While it’s not the most exciting or glamorous aspect of the WOMiverse, research plays a key role in determining best practices and in molding the future of our industry.
Today was Day 1 of the WOM Summit, and primarily focused on the word of mouth studies that had been collected over the past year by a number of agencies and independent researchers. Topics included everything from boosting search traffic through user reviews to the social and traditional media effects of controversial ads in the Super Bowl.
However, a large number of today’s discussions naturally seemed to point back to two of the hottest topics currently facing our industry:
1) Identifying influencers and measuring their levels of control among their networks
2) Examining best practices for WOM campaign tracking and measurements
Both topics spurred a good amount of conversation among attendees, and opened the doors for further research and case studies to be shared. MGH has a good amount to say about both topics and we’ve enjoyed listening to the thoughts of our fellow WOM’ers.
It’s amazing to see so many people from different sides of the fence (marketers, media planners, PR specialists, major brands) openly sharing what has and has not worked for them, and collaborating on what we all can do to better shape the future of our industry.
We’re looking forward to what tomorrow and Thursday have to bring….
[youtube]http://youtube.com/watch?v=s0KI-ejlsG0[/youtube]
