February Espresso Briefing: James Whatley presents The Best WOM Case Studies of 2010…so far
February 8, 2010 at 4:50 pm | In Events, WOM thought leader | Leave a CommentTags: 1000heads, espresso briefing, james whatley, social media case studies, wom case studies, wom uk
Fed up with all the theorising about word of mouth and want to really know who’s doing it well and how? Eager to see how WOM is already evolving for big businesses in 2010?
Well register now for our next Espresso Briefing on Wednesday 24th February at 8.30am, when James Whatley, Engagement Director for leading WOM agency 1000heads, will be looking at six of the best WOM Case Studies of 2010 so far.
As someone with a longstanding background in the WOM space both as a practitioner and a blogger brands have been eager to woo, James works with 1000heads clients such as Nokia, Canon and P&G to craft effective and impactful consumer engagement.
He says “We’re already six weeks into 2010 and although we were promised jetpacks, what we have been given instead is some outstanding examples of how to fully leverage WOM in a modern campaign strategy. Cross touch-point, cross company and cross passions.” In his presentation, he’ll consider:
- What does true WOM success mean?
- Six of the best case studies of the year
- How WOM is evolving into the new decade and how brands can get involved
The event is FREE to both Members and Non-Members and will take place from 8.30am – 10.30am at GolinHarris, Fox Court, 14 Gray’s Inn Road, London, WC1X 8WS, with plenty of time for breakfast, networking and conversation around the presentation itself. Pre-registration is essential, so please email julian.fergson@womuk.org to secure your place.
Join WOM UK at Like Minds 2010
February 2, 2010 at 11:53 am | In Events | Leave a CommentTags: drew ellis, john bell, like minds 2010, molly flatt, scott gould, wom uk, womma
WOM UK is by logistical necessity rather London-centric, so we’re delighted to be speaking – and listening – at the Like Minds 2010 conference in Exeter this month.
Taking place at the Exeter Conference Centre on Friday 26th Febraury, Like Minds is the brainchild of Scott Gould and Drew Ellis, who are determined to bring world-class thought leadership on the subject of ‘People to People: The New Social Business’ to everyone in a friendly, non-political and provocative way. There will be six keynote speakers, including John Bell, President of our sister organisation WOMMA, 18 panelists, including WOM UK President Molly Flatt, and 6 moderators to ensure that the sessions really are conversations.
This should be a rare opportunity to meet global experts, local leaders, and like-minded individuals from diverse walks of life, so book now if you’re interested – tickets are running out fast. And leave us a comment or a tweet if you’re coming and would like to hook up with Molly to talk about word of mouth, WOM UK, or indeed the joys of Exeter Cathedral.
Has Dr Robert East shown us the future of WOM measurement?
January 28, 2010 at 6:27 pm | In Uncategorized | 1 CommentTags: dr robert east, measurement, net promoter score, social media, WOM, word of mouth
Wednesday morning’s espresso briefing event certainly drew a big crowd – and a host of questions. It wasn’t surprising, as Dr Robert East’s presentation on the limitations and alternatives to the famous WOM measurement tool Net Promoter Score was provocative and persuasive in equal measure.
As Professor of Consumer Psychology at Kingston University, Dr East has long applied rigorous academic thinking to the contentious world of WOM metrics. He began by looking at the actual impact of positive and negative WOM for brands, something that NPS ignores. His research showed that measuring levels of sentiment is also more complex than it might initially seem, as detractors and promoters may not be as wholeheartedly glowing or derogatory as we assume.
He next moved on to look at the American Customer Satisfaction Index, another popular measure, and questioned the validity of ’satisfaction’ as determined by the survey – highlighting such important points as the fact that satisfaction is proved to have little correlation with customer retention, and is only one of the causes of WOM.
By proposing a new methodology that takes into account these discrepancies and subtleties, Dr East showed that there could be a way of producing a much more reliable and effective measurement. This was very well received, and prompted a lively debate, with most of the questions circling the perennial problem of measuring essentially emotional and complex data quantitavely, and how to incorporate the differing value of different types of WOM. The issue of offline monitoring was also raised, with Dr East suggesting that examining individual industries and passion groups was the best starting point for gaining deeper insight. Check out the full presentation below.
What is certain is that this is an area that will be central to the growth and strength of the WOM industry in the next few years – and that an injection of funding is badly needed to investigate new systems large-scale. If you have any questions, comments, or suggestions for Dr East in securing further funding, leave a comment below or get in touch.
WOM UK collaborate with WOM Japan
January 20, 2010 at 1:43 pm | In News | Leave a CommentTags: japan, japan social media, wom j, wom uk, word of mouth marketing
Word of mouth marketing is an industry which, thanks to social media, crosses geographical and cultural barriers regardless of the brand or agency. That’s why, alongside focusing on insight and education about the UK WOM scene, we keep a strong global outlook; as partners to WOMMA we have strong links with the US and invite thought leaders from across Europe and America to identify mutual discoveries, differences and trends.
