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July 22, 2005
Podcast: Measuring word of mouth
In this podcast, we chat with three of the many thought-leaders who presented at the sold-out Measuring Word of Mouth conference in Chicago last week:
* Jon Berry, co-author of "The Influentials" and senior vice president of NOP World, explains the value of measuring word of mouth, a few ideas for getting started in measurement, and what exactly a "WOMUnit" is.
* Pete Blackshaw, chief marketing officer of Intelliseek, dissects the popularity of top 10 blog site Instapundit.com and how it maintains influence. Pete also explains the new features of blog-tracking service BlogPulse.
* Dr. Walter Carl, an assistant professor at Northeastern University who studies the intricacies of word of mouth, offers some surprising information about the influence of women on word of mouth and the differences between word of mouth agents and the general population.
To listen now, click on the podcast icon below.
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1. Interview with Jon Berry (Begins at 1:00)
2. Interview with Pete Blackshaw (Begins at 9:19)
3. Interview with Dr. Walter Carl (Begins at 20:20)
4. Wrap-up (Begins at 31:18)
Links to people, companies, articles, blogs, etc. mentioned in the podcast:
* Jon Berry, senior vice president of NOP World
* WOMunit (PDF)
* The Sopranos
* The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy
* Bush's grassroots word of mouth campaign
* Pete Blackshaw, chief marketing officer of Intelliseek
* BlogPulse's Author Profile tool
* Instapundit.com's Glenn Reynolds
* BlogPulse's Conversation Tracker tool
* Jeff Jarvis complains about Dell
* Dr. Walter Carl, an assistant professor at Northeastern University
* Frederick Reichheld's article in the Harvard Business Review, "The One Number You Need to Grow"
* Gary Stein
Intro/close: "G.L.S." by Salme Dahlstrom
Break 1: "912 Players" by Ernie Lake and Scott P. Schreer
Break 2: "Retro Petro" by Ernie Lake and Scott P. Schreer
Break 3: "Swing" by Ernie Lake and Scott P. Schreer
Podcast hosting provided by Conference Calls Unlimited
Tell us what you think! Add a comment below, or send an email to talktous(AT)customerevangelists.com.
Or leave a short voicemail message on our special Podcast Feedback Line: 1-312-896-5095. Follow the prompts and you'll have 3 minutes to leave your audible letter.
Previous podcasts are here.
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WOM units... yikes! Good for you guys for standing your ground on this item. Anytime too much language is invented, the real issues tend to get missed.
I agree with your comments about campaigns. Some of the WOM marketing is sounding more like experiential marketing. In other words temporary events... However, the real game is adopting a focus on the way a business operates, and to create something (an experience) that is remarkable - something worth talking about!
Now, onto the heavy breathing... Ben, you gotta turn down your microphone, or get the oxygen hooked up during the answer part of interviews! I actually felt short of breath during the podcast. At least I think it was you Ben... if it was Jackie, well then maybe it was sexy... Talking about a WOM unit!
LOL Kyle. It was me. You should see my black mask/helmet and cape.
Great podcast, Ben & Jackie. Thanks for all the tough questions - you should have MC'd the conference!
We are definitely in the earliest stages of figuring out how to discuss and meausure word of mouth. It's a core part of the WOMMA mission - but we have a long way to go.
This conference and the book we published is the first (but important) step in building a sustainable framework for WOM measurement. We invite everyone who is interested in measurement-related questions to get involved and lend us their time and ideas.
Word of Mouth Marketing Association
312-335-0035 - fax: 312-275-7687
333 W. North Avenue, #500
Chicago, IL 60610
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Andy -- Congrats on assembling a second sold-out conference. Looking forward to 3-for-3.
You may well laugh Ben McConnell - but I've been using this one for at least 4 months now...
"I think this campaign calls for some WOMBAT!"
Blank faces all around - "You know - some Word Of Mouth Bespoke Application Technology"
Well - it keeps me amused...
good podcast - bu bye!
You're right, David: I did laugh!