SlideShare une entreprise Scribd logo

Assessing The Real Value of Customers Word-of-Mouth

•
•
BSI
BSI
Business
1  sur  21
Marketing 2.0 Conference, Paris 2010 Assessing The Real Value of Customers Word-of-Mouth BSI
Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
ASSESSING THE REAL VALUE OF CUSTOMERS’ WORD–OF–MOUTH Prof. Barak Libai Prof. Barak Libai Prof. Barak Libai Tel Aviv University Marketing 2.0 Conference Paris, March 2010
Prof. Barak Libai By 2010, most mangers are informed about the power of customer word of mouth Prof. Barak Libai
We also know that assessing the economic contribution of word of mouth is critical ,[object Object],[object Object],[object Object],Prof. Barak Libai Valuing investments in social networks and social media in general
Prof. Barak Libai Yet for many, the way WOM turns into ROI stays a mystery ?
Here are I will argue that: ,[object Object],[object Object],[object Object],[object Object],Prof. Barak Libai
The “regular” value of a customer ,[object Object],[object Object],Prof. Barak Libai
The “social value” of a customer ? ,[object Object],[object Object],Prof. Barak Libai
[object Object],Prof. Barak Libai The complexity of calculating person A’s social value A B C D
[object Object],Prof. Barak Libai The complexity of calculating person A’s social value A B C D
[object Object],[object Object],Prof. Barak Libai The complexity of calculating person A’s social value A B C D
[object Object],Prof. Barak Libai The complexity of calculating person A’s social value A B C D
So, it is not only how many friends they have, or even how much they talk. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Prof. Barak Libai
Conceptually, the social value of a customer (or a group of customers) ,[object Object],[object Object],Prof. Barak Libai
Can it really be calculated? ,[object Object],[object Object],Prof. Barak Libai
Stage A- Collect data on real social networks Prof. Barak Libai
Stage b: Based on these networks create simulations in which products are sold to connected customers ,[object Object],[object Object],Prof. Barak Libai
Stage 3: Conduct experiments ,[object Object],[object Object],[object Object],[object Object],Prof. Barak Libai
Some recent results on the social value of WOM “seeding” programs ,[object Object],[object Object],[object Object],Prof. Barak Libai
Thank you Merci beaucoup ! ,[object Object],Prof. Barak Libai

Recommandé

Barak Libai lecture WIM UK April 2010
Barak Libai lecture WIM UK April 2010Barak Libai lecture WIM UK April 2010
Barak Libai lecture WIM UK April 2010WOMMA UK
 
Assessing Customer Value-in-Use of Products and Services
Assessing Customer Value-in-Use of Products and ServicesAssessing Customer Value-in-Use of Products and Services
Assessing Customer Value-in-Use of Products and ServicesInternational Society of Service Innovation Professionals
 
השווי החברתי של לקוחות
השווי החברתי של לקוחותהשווי החברתי של לקוחות
השווי החברתי של לקוחותbtob2013
 
Dave Evans BizBuzz Keynote
Dave Evans BizBuzz KeynoteDave Evans BizBuzz Keynote
Dave Evans BizBuzz KeynoteSKY Armory
 
How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Reso...
How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Reso...How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Reso...
How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Reso...CSRA, Inc.
 
What's Next: The New Shades of Loyalty
What's Next: The New Shades of LoyaltyWhat's Next: The New Shades of Loyalty
What's Next: The New Shades of LoyaltyOgilvy Consulting
 
Life & P R
Life & P RLife & P R
Life & P RDavid Phillips
 
SMX Summit: The 4th Wave of Content Marketing
SMX Summit: The 4th Wave of Content MarketingSMX Summit: The 4th Wave of Content Marketing
SMX Summit: The 4th Wave of Content Marketingion interactive
 

Recommandé

Barak Libai lecture WIM UK April 2010
Barak Libai lecture WIM UK April 2010Barak Libai lecture WIM UK April 2010
Barak Libai lecture WIM UK April 2010WOMMA UK
 
