Measuring Word of Mouth, Volume 3
The third report on this important topic
With over 200 pages of the very latest in word of mouth measurement and metrics written industry experts from a diversity of backgrounds, this volume should be on the bookshelf of everyone who's interested in the metrics and research around word of mouth. If you have a stake in word of mouth marketing, these are the numbers you need.
| Acknowledgements | Peter Waldheim, WOMMA |
|---|---|
| WOMMA Research and Metrics Council and Advisory Board Listings | |
| WOMMA Terminology Framework | WOMMA Research and Metrics Council |
| Award Papers: | |
| Best Demonstration of ROI: Influencer Product Seeding Programme | Lauren Ackerman, Matchstick |
| Best Discussion of Lessons Learned: How Word of Mouth Impacts Medicare Product Launch and Product Design | Paolo Gaudiano, Oliver Bandte, Dejan Duzevik, Andrey Anev, Icosystem |
| Best Use of WOMMA Terminology Framework: Measuring the Ripple: Creating the G2X Relay Rate and an Industry Standard Methodology to Measure the Spread of Word-of-Mouth Conversations and Marketing-Relevant Outcomes |
Matt McGlinn, BzzAgent, Inc.; Dr. Walter Caril, Jennifer Oles, Northeastern University |
| Ratings, Reviews, & ROI: How Leading Retailers Use Word of Mouth in Marketing and Merchandising | Jeff Watts, Bazaarvoice |
| From Media Engagement to Media Synergy: The Theory and the Metrics for WOM | Joseph J. Pilotta, Ph.D, BIGresearch; Don E. Schultz, Ph.D. and Martin P. Block, Ph.D, Northwestern University |
| Is There No Such Thing as Bad News? | Jim Nail, TNS Media Intelligence/Cymfony |
| The Trusted Media Index: A Planning Guide for Word of Mouth Venues and Media Channels | Idil Cakim, GolinHarris |
| Understanding the Value of Customer Advocacy Communities | Harald Eltvedt, Informative |
| Driving Word of Mouth Advocacy Among Business Executives: The Experiential Marketing Connection | Laura Shuler, Jack Morton Worldwide |
| Using WOM to Enhance Corporate Sponsored Charitable Giving | Edward Weiss, Johns Hopkins University |
| The Origin and Impact of CPG New Product Buzz: Emerging Trends and Implications | Kate Niederhoffer, Ph.D., Nielsen BuzzMetrics |
The Impact of Word of Mouth on Product Purchase Intent: The Relationships Among Word of Mouth, Media Engagement, and Product Purchase Intent |
Max Kilger, Ph.D. and A. Jolayne Sikes, Simmons Market Research, an Experian Company |
| Brand Advocates: An In-Depth Look at a Marketer’s Most Valuable Online Influencer | Diane Rinaldo, Heather Meeker and Edwin Wong, Yahoo! |
| Identifying Influencers in the Digital Age: The ‘Uploader’ Research | Lucinda Dunn, Agency.com |
| The Communication of Influence: It’s Broken, Too | Dr. Joe Pilotta, BIGresearch |
|---|---|
| Influence: Exploring Perspective in Private Customer Communities | Michael Jennings and Julie Wittes-Schlack, Communispace Corporation |
| Influencing the Influencers: How Online Advertising and Media Impact Word of Mouth | Heath Row and Rick E. Bruner, DoubleClick |
| The Effects of Word-of-Mouth: An Agent-Based Simulation of Interpersonal Influence in Social Networks | Dejan Duzevik, Andrey Anev, Pablo Funes, and Paolo Guadiano, Icosystem |
| Leading the Conversation: Influencers’ Impact on Word of Mouth and the Brand Conversation | Ed Keller, Brad Fay, and Jon Berry, Keller Fay Group |
| Political Influentials | Marty Stone, Stones Phones |
| Assessing the Impact of Influence Across Multiple Product Categories | Howard Kaushansky, Umbria |
| Challenging the Influentials Hypothesis | Duncan Watts, Yahoo! Research and Columbia University |