Internet Word of Mouth Marketing Trends in 2008

Sam Fleming writes up an interesting article about the trends he sees in Internet Word of Mouth Marketing in the coming year in China. Here are some quick takeaways:

• He predicts a greater interaction of brands, via the Internet, as well as more sites branding themselves as social networking sites (SNS).
• He also says, “…self expression on the internet in China is driven by self exploration of different identities that netizens may feel inhibited to explore offline. Self exploration is better done anonymously. ” In saying this, he predicts ‘netizens’ will still not buy into using real names.
• Facebook still has too many competitors in China to have the power that it has in the U.S.
• PR firms in China are still looking to mainstream media; however, they need to refocus in order to be a part of the Word of Mouth Marketing on the net.
•  Vertical SNS sites will emerge.

World Wide Web (WWW) Opens Doors for World Bank

Recently discovering ipressroom, I was delighted to begin listening to the wealth of practical PR interviews with influential worldwide communicators. Edith Wilson, World Bank Senior Advisor of External Relations, began with speaking of her passion for ending poverty. Although her career began as an activist, she then continued on to work with Burson-Marsteller, learning the importance of markets in the struggle of lifting populations out of the $1/day poverty line.

The World Bank has around 1,200 employees and works with low-income countries, as well as the lowest bracket of the middle income countries.  She spoke of the Wolfowitz controversy this past spring as an ideal example of the Internet’s power to collapse an institution’s hierarchy. With it’s intranet comment boards filled with hundreds of thousands of employee comments on the issue, the board and staff were conversing 24 hours a day via the net. She also spoke of the Internet’s ability to lower the World Bank’s costs in both listening to the populations it serves, as well as providing them with relevant information. The Internet is breaking down walls, and it is the World Bank’s goal that as the bricks fall, more funds will be distributed to those who need it most.