WOM, Tremor & Windy Miller

I have been helping Deborah Bonnelo with an article about word-of-mouth marketing which appears in the current Media Week.  It's become relevant since two large Media Shops launched WOM services: Zenith Optimedia with Newscast and Group M with BzzAgent.  WOM is a tricky area that only P&G seems to has cracked with its mega-platform Tremor.  However, in many ways it's just good old product trialling, albeit hyperlinked with a social loop.  Increasingly, the world of networked media is looking more familiar - less Blade Runner, more Trumpton.