The WOMMA WordMeasuring Word of Mouth, Volume 2
The second report on this important topic
With over 200 pages of the very latest in word of mouth measurement and metrics written industry experts from a diversity of backgrounds, this volume should be on the bookshelf of everyone who's interested in the metrics and research around word of mouth. If you have a stake in word of mouth marketing, these are the numbers you need.
| Acknowledgements | Andy Sernovitz, WOMMA |
|---|---|
| Introduction and Abstracts | Dr. Walter Carl, Northeastern University |
| WOMMA Terminology Framework | WOMMA Research and Metrics Council |
| Award Papers: | |
| Best Demonstration of ROI: Measuring the Value of a Managed WOM Program in Test & Control Markets | Valerie Alderson, BzzAgent |
| Best Discussion of Lessons Learned: Single-Source WOM Measurement: Bringing Together Senders & Receivers; Inputs & Outputs | Ed Keller and Brad Fay, Keller Fay Group |
| Best Use of WOMMA Terminology Framework: Combining Several Metrics from the WOMMA Terminology Framework to Manage Consumer Expectations: A Report on How One ABC American Inventor Incorporates WOM for a Holistic Approach | William Mosher, Echopinion! |
| Ratings, Reviews, & ROI: How Leading Retailers Use Word of Mouth in Marketing and Merchandising | Brant Barton, Bazaarvoice |
| Media Consumption and Consumer Purchasing: A Word Of Mouth Media Plan | Joe Pilotta, BIGresearch, Don E. Schultz and Martin P. Block, Northwestern University |
| Branded Engagement: Using Metrics to Support Marketing and Branding Decisions | Ted Morris, Brandimensions |
| Mom Power Thrives in Digital Domain | Idil Çakim, Burson-Marsteller |
| The Evangelist Effect: Fact Based Advocacy Measurement and Management | Steve Hershberger, ComBlu |
| Measuring the ROI Impact of "Marketplace Influencers" | Andrew Lipsman, comScore Networks |
| What's in Your Cereal Bowl? Measuring the Landscape of WOM Participants in Consumer-Generated Media | Jim Nail, Pat Fennessey, Ronnie McNeill, and Laura Malone, Cymfony |
| Creating And Measuring The WOM-Worthiness Of New Products: A Case Study | Karen Kraft, Felicia Rogers, and Gwen Ishmael, Decision Analyst |
| WOMMA WOMBAT Podcast: Driving Word-of-Mouth | Dave Evans, HearThis.com |
| Does participation in an agent-based word of mouth program cause or predict future elevated product usage? A case study from Higher One's B-4 program | Sean Glass, Nicolas Carlona, Chris LaConte, Higher One |
| Individual Differences, Social Networks, and Word of Mouth Influence | Harald Eltvedt, Informative, and Howard Friedman, University of California - Riverside |
| Analyzing the Metrics and Lessons Learned from an Organized WOM Marketing Program: Matchstick's Wine Council of Ontario Product Seeding Program | Nicholas Lamplough, Erica Towey, Carrie Tropeano, and Ken Wieczerza, Northeastern University, and Matthew Stradiotto, Matchstick |
| Buzz To Basket: Using Word Of Mouth Data To Forecast the Impact Of Marketplace Trends | David Wiesenfeld, Kate Niederhoffer, Michael Duffy, and Jonathan Carson, Nielsen BuzzMetrics |
| Sneaking a Peak Outside of the WOMMA Framework: Effects of Traditional Media on WOM Creators | Max Kilger and A. Jolayne Sikes, Simmons Market Research Bureau |
| Using the Service Process as a Word of Mouth Management System to Produce Measurable Results | John Goodman, TARP |
| Marketer, Beware: The Threat of Blog Spam ("Splogs") to WOM Marketing & Market Insight | Howard Kaushansky, David Howlett, Nicolas Nicolov, Franco Salvetti, Michael Sevilla, Umbria, and Willow Baum, Small Planet Partners |
| How to Measure Viral Videos' Audience | Luca Giorcelli, Veryweb |
