WOMMA UK

It's the biggest event in the word of mouth calendar: the annual WOMMA Summit in Las Vegas.

Last week saw hundreds of brands, agencies and researchers descend on Sin City for three days of keynotes, case studies, panels, awards and innumerable networking opportunities over a cocktail or four.

The WOMMA UK International Panel

I attended on behalf of WOMMA UK, moderating an international panel on Global WOM Perspectives alongside Steven van Belleghem from Insites Consulting (Europe), Fernando Anzures from Talk Word of Mouth (South America), Prof Tatsuro Sato from WOMJ (Japan) and Asit Gupta from Advocacy (China) .With an hour’s conversation around deploying international WOM campaigns including cultural differences and taboos; linguistic and logistical challenges; popularity and use of platforms; and industry trends, the debate barely scratched the surface – but it was a fantastic start.

This year's conference represented a real step forward for the industry, with much more conversation about offline WOM, innovative research and sustained relationship building, and less platform-centric stuff.

For details of the presentations and conversations you can read my round-up of the best content from the Summit on the 1000heads blog, and check out the full list of this year's WOMMY Award winners - best practice examples of global word of mouth campaigns.

However, as a single take-away, I'd like to offer the below video. Basic education on the meaning and value of WOM is still one of our toughest tasks, and this simple video will be a fantastic tool for us all to use with clients, colleagues and press alike.