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Here are some fast tips for how to gather market intelligence from social media sources. While doing so might seem like a daunting task, sifting through what folks are saying about you, your brand, or your market category online can reap tremendous returns for your organization. As we're fond of saying here at WOMMA: Listening is a big component of word of mouth.
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More than half of adults rely on social media as a way to communicate with friends, family, and colleagues, according to a recent installment of Universal McCann's "Media in Mind" study. The study also found that a full 85% of adults aged 18-34 use at least one Web 2.0 platform consistently to stay in touch with their peers. These numbers, the study reports, are consistent with across-the-board shifts in consumer communication preferences -- which are moving away from analog technologies in favor of newer channels.
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On the Emergence Marketing blog, *** Gossieaux points out that marketers are awfully presumptions if they think they can just "do" social media marketing. According to ***, social media isn't a channel like email or print; it's a whole new platform that has entirely changed the game. The players, tactics, and scope have all changed, and the sooner marketers understand and embrace that concept, the better equipped they'll be to push their goal through the new playing field of social media.
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Work on WOMMA's fourth volume of "Measuring Word of Mouth" is underway, which means this is a great time to roll up your sleeves, get involved, and show off the amazing work your company has done in word of mouth research.
>> Submit a Word of Mouth Marketing Research Paper
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Whether you choose to submit a paper to the main body of the book or to our special section on valuing a conversation, your contribution sets you apart as an expert in the WOM industry. Not only that, contributions to "Measuring Word of Mouth, Vol. 4" will inform the content for our 2008 Research Symposium in November -- so folks whose research work is accepted into the book will have first dibs on speaking slots.
And you don't have to start from scratch. This is a great way to get more mileage out of work that your company has already done. If you have a research report, research article, or research-based whitepaper, repurposing it based on the "Measuring Word of Mouth" guidelines is an excellent way to increase the value of the work you've done.
>> Submission Timeline
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* June 30 - Topic Proposal Submissions Due (HURRY!)
* July 28 - First Draft of Papers Due
* Sept. 15 - Final Paper Submissions Due
* Nov. 12 - Research Symposium (Paper Presentations)
To find out more, and to get a copy of the "Measuring Word of Mouth" style guide, email: editor@womma.org.v
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When you turn your message over to consumers, there's always a chance it'll get hijacked, pranked, punk'd ... or even Rickrolled, as in the case of a recent New York Mets contest, where fans were asked to choose a new sing-along song for the stadium, and write-in gagsters created a landslide vote for Rick Astley's "Never Gonna Give You Up." So how do you protect your CGM efforts while still fostering consumer involvement? One way is to write measures into the official rules that gives the company final say in the results regardless of how users vote. The article warns that having a "true" winner is always the best bet, but suggests that cautions need to be taken to ward off hijackers.
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This article from Globe and Mail offers some tips for how to diffuse negative online buzz -- first by listening to it and understanding what people are saying about you, and then by finding a way to unobtrusively enter the conversation. Some of the solutions suggested in the article are somewhat rudimentary -- for instance, the suggestion to start a blog -- but it's good refresher advice for an organization looking to dip its toe into the social media waters.
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>> Take part in the "Social Media Marketing: The Latest Buzz on Word of Mouth" benchmark study from the Aberdeen Group and receive a complimentary copy of the report (a $399 value). This study will allow your organization to benchmark its customer feedback management activities -- and should only take a few minutes to complete.
To take the survey now, visit:
http://www.aberdeen.com/survey/socialmediamarketingWOMMA/
>> Agent Wildfire is conducting a survey for The Buzz Report to get a clear picture of stakeholders' understanding, beliefs, and adoption of word of mouth within their organizations. Folks who take the survey have a chance to win one of twelve word of mouth marketing books -- and can opt in to receive a free copy of the results.
To take the survey now, visit:
http://www.surveymonkey.com/s.aspx?sm=jzk0HTn_2fpsPO39XF_2bNFqXA_3d_3d
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We are constantly adding valuable word of mouth marketing whitepapers, research studies, essays, opinion papers, and other content to WOMMA's member center. These are just a few of the NEW items you'll find there:
>> Valuing Word of Mouth as a Function of Time
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This paper from WOMMA member company BzzAgent takes a look at the cost per minute of WOM, which it values at $0.05. According to BzzAgent, what's missing from the current slate of engagement metrics is a viable "qualities of time" measurement. According to the paper, when viewed strictly on time engaged, experimental and event marketing dominates.
>> Collective Intelligence Webcast from BrandIntel
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This webcast from WOMMA member company BrandIntel takes a look at the paradigm shift that's occurring between the "new consumer" and the "new marketer." According to BrandIntel, Consumer-generated content is quickly overtaking traditional media as the primary source for product information and marketing. As a result, social computing has quickly grown to become an intrinsic part of the marketing mix.
>> WOMM-U 2008 Video Archive
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WOMMA has the video archive from our 2008 Word of Mouth Marketing University general session presentations available in the WOMMA Member Center. Tune in to see keynote Joseph Jaffe, Jeffrey Graham from the New York Times, Judy Stonefield from OPI Cosmetics, Carla Hendra from Ogilvy North America, Bob Pearson of Dell, Jordan Corredera of Carnival Cruise Lines, Jen Gulvik of Houlihan's Restaurants, and more!
WOMMA members, log in to the WOMMA Member Center to get your hands on this great content:
http://womma.leveragesoftware.com/blog_view.aspx?CustomerID=memberlibrary
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Your First Source for All Things WOM
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The WOMMA Word puts up-to-the-minute word of mouth stories in your hands every day with an easy-to-swallow dose of news, strategies, case studies, campaigns, jobs, research, and more. If it's happening in WOM, WOMMA's The Word's got it covered.
Read the Blog and Archives
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Give us some feedback!
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The Word of Mouth Marketing Association
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WOMMA is the official trade association for the word of mouth marketing industry. Our more than 385 members are building a prosperous word of mouth marketing profession built on best practices, effective standards, and ethical leadership. Those are the qualities that bring WOMMA members together -- and we hope that you will join us if you share these values.
Learn more about WOMMA
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Shannon Stairhime, Editorial and Content Manager
65 E. Wacker Place, Suite 500, Chicago, IL 60601
1-312-853-4400
editor@womma.org
http://www.womma.org
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© 2008 Word of Mouth Marketing Association Inc. You may forward this email if it is not altered in any way.
WOMMA and Word of Mouth Marketing Association are registered trademarks of Word of Mouth Marketing Association Inc.
WOMMA respects your privacy. We will not release your email address ever, for any reason.
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