WOMMA has released the Terminology Framework, the first set of standards for tracking and measuring word of mouth. More than 30 member companies worked with WOMMA to develop the Framework, which represents the vital first step toward defining a common language that marketers and vendors can use to discuss, plan, and measure word of mouth marketing. "Measuring Word of Mouth, Volume 1," a collection of articles and white papers covering the latest thinking and trends in WOM research, has been released in conjunction with the Framework.
More info:
WOMMA Research Site
AdAge -- Understanding Advertising in Terms of Its WOM Unit Impact
ClickZ -- Consumer-Generated Media: The Age of Engagement
MediaPost -- Group Aims To Create Metrics For Word Of Mouth
WOMMA RELEASES FIRST STANDARDS TO TRACK AND MEASURE WORD OF MOUTH MARKETING
30+ Experts Answer: "What is the ROI of Word of Mouth Marketing?"
CHICAGO, July 11, 2005 -- Word of mouth marketing works, but how do you prove the ROI? The Word of Mouth Marketing Association (WOMMA), the official organization for the word of mouth marketing industry, today answered that question as it released the first set of standards for tracking and quantifying word of mouth (WOM) marketing.
More than 30 top analytics experts worked with WOMMA to develop the standards. Also being released today is "Measuring Word of Mouth, Volume 1," a collection of the latest thinking in the field of word of mouth marketing research. Nearly 200 marketers and researchers will discuss these topics this week at WOMMA's Measuring Word of Mouth Conference in Chicago.
A copy of the Terminology Framework is available at http://www.womma.org/research. Advance copies of the book are available to reporters.
Answering Six Critical Questions about Word of Mouth Marketing
Solving what had been a Tower of Babel problem of non-compatible terms and definitions, the WOMMA Terminology Framework provides a common language that media companies, word of mouth marketing services firms, and brand marketers can use to plan, buy, and measure and describe word of mouth marketing.
Both the Terminology Framework and the "Measuring Word of Mouth" report begin to answer the 6 critical questions that have a fundamental impact on the ROI of word of mouth campaigns:
1. How do you track and measure word of mouth?
2. How do you prove the ROI of WOM?
3. How do you know which strategies work best?
4. How do you optimize messages so they will go viral?
5. Why do consumers become advocates or detractors?
6. How does WOM fit into your media plan?
"Word of mouth marketing has a direct impact on all other marketing initiatives," says WOMMA CEO Andy Sernovitz. "If you can't measure word of mouth, you can't effectively measure the rest of your marketing, either."
Top Experts Working Together for the First Time
Top experts from business and academia worked for six months to draft the Framework under the banner of WOMMA's Research and Metrics Council. The Council is chaired by Ed Keller, CEO, GfK NOP (and co-author of The Influentials); Jonathan Carson, CEO, Buzzmetrics; and Dr. David Godes, Harvard Business School. Key authors also include Idil Cakim, Burson-Marsteller; Walter Carl, Northeastern University; Karthik Iyer, Intelliseek; and Gregory Wester, VoodooVox.
WOMMA member companies which participated in the drafting of the Terminology Framework or authored a paper for the book include: AOL, BIGresearch, Brand Autopsy, BzzAgent, Brandimensions, Burson-Marsteller, BuzzMetrics, ComBlu, comScore Networks, CRM Metrix, Cymfony, DEI Worldwide, Decision Analyst, Duke University, Future Now, GSD&M, Higher One, Intelliseek, Jupiter Research, Kaava, Market Navigation, Matchstick, Moroch, Millward Brown, Nielsen//NetRatings, GfK NOP, OnMessage Communications, The Phelon Group, REACH Media, Starcom, Simmons Market Research Bureau, StartSampling, Target Marketing, and the University of Maryland.
Companion Book and Conference
"Measuring Word of Mouth, Volume 1" is the 226-page book published along with the Terminology Framework. Containing 30 white papers and articles, the book covers the latest thinking and trends in WOM research, and how standard media plans and existing research can utilize the Framework. Future volumes will be published semi-annually.
These topics will be discussed in depth at WOMMA's Measuring Word of Mouth Conference, taking place July 13 in Chicago. This first-ever industry event devoted to word of mouth research was sold out in 20 days, using only word of mouth marketing. Nearly 200 marketers and researchers are attending.
PRESS CONTACTS
Michael Rubin, Editor, 847-370-3421
Andy Sernovitz, CEO, 312-485-4805
Word of Mouth Marketing Association
editor@womma.org
About WOMMA
WOMMA is the official trade association for the word of mouth marketing industry. Its members are committed to building a prosperous word of mouth marketing profession based on best practices, measurable ROI, and ethical leadership. The association has more than 150 corporate members. Learn about WOMMA at http://www.womma.org.
Gary Stein is the Senior Analyst for online advertising and marketing for Jupiter Research; he also focuses on the Consumer Packaged Goods industry. Topics that Stein covers include advertising formats, rich-media, media purchasing tactics, marketing strategies, and consumer behavior online.
Stein writes a column on marketing for ClickZ and maintains a Weblog covering online marketing trends at Steinblog.com. Gary has appeared on CNN, in The Wall Street Journal, and in many newspapers and trade journals. He also teaches a class at San Francisco State on strategic interactive marketing and design.
Prior to joining Jupiter Research, Stein worked as the Senior Strategist at Red Sky, an interactive marketing and advertising agency, where his clients included Procter & Gamble, The Coca-Cola Company, Lands' End, and Nike. Before Red Sky, he worked at Poppe Tyson, one of the first traditional agencies to truly embrace the interactive medium. Stein started his career at Mactivity, Inc., a firm focused on tradeshows and publications targeting the then-emerging interactive services market. At Mactivity, he co-wrote a book on Web publishing and developed one of the first conferences for Web developers.
Stein holds a B.A. in English and M.A. in American Literature from California State University at Chico, and currently lives in San Francisco with his wife, two cats and seven bikes.
Official site
In town for AD:TECH? Attending the WOMMA Measuring Word of Mouth Conference? Live in Chicago?
Join us for a WOMMA Members Banquet on July 12 at 6:30pm. Dinner will be at Reza's, a terrific Mediterranean restaurant. No speakers or agenda are scheduled -- just come for a good time and a great meal with your peers. $50 or free for conference attendees.
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WOMMA Member Banquet
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