Assessing Customer Value-in-Use of Products and Services
Assessing Customer Value-in-Use of Products and ServicesAssessing Customer Value-in-Use of Products and Services
Assessing Customer Value-in-Use of Products and ServicesInternational Society of Service Innovation Professionals
 
השווי החברתי של לקוחות
השווי החברתי של לקוחותהשווי החברתי של לקוחות
השווי החברתי של לקוחותbtob2013
 
Dave Evans BizBuzz Keynote
Dave Evans BizBuzz KeynoteDave Evans BizBuzz Keynote
Dave Evans BizBuzz KeynoteSKY Armory
 
How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Reso...
How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Reso...How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Reso...
How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Reso...CSRA, Inc.
 
What's Next: The New Shades of Loyalty
What's Next: The New Shades of LoyaltyWhat's Next: The New Shades of Loyalty
What's Next: The New Shades of LoyaltyOgilvy Consulting
 
Life & P R
Life & P RLife & P R
Life & P RDavid Phillips
 
SMX Summit: The 4th Wave of Content Marketing
SMX Summit: The 4th Wave of Content MarketingSMX Summit: The 4th Wave of Content Marketing
SMX Summit: The 4th Wave of Content Marketingion interactive
 
HEEG conference
HEEG conferenceHEEG conference
HEEG conferenceLisa Harris
 
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to InteractiveThe 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactiveion interactive
 
2011 Social Buzz Awards - Observations From The Judging Process
2011 Social Buzz Awards - Observations From The Judging Process2011 Social Buzz Awards - Observations From The Judging Process
2011 Social Buzz Awards - Observations From The Judging ProcessBlonde
 
From White Papers To Rich Media
From White Papers To Rich MediaFrom White Papers To Rich Media
From White Papers To Rich MediaInsight24
 
Social networking & the b2b economy
Social networking & the b2b economy Social networking & the b2b economy
Social networking & the b2b economy B2B Marketing Forum
 
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight ThemVWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight ThemVWO
 
Content Marketing: How Far Do You Open the Kimono
Content Marketing: How Far Do You Open the KimonoContent Marketing: How Far Do You Open the Kimono
Content Marketing: How Far Do You Open the KimonoJay Baer
 
Targeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedIn
Targeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedInTargeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedIn
Targeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedInJake Potter
 
NYU Startup School: Acquiring Customers
NYU Startup School: Acquiring CustomersNYU Startup School: Acquiring Customers
NYU Startup School: Acquiring CustomersNYU Entrepreneurial Institute
 
Tap Into Social Capital to Build Your Brand
Tap Into Social Capital to Build Your Brand Tap Into Social Capital to Build Your Brand
Tap Into Social Capital to Build Your Brand Christian Buckley
 
The Value of Social Media in B2B
The Value of Social Media in B2B The Value of Social Media in B2B
The Value of Social Media in B2B Babcock Jenkins
 
Social Tribe – Special Edition Pulse Report – COVID-19
Social Tribe – Special Edition Pulse Report – COVID-19Social Tribe – Special Edition Pulse Report – COVID-19
Social Tribe – Special Edition Pulse Report – COVID-19SocialTribe
 
Freemium and Virality for Startups
Freemium and Virality for StartupsFreemium and Virality for Startups
Freemium and Virality for StartupsBase CRM
 
Web 2.0-ish communities
Web 2.0-ish communitiesWeb 2.0-ish communities
Web 2.0-ish communitiesJesse Wynants
 
Content marketing-playbook by letruongan.com
Content marketing-playbook by letruongan.comContent marketing-playbook by letruongan.com
Content marketing-playbook by letruongan.comAn Le Truong
 
Asking more from your social research - Doing More With Social
Asking more from your social research - Doing More With Social Asking more from your social research - Doing More With Social
Asking more from your social research - Doing More With Social Brandwatch
 
How To Write A 5 Paragraph Essay D. Online assignment writing service.
How To Write A 5 Paragraph Essay D. Online assignment writing service.How To Write A 5 Paragraph Essay D. Online assignment writing service.
How To Write A 5 Paragraph Essay D. Online assignment writing service.Christina Valadez
 
