline of
credible word of mouth marketing
– Advocacy
– Membershi...
15
WOMMA: Year in Review
• Talkable Brands Exchange
• WOM Wednesday Webinars
• Wine Wednesdays
• BBB Webinar Series
• WOM ...
16
WOMMA: Year in Review cont.
• Brands Council Revamp
• Social Media Disclosure Policy
– Disclosure Guide
• International...
17
2010 WOMMA Board of Directors
Paul Rand | President
Zócalo Group President & CEO
Rod Brooks | President-Elect
PEMCO Mut...
18
Christine Cea | Unilever Director, Marketing Communications
Sarah Hofstetter | 360i Senior Vice President, Emerging Med...
1919
How You Can Get Involved
• Join
• Participate
• Lead
• Share
20
Questions
Contact Information:
Paul M. Rand
Email: prand@zocalogroup.com
Twitter: @paulmrand
Phone: 312.596.6272
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WOMMA Summit 2010 Welcome Address

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WOMMA President Paul Rand's welcome address at the 2010 WOMMA Summit: Creating Talkable Brands, Next & Best Practices.

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WOMMA Summit 2010 Welcome Address

  1. 1. 1 Paul M. Rand President, CEO – Zócalo Group Board President, WOMMA
  2. 2. 2 Why We’re All Here: The World Has Changed
  3. 3. 3 In the U.S., Consumers Spend Over Five Hours Using Social Media Each Day – Nielson 2010
  4. 4. 44 And They Expect To Use Their Preferred Media Channels Simultaneously
  5. 5. 5 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%
  6. 6. 6 Conservative Figure? • Within social networks, consumers create 256 billion impressions on one another by talking about products and services each year - Forrester (Fall, 2009)
  7. 7. 7 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 MC 6.2% of online adults 80% of the impressions about products/ services -Source: Forrester
  8. 8. 8 Online Offline In-market events Trial/sampling House Parties Pop-up events Influencer salons Community Groups Drive recommendations where people live, work and play… Blogs Social networks Online communities Forums Facebook Applications Video Sharing Viral Video Creation The Power of Integrating Online and Offline
  9. 9. 99 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.”
  10. 10. 10
  11. 11. 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…?
  12. 12. 12 Or something even larger?
  13. 13. 13 Where We’re Headed… Social Commerce Mobile Everywhere Branded Content Privacy Challenges Group Buying Social CRM
  14. 14. 1414 Where WOMMA Fits In To advance and advocate the discipline of credible word of mouth marketing – Advocacy – Membership – Education – Networking – Research and Measurement
  15. 15. 15 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
  16. 16. 16 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
  17. 17. 17 2010 WOMMA Board of Directors Paul Rand | President Zócalo Group President & CEO Rod Brooks | President-Elect PEMCO Mutual VP, Chief Marketing Officer Insurance Company John Bell | Immediate Past President Ogilvy Public Relations Managing Director/Executive Worldwide Creative Director, 360 Digital Influence Ed Keller | Treasurer Keller Fay Group, CEO Stuart Sheldon | Secretary Escalate President, Atlanta Division David Rabjohns | Member at Large MotiveQuest, President Matt Moog | Member at Large Viewpoints Network Founder & CEO
  18. 18. 18 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
  19. 19. 1919 How You Can Get Involved • Join • Participate • Lead • Share
  20. 20. 20 Questions Contact Information: Paul M. Rand Email: prand@zocalogroup.com Twitter: @paulmrand Phone: 312.596.6272

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