WOMMA

October 3, 2008 — The Word of Mouth Marketing Association (WOMMA) today released for public comment a draft of the WOMMA Influencer Handbook, which seeks to establish best practices in the use of influencer marketing.  WOMMA believes influencer marketing is real and here to stay.  It is not a myth, or a passing fad, or the latest trend.  Rather, it is one component of successful word of mouth marketing programs.

The Handbook, which has been a year in the making, is a significant addition to the marketing knowledge base as it helps define and categorize types of influencers.  It provides suggested guidelines for working  with influencers and how to follow up to sustain an influencer marketing program.  A comprehensive bibliography of influencer marketing resources is included in the Handbook.  WOMMA seeks feedback and suggestions for changes from interested parties including practitioners specifically interested in influencer marketing.

WOMMA has been working with its membership since fall 2007 to take a stand and define the influencer marketing space.  After many discussions with various opinions being presented, WOMMA concluded that influencer marketing required a clear definition of functions and best practices.  This could best be provided through the creation of guidelines and suggested ideas marketers can utilize when creating and sustaining an influencer program.

WOMMA’s Influencer Council crafted the WOMMA Influencer Handbook.  The council is composed of:

Co-Chairs:

Brad Fay, Keller Fay Group
Steve Hershberger, ComBlu
Sean O’Driscoll, Microsoft

Additional Council Members:

Idil Cakim, GolinHarris
Scott Carpenter, Callaway Golf
Erik Rabasca, PHD
Filiberto Salvas, Microsoft
Warren Sukernek, VML

WOMMA is calling for public comment from marketers, bloggers, and consumers in order to make this tool as useful and effective as possible.  For more information, or to submit a comment, visit womma.org/influencerhandbook.