Affinitive’s Social Media Playground

An interesting new phenomenon is emerging in social media: the unofficial brand app. In this age of file sharing and remixing, it’s not uncommon for people to appropriate content for personal expression or consumption. But these are quite different than fan pages or shared MP3s. These are deliberate business ventures and they raise interesting issues […]

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With consumer brands increasingly moving from monitoring conversations to executing word of mouth marketing programs there is a growing need for clarification of the various options available to a brand marketer when executing a WOMM initiative.
Most everyone we talk to understands the need and importance for word of mouth but since it’s still a relatively […]

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Word-of-Mouth is a fickle beast. It is difficult to trigger WOM for a product, but it is even harder to determine how the word will be spread, how the message changes, and who it will reach as it goes from one generation of consumers to the next.
Keller Fay Group released research showing that 90% of […]

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More than four in 10 consumers aged 18+ (42.6%) say their electronics purchases in 2007 were influenced by word-of-mouth (WOM), according to a recent study by BIGresearch.

Medium
2007

Word of Mouth
42.6%

Read article on product
34.3%

Newspaper inserts
30.5%

Broadcast TV
27.9%

In-store promotion
27.4%

Magazines
24.7%

Coupons
23.1%

Direct mail
22.5%

Internet advertising
22.4%

Newspaper
21.8%

Email advertising
21.5%

Product placement
13.9%

Satellite radio
8.4%

Yellow pages
7.9%

Instant messaging
7.5%

Source: “Simultaneous Media Study 11,” BIGresearch.

[…]

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Two recent articles have caught my attention that attempt to challenge some of the fundamentals of word of mouth marketing theory and metrics:
The first, Is the Tipping Point Toast, discusses challenges being made to the “influencer” model made famous in WOM101 books The Tipping Point and The Influentials. In it, Duncan Watts, a researcher at […]

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