Measuring Word of Mouth, Volume 1
The first report on this important topic
Featuring 30 original articles on this cutting-edge topic -- the best data from the most prominent experts. Read the research first! A WOMMA anthology of current thinking on measurement and metrics in word of mouth marketing (226-page full-size soft cover book).
| Introduction and Thanks | Andy Sernovitz |
|---|---|
| WOM Terminology Framework | WOMMA Research and Metrics Council |
| Customer Passion is an Inside/Out Proposition | Kathy Baughman, ComBlu |
| Leveraging Traditional Tools for an Integrated Word-of-Mouth Campaign | Jon Berry, Gfk NOP |
| Online Word of Mouth: Consumer-Generated Media 101 | Pete Blackshaw and Mike Nazzaro, Intelliseek |
| Integrated Interactive Marketing: Quantifying the Evolution of Online Engagement | Charles Buchwalter, Neilsen//NetRatings |
| Comments on the WOM Technology Framework | Larry Burns, StartSampling |
| Mapping the Conversational Geography of Word-of-Mouth Marketing | Walter Carl, Northeastern University |
| Utilizing WOMMA Framework to Build a Syndicated Buzz Tracking Product | Jonathan Carson, BuzzMetrics |
| What Motivates People to Review a Product Online? | Chrysanthos Dellarocas and Ritu Narayan, University of Maryland |
| Online Influence and the Tech-fluentials | Sarah Dietz and Idil Çakim, Burson-Marsteller |
| The ROI of WOM | Jeff Eisenberg, Future Now |
| The Category Influentials Segment | Brad Fay, GfK NOP |
| How to Analyze Consumer Generated Media in the New Age of Word of Mouth | Jeffrey Feldman and Andrew Bernstein, Cymfony |
| A 10 Point Road Map to Planning and Measuring the ROI of WOM | Laurent Florès, CRM Metrix |
| Strong Brand + Traditional Marketing = Word of Mouth Marketing Success | Neil Foote, REACH Media |
| Utilizing the WOM Terminology Framework: WOM vs. Email Marketing | Sean Glass, Higher One |
| The Building Blocks of Word of Mouth Marketing | Karthik Iyer, Intelliseek |
| Innovators, Connectors, Salesmen, Mavens, and WOMMA | Dr. Max Kilger, Simmons Market Research |
| A Case for Using the Internet to Track Offline, Organic Word of Mouth | Karen Kraft, Decision Analyst |
| Measuring BzzCampaign Word of Mouth Activity Using the WOMMA Terminology Framework | Matt McGlinn, BzzAgent |
| Word of Mouth Watch-Outs | John Moore, Brand Autopsy |
| Automotive Brand Buzz: New Ways to Target Customers | Ted Morris and Bradley Silver, Brandimensions |
| Put the Money Where the Mouth Is | Promise Phelon, The Phelon Group |
| Word of Mouth Within the Simultaneous Media Exchange | Joe Pilotta, BIGresearch |
| What Makes a Product Worth Talking About? | Terry Pittman, AOL |
| Online Photo Resources Emerge as a Popular Community Hub | Jeremy Shermak, comScore Networks |
| Why Can’t You Measure Word of Mouth by Standard Methods — Boy, Is Your Boss Going to be Mad! | George Silverman, Market Navigation |
| The Economics of Evangelism | Gary Stein, Jupiter Research |
| Is Word of Mouth Impacting Your Web Site? | Jim Sterne, Target Marketing |
| Tracking Influencer Word of Mouth | Matthew Stradiotto, Matchstick |
| A PeoplePower View of WOMMA’s Word of Mouth Terminology and Metrics | Greg Wester, VoodooVox |