WOMM-U Case Study Speaker: Jeffrey Graham of The New York Times

Jeffrey Graham, Executive Director of Customer Insights, leads a 30-person corporate research team for The New York Times and nytimes.com, which includes advertising, product, marketing and strategic research, web analytics, and database marketing. Previously he was SVP of Strategic Research and Accountability Director for Starcom MediaVest, where he led communication research for Procter & Gamble, as well as research for P&G's television and digital investments.

At WOMM-U, Jeffrey will share recently-published findings on using word of mouth tracking to measure the effects of online and offline advertising. The presentation will highlight how the New York Times is using this approach to understand its audience and measure the effectiveness of campaigns in the newspaper and on its website.

Learn:
- How to use word of mouth to track online and offline marketing efforts
- How word of mouth can help you better understand your customers
- How advertisers can use display advertising to target influencers and grow advocacy for their products
- How publishers can capture value beyond branding and direct response

To meet Jeffrey and other WOMM-U case study speakers, peruse the agenda, check out the keynote presentations, or to register, visit:
http://www.womma.org/wommu

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People Trust WOM From Friends More Than Any Other Source

This blog post from Forrester senior analyst Jeremiah Owyang takes a look at several different research sources, all of which address the idea of trust. According to research from Forrester, Edelman, and Pollara, consumers still trust recommendations from friends ahead of all other sources -- from traditional media, to bloggers, to, as Jeremiah quotes "strangers with 10,000 MySpace 'friends.'" The boiled down take-away message from the post is that honest, authentic word of mouth is still the best way to spread the kind of information that impacts consumers' purchase decisions.

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Social Media Measuring Podcast: Listen, Track, and Get Involved

This podcast with Paul Dunay and Mike Spataro from WOMMA member company Visible Technologies takes a look at what to do beyond simply tracking online conversations about your brand. Once you've got an ear to the social media ground, what next?

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A Look at Twitter for the Still-Uninitiated

For as much attention as microblogging site Twitter is garnering among the social media elite, it's still considered a niche platform and hasn't yet gained traction among the mainstream internet users. This article from The Washington Post provides a simplified look at what Twitter is and what Twitter can do -- for the common user. It's worth a look for the Twitter-curious, and worth passing along to your Twitter-oblivious friends.

More from The Washington Post

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