Global Web Index’s Global social web involvement map
So we were delighted to meet with two key members of WOM Japan this week (for those of you who can speak Japanese, this is their blog) – Meri Yasuda from innovative content creators Dai Nippon Printing Co and Shin’ichi Miyajima from the Digital Content Association of Japan. WOM J have also recently aligned themselves with WOMMA and it was a great opportunity to share stats, case studies and observations about which social platforms are driving conversation online, how offline and online WOM are merging, and which brands are the forerunners in effective WOM activity.
With particular points of interest being the rise of mobile and geo-location, and the shifting landscape of WOM ethics and legislation, it was clear that there is a great need for closer collaboration between global WOM communities. So let us know below if you have any particular queries or areas of interest for WOM J’s directors and members, as we hope to feature a presentation from WOM J here in London soon.
Exclusive download of WOMMA 09 Summit materials
January 14, 2010 at 12:58 pm | In Events, Research | Leave a CommentTags: Research, social media case studies, wom uk, womma, word of mouth case studies
Last November’s Summit organised by our US partners WOMMA was one of the most exciting industry idea-sharing and -storming sessions of the year; a collision of brand case studies, new research and trends and academic debates that sparked some deep investigation into where word of mouth marketing currently stands.
WOM UK President Molly attended and posted an overview of what went on, but we’re delighted to announce that all WOM UK members can now download the decks presented by the keynote speakers, along with live videos from the general sessions, from the WOMMA Member Center here.
All you need is your WOMMA library username and password, provided to every WOM UK member when they join. If you’ve lost track of yours, email Julian and he’ll send it over. And if you don’t have one? Well, joining WOM UK could be just the New Year’s resolution you need…
WOM crash course comic
January 4, 2010 at 12:14 pm | In Uncategorized | 1 CommentTags: social media training, WOM 101, wom crash course, wom uk, word of mouth training
It’s probably your first day back at work, you may well have serious caffeine withdrawal from your four-day-old health kick, and your brain is likely still sluggish from transfat overload. So we’ve decided to ease you into the New Year with some pretty pictures.
Artist Mike Rhode attended US word of mouth training agency GasPedal’s WOM Crash Course and condensed the key learnings into a 25-page sketchbook. It’s a great overview for someone new to the industry, or anyone wanting a dynamic visual refresher to the business approach for 2010.
Brew your mug of peppermint tea, then download it here.
How HR professionals score as social networkers
December 14, 2009 at 3:28 pm | In Research | Leave a CommentTags: hr, Research, social media, word of mouth
We like to share the great research and thinking around word of mouth and social marketing that is constantly being done by our members, so take a look at the whitepaper WOM UK member and social media agency Pass It On Media have created in collaboration with CHA, the workplace communications specialists.
Conversations at your fingertips: How HR professionals score as social networkers looks at “how well HR professionals and consultancies are embracing this new medium, and how their organisations could benefit from a strategic approach to social networking to build closer relationships with clients and customers, employees and suppliers.”
As the graph above suggests, the findings might come as a surprise; the majority of work and career conversations are positive, despite the current difficult environment. The study found that HR professionals’ nervousness about embracing social networking is not vindicated by the online content, and that the field is still wide open for commercial players to get involved in conversations to build their brands, position themselves as thought-leaders and attract staff, clients and interest from influencers through word of mouth.
Look through the full whitepaper below and let us know your thoughts in the comments; if you’d like to discuss further or set up a WOM UK debate or workshop on the subject, drop us a line.
January Espresso Briefing: Dr Robert East on moving your WOM measurement beyond Net Promoter Score
December 10, 2009 at 1:51 pm | In Events | Leave a CommentTags: consumer behaviour, net promoter score, professor robert east, social media measurement, wom uk, word of mouth measurement
We’re going to kick off the New Year with a corker of an event. At 8.30-10.30am, Wednesday 27th January at Guardian News & Media, Kings Place, 90 York Way, London N1 9GU, Dr Robert East, Professor of Consumer Behaviour at Kingston University, joins WOM UK to discuss: Net Promoter Score is a popular WOM measure but are there better alternatives?
Net Promoter Score is a popular WOM measure for assessing the performance of the brand/company. Along with satisfaction measures, it does predict sales growth. However NPS has several deficiencies as a measure; in particular it fails to measure negative word of mouth. With increasing interest in predicting sales, profits and equity gains, we need customer metrics that do a better job at predicting customer behaviour. In this lively morning event, Dr East will be asking:
- Why does NPS have shortcomings as a measure for WOM?
- What are the alternatives and why are they better?
- What are the implications moving forward?
Dr Robert East is Professor of Consumer Behaviour at Kingston University and directs the Consumer Research Unit in the Department of Strategy, Entrepreneurship and Marketing. He is one of the world’s most authoritative and respected leaders in word of mouth, brand switching and loyalty. He is the author of numerous books and articles on consumer behaviour and his research on word of mouth has been pivotal in improving our understanding of the importance of WOM.
All our Espresso Briefings are FREE and include breakfast and networking. To register for a place please email julian.ferguson@womuk.org – members get priority booking.
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