Content marketing-playbook-2011
Content marketing-playbook-2011Content marketing-playbook-2011
Content marketing-playbook-2011Achira Datta
 
Content marketing-playbook-2011
Content marketing-playbook-2011Content marketing-playbook-2011
Content marketing-playbook-2011현희 김
 
Content marketing-playbook-2011
Content marketing-playbook-2011Content marketing-playbook-2011
Content marketing-playbook-2011Dave Torres
 
What is phrasing - An explorative approach to improved user manipulation
What is phrasing - An explorative approach to improved user manipulation What is phrasing - An explorative approach to improved user manipulation
What is phrasing - An explorative approach to improved user manipulation BSI
 
Who is the better marketer? A comparison between marketing executives and dru...
Who is the better marketer? A comparison between marketing executives and dru...Who is the better marketer? A comparison between marketing executives and dru...
Who is the better marketer? A comparison between marketing executives and dru...BSI
 

Contenu connexe

Similaire à Assessing The Real Value of Customers Word-of-Mouth

The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to InteractiveThe 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactiveion interactive
 
2011 Social Buzz Awards - Observations From The Judging Process
2011 Social Buzz Awards - Observations From The Judging Process2011 Social Buzz Awards - Observations From The Judging Process
2011 Social Buzz Awards - Observations From The Judging ProcessBlonde
 
From White Papers To Rich Media
From White Papers To Rich MediaFrom White Papers To Rich Media
From White Papers To Rich MediaInsight24
 
Social networking & the b2b economy
Social networking & the b2b economy Social networking & the b2b economy
Social networking & the b2b economy B2B Marketing Forum
 
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight ThemVWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight ThemVWO
 
Content Marketing: How Far Do You Open the Kimono
Content Marketing: How Far Do You Open the KimonoContent Marketing: How Far Do You Open the Kimono
Content Marketing: How Far Do You Open the KimonoJay Baer
 
Targeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedIn
Targeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedInTargeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedIn
Targeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedInJake Potter
 
Tap Into Social Capital to Build Your Brand
Tap Into Social Capital to Build Your Brand Tap Into Social Capital to Build Your Brand
Tap Into Social Capital to Build Your Brand Christian Buckley
 
The Value of Social Media in B2B
The Value of Social Media in B2B The Value of Social Media in B2B
The Value of Social Media in B2B Babcock Jenkins
 
Social Tribe – Special Edition Pulse Report – COVID-19
Social Tribe – Special Edition Pulse Report – COVID-19Social Tribe – Special Edition Pulse Report – COVID-19
Social Tribe – Special Edition Pulse Report – COVID-19SocialTribe
 
Freemium and Virality for Startups
Freemium and Virality for StartupsFreemium and Virality for Startups
Freemium and Virality for StartupsBase CRM
 
Web 2.0-ish communities
Web 2.0-ish communitiesWeb 2.0-ish communities
Web 2.0-ish communitiesJesse Wynants
 
Content marketing-playbook by letruongan.com
Content marketing-playbook by letruongan.comContent marketing-playbook by letruongan.com
Content marketing-playbook by letruongan.comAn Le Truong
 
Asking more from your social research - Doing More With Social
Asking more from your social research - Doing More With Social Asking more from your social research - Doing More With Social
Asking more from your social research - Doing More With Social Brandwatch
 
How To Write A 5 Paragraph Essay D. Online assignment writing service.
How To Write A 5 Paragraph Essay D. Online assignment writing service.How To Write A 5 Paragraph Essay D. Online assignment writing service.
How To Write A 5 Paragraph Essay D. Online assignment writing service.Christina Valadez
 
Content marketing-playbook-2011
Content marketing-playbook-2011Content marketing-playbook-2011
Content marketing-playbook-2011Achira Datta
 
Content marketing-playbook-2011
Content marketing-playbook-2011Content marketing-playbook-2011
Content marketing-playbook-2011현희 김
 
Content marketing-playbook-2011
Content marketing-playbook-2011Content marketing-playbook-2011
Content marketing-playbook-2011Dave Torres
 

Similaire à Assessing The Real Value of Customers Word-of-Mouth (20)

