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

1. 1
Paul M. Rand
President, CEO – Zócalo Group
Board President, WOMMA

2. 2
Why We’re All Here:
The World Has Changed

3. 3
In the U.S., Consumers Spend
Over Five Hours Using
Social Media Each Day
– Nielson 2010

4. 44
And They Expect To Use
Their Preferred Media Channels
Simultaneously

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
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
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
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. 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

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
Or something even larger?

13. 13
Where We’re Headed…
Social Commerce
Mobile Everywhere
Branded Content
Privacy Challenges
Group Buying
Social CRM

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
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
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
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
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

20. 20
Questions
Contact Information:
Paul M. Rand
Email: prand@zocalogroup.com
Twitter: @paulmrand
Phone: 312.596.6272