This blog creates a space to discuss my research on word-of-mouth communication and buzz marketing practices.
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Well, the folks at Edelman and PRWeek outdid themselves in putting on an informative and interactive conference on the implications of social media for the communication industry (esp. I started blogging during the event (see my last post) but was unable to keep up with all that was going on.
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Read New Media Summit 2007 Resources (Links)
The first panel was about engaging consumers through social networks. A first answer to this question that he provided was "relevancy". The invitational model forces companies to come up with something useful and relevant to people's lives that make those people want to invite the brand in.
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Read Live from New York, It's Friday Morning at the New Media Academic Summit (Links)
I'm very excited to announce that I will be participating on a panel at the New Media Academic Summit 2007 in New York City next week.
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Read New Media Acadmic Summit 2007 (Links)
I corresponded with Professor Watts via e-mail about this point and learned the reason R was computed as a final value, rather than at each degree or generation, is due to the simplifying assumptions made in the paper (which, to their credit, the authors explicitly point out).
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Read Viral Marketing for the Real World and The Theory of Big Seed Marketing -- A Critique (Links)
Read Reflecting on Your Own Word of Mouth Communication Practices (Links)
I think some larger companies have changed the most because they have created distance between themselves and their customers and have relied on advertising to do the communication work for them, and have not prioritized listening and feedback.
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Read Interview with Publicity Club of New England (Links)
Read WOM Marketing for Higher Education and Studying Overseas -- Call for Resources (Links)
If you're reading this and you know about examples of WOM marketing initiatives for the visual and performing arts please let me know. She is with the Bolz Center for Arts Administration and is doing research on WOM marketing and the arts.
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Read WOM Marketing for Visual and Performing Arts -- Call for Resources (Links)
Study by Alain Samson at LSE introduced the Net Advocacy Score arguing researchers need to better account for negative WOM and actual behavior (not just intentions).
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Read What's The Score -- More Coverage of NPS in UK-Based Research. (Links)
We hear a lot these days about how companies need to "get into the conversation" but her book makes this very concrete and tangible, peppered with examples from actual companies who have done so successfully (or not so successfully).
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Read Beyond Buzz: The Next Generation of Word-of-Mouth Marketing (Links)
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