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Measuring word of mouth marketing campaigns

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After missing last week’s chat on social media measurement for marketing campaigns because I was in Las Vegas for the BlogWorld Expo, I eagerly waited for the #smmeasure chat to begin.  This week’s chat focused on measuring word of mouth campaigns.   Thanks to Garry Przyklenk for taking on co-hosting duties last week with my partner in crime, Sysomos’ Community Manager, Sheldon Levine @sysomos.

#smmeasure chat #13 recap

Many social media folks define word of mouth as “viral”, but that’s just one part of one of the most powerful marketing campaigns.  To clarify what word of mouth marketing is, I asked our community.  If you have any questions, tweet @smmeasure without the #smmeasure hashtag.  Take a look at the full transcript.

Q1: What is your definition of word of mouth?

  • @brightmatrix:  “Not intentionally trying to “go viral” :-)”
  • @digitalmention:  “A lot of chatter about your brand.”  “One word – buzz.”
  • @ken_rosen:  “”the ultimate question” Would/Do you rec’d brand to a friend?”
  • @msbruschetta:  “The Rule of Seven! Are you / your biz being talked about? Less important how / where; most important what’s being said!”
  • @jgombita:  “Word of mouth” is when people are spontaneously doing marketing for your prodcut/service (usually positive) without any prompting”
  • @AlexConde:  “When people start having their own conversations about your brand”  “Word of Mouth is what happens when the Brand gets released into the wild”
  • @RepuTrack:  “when I think #wom, organic and unsolicited come to mind”
  • @ellerich:  “when I can see ppl talking online about my brand & observe the natural conversation flow!”

Q2:  How do you create word of mouth activity? Is there a formula for success?

  • @jgombita:  “you create word of mouth marketing by offering a quality product or service that gets people talking!”
  • @theelusivefish:  “be remarkable. If you don’t have something worth remarking on, people won’t. Aside from that” “Don’t throw any roadblocks in the way of being remarked on. Make it happen as easily as possible.”
  • @40deuce:  “I’d say give the people something to talk about (and then hope that they do)”
  • @MolsonFK: “is be relevant enough of an answer? I like, therefore I WOM”  “or very often, i hate, therefore I WOM”
  • @marketwire:  “Cust serv and a valuable/reliable product goes a long way in generating “buzz” and creating customer advocates”
  • @paulgailey:  “Zag when everyone zigs”
  • @RepuTrack:  “well-thought comm plan. timely response in crisis or inquiry. Rolling-up sleeves w/ corrective. Trust & #wom relevance follow”
  • @iMediaMichelle:  “#wom = Giving your audience something to talk about that THEY CARE about”  “IMO being remarkable starts w/a qlty product, svc or idea + passionate people/story behind it”
  • @theelusivefish:  “goal:being talked about. Measure:number of conversations about you. #smmeasure Online as proxy for offline. Survey for actual.”
  • @Chels_McD:  “I think you need to live by 3 key pts: is it relevant? relatable? recent? stay up-to-date with info and people keep talking about you”

Q3:  What social media metrics are used to measure user action online and offline?

  • @brightmatrix:  “QR codes? I assume you could add metadata to determine the promotion it came from.”
  • @BigThinkerJon:  “Offline measure? How about smiles, product purchase, and witnessing actual IRL (in real life) interaction – but hard to measure 2 of those!”
  • @RepuTrack:  “the one major setback w/ sentiment metric is the tide of paid sponsorships mistaken for brand evangelism”
  • @MolsonFK:  “induce offline via tweetups, facebook meetups, ning events, etc.”
  • @Chels_McD:  “we’re all selling something, if you want to know if you’re online/offline presence is strong, check your/ your clients’ sales”
  • @terryvanhorne:  “Future of Local may b in apps like 4sq & leveraging FB and Google API”

Q4:  How do you differentiate between folks who generate buzz and customer advocates who make recommendations?

  • @RepuTrack:  “The splitting hairs answer to Q4 should be disclosure, but that would be too easy ;)”
  • @autom8:  “buzz generators: random catalysts | customer advocates who recommend: organically cultivated brand champions”
  • @MolsonFK:  “how do you differentiate between ice cream & gelato? They’re different, but the same (and 1 has a lower butterfat content)”

Q5:  What is the best way to measure word of mouth success?

  • @autom8:  “the aggregate value/impact of actions successfully taken on what was being virally spread thru given WOM campaign”
  • @steve_dodd:  “How to Measure WOM Success? First you must define “Success”.”

Check back here every Friday for chat recaps and transcripts.  Join the Marketwire Facebook page to get #smmeasure weekly topics.  If you have any questions for the community, tweet @smmeasure or @marketwire or send me an email nshin[at]  Keep track of all the #smmeasure chat recaps.

Join the #smmeasure LinkedIn Group to connect with others interested in social media and measurement.  See you next week at 9:00 am PST, 11:00 am CST, 12:00 pm EST, 5:00 pm if you’re in London, and 3:00 am Friday if you’re in Melbourne.

See you next Thursday,

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