Word of Mouth Marketing Association

Proud to Call Our Members

The Shifting Marketing Landscape

Social Engagement— It’s not just a fun side project anymore

In the next 5 years, marketers expect to spend

19.5% of their budgets on social engagement, almost

three times more than the current level!

CMO Survey.com

CMO Survey

A Good WOMM Program is…

Why is it important to get people talking?

Nielson Wire 2012

Other Advertising

Friends and Family

Influencers

Prcouture.com

The New Influencers in the Emerging Spaces

Instagram and Pinterest

Pinterest is the fastest growing

network of 2012 with a growth of

Instagram boasts 100 million users

360i

2012 The Year of Visual Influencers

Social@Ogilvy

What’s the best way to reach YOUR influencers?

Content

The typical American mentions brand names 90 times a week in both online and offline conversations.

Keller Fay Research 2010

Content is not just king—it is social currency.

Hasbro

Deep, Meaningful Content

Unmetric

Baconbarter.com & 360i

C2C Marketing Through Consumer-to-Consumer (C2C) sharing and

awareness, marketers can actually harness the power of opinion.

Forrester Research

Focus on Converged Media

Altimeter

Listening is Good—Participating is Better

How to Handle Negative Content

Smart Car

Smart Car

Measurement beyond…

23

Activity Metrics Outcomes

• ↑ Likes • Number of “Talking About This” • Demographics • Reach

Face

bo

ok

• Number of Followers • Number of Retweets • Reach (available with third-party tool)

• Number of Registrants/members • Dwell time • Views • Sentiment

Twit

ter

Cam

pai

gn

Activity Metrics Alone Don’t Measure Business Results

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• Tracks awareness • Indicates number of people creating

content related to your brand • Gives insight into general category of

viewers • Measures potential audience

• Tracks individuals receiving message • Indicates when content is shared • Measures potential audience

• Tracks number of participants • Shows general level and area of

interest • Tracks total number of visitors • Approximates participant attitudes

Activity Metrics Outcomes

• ↑ downloads of product information • Number of product pages shared • Number of product reviews shared • Number of inquiries about product on review sites • Number of views product demos/video • Number of views product reviews • Number of participation levels in contests/promotions

Ad

voca

cy KPI: Generate Product or Brand Consideration

KPI: Decrease Cost of Product Support • ↑ Number of creators/critics in support community

– Customers – FTEs

• Number of questions asked in community • Number of questions answered by customers • Number of questions answered by FTEs in community • ↓ cost per question answered • ↓ time to answer • ↓ open questions • ↑ positive ratings of content/answers

KPI: Drive Product Innovation • Number of ideas • Number of idea comments/refinements • High rating of ideas • Number of votes/ideas • Number of creators/critics • Number of actionable ideas

Sup

po

rt

Fee

db

ack

• ↑ brand/product consideration • ↑ NPS

• ↑ customer satisfaction • ↑ positive word-of-mouth • ↑ revenue • ↓ cost of support

• Faster time to market • ↓ cost of innovation • ↑ product success

Converting Activity Metrics into Performance Value

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Putting It All Together…

• Solving the ROI Riddle • Influencer Handbook • Listening is Good, Participating is

Better • Social Media Disclosure Guide • All Things WOMM Blog

Additional Resources

Thank you!!

@suzannewomma