WOM Research #2.13
- Wommie Awards: 'And the Winner Is ...'
- Social Networkers Ask Peers for Recommendations
- Experience, WOM Motivate Gamers' Purchases
- From the Archives:
Customers as 'Partial Employees'
 Tell a friend: http://www.womma.org/taf.htm
1> Wommie Awards: 'And the Winner Is ...'
WOMMA is proud to announce the winners of its first annual Wommie Awards. The Wommie Awards were created to recognize amazing word of mouth campaigns and the fabulous people who create them, and everyone who submitted to WOMMA's Case Studies Library was automatically entered in the Wommie Awards Competition.
The ballots are in, and the Wommie Awards go to WOMMA member companies:
* Brains on Fire -- Creating Teen ViralMentalists for an Anti-Tobacco Use Movement
* The Coca-Cola Company -- Sprite/LOST Experience
* Yahoo! -- Yahoo! Answers: A Global Exchange of the World's Knowledge
* Hass MS&L -- Creating Buzz for the Canary Project
Wommie Award winners will have an opportunity to present their case studies at WOMMA's Word of Mouth Marketing Summit in Washington, D.C., Dec. 12-13.
Register today to attend the Wommie Awards Ceremony.
And don't forget to check out WOMMA's Case Studies Library
2> Social Networkers Ask Peers
for Recommendations
Social networkers are moving away from traditional media and are increasingly consulting peers for information and recommendations, according to a recent Compete Inc. study. The study shows that, when it comes to purchase decisions, online "socialites" are influenced more by peers and colleagues than any other source.
Other findings:
* 78% of people join a social network to meet people, 47% to find entertainment, 38% to learn something new, and 23% to influence people.
* Online socialites' annual discretionary income is nearly $8,000 -- 20% higher than that of consumers who don't use social networking sites.
* Online socialites spend nearly 25% of their disposable income on online purchases, versus 17% for non-socialites.
Learn more (Compete)
Learn more (ClickZ.com)
Learn more (BizReport)
3> Experience, WOM Motivate
Gamers' Purchases
Gamers consult many sources, including advertisements and game websites; however, their decision to buy a game is shaped primarily by experience and word of mouth, according to a recent NPD Group study.
A comScore Media Metrix study released in September had similar results. While most gamers named experience as the top influencer, 11% of console users, 8% of PC users, and 15% of mobile users named "I heard good things about it" as their top reason for purchasing a game. Recommendations from friends swayed 9% of console users, 12% of PC users, and 8% of mobile users.
Learn more (ComScore)
Learn more (NPD Group)
Learn more (1up.com)
4> From the Archives:
Customers as 'Partial Employees'
Taking into account the active work that retail consumers do, and even going so far as to view them as "partial employees," goes a long way in reminding organizations how valuable their customers really are. In their 2001 International Journal of Retail & Distribution Management article, titled "Retail Customers as Partial Employees in Service Provision: A Conceptual Framework," Hean Tat Keh and Chi Wei Teo assert that, by relying solely on store employees to provide services to customers, retail organizations are missing out on a valuable hidden asset: other customer.
The authors contend that by doing the work of driving to a store, cooperating with employees of the organization, and sharing their positive opinions with others, customers establish themselves and should be viewed as partial employees. They are vital links in the supply of labor and knowledge to the service creation process and should be treated as such.
Learn more |
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