• by Dave Balter , May 2, 2006

I like to toot my company's horn. I've been known to proclaim word-of-mouth domination and see the industry through the narrow lens of the BzzAgent model. Sure, I give occasional nods to other industry champions, but my focus on WOM as a media channel may have resulted in an unfair picture of what really makes up the industry.

Those who have attended my presentations may conclude that WOM is synonymous with networks of volunteer agents. Readers of Grapevine, my book, could come away believing that "BzzAgent" is an eponym for WOM, like saying you need a Kleenex when you really mean "tissue," or you're going Rollerblading when you're really gliding around on inline skates.

But nothing could be further from the truth. There is more than one way to slice WOM--and the burgeoning WOM industry is ripe with examples.

My conclusion: time for an intervention. So I called a friend who recommended some monks in upstate New York who were running a very cool program called "WOM Anonymous." They said they could rid me of my BzzAgent myopia. The first step: get more vocal about other effective, socially responsible WOM programs.

While thinking about some of the concepts I'd highlight, I ended up at Ad:Tech, where the halls were "Bzzing" with discussions of various nontraditional marketing topics, including the General Motor's viral Chevy Tahoe commercial. The campaign showcased consumers generating their own media--21,000 individual clips were created. Sure, many painted a bleak picture of SUVs, but I'm willing to bet minions of "quiet advocates," or hardworking brand loyalists, will begin to defend the mighty Tahoe and sales will start to rise.

Speaking of viral videos reminds me of The Weinstein Company's release of the first eight minutes of "Lucky Number Slevin" on YouTube. That was genius. I've told more people about the movie than you can imagine--and I still haven't seen the remaining 101 minutes.

So, what about the industry as a whole? From my seat I see the lines between marketer, publisher and consumer continuing to blur. Here's my take on a few of the milestones and achievements that illustrate where the market is headed:

Dave Evan's Hearthis.com figured out how to generate recommendations by creating a wonderfully simple podcast distribution platform.

Steve Rubel of MicroPersuasion fame joined Edelman and Jeremy Pepper (POP! PR Jots) joined WeberShandwick--a sign that companies are turning to their PR providers to manage their own content-generation strategies.

Vodcasts like Rocketboom are generating nearly 300,000 viewers per weekday through person-to-person recommendations.

Facebook said they're worth $2 billion (hey, even a bold and perhaps ridiculous statement can create WOM!)

The rollup of Trendum, BuzzMetrics and Intelliseek created Nielson BuzzMetrics -justifying the "global measurement standard in consumer generated media."

Ed Keller, a WOM veteran and author, formed Keller Fay Group to deliver a consumer behavior tracking service.

And, of course, The Word of Mouth Marketing Association is nearing the 300 member mark, while setting clear ethical guidelines for the industry.

Phew. My hands are a little clammy and my heart is beating fast, but the monks said it was all part of the process.

Individually, each of these developments represents significant progress for non-traditional marketers. But, when taken as a whole, it becomes clear that WOM, viral and buzz programs all have the possibility of generating effective word-of-mouth. My conclusion: WOM is becoming a media form, and there is more than one concept capable of driving that medium.

No doubt, you're likely to hear me talk of BzzAgent again. But with your help, the support of other WOM practitioners, and a whole slew of imaginative new techniques that are entering the market, I hope to have this syndrome beat.

Until then, keep on Bzzin!