HEEG conference
HEEG conferenceHEEG conference
HEEG conference
 
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to InteractiveThe 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
 
2011 Social Buzz Awards - Observations From The Judging Process
2011 Social Buzz Awards - Observations From The Judging Process2011 Social Buzz Awards - Observations From The Judging Process
2011 Social Buzz Awards - Observations From The Judging Process
 
From White Papers To Rich Media
From White Papers To Rich MediaFrom White Papers To Rich Media
From White Papers To Rich Media
 
Social networking & the b2b economy
Social networking & the b2b economy Social networking & the b2b economy
Social networking & the b2b economy
 
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight ThemVWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
 
Content Marketing: How Far Do You Open the Kimono
Content Marketing: How Far Do You Open the KimonoContent Marketing: How Far Do You Open the Kimono
Content Marketing: How Far Do You Open the Kimono
 
Targeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedIn
Targeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedInTargeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedIn
Targeted Paid Social: Treating B2B Decision Makers Like Consumers Using LinkedIn
 
NYU Startup School: Acquiring Customers
NYU Startup School: Acquiring CustomersNYU Startup School: Acquiring Customers
NYU Startup School: Acquiring Customers
 
Tap Into Social Capital to Build Your Brand
Tap Into Social Capital to Build Your Brand Tap Into Social Capital to Build Your Brand
Tap Into Social Capital to Build Your Brand
 
The Value of Social Media in B2B
The Value of Social Media in B2B The Value of Social Media in B2B
The Value of Social Media in B2B
 
Social Tribe – Special Edition Pulse Report – COVID-19
Social Tribe – Special Edition Pulse Report – COVID-19Social Tribe – Special Edition Pulse Report – COVID-19
Social Tribe – Special Edition Pulse Report – COVID-19
 
Freemium and Virality for Startups
Freemium and Virality for StartupsFreemium and Virality for Startups
Freemium and Virality for Startups
 
Web 2.0-ish communities
Web 2.0-ish communitiesWeb 2.0-ish communities
Web 2.0-ish communities
 
Content marketing-playbook by letruongan.com
Content marketing-playbook by letruongan.comContent marketing-playbook by letruongan.com
Content marketing-playbook by letruongan.com
 
Asking more from your social research - Doing More With Social
Asking more from your social research - Doing More With Social Asking more from your social research - Doing More With Social
Asking more from your social research - Doing More With Social
 
How To Write A 5 Paragraph Essay D. Online assignment writing service.
How To Write A 5 Paragraph Essay D. Online assignment writing service.How To Write A 5 Paragraph Essay D. Online assignment writing service.
How To Write A 5 Paragraph Essay D. Online assignment writing service.
 
Content marketing-playbook-2011
Content marketing-playbook-2011Content marketing-playbook-2011
Content marketing-playbook-2011
 
Content marketing-playbook-2011
Content marketing-playbook-2011Content marketing-playbook-2011
Content marketing-playbook-2011
 
Content marketing-playbook-2011
Content marketing-playbook-2011Content marketing-playbook-2011
Content marketing-playbook-2011
 

Plus de BSI

What is phrasing - An explorative approach to improved user manipulation
What is phrasing - An explorative approach to improved user manipulation What is phrasing - An explorative approach to improved user manipulation
What is phrasing - An explorative approach to improved user manipulation BSI
 
Who is the better marketer? A comparison between marketing executives and dru...
Who is the better marketer? A comparison between marketing executives and dru...Who is the better marketer? A comparison between marketing executives and dru...
Who is the better marketer? A comparison between marketing executives and dru...BSI
 
Lausanne beyond socialmedia
Lausanne beyond socialmediaLausanne beyond socialmedia
Lausanne beyond socialmediaBSI
 
Reinventing Consumer Interaction in the Social Media Era and beyond - Managin...
Reinventing Consumer Interaction in the Social Media Era and beyond - Managin...Reinventing Consumer Interaction in the Social Media Era and beyond - Managin...
Reinventing Consumer Interaction in the Social Media Era and beyond - Managin...BSI
 
