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Introduction
The promise of word of mouth (WOM) marketing initiatives has practically saturated the consciousness of every brand marketer: relevant, more targeted reach leading to more efficient use of marketing dollars, a virutal focus group providing commentary about a company's products and services, and opportunities for engaging customers in greater dialogue, just to name a few.
But one important barrier to adopting WOM marketing more broadly has been a lack of understanding about what, and how, to measure the impact of WOM marketing. Without this understanding, we lack the ability as marketers to build our business cases, demonstrate the impact of our programs, and have the security and support from upper management to make huge leaps forward.
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How the Guidebook is Organized
The different metrics are organized according to WOMMA's Word of Mouth Terminology Framework. The Terminology Framework lays out basic terms and concepts related to the who, what, when, where, and result of brand-related interactions between customers.
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WOMMA is accepting applications for School of WOM “faculty members” to present business case studies and best practices showcasing proven Word of Mouth & Social Media programs that generate customer-driven conversations.
Learn more and apply today!
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Updates and reactions to the FTC's Guides Concerning the Use of Endorsements and Testimonials in Advertising. Learn More |
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Before you leave, make sure you see these. |
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library |
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF |
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF |
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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