Word of Mouth Marketing Association

Dunkin' Donuts' Free Iced Coffee WOM Promo

The Future Now blog offers up a quickie analysis of Dunkin' Donuts' May 15th free iced coffee campaign -- which was reportedly promoted using word of mouth to spread the word about the give away. According to the post, Dunkin' could have done a little better with its search efforts. At WOMMA's WOMM-U conference last week, Bob Pearson from Dell reminded attendees that the Google results page is your new homepage, and a Google search turned up misinformation about the free iced coffee. Other elements about the campaign -- the way the word about it spread and the company's homepage and Facebook RSVPs -- received positive nods.

H&R Block Talks Social Network Strategies

This article highlights an H&R Block presentation in which Amy Worley, H&R Block's Director of Digital Marketing, outlined successes and lessons learned from the company's foray into social networking. According to Worley, this tax season the company waged a social networking blitz, which included efforts in Facebook, MySpace, YouTube, Twitter, Second Life, as well as widgets. The overall effort reaped the company a 171% lift in online awareness from their target audience, and it cost them only 0.5% of their marketing budget.

Google Elbowing Its Way Into Social Network Fray

With the launch of its Google Friend Connect, Google is edging into the social networking waters -- and just on the heels of announcements from Facebook and MySpace about the collapse of their garden walls. This service from Google allows website owners to easily add social networking functionality -- from message boards to member databases -- to their existing website, giving even websites that aren't explicitly social the ability to become forums for discussion and interaction.

Disney Getting Social With Tweens

To bloster the launch of its Prince Caspian video game, WOMMA member company Disney is opening up its DGamer site. DGamer is a social network designed for tweens that allows them to create avatars, chat with other users, and share high scores and other stats from their Disney games -- including the new Prince Caspian game. According to this article from The Globe and Mail, the DGamer space is just the latest leg in the company's growing involvement in the digital world.

To Do: Join the Editorial Board for WOMMA's 'Measuring Word of Mouth, Vol. 4' Research Book

The Editorial Board for the fourth volume in WOMMA's growing research and WOM measurement series, along with a review panel for a special section on finding the value of a conversation, will be holding a kick-off call later this month.

Members of the MWOMv4 Editorial Board will:
- Read and vet topic submissions
- Identify key areas of interest in the WOM research field
- Give constructive feedback to paper authors
- Rate and review papers for MWOMv4 WOM Research Awards

Members of the Valuing a Conversation review panel will:
- Read and vet special topic submissions
- Verify that the special topic is being represented from a variety of viewpoints
- Greenlight papers for inclusion in MWOMv4

WOMMA members: This is a great way to get involved with WOMMA. If you're interested in being a part of this WOM research effort, send an email to membership@womma.org and we will send along the dial-in information for the MWOMv4 Editorial Board kick-off call.