Agenda & Presentations
State of Word of Mouth Research and Measurement
8:15 a.m. - 8:45 a.m.
- Walter Carl, Assistant Professor, Department of Communication Studies, Northeastern University
- Ed Keller, CEO, The Keller Fay Group
The measurements and metrics around researching word of mouth have evolved rapidly over the last year. Techniques continue to be refined, tracking continues to be more streamlined, and effectiveness continues to improve. The industry is incredibly dynamic, and research on word of mouth is increasingly more sophisticated in response. Discuss current issues facing word of mouth research, including opportunities and challenges going forward.
Award-Winning Papers: WOM Research Worth Talking About
8:50 a.m. - 10:00 a.m.
Awardees selected from the pool of papers submitted for inclusion in WOMMA's second word of mouth marketing research anthology -- the much anticipated, member-generated research collection, Measuring Word of Mouth Vol. 2. -- are recognized for their dramatic contributions to the industry's growing wealth of data.
Best Demonstration of ROI: Measuring the Value of a Managed WOM Program in Test & Control Markets
- Matt McGlinn, Director, Campaign Analytics, BzzAgent, Inc.
To measure the success of an agent-based word of mouth marketing program, BzzAgent executed a test/control design in four pairs of markets across the U.S. In their case study, BzzAgent used the test/control design to ascertain whether the addition of a WOM campaign to pre-existing marketing efforts would prove fruitful.
Best Use of WOMMA Terminology Framework: Combining Several Metrics from the WOMMA Terminology Framework to Manage Consumer Expectations
- William Mosher, Founder/Director, Echopinion!
Echopinion uses a case study to demonstrate that WOM measurement needs to be understood holistically in order to properly inform the direction of a marketing strategy. The quantitative results from a WOM marketing campaign showed that reported WOM episodes were largely positive in polarity, but that people were not likely to recommend the product to others. In delving deeper into the qualitative data, analysts were able to explain this discrepancy.
Best Discussion of Lessons Learned: Single-Source WOM Measurement: Bringing Together Senders & Receivers; Inputs & Outputs
- Ed Keller, CEO, Keller Fay Group
- Brad Fay, COO, Keller Fay Group
Using a diary-based tracking methodology for respondents to answer questions such regarding how much WOM occurs in their lives, as well as what factors drive WOM, The Keller Fay Group paints a picture of WOM in people's everyday lives. Results concern levels of participant credibility, the number of WOM episodes that refer to other media forms, and the frequency that leads to purchase and relay outcomes.
Brand Monitoring: Following the Conversation in a Word of Mouth World
10:20 a.m. - 11:05 a.m.
- Moderated by: Peter Kim, Senior Analyst, Forrester Research
- Jim Nail, Chief Strategy and Marketing Officer, Cymfony
- Brian Glover, Senior Manager, Market Strategy, Biz360
- Maxine Friedman, VP, Marketing, Brandimensions
- Howard Kaushansky, President, Umbria
- Max Kalehoff, Marketing & Communications Director, Nielsen BuzzMetrics
- David Rabjohns, President, MotiveQuest
Control over information is quickly being shifted from traditional media to consumer communities. Brand monitoring is the savvy marketer's "ear to the ground." Forrester's Peter Kim moderates a session of the industry's top brand monitoring firms to discuss how emerging technology solutions are helping companies track consumers' conversations.
What's in Your Cereal Bowl? Measuring the Landscape of WOM Participants in Consumer-Generated Media
11:15 a.m. - 11:50 a.m.
- Jim Nail, Chief Strategy & Marketing Officer, Cymfony
- Pat Fennessey, VP, Account Management & Professional Services, Cymfony
Cymfony assesses the viability of analyzing online consumer communication as a source of consumer insight to help shape marketing strategy. Since companies often worry that there isn't enough volume of online discussion about their product, Cymfony selected a common product that does not require significant research or evaluation — breakfast cereal — to illustrate the possibilities.
Using the Service Process as a Word of Mouth Management System to Produce Measurable Results
11:15 a.m. - 11:50 a.m.
