The Word of Mouth Marketing Association (WOMMA) has announced the winners of its 'Measuring Word of Mouth Vol. 3' awards, in which white papers detailing innovative WOM campaigns were described for the organisation's forthcoming book.
In compiling its member-generated research anthology, entitled 'Measuring Word of Mouth - Volume 3', WOMMA chose three winning case studies that demonstrate the effectiveness of WOM techniques.
Award winners
The winning companies, recognised largely for their contribution to the word of mouth marketing industry's growing wealth of data, were:
- Best Demonstration of ROI - Influencer Product Seeding Programme (Lauren Ackerman at Matchstick);
- Best Discussion of Lessons Learned - How WOM Impacts Medicare Product Launch and Product Design (Paolo Gaudiano, Oliver Bandte, Dejan Duzevik, and Andrey Anev at Icosystem);
- Best Use of WOMMA Terminology Framework - Measuring the Ripple: Creating the G2X Relay Rate and an Industry Standard Methodology to Measure the Spread of Word-of-Mouth Conversations and Marketing-Relevant Outcomes (Matt McGlinn at BzzAgent Inc., with Dr Walter Carl & Jennifer Oles at Northeastern University).
These papers and others will be featured in WOMMA's new book, which will be launched at the organisation's Research Symposium in Las Vegas, USA next week. Attendees of the symposium will be given a free copy of the book.
Influencer model
Apart from the general word of mouth marketing papers in the book, there is also a section dedicated to research into one of the biggest issues in word of mouth marketing research: the Influencer Model.
"The research into word of mouth marketing conducted in the past year has advanced the industry tremendously, giving us new and better ways to prove the impact of word of mouth marketing and to value it in real, tangible terms," concluded WOMMA's president, Ed Keller.
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