WOMMA Guidebooks
Solving the ROI Riddle: Perspectives from Marketers on Measuring Word of Mouth
The promise of word of mouth marketing (WOMM) and social media marketing initiatives have practically saturated the consciousness of every brand marketer:
- A targeted reach leading to more efficient use of marketing dollars
- A virtual and continuous focus group providing commentary about a company's products and services
- Opportunities for engaging customers in greater dialogue
One important barrier to adopting WOMM and social media marketing more broadly has been a lack of understanding about what, and how, to measure their impact, especially as they relate to the return on investment (ROI) of these programs. Therefore, we created this Guidebook to offer marketers a practical introduction to measuring the business value of WOMM and social media marketing programs.
To download the first three chapters of the guidebook, visit here.
WOMMA Members, visit the member center to access the entire guidebook here.
Listening Is Good, Participting Is Better
Finding the right social media listening and monitoring tool(s) can be an arduous process – one that leaves brands, agencies and tool vendors exhausted. As most WOMMA members touch this process at some point, the Research and Measurement Council was asked to identify major learnings from within the membership on the selection and usage of these listening and monitoring tool capabilities.
The purpose of this guidebook is to provide suggestions and best practices for excellent partnerships between brands and social media listening and monitoring vendors. Additionally, guidance is provided on what to do after listening and monitoring commences. Each chapter is focused on guiding brands or agencies of all sizes through determining needs and asking the right questions in addition to setting clear goals and expectations. No particular type of tool is being endorsed by WOMMA. Rather, we are advocating that both selection and usage of these tools is a process that must be geared to your company’s needs. Additionally, this guidebook did not explicitly focus on the category of tools positioned to aid brands in customer engagement via social media venues.
To download the first three chapters of the guidebook, visit here.
WOMMA Members, visit the member center to access the entire guidebook here.
More Resources
You're always welcome to visit our non-member resource library which features past WOMMA Practicums, occasional conference archives and more, here.