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WOMMA Research
WOMMA is strategically focused on providing research knowledge and insights for its members and the public.
The Research & Measurement Council, created in 2005, has been driving projects, education, and guides
around the measurement of word of mouth marketing. Our current Work Plan, the 2010-2011 Research & Measurement Council Work Plan, can be downloaded here.
The Research & Measurement Council is responsible for developing projects, programs and tools that engage marketers and create understanding of the importance of integrating metrics and measurement into WOM and social media marketing campaigns. If you’re interested in volunteering on the Research & Measurement Council, complete our volunteer form here.
The Research Council is also actively involved in the education development for the following topics:
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Customer Service |
Social Media Listening/Monitoring Evaluation Toolkit |
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Community |
Conference
Sub-Committees and Sessions |
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ROI |
Projecting the Brand when Engaging Consumers |
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WOMMY Awards |
The Online/Offline
WOM Relationship |
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Measurement and Metrics Guidebook |
WOMMA Research-specific Blog/Newsletter Items |
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Liaison with External Associations + Terminology Framework |
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Projects on which the Research Council has worked, which WOMMA offers as featured downloads are:
WOMMA's Influencer Handbook
WOMMA has been working with its membership since Fall 2007 to take a stand and define the influencer marketing space. After many discussions with various opinions being presented, WOMMA felt influencer marketing required a clear delineation of functions and best practices by providing guidelines and ideas marketers can utilize when creating and sustaining an influencer program. WOMMA believes influencer marketing is real and here to stay. It is not a myth, or a passing fad, or the latest trend. It is just one component of successful word of mouth marketing programs.
Learn More
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WOMMA Word Research Digest
The WOMMA Word Research Digest is a monthly, WOM-Research focused newsletter. We're always looking for whitepaper and other research submissions from WOMMA members to help fill our research coffers! We've offered this inaugural edition of the WOMMA Word Research Digest to WOMMA Word subscribers. If you'd like to opt-in to receive it on a monthly basis, please visit http://womma.org/word and sign up on the right side of the page.
Read the August Edition!
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WOM Forecast 2009-2013
WOMMA is strategically focused on providing research knowledge and insights for its members and the public.
The Research & Measurement Council, created in 2005, has been driving projects, education, and guides
around the measurement of word of mouth marketing. Our current Work Plan, the 2010-2011 Research & Measurement Council Work Plan, can be downloaded here.
Learn More
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2010-2011 Research & Measurement Council Work Plan
In the midst of the worst economic and media recession in more than a quarter-century, spending on Word-of-Mouth Marketing increased 14.2% to $1.54 Billion in 2008, as WOM activities played a bigger strategic marketing role according to exclusive PQ Media Word-of-Mouth Marketing Forecast 2009-2013. The category PQ Media was first to size, structure, and forecast in 2007, is expected to increase another 10% in 2009. The forecast provides unique perspective on this emerging industry with drill down data by sector and segment. This year's report continues to track the key WOMM industry segments of Content & Service Providers, which include Strategy & Consulting, Agencies and Online Communities and Media, and Ancillary Products, which include Research & Measurement and Technology & Tools. More than 280 WoMM companies are profiled and 42 case studies are included.
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Metrics Best Practices Guidebook
The promise of word of mouth (WOM) marketing initiatives has practically saturated the consciousness of every brand marketer: relevant, more targeted reach leading to more efficient use of marketing dollars, a virutal focus group providing commentary about a company's products and services, and opportunities for engaging customers in greater dialogue, just to name a few. But one important barrier to adopting WOM marketing more broadly has been a lack of understanding about what, and how, to measure the impact of WOM marketing. Without this understanding, we lack the ability as marketers to build our business cases, demonstrate the impact of our programs, and have the security and support from upper management to make huge leaps forward.
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WOMMA Terminology Framework
A unified framework for describing and measuring word of mouth marketing. Authored by the WOMMA Research Council. This Framework provides the units and nomenclature that media companies, word of mouth marketing services firms, and brand marketers can use to plan, price, buy, and measure word of mouth marketing campaigns.
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Measuring Word of Mouth, Volume 4 (and Volumes 1-3)
WOMMA has released the latest and greatest industry research in an easy to follow textbook. Measuring Word of Mouth, Volume 4 is a great addition to your resource library. If you haven’t already sent thank you gifts to your clients, this textbook is the perfect idea. Covering topics from the impact of reach to measuring the value of WOM and offline and online WOM comparisons, Measuring Word of Mouth vol. 4 is a must-have 200+ page full-size soft cover book.
Learn More
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Final Submission Deadline is Sept. 17!
Time to put your WOM on the line and prove you are a master in word of mouth. The WOMMY Awards are the only industry awards that focus solely on WOM. Enter to win in one of the eight WOMMY categories. This year, we are featuring two new award categories: Social Media, and Innovation.
Current Entrants Include: P&G, 360i, Weber Shandwick, 1000heads, Wanda Digital, Beck AG, BBH New York, and more.
Think you have what it takes?
Learn more here and enter today!
Read the insider tips here.
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Before you leave, make sure you see these. |
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library |
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF |
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF |
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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Random House - Random Buzzers Teen Community
In 2007, Affinitive worked with Random House on a “pilot” program to help promote a teen-oriented book for an unknown, first-time author. Based on the success of the program and demonstrated passion of teen readers, the program was expanded and “Random Buzzers” was launched.... more.. |
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ABC Studios Advisory Panel: It’s Emmy Time!
ABC Studios had been working with Passenger’s customer collaboration platform and client services team to build and grow a private online community around fans of existing and new shows. The goal was to give producers and executives an opportunity to directly connect with viewers, engaging them in ongoing dialogue and incorporating that voice into the development of their shows... more.. |
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