A brief discussion of WOM measurement

An experiment where I’ll share the data

An offer to continue the discussion

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

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

102:  Outcomes    Revenue  Costs  Brand  Percep3on  

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  

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)    

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

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  

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