Building a WOM-friendly business: Insights from the Word-of-Mouth Marketing Summit 2011

This report from the Word-of-Mouth Marketing Summit 2011, held in Las Vegas, features advice, insights and a series of examples from companies that are rethinking their approach to marketing and their customers, by putting WOM at the heart of their strategies.

Building a WOM-friendly business: Insights from the Word-of-Mouth Marketing Summit 2011

Steven Van Belleghem

Word-of-mouth (WOM) is high on the marketing agenda. But how does it actually work in practice? The Word-of-Mouth Marketing Summit 2011, held in Las Vegas, looked at examples of companies that are rethinking their approach to marketing and their customers.

What drives good WOM?

Rod Brooks, current president of WOMMA (Word-of-Mouth Marketing Association), declared that there are five criteria a brand should meet in order to be a conversation-worthy brand:

  • Credible: a brand needs to be credible and authentic
  • Respectful: a brand...

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