Wow I had almost forgot I had this blog! I have been so busy lately working on so many projects that I haven't even seen a weekend for a few weeks let alone had time to blog. My idea of socializing lately involves linkedin, twitter and msn messenger. Well it has finally happened, I have left the real world in favor of a social media based world, where I work and speak about work with others who work in my industry. To much work and not enough play!

I attended the IWOMC conference in Paris hosted by ESCP-EAP (European School of Management) and Nils Andres Brand Science Institute. My schedule has been crazy since I got back but over the next few days I will be making a few posts with some of the concepts delivered on both WOM and Web 2.0. I recommend next years event to anyone wanting cutting edge information as well as well rounded approach to delivering excellent content and great networking opportunities.

From an Emerging Media stand point many new concepts that further layout the future for Web 2.0 were delivered and even though I am very experienced in this field the new demographical data and analytics shared, really shared light on how niche markets are capitalizing on engaging their audiences and creating experiences. A great example would be OSOYOU which is a British social media community specifically geared to women and shopping. I Would suggest you check it out to see how affiliate marketing can be used effectively to engage audiences, create social groups and most importantly build monetization in to social resources.

I recently met the founders of a new German concept based around social networking and mobile networking using bluetooth technology. The concept revolves around managing your offline world both online and through your mobile phone. Their branding is unique and they have also just released an English language version. If you want to se e how the mobile world is interacting with web 2.0 concepts this is a very good example. Mobile is the buzz word at the moment and this technology, even considering its limitations is a great start. I just want to add the people from Aka'Aki were enthusiastic and humble about their project and I think they have a great future ahead of them, great work guys I can't wait to see how you develop this further! Aka'Aki

Creating word of mouth hasn't changed, as always it is about creating engaging content, products or services that are worth talking about. It's also about being involved in news worthy causes or challenging the norm in some way. Viral and buzz marketing are just two attempts at engaging people but any brand worth its salt would be wise to not get to hyped in thinking that the internet is the only channel to generate true wom.

Brand managers everywhere have a duty to remain channel agnostic, and concentrate on the ability to have the conversation being the guide to the most effective messaging channels.

It is good to note print is not dead and the radio still has an audience and advocates and thus a value, the internet is a new channel not a replacement for everything that has come before it.

Today my company launches it's new web presence. This website has been three months in the making and has involved every member of the QG team, pulling together resources to create what I feel is a very unified property. Every page is unique and I would urge you to take a look as this is the exact care and attention we give our clients websites. Until recently we have not had the opportunity to do it for ourselves! QG Partnership

Tomorrow I fly over to Paris for the IWOMC Web 2.0 Conference. I am really looking forward to seeing how the European Markets are innovating and moving towards both WOM based Web 2.0 activities as well as hearing the latest insights in to the next iteration of the web and also relish the opportunity to add my own vision of the WWDatabase. I plan to Blog from Paris and will keep photographs and commentary as up to date as possible! You can find out more @ IWOMC

QG Partnership is growing and has today released it's plan to open a new subsidiary agency dedicated to Word of Mouth Marketing. We cannot yet fully divulge the full nature of our project but you can get clues by popping over to WOM Creative every now and again. More information will follow. WOM Creative

A TRUSTe study released today shows that 42% of people clean out their cookies on a weekly basis, and only 15% of survey respondents reporting that they never clean them out and instead wait for them to naturally expire. Where as this report is not fully unexpected, it is a blow to behavioral target marketing companies who are now left scratching their heads about exactly how they are going to collect the data they need to serve up relevant ads.

We use cookies all the time in web-development for many reasons, not limited to storing sessions where logins are required to indeed target ads. The information received is anonymous and yet privacy concerns prevail with users who do not fully understand the technologies and the benefits cookies can bring to their online experience.

The report suggests that many companies are now trying to harvest personal data posted online by users in social networking profiles and other rich informational properties such as forums, which to me at least is far more big brother and personal than cookies and does bring forth concerns of privacy online.

Practicality aside!

This would be a hard standard to achieve, but I for one would be in support of some kind of database of cookies with quality control and transparency of their purpose to then be shared with adware software companies so that they could discern which cookies to leave in place. We could also work towards browsers and operating systems policing cookies as an outsourced service rather like we do for viruses today. Permission based cookies could then be stored separately and be less prone to being deleted during traditional weekly maintenance of a users system.

The silver lining to this report is that a growing amount of people have positive outlooks on only being shown ads they will find interesting.

Today I bought my tickets and made my reservations for the 2008 IWOM conference in Paris. It is being held in early May and if you are really interested to see how Emerging Media can benefit your campaigns I would make sure you are there! More info can be found at http://www.iwomc.com

Satmetrix, a leading enterprise customer loyalty metrics firm has tackled and started researching the economic viability of Word-of-Mouth Marketing. The results look promising for well planned strategic WOM marketing campaigns and gives definite warnings for poorly deployed ones.

"When customer experiences are positive -- and loyalty is high -- we expect customers to spend more on average and to generate new business via positive word-of-mouth. Conversely, when customer experience is poor and loyalty is low -- we expect lower purchasing value (perhaps even defection), as well as the potential loss of new business through negative word-of-mouth," said Dr. Vince Nowinski, principal methodologist at Satmetrix.

Applying this framework to the computer hardware industry, Nowinski and his team discovered that each Promoter was worth approximately $2,634. Promoters spend $203 more than the industry average of $1,615 and account for roughly one-half of a new customer acquired through positive word-of-mouth. In comparison, each Detractor can cost a business 0.84 percent of a new customer through negative word-of-mouth. The lost business associated with their negative referrals subtracts nearly the entire value of their purchase behavior, leaving a total customer worth for Detractors of just over $100, accounting for $2,500 less than Promoters.

"While Detractors spend lags the average customer by only $158, their negative word-of-mouth behavior represents a significant hidden cost and net drain on future revenue," said Nowinski.

What becomes evident in this report is that companies who attain the true "conversation" with their audience and who can cultivate a transparent relationship based on common interests (Their products and services) will reduce detractors as this new ethical approach matures.

I am still left with many questions though...Was there a difference between media channels? Did offline relationships produce fewer detractors and more promoters? Is there a definable personality trait that separates detractors from promoters? Moreover, who is working on cultivating relationships with detractors to turn them in to promoters? Detractors are obviously passionate about their role in spreading the word about a particular company, wouldn't they make great advocates!

If you would like to read the full article: http://www.streetinsider.com

45% of marketers surveyed by database marketing firm Epsilon reveal they haven't yet committed marketing dollars in emerging media, however they are increasingly interested in dabbling in this somewhat new arena. Online social campaigns or word-of-mouth marketing are the words closest to the lips of the industry with 67% interested in adding it to their offerings.

These figures only further show how old tactics are hard habits to kick and how a different mentality to marketing in a digital world will be slow to take root with such a contrasting direct communication medium as the Internet, blended with the perceived uncontrollable nature of social media.

Marketers are now showing more than a mild interest in associated web 2.0 social media campaigns the stats of their interest levels are below:

Out of all marketers interviewed, Social Networking / media and Word of Mouth, blogs were top with 55% showing an interest ; mobile came a close second with 48%; and RSS feeds, 44%. Instant messaging appears to be less important with a lower 31%.