I-COM worldmeasurementnews

In UAE, Digital Word-of-Mouth to Drive e-Commerce

40% of MENA Internet Users Likely to Vocalise Level of Satisfaction for Products and Services

DUBAI, UAE, 28 November 2011 - Effective Measure, the leading provider of digital media planning solutions in emerging markets, today reported that 40% of Internet users in Middle East North Africa (MENA) surveyed indicated that they would spread the word when they are pleased or upset to as many people as possible – highlighting the potential to use Internet users to drive e-Commerce growth through word of mouth.

Effective Measure Regional Director, MENA, Dinesh Arasaratnam [pictured] said, “With the Internet serving as the world’s largest marketplace, positive word of mouth from satisfied consumers can add value and credibility to an emerging digital economy.  More…

In US, Harris Interactive Introduces Word-of-Network, WON℠, a New Approach to Measuring Digital Word-of-Mouth

Unique metric for social media monitoring enables integrated analysis of consumer attitudes

New York, N.Y. - November 8, 2011 -Harris Interactive® (NASDAQ: HPOL), a leading global market-research firm, today announces the launch of word-of-network, WON℠, a new panel-based approach to social media measurement and influence that can monitor the nuanced sentiment of a given target market.

"Our research has shown that the word-of-network measure filters out much of the potential noise that can pollute traditional social media monitoring and yield very misleading conclusions," said Jeni Lee Chapman [pictured], Executive Vice President at Harris Interactive. She continues, "There is a practical advantage when your 'friends' are members of your panel. We can uncover a wealth of information about the commentators that is largely unavailable from traditional social media monitoring programs, which by their nature can only yield the most superficial information at best - and, at worst, present a distorted picture of what is happening in the real world. Our research indicates that a more comprehensive metric, like WON, can provide an early-warning signal of a brand's real time word-of-mouth." More...

Trendrr Powers Next Movie’s New MovieTracker

31 October 2011. This week, Viacom and MTV officially launched the Trendrr-powered MovieTracker on nextmovie.com. Trendrr powers MovieTracker by utilizing its curation filters to rank films based on a proprietary algorithm that factors sentiment across Twitter, Facebook and the blogosphere. MovieTracker is a unique and innovative new tool for movie fans, which measures the buzz generated from upcoming and newly released movies providing an interactive, up-to-the-minute ranking of the top 25 new films.

“People are sharing their thoughts and emotions in real-time, this is the first movie chart to process, rank and reflect those conversations as they happen,” said Mark Ghuneim [pictured], CEO of Trendrr. “It’s a #smart visual rendering of conversational data that can educate audiences, inspire conversations and break emotional ground”. More...

WOM Explodes Thanks To Social Media

Gavin O'Malley writes at MediaPost : Also known as “word of mouth,” what’s the secret to a successful earned media strategy? Traditional paid media, according to Tracy Stokes [pictured] principal analyst at Forrester Research and former senior director of global brand marketing at Timberland.

But “earned media cannot be treated as a stand-alone sideshow to the main event of building the business,” according to Stokes. Rather, chief marketing officers “must demand that it is integrated with online and offline paid media as part of a holistic brand-building strategy, with success measured in terms of business results, not just Facebook likes.”  More…

In UK, Carat, Omnicom and ESPN Back Keller Fay’s WOM Study

UK - 22 August, 2011. Keller Fay Group has launched its TalkTrack® word-of-mouth research programme in the UK on a continuous basis, with Carat, Omnicom Media Group and ESPN signed up as clients.

The TalkTrack® study was launched in the US in 2006, and, like its UK equivalent, carries out interviews with consumers about their online and offline brand-related conversations. Keller Fay says the programme will analyse more than 250,000 conversations across all major consumer categories each year.

Keller Fay’s UK MD Steve Thomson [pictured], said: “The importance of word of mouth and its ability to drive sales and brand health have been proven many times. But to date there has been no ongoing system for listening to all brand-related conversations across all channels or one that is representative of the total population.” More...

Word-of-Mouth research firm Keller Fay names Steve Thomson as UK lead

Brian Tarran of Research Magazine writes: Keller Fay Group, a US-based word-of-mouth research and consulting firm, has opened an office in the UK headed by Steve Thomson [pictured].

He said: “Word-of-mouth is hugely important to marketers, and Keller Fay is pre-eminent in the field.  I’m excited to be leading Keller Fay’s expansion into Europe, and looking forward to showing British companies how best to leverage WOM to their advantage.” More...