- John Goodman, Vice Chairman, TARP
WOM advertising can be managed and measured in the same manner as traditional advertising, at least according to TARP Worldwide. Speakers contend that WOM is a source of new customers and that managing the service experience can reap big dividends. TARP also demonstrates how to measure WOM impact, polarity, number of relays, and number of conversions.
Branded Engagement: Using Metrics to Support Marketing and Branding Decisions
11:15 a.m. - 11:50 a.m.
- Ted Morris, SVP, Global Alliances, Brandimensions
Online consumer conversations are capable of providing a wealth of knowledge to guide strategic decision-making, provided they are properly measured and understood. Brandimensions uses two case studies to demonstrate the importance of understanding online conversation metrics.
Buzz to Basket: Using Word of Mouth Data to Forecast the Impact of Marketplace Trends
11:50 a.m. - 12:25 p.m.
- Jonathan Carson, CEO, Nielsen BuzzMetrics
- David Wiesenfeld, AC Nielsen
If the weatherman can do it, why not researchers? The speakers explore the feasibility of using online consumer-generated media to predict marketplace trends. Comparing the proposed methodology to a five-day weather forecast, the presenters contend that, just as meteorologists are able to predict the weather with some accuracy based on weather patterns, market researchers can analyze publicly-accessible online WOM to find patterns and answer questions.
Mom Power Thrives in Digital Domain
11:50 a.m. - 12:25 p.m.
- Idil Cakim, Director of Knowledge & Development, Burson-Marsteller
Burson-Marsteller touts the power of moms (specifically those dubbed “mom-fluentials”) and their particularly powerful role in influencing the purchase decisions. The presentation includes several steps brands can take to connect with this influential segment, as well as what metrics to use when evaluating the success of mom-fluential marketing campaigns.
Influencing the Influencers: How Marketers can use Online Media and Advertising to Impact Word of Mouth
11:50 p.m. - 12:25 p.m.
- Rick Bruner, Research Director, DoubleClick
Everyone knows word of mouth is real, but how can companies spend their marketing dollars strategically to tap into the phenomenon? DoubleClick surveyed more than 6,000 consumers to identify how they make purchase decisions. The survey identified a small segment of "influencers" -- people who blogged or were active in online communities, those who identified themselves as experts and product evangelists, those with large social circles and other characteristics noted in works on the subject such as Gladwell's "The Tipping Point" or Berry and Keller's "The Influentials" -- and examined how those people consume media and advertising differently than the rest of us. Results of this ground-breaking research will be debuted at WOMMA's Word of Mouth Marketing Summit and Research Symposium.
Lunch Keynote: Ron Fournier, Co-Author, Applebee's America: How Successful Political, Business and Religious Leaders Connect with the New American Community
12:25 p.m. -2:00 p.m.
A former political journalist for the Associated Press, Ron Fournier is editor in chief of HOTSOUP.com, a social networking site for influencers and opinion drivers. As co-author of the best-selling "Applebee's America: How Successful Political, Business, and Religious Leaders Connect with the New American Community," he has helped bring word of mouth marketing to Capitol Hill, explaining how religious, business, and political leaders must earn their supporters' loyalty by sharing fundamentally in their values, interests, and goals.
Marketer, Beware: The Threat of Blog Spam (“Splogs”) to WOM Marketing & Market Insight
2:10 p.m. - 2:35 p.m.
- Howard Kaushansky, Founder & President, Umbria
Any true WOM marketer knows that splogs (spam blogs) are trouble with a capital “T.” Splogs create “noise” in the blogosphere, making it difficult for a proxy or for researchers to evaluate the effectiveness of marketing initiatives. Umbria demonstrates why spam represents a problem for WOM researchers as well as what intelligent spam filtering can do to successfully address this problem.
Media Consumption and Consumer Purchasing: A Word of Mouth Media Plan
2:10 p.m. - 2:35 p.m.
