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WOMMA Influencer Handbook: The Who, What, When, Where, How, and Why of Influencer Marketing 

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Published 12/31/2008 

Author: Brad Fay, Idil Cakim, Scott Carpenter, Steve Hershberger, Sean O’Driscoll, Erik Rabasca, Filiberto Selvas, and Warren Suckernek 

Brad Fay, The Keller Fay Group
Idil Cakim, GolinHarris
Scott Carpenter, Callaway Golf
Steve Hershberger, ComBlu
Sean O’Driscoll, CGT Consulting
Erik Rabasca, PHD
Filiberto Selvas, Microsoft
Warren Suckernek, VML

Summary

The Word of Mouth Marketing Association defines an influencer as:
A person who has a greater than average reach or impact through word of mouth in a relevant marketplace.

WOMMA defines Influencer Marketing as:
Influencer marketing is when a marketer identifies, seeks out, and engages with influencers in support of a business objective.

The following is a set of guidelines assembled by the WOMMA Influencer Council. The purpose of these guidelines is to provide a set of best practices for word of mouth programs that target or include influencers. These guidelines are written to include the principles and best practices found in WOMMA’s Ethics Code. Although following these guidelines is not a requirement for WOMMA members, doing so will help to ensure program continuity, as well as positive results for both the brand and the customer.

© 2008 WOMMA
All Rights Reserved

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