There is a conference coming up put on by the Word of Mouth Marketing Association (WOMMA). I have added WOMMA to the long list of organizations that I'd like to join if I had the money and the resources (ie time, personnel) to leverage a membership into sales. Anyways, the conference's focus is on 'Measuring Word of Mouth'. There are some interesting presentations/papers that are being presented at the conference. (Via Customer Evangelists)
I wonder how many of these organizations actually have software/systems in place that actually measure, track and can optionally reward word of mouth? Here's a screenshot of what we have in place and some actual data from this event:
(I've covered up the email addresses to protect the innocent) The list of email addresses represent people that invited people through the event website or by using a special URL. And then, it measures which of their invitees visited the site, responded yes, no or maybe or purchased a ticket. This event didn't have ticket sales.
I just came back from a meeting in Boston with a nightlife advertising agency. With this and a few other deals I am working on, the numbers should be a lot more impressive soon. And word of mouth will be something that is manage-able and measurable. Assuming, of course, that the event is worthy of word of mouth.
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