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WOMMA Summit Presentation Slides Posted!

Just got back from another great WOMMA Summit in Las Vegas. Presentation slides are now posted on our website:

Slides for WOMMA State of WOM Research Address
Slides for Socializing WOM Research throughout the Organization with Bing

ChatThreads is Hiring!

ChatThreads is hiring for a Brand Touchpoint Analyst position. So if you have a research background, love looking for the story in the numbers, and want to be part of a great company in a high growth phase this is for you! Check out the description here: http://linkd.in/qKBPoN

PREVIEW: Integrated Social Media: Business Impact Study 2011 at ARF Audience Measurement 6.0

We're excited to announce a new study on social media in the marketing mix that will be premiering at the ARF Audience Measurement 6.0 conference ( #ARFAM6). ChatThreads and Ogilvy partnered to study what the true business impact is of social media. We used our BrandEncounter™ platform to track how consumers come into contact with five Quick Service Restaurant (QSR) brands and to measure the impact on their consumption frequency, amount spend, and shifts in brand perceptions.

At the conference we'll answer the following:

- Does social media impact "spend trend" (the likelihood that a consumer will increase the amount they spend at quick service restaurants) and how much they actually spent?

- Does social media impact "consumption trend" (the likelihood that a consumer will increase how many times they eat at a QSR) and how many times they actually eat at a QSR?

To be among the first to find out the answers to these questions and more be sure to attend our "Emerging Hot Topics" talk on Monday, June 13 @ 5:20 pm!

ChatThreads Presentation Slides and Paper from ARF re:think 2011

Presentation slides and paper for ChatThreads' presentation at ARF's re:think 2011 conference are now available!

The title of my presentation and paper, admittedly a mouthful, was "Real-Time Capture of Consumer Brand Encounters for 360° Media Optimization and Consumer Insights." In the paper and presentation I discuss our real-time touchpoints tracking platform, BrandEncounter^TM. Here's the executive summary from the paper:

A basic problem for brand marketers is to understand when consumers notice their brands and how these encounters contribute to purchase. Past approaches to solving this problem focus on what marketing spend or impressions are purchased rather than what consumers actually notice (purchased impressions vs. actual impressions), record a limited set of encounters, and rely on data recalled weeks or months after the actual encounter rather than at the moment of encounter.  Additionally, results are rarely available to help marketers actually inform the next budget cycle’s planning or optimization in real-time. A better solution provides validated data captured in real-time for any type of consumer brand encounter, based on what consumers actually experience, within a competitive set of brands, to offer insight, optimization, and data inputs for time-series modeling.

Download ChatThreads' ARF re:think 2011 Presentation

Download ChatThreads' ARF re:think 2011 Paper

Life of the Party

We’re happy to share that leading in-home consumer activation platform House Party has engaged ChatThreads to expand their in-house analytics capabilities. In addition to auditing House Party’s internal measurement methodologies, providing independent third-party validation and enhanced metrics for the highly successful global Windows 7 campaign, we are also providing ongoing measurement of House Party’s 2010 Kraft First Taste campaigns. Party on!

ChatThreads at WOMMA's School of WOM

I didn’t think I’d be returning to the classroom this early, but that’s what’s happening later today at WOMMA’s School of WOM in Chicago. I’ll be presenting along with Peter Storck from House Party and Jen Feeley from Kraft about how ChatThreads is working with both to measure WOM and social media events / programs. My portion of the presentation focuses on the metrics that matter, the key business questions by each, and the methods used to track each one. And if you want a little chuckle, be sure to check out the retro faculty photos.

Listening 2.0: Social CRM and the Future of Social Listening

Be sure to check out what promises to be a thoughtful and informative webinar on social CRM and the future of social listening. I'm honored to be one of the panelists and will be sharing some exciting new developments for measuring online and offline WOM and social media which you won't want to miss! Details below. (If you're not a WOMMA member but want to participate shoot me an email at chatterbox AT chatthreadscorp DOT com)

March 18 - Listening 2.0: Social CRM and the Future of Social Listening

Presenter: Rob Key, CEO, Converseon

Panelists include:

-Dr. Walter Carl, Founder and Chief Research Officer,  ChatThreads

-Jeff Zabin: CEO, Gleanster

-Pauline Ores, Market Insights, Principal Consultant Social Insights Practice, IBM Corporation

Date: Thursday, March 18, 2010
Time: 11:00 AM - 12:00 PM CST
Who: For Everyone
Register Here: http://bit.ly/Mar18Webinar
Full details here: http://bit.ly/March18Info

Do you have what it takes to be a member of the WOMMA Research and Measurement Council?

Calling all WOMMA members interested in participating in the WOMMA Research and Measurement Council. We have a number of great initiatives planned for 2010 to follow up on some of our successes from last year. If so, contact WOMMA to get the call-in details. The call is scheduled for 3 pm Eastern on Thursday. Here's a blurb on what we do:

The Research & Measurement Council is responsible for developing projects, programs and tools that engage marketers and create understanding of the importance of integrating metrics and measurement into WOM and social media marketing campaigns. Projects the Research Council has worked on recently include the development of the Best Practices for Measurement Guidebook and revising the Terminology Framework. The Research Council is also actively involved in the education development of WOMMA’s annual Summit as well as judging the WOMMY Awards.

WOMMA State of WOM Measurement Presentation 2009

Did Walter send you here? If so, I'd love to hear comments about my presentation...

Today I will be giving the Annual State of Word of Mouth Measurement presentation [links to SlideShare] at WOMMA's 2009 Summit. This is my fourth year giving this presentation and I'm honored to have the chance to do so again. 

There are a few links I will reference in my presentation and I've invited audience members to visit this post so they can link through:

WOMMA Metrics Best Practices Guidebook

Olivier Blanchard's Presentation on Definitive Social Media ROI

The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth

White Paper on Building Customer Networks for Successful Word of Mouth Marketing

Google Trend Chart for "Social Media" and "WOM"

Combining Empirical Data With Simulations

Social Media Marketing for Dummies

Visit ChatThreads to learn more!

Free access to Admap article: "Is Talking Getting You Anywhere? Measuring WOM Marketing"

Here's a PDF of my Admap article (Admap allows us to post it free for 30 days so read it now, or get your subscription to Admap). Be sure to check out other Admap articles devoted to WOM as well.

It was strange for me to give up editorial control over the final content of the article. Overall, though, the editors did a great job making my verbose language choices more concise and incorporating images and tables to bring the content alive. Just a couple comments to clarify some of the content:

- Figure 3 on p. 19: There should be a dollar sign not a pound sign by Net Conversation Value. (While we do work in the UK, this Conversation Value Model analysis was done for a U.S. client. Must have been a typo missed in the final editorial process).

- The blurb by the photo on p. 17: "Research by ChatThreads found that 50% of influencers' conversations were face-to-face, while 35% took place online." Be sure to read the full text in the body since we measured this for a new technology product launch where a company engaged influential bloggers. Other programs we measure, such as for CPG products, typically have 80%-90% of WOM that takes place offline. (Also, the article states that ChatThreads is the WOM marketing agency, while that text should refer to Matchstick).