- Joe Pilotta, VP of Research, BIGResearch
Speakers serve up a new consumer-centric model of media planning and ROI based on audience consumption (as opposed to market distribution). Researchers explain the advice-seeking and advice-giving behavior for each of eight consumer clusters, as well as how WOM affects purchase decisions.
Creating and Measuring the WOM-Worthiness of New Products: A Case Study
2:10 p.m. - 2:35 p.m.
- Karen Kraft, Senior Account Executive, Decision Analyst
- Felicia Rogers, Executive VP of Client Service, Decision Analyst
- Gwen Ishmael, SVP & and Head of Insight and Innovation Services, Decision Analyst
Decision Analyst tackles the issue of how to come up with a great product that consumers will want to talk about (something “WOM-worthy”). Rather than relying exclusively on traditional innovation and research techniques — which were designed for traditional advertising media — the presenters argue that companies today need to focus on the principles of WOM to inform their new product launches.
Rating, Reviews & ROI: How Leading Retailers Use Word of Mouth in Marketing and Merchandising
3:05 p.m. - 3:30 p.m.
- Brant Barton, Co-Founder & VP of Business Development, BazaarVoice
Web-savvy retailers are generating ROI by using customer ratings and reviews features on their websites. BazaarVoice uses three client case studies to illustrate how the companies facilitated the use of consumer-generated content on their site, as well as how they measured the success of these initiatives by assessing conversion rates and the dollar amount spent per order.
The Evangelist Effect: Fact Based Advocacy Measurement and Management
3:05 p.m. - 3:30 p.m.
- Steve Hershberger, Principal, ComBlu
Customer loyalty and customer advocacy are not synonymous, the speakers contend. There are six pitfalls and misconceptions when identifying and measuring loyal advocacy that the presenters discuss, including: why these myths are perpetuated and what companies can do to avoid them and derive positive ROI from their most loyal and passionate customer base.
Does Participation in an Agent-Based Word of Mouth Program Cause or Predict Future Elevated Product Usage?
3:05 p.m. - 3:30 p.m.
- Sean Glass, Founder/CMO, Higher One
A case study from Higher One's B-4 Program assesses the effects of consumer participation in a WOM marketing program where participants are invited to receive a product before others in their social networks, spread the word, and then report back to about WOM episodes they generated. The speakers investigate the ROI of this kind of WOM, looking at whether being introduced to a product or service through participation in the “B-4” campaign led to higher usage of the product.
Analyzing the Metrics and Lessons Learned from an Organized WOM Marketing Program: Matchstick's Wine Council of Ontario Product Seeding
3:40 p.m. - 4:05 p.m.
- Matthew Stradiotto, Co-Founder, Matchstick
- Nicholas Lamplough, Northeastern University
- Carrie Tropeano, Northeastern University
- Ken Wieczerza, Northeastern University
University students enrolled in a special topics class on WOM, buzz, and viral marketing communication performed a case study analysis of organized WOM marketing programs. The students will present their impressions of Matchstick's Wine Council of Ontario WOM program, its methodology, how WOM marketing principles were leveraged, and how ROI metrics were used.
Individual Differences, Social Networks and Word of Mouth Influence
3:40 p.m. - 4:05 p.m.
- Harald Eltvedt, Solution Consultant, Informative
The role of individual advocates and their potentially influential impact in WOM episodes is of particular interest to WOM marketers. Presenters outline unique, communication-based characteristics that can be used to identify advocates, as well as the specific methods used to assess each person's level of advocacy.
The SPI Report
3:40 p.m. - 4:05 p.m.
- Larry Burns, CEO, StartSampling
All consumers are not created equal when it comes to word of mouth marketing. Of all the people who hear your message, certain members of your audience have the potential to move your message faster and farther, ultimately impacting your sales exponentially. StartSampling and McElroy have teamed together to develop a new syndicated research program. They have created and will present on their "SPI report" (Social Persuaders and Influencers) that will track behaviors (media habits and usage in particular) four times per year among a defined set of consumers who exhibit the potential to be "SPI's". Actionable insights from the SPI Report will allow marketers to get the most out of their word-of-mouth marketing programs.