Marketing 2.0 Conference - Insights from the Social Media Industry
Marketing 2.0 Conference - Insights from the Social Media IndustryMarketing 2.0 Conference - Insights from the Social Media Industry
Marketing 2.0 Conference - Insights from the Social Media IndustryBSI
 
Warum Social Media Projekte scheitern…und warum immer mehrere Parteien daran ...
Warum Social Media Projekte scheitern…und warum immer mehrere Parteien daran ...Warum Social Media Projekte scheitern…und warum immer mehrere Parteien daran ...
Warum Social Media Projekte scheitern…und warum immer mehrere Parteien daran ...BSI
 
Word-of-Mouth Marketing – Light-Loyals represent the key Social Media/WOM so...
Word-of-Mouth Marketing – Light-Loyals represent the key Social Media/WOM so... Word-of-Mouth Marketing – Light-Loyals represent the key Social Media/WOM so...
Word-of-Mouth Marketing – Light-Loyals represent the key Social Media/WOM so...BSI
 
Motivations to Follow a Brand on Twitter – A German and US Twitter Analysis
Motivations to Follow a Brand on Twitter – A German and US Twitter AnalysisMotivations to Follow a Brand on Twitter – A German and US Twitter Analysis
Motivations to Follow a Brand on Twitter – A German and US Twitter AnalysisBSI
 
Why Social Media Projects Fail?! – A European Perspective
Why Social Media Projects Fail?! – A European PerspectiveWhy Social Media Projects Fail?! – A European Perspective
Why Social Media Projects Fail?! – A European PerspectiveBSI
 
Markets are Conversations – What drives Word-of-Mouth Marketing Today?
Markets are Conversations – What drives Word-of-Mouth Marketing Today? Markets are Conversations – What drives Word-of-Mouth Marketing Today?
Markets are Conversations – What drives Word-of-Mouth Marketing Today? BSI
 
FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA
FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA
FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIABSI
 
How Consumers Interact with Brands in the Conversation Ecosystem
How Consumers Interact with Brands in the Conversation EcosystemHow Consumers Interact with Brands in the Conversation Ecosystem
How Consumers Interact with Brands in the Conversation EcosystemBSI
 
Nutzungsverhalten Location-Based-Services Deutschland
Nutzungsverhalten Location-Based-Services DeutschlandNutzungsverhalten Location-Based-Services Deutschland
Nutzungsverhalten Location-Based-Services DeutschlandBSI
 
WOMDAY 07 Befindlichkeiten, Motivationen und Erwartungen der Nutzer im Web 2.0
WOMDAY 07 Befindlichkeiten, Motivationen und Erwartungen der Nutzer im Web 2.0 WOMDAY 07 Befindlichkeiten, Motivationen und Erwartungen der Nutzer im Web 2.0
WOMDAY 07 Befindlichkeiten, Motivationen und Erwartungen der Nutzer im Web 2.0BSI
 
Quantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos
Quantifying WOM Diffusion – Who gains, Who loses, from Viral-VideosQuantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos
Quantifying WOM Diffusion – Who gains, Who loses, from Viral-VideosBSI
 
Budgetallokation auf Basis Markenpersönlichkeits- und Kaufbereitschaftsindika...
Budgetallokation auf Basis Markenpersönlichkeits- und Kaufbereitschaftsindika...Budgetallokation auf Basis Markenpersönlichkeits- und Kaufbereitschaftsindika...
Budgetallokation auf Basis Markenpersönlichkeits- und Kaufbereitschaftsindika...BSI
 
ViralMediaDay – Emotions in Viral Marketing
ViralMediaDay – Emotions in Viral MarketingViralMediaDay – Emotions in Viral Marketing
ViralMediaDay – Emotions in Viral MarketingBSI
 
Brand Community Forum – From Commodity to Community
Brand Community Forum – From Commodity to CommunityBrand Community Forum – From Commodity to Community
Brand Community Forum – From Commodity to CommunityBSI
 
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleIstrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleBSI
 
