• No one disputes that word of mouth is a powerful tool. All studies have been reinforcing our thoughts, suspicions and work for quite some time. In fact, according to a study by Patrick Quinn of PQ Media, WOM is moving faster than the rest of the marketing business by leaps and bounds.
• A lot of discussion was based on if WOM can be measured in a way that will sell the business to clients or brands. Most people agreed that it could be measured online, but the tools need to be perfected, or in some cases, developed. The idea of measuring word of mouth offline left most people stumped.
• The definition of “influencer” can be defined in many ways. We could be talking about a person on a message board discussing weight loss techniques, a blogger with a product review or even a waiter recommending a bottle of wine. We need to be more conscientious in how we define the term with clients by outlining exactly who they are, what we hope to get out of them and what the influencers will hope to get out of us.
• Brand fans want to be your friend, but only if they are the ones finding you. No one likes to feel as if they are prey for a campaign.
• People love products based on its company’s practices. The culture of an organization goes a long way in selling a product. (Think Google or Trader Joe’s.) As WOM advisers, it is our responsibility to tell our clients what the public really thinks of them and develop a strategy from there.
• International WOM is breaking on to the scene faster than originally anticipated. Anyone in WOM needs to be cognizant of the force of international influencers.

In my area of expertise (blog outreach) I think it’s very easy to be brainwashed into thinking that all WOM campaigns work the same way. It was refreshing to hear new ideas from talented WOM professionals.

Make sure to check out some great examples in WOM campaigns this year with the WOMMA’s Wommie Award winners.