I sit on the Word of Mouth Marketing Association’s (WOMMA) Research and Measurement Council. Over the last year we had the very important task of defining key measurement models fundamental to determining Word of Mouth Marketing (WOMM) impact and ROI. I am happy to report that the first version of the guidebook was officially released at the WOMMA Summit held in Las Vegas on November 18!
Metrics run the gamut from:
· Conversation volume and share
· Reach
· Sentiment analysis
· Advocacy
· Influence factor
· Cost per conversion
· Marketing mix modeling
· Ratings and reviews
· Conversation value
· Social marketing metrics
· A special section devoted to program ROI
· Cost deflection
The Metrics Best Practices Guidebook contains definitions, key considerations, real case studies, application models and a slew of resources from industry experts, thought leaders and respected academicians. We clearly defined the role of social media and where it fits under the WOM umbrella, recognizing that WOM has many forms – both on- and off-line. My contribution focused on ROI attained through Cost Deflection.
We hope that this becomes a useful tool for both brands and agencies alike. Devoid of bias, the book was written with the intent that all marketers and businesses, big or small, can learn and benefit.
Download your FREE copy here and let me know what you think!
Senior Consultant
Jenny is a digital content strategist, who leads customer-centric engagements that focus on understanding B2B buying behaviors and developing custom roadmaps.
Her expertise is creating buyer personas and mapping digital content journeys to assess the multi-channel user experience. She helps clients operationalize plans across workstreams and identifies processes to create efficiencies in marketing operations. Jenny also has extensive time under her belt developing and managing customer advocacy programs and community building.
She has helped a diverse group of organizations including Cisco, VMware, Verizon, Microsoft, Dell, BMO Harris, Capital One and many others become more customer-centric.