A recent study by the CMO Council found that more than half of the companies surveyed had no programs to track word of mouth. Without a basic system of measurement, you’re shooting in the dark with your word-of-mouth efforts. And while there are some great vendors out there who offer sophisticated measurement systems, you can start a basic word-of-mouth tracking system tomorrow, for free.
What to do:
- Examine your “How did you hear about us?” responses. By simply asking your customers how they heard about you, you’ll discover major sources of conversation about your brand.
- Analyze tell-a-friend usage. A tell-a-friend form is just as good as any other lead source, and it can be a key measurement point for determining which Web pages, newsletters, or blog posts are driving word of mouth.
- Review e-mail offers. When you send out e-mail offers, track the customers who were not included in the original contact list. By measuring the customers who were referred by friends, you can judge how effective your e-mail campaigns are in terms of word of mouth.