11:55 — Bergen Anderson introduces BrandBuilder‘s Olivier Blanchard. 11: 56 — Olivier introduces himself, and begins by talking about engagement. Vertical engagement is what we typically talk about–the brand talking to the customer, which is based on campaigns and is on message. 11:57 — Word of mouth really scales when customers are talking to each…
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How to measure your word of mouth — live with Olivier Blanchard
Continuing our previews for Word of Mouth Supergenius: The “How to be Great at Word of Mouth Marketing” Conference on December 16 here in Chicago, we bring you word of mouth supergenius and BrandBuilder Principal and Senior Strategist, Olivier Blanchard. Olivier will be hosting the class, “How to Measure Word of Mouth,” and shared these…
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Word of mouth research: Study shows WOM marketing has 20 times higher elasticity than traditional marketing
In a study released in April of 2008 entitled, “Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site,” researchers Michael Trusov, Randolph E. Bucklin, and Koen H. Pauwels found that the elasticity (the change in sales resulting from each dollar spent) of word of mouth marketing is roughly 30 times higher than that of traditional…
Happy birthday, Fiskars — from 6,400 of your biggest fans
On its 360th birthday, Fiskars (the brand mostly known for making scissors) is inviting thousands of their closest fans — known as Fiskateers — to join them later this month in a celebration at Disney World. With over 6,400 members, the Fiskateers program — created with the help of the brilliant folks at Brains On…
Announcing BlogWell San Francisco: How big brands use social media
Hear Dell, Cisco, Wells Fargo, Intuit, SAP, Kaiser Permanente, and more as they share corporate social media case studies at BlogWell San Francisco on June 23. In one afternoon, we’ll discuss measuring ROI, managing teams, dealing with legal issues, working with agencies, BtoB blogging, internal communications, blogging in regulated industries, and creating great content. This…
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