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Word of mouth spread offline is more positive and more likely to be interpreted as credible than WOM spread online, according to a recent research study from WOMMA member company the Keller Fay Group. Fifty-nine percent of those surveyed indicted they found WOM transmitted face-to-face and on the phone was "highly" credible, versus 49% for online WOM. The study also found that 66% of face-to-face WOM communication was "mostly positive" versus 57% of the impressions on blogs and chat rooms. Offline WOM was also found to be 7% more likely to lead to purchase intent, according to the research.
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This post from Sean O'Driscoll on the Social Media Conversations blog features some take-aways and lessons for anyone working in the social media arena. The lessons vary from "features are not experiences" to "social media is not new ... just digitizing the norm," and provide valuable insight into social media -- from an expert perspective.
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This article proposes that the measurements typically used to gauge the success or failure of a blog -- unique visitors and page views are most common -- might not be the best measure of its true merit. Having a high bounce rate, for instance, might be counted as a strike against any other kind of website, but should be reinterpreted in the case of blogs -- where people generally come to read a specific post instead of to make a purchase. A better measure of blog success, according to the article, is length of visit, which indicates that those who visit are actually reading the blog's content.
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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.
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According to a new study from ExpoTV, 55% of consumers want to engage in a dialog with brands, and 60% of the consumers polled said they tell 10 or more people about products they have positive experiences with -- and a third tell 20 or more people. Consumers who had direct contact with brands were more likely to purchase from them, with 89% indicating they would feel more loyal to a brand if they were invited to be part of a feedback group and 92% saying a positive communication experience with a brand would prompt them to make a recommendation.
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This post by Paul Chaney on the Conversational Media Marketing blog takes a look at the fast-paced, ever-changing, and seemingly constantly beta world of social media. Consumers are changing their online preferences and the sites they gravitate to at the speed of new innovation -- but rather than avoiding the space out of fear or exhaustion, Paul posits that if you want to stay on the cutting edge -- instead of being left on the cutting room floor -- you're better off resigning yourself to keeping up.
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