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June 25, 2006
Which brands have the most word of mouth?
Ed Keller answered this question at WOMMA's Basic Training conference last week in San Francisco.
The answer comes from his company's TalkTrack tool, which measures online and offline word of mouth. Ed contrasted brands with the most word of mouth vs. brands with net-positive (positive minus negative) word of mouth.
The rankings are based on 30,000 word-of-mouth brand mentions recorded in April-May 2006 by 3,600 survey participants.
The brands featured in the right-hand column have positive word of mouth 10 percentage points higher than the average for all brands. Similarly, their share of negative word of mouth is half the average.
Ford has the dubious distinction with the most word of mouth of any brand but doesn't appear in the top 10 list of net-positive. All buzz is not good buzz, as described here.
More on the study. (PDF).
[Disclosure: Both Ed and I sit on WOMMA's board.]
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If you make a good product or service and allow customers to share their experiences, then you're on your way to positive word of mouth. It's unfortunate for Ford that everyone's talking about them but it doesn't reflect positively. It goes to show that if you get your house in order, the neighbors will want to visit more often.
