The Influencer Handbook from WOMMA
I often spend time online researching the latest sales and marketing strategies so that we can better provide our business development services to our expansion stage portfolio companies. Recently, I came across a great handbook explaining the core of influence marketing from WOMMA (Word of Mouth Marketing Association).
The handbook provides definitions, processes, guidelines, and additional resources. I especially like the influencer marketing guidelines and best practices assembled by WOMMA Influencer Council. Here are a few to keep in mind:
- Make an effort to listen to and understand an influencer’s point of view about my brand before and during their engagement in a brand program or marketing activity or simply, in their role as a customer of my brand.
- Invite and respect the opinion of participating influencers, even if this is contrary to the brand’s position. I agree to share or make available these opinions throughout my organization as is appropriate. Furthermore, I will allow influencers to evolve or remix messaging so as to be relevant to how they communicate with their community.
- Never ask influencers to falsify or “hype” any product claims, make usage claims without direct experience, or back claims that neither they nor the brand can substantiate. I will never request an influencer to undertake on my behalf a task that they are uncomfortable with or do not believe in.
- Thank influencers who have participated in brand-initiated programs.