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.

1. A brief discussion of
WOM measurement
An experiment
where I’ll share the data
An offer
to continue the discussion

3. “Even
in
today’s
digital
world,
90
percent
of
recommenda:ons
that
lead
to
consumer
ac:on
happen
offline.”

4. 101
of
WOM
Measurement
Ac3ons
vs
Value
ROI
is
monetary
(unless
it
isn’t)
Think
measure
first

5. 102:
Outcomes
Revenue
Costs
Brand
Percep3on

6. 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

7. 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)

8. 301
=
Nuance
Scope:
U3lity
or
Project
Basis
ATribu3on
–
Create
your
own
3me-­‐based
model

9. 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

10. Offer
to
con3nue
the
discussion
nbeam@mo3vequest.com
neil@lagrima.com