Download - A Discussion about Word of Mouth Marketing
A brief discussion of WOM measurement
An experiment where I’ll share the data
An offer to continue the discussion
“Even in today’s digital world, 90 percent of recommenda:ons that lead to consumer ac:on happen offline.”
101 of WOM Measurement Ac3ons vs Value ROI is monetary (unless it isn’t) Think measure first
102: Outcomes Revenue Costs Brand Percep3on
201 Measure: Before a Program « The offline conversa3on volume and brand awareness « Third-‐party scoring results « The individual's or cohort’s sen3ment towards a brand or topic « Content quality and quan3ty « Network size and centrality « The individual’s or cohort’s authority, trust and credibility
201 Measure: ASer a Program « Number of conversa3ons about the campaign or topic of interest « Number of people that share your content « Number of comments on you content « Number of ac3ons taken on branded proper3es as a result of your WOM
ac3ons (click-‐through rates, 3me on site) « Purchases aTributed to your WOM efforts « Referrals aTributed to your WOM efforts « Matched market studies (expensive) « Survey for before and aSer changes in ac3vity and aXtudes aTributed to
your WOM efforts (consider surveying in person or phone as opposed to electronic)
301 = Nuance Scope: U3lity or Project Basis ATribu3on – Create your own 3me-‐based model
Our Experiment 1 boTle each 2 cards = keep one; share one 3 weeks we’ll share the ROI of this experiment and blog about it
Offer to con3nue the discussion [email protected] [email protected]
