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First-ever Word of Mouth Research Conference Concludes
The Word of Mouth Marketing Association (WOMMA) made history on July 13, 2005, when more than 200 marketers and researchers gathered in Chicago for WOMMA's Measuring Word of Mouth Conference, the first-ever conference on word of mouth research. Top analytics experts from business and academia presented various topics that helped attendees learn to track and quantify the ROI of word of mouth marketing..
"Word of mouth marketing has a direct impact on all other marketing initiatives," said WOMMA CEO Andy Sernovitz in his opening remarks. "If you can't measure word of mouth, you can't effectively measure the rest of your marketing, either."
Critical Questions Addressed More than 30 WOM measurement experts spoke at the conference, addressing the 6 critical questions that marketers must answer to successfully use word of mouth marketing:
Slides used by presenters can be downloaded for free at http://www.womma.org/metrics. Audio recordings of the presentations may be purchased separately.
First WOM Measurement Standards Released One highlight of the conference was the official release of the WOMMA Terminology Framework, the first set of standards for media companies, word of mouth marketig services firms, and brand marketers can use to plan, measure, and describe word of mouth marketing.
WOMMA also released "Measuring Word of Mouth, Volume 1", a new 226-page book containing
A downloadable copy of the Terminology Framework and ordering info for the "Measuring Word of Mouth, Volume 1" book are available at http://www.womma.org/research.htm.
Conference Sells Out Using WOM WOMMA also announced that the conference amazingly sold out in only 20 days using word of mouth techniques. According to Sernovitz, no money was spent on advertising. |
Press/Blog Coverage
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