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I got squeezed. I was presenting today at the WOMMA conference on creating a word of mouth marketing model with Paul Rand from Ketchium and Dave Evans of Digital Voodoo. I was up third. Not a surprise.

But, what do you expect when you have an 8:00 am morning session on Day 2. We ran a bit late at the start. It reminded me of conferences I co-chaired for JupiterMedia with Chris Saunders – shit happens. You know, now that I’m thinking about it, the WOMMA staff did a great job of running the entire show.

So, I was hoping Dana VanDen Heuvel was going to cover a bit more about the stuff I did talk about since the person that was covering my presentation left the room and passed off coverage to Dana.

So if I had more time…here’s what I would of shared.

We use models for a number of reasons. Sometimes we use them to keep out of trouble so that we don’t do dumb things a second time. Often we use model in marketing to identify high-value relationship. Of course, creating a framework that we can use to replicate and scale our success is another great reason to have a model. It a decision tool in terms of applying marketing research and past program results to valid revenue allocations. And, models help us understand what happens by providing metrics to index and evaluate performance.

My focus on implementation and measurement focused on creating meaning not mob. It’s a model built around creating and using databases to deepen existing relationships, recognize interests of individuals, manage communications and knowledge , including:

** Educating, Mobilization and Activation existing customers to participate with a brand in new way or what I called HARVESTING relationships that a brand has developed as well as working with non-responders. Think of it as upselling and cross selling. Nothing new here.

** One aspect I shared was my belief that we’re going to start to see more social vs. economic incentives, and I encouraged folks to think about ways to connect and have individuals participate with a brand.

Identifying contextual relevant opportunities to reach out to non-customers is key. Instead of talking about PR which should be support in terms of understanding overall marketing channel plans and media buys, I focused on Online Content Distribution.

Here was a BIG point to keep in mind: your model must do something and that something is having a desired outcome – a desired behavioral objective.

I’ve gotta head of to the airport…I’ll post more later including a few interviews.

TAGS: WOMMA