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9) Measuring the ROI Impact of 'Marketplace Influencers'
A-Blog-a-Day Countdown to WOMMA's Word of Mouth Marketing Research Symposium in Washington, D.C., Dec. 11, 2006.
From WOMMA's soon-to-be-released book, Measuring Word of Mouth Volume 2:
Measuring the ROI Impact of 'Marketplace Influencers'
In his research paper, Andrew Lipsman relates how comScore conducted a study with a cross-section of its U.S. panel in order to better understand the ROI impact of participants who report at least six instances of word of mouth activity during a 90-day period (consumers known as "Marketplace Influencers").
According to comScore's research, Marketplace Influencers provide three to five times the word of mouth impact compared to general internet panelists, and Marketplace Influencers are especially assertive in the fashion and finance product categories. Andrew points out that the influencers' ROI is a function not just of their increased spending patterns, but also of their roles as strategic partners in word of mouth marketing initiatives -- due to their higher levels of word of mouth activity and influence on other consumers' spending.
Want to know more? Come see this paper presented at WOMMA's Research Symposium in Washington, D.C., Dec. 11, 2006.