A Discussion about Word of Mouth Marketing

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Neil Beam, speaking at the 2014 Content Marketing Retreat, Langley, WA
"A Discussion about Word of Mouth Marketing"
This presentation will unlock the mysteries of how to measure the effectiveness of Word of Mouth Marketing, in the context of content and content marketing.

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A Discussion about Word of Mouth Marketing

  1. 1. A brief discussion of WOM measurement An experiment where I’ll share the data An offer to continue the discussion
  2. 2. “Even  in  today’s  digital   world,  90  percent  of   recommenda:ons  that   lead  to  consumer  ac:on   happen  offline.”  
  3. 3. 101  of  WOM  Measurement     Ac3ons  vs  Value   ROI  is  monetary  (unless  it  isn’t)   Think  measure  first  
  4. 4. 102:  Outcomes     Revenue   Costs   Brand  Percep3on  
  5. 5. 201  Measure:  Before  a  Program     «  The  offline  conversa3on  volume  and  brand  awareness   «  Third-­‐party  scoring  results   «  The  individual's  or  cohort’s  sen3ment  towards  a  brand  or  topic   «  Content  quality  and  quan3ty   «  Network  size  and  centrality   «  The  individual’s  or  cohort’s  authority,  trust  and  credibility  
  6. 6. 201  Measure:  ASer  a  Program     «  Number  of  conversa3ons  about  the  campaign  or  topic  of  interest     «  Number  of  people  that  share  your  content     «  Number  of  comments  on  you  content     «  Number  of  ac3ons  taken  on  branded  proper3es  as  a  result  of  your  WOM     ac3ons  (click-­‐through  rates,  3me  on  site)     «  Purchases  aTributed  to  your  WOM  efforts   «  Referrals  aTributed  to  your  WOM  efforts   «  Matched  market  studies  (expensive)   «  Survey  for  before  and  aSer  changes  in  ac3vity  and  aXtudes  aTributed  to   your  WOM  efforts  (consider  surveying  in  person  or  phone  as  opposed  to   electronic)    
  7. 7. 301  =  Nuance     Scope:  U3lity  or  Project  Basis   ATribu3on  –  Create  your  own  3me-­‐based  model  
  8. 8. Our  Experiment     1  boTle  each   2  cards  =  keep  one;  share  one   3  weeks  we’ll  share  the  ROI  of  this   experiment  and  blog  about  it  
  9. 9. Offer  to  con3nue  the  discussion     nbeam@mo3vequest.com   neil@lagrima.com    

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