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).

Comments

[Allen]

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[Web development lucknow]

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