Word of Mouth Marketing Ethics Code of Conduct (principios fundamentales)
24/03/2009“Mmmmmm…” me pregunta muchas veces un cliente “es posible entrar en foros, hacerse pasar por un fan y comunicar a la comunidad que mi marca es la mejor? O puedo comprar las opiniones de influenciadores online (los e-influenciadores) para que prescriban mi marca en internet y asegurarse de que todas las opiniones serán positivas?”
Todo es posible, pero nosotros no trabajamos así. Nos guidamos con el código de conducto de la WOMMA por razones éticas y obvias. Empezamos hoy con los principios fundamentales. (Juan – cuando quieras lo traducimos al castellano 
Word of Mouth Marketing Ethics Code of Conduct: Fundamental Principles
We respect and promote practices that abide by an understanding that the consumer – not the marketer – is fundamentally in charge, in control, and dictates the terms of the consumer-marketer relationship. We go above and beyond to ensure that consumers are protected at all times.
1. Happy, interested people will say good things about you.
It’s doesn’t take much more than that. Understand this concept, devote yourself to it, and you will be a successful word of mouth marketer.
2. Honest, genuine opinion is our medium.
We don’t tell people what to say or how to say it. We fundamentally believe that people should be free to form their own opinions and share them in their own words. While supporting the natural conversation, we take great care to ensure that we do not distort it.
3. We start, support, and simplify the sharing.
Word of mouth marketers use creative techniques to encourage communications. We make it easier for people to talk to each other, we create interesting things to talk about, we create communities to share ideas, and we work to find the right people who should know about what we do. Traditional advertising pushes ideas on consumers. We help naturally occurring good ideas move around.
4. Word of mouth cannot be faked.
Deception, infiltration, dishonesty, shilling, and other attempts to manipulate consumers or the conversation are bad. Honest marketers do not do this, will not do this, and will get caught if they try. Sleazy behavior will be exposed by the public and backfire horribly on anyone who attempts it.
5. Word of mouth marketing empowers the consumer.
Consumers have control, and they dictate the terms of a new, healthier relationship between marketers and the people who use their products. Consumers demand satisfaction, respect, and great products and services. When companies deliver, people will tell their friends. Word of mouth marketers work to accelerate this process, replacing aggressive advertising with customer-centric service, support, and open communications.
Fuente: WOMMA