Real-Time Web: Markenstudie zu Einsatzmöglichkeiten von Twitter & Co.
Real-Time Web: Markenstudie zu Einsatzmöglichkeiten von Twitter & Co.Real-Time Web: Markenstudie zu Einsatzmöglichkeiten von Twitter & Co.
Real-Time Web: Markenstudie zu Einsatzmöglichkeiten von Twitter & Co.BSI
 

Plus de BSI (20)

What is phrasing - An explorative approach to improved user manipulation
What is phrasing - An explorative approach to improved user manipulation What is phrasing - An explorative approach to improved user manipulation
What is phrasing - An explorative approach to improved user manipulation
 
Who is the better marketer? A comparison between marketing executives and dru...
Who is the better marketer? A comparison between marketing executives and dru...Who is the better marketer? A comparison between marketing executives and dru...
Who is the better marketer? A comparison between marketing executives and dru...
 
Lausanne beyond socialmedia
Lausanne beyond socialmediaLausanne beyond socialmedia
Lausanne beyond socialmedia
 
Reinventing Consumer Interaction in the Social Media Era and beyond - Managin...
Reinventing Consumer Interaction in the Social Media Era and beyond - Managin...Reinventing Consumer Interaction in the Social Media Era and beyond - Managin...
Reinventing Consumer Interaction in the Social Media Era and beyond - Managin...
 
Marketing 2.0 Conference - Insights from the Social Media Industry
Marketing 2.0 Conference - Insights from the Social Media IndustryMarketing 2.0 Conference - Insights from the Social Media Industry
Marketing 2.0 Conference - Insights from the Social Media Industry
 
Warum Social Media Projekte scheitern…und warum immer mehrere Parteien daran ...
Warum Social Media Projekte scheitern…und warum immer mehrere Parteien daran ...Warum Social Media Projekte scheitern…und warum immer mehrere Parteien daran ...
Warum Social Media Projekte scheitern…und warum immer mehrere Parteien daran ...
 
Word-of-Mouth Marketing – Light-Loyals represent the key Social Media/WOM so...
Word-of-Mouth Marketing – Light-Loyals represent the key Social Media/WOM so... Word-of-Mouth Marketing – Light-Loyals represent the key Social Media/WOM so...
Word-of-Mouth Marketing – Light-Loyals represent the key Social Media/WOM so...
 
Motivations to Follow a Brand on Twitter – A German and US Twitter Analysis
Motivations to Follow a Brand on Twitter – A German and US Twitter AnalysisMotivations to Follow a Brand on Twitter – A German and US Twitter Analysis
Motivations to Follow a Brand on Twitter – A German and US Twitter Analysis
 
Why Social Media Projects Fail?! – A European Perspective
Why Social Media Projects Fail?! – A European PerspectiveWhy Social Media Projects Fail?! – A European Perspective
Why Social Media Projects Fail?! – A European Perspective
 
Markets are Conversations – What drives Word-of-Mouth Marketing Today?
Markets are Conversations – What drives Word-of-Mouth Marketing Today? Markets are Conversations – What drives Word-of-Mouth Marketing Today?
Markets are Conversations – What drives Word-of-Mouth Marketing Today?
 
FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA
FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA
FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA
 
How Consumers Interact with Brands in the Conversation Ecosystem
How Consumers Interact with Brands in the Conversation EcosystemHow Consumers Interact with Brands in the Conversation Ecosystem
How Consumers Interact with Brands in the Conversation Ecosystem
 
Nutzungsverhalten Location-Based-Services Deutschland
Nutzungsverhalten Location-Based-Services DeutschlandNutzungsverhalten Location-Based-Services Deutschland
Nutzungsverhalten Location-Based-Services Deutschland
 
WOMDAY 07 Befindlichkeiten, Motivationen und Erwartungen der Nutzer im Web 2.0
WOMDAY 07 Befindlichkeiten, Motivationen und Erwartungen der Nutzer im Web 2.0 WOMDAY 07 Befindlichkeiten, Motivationen und Erwartungen der Nutzer im Web 2.0
WOMDAY 07 Befindlichkeiten, Motivationen und Erwartungen der Nutzer im Web 2.0
 
Quantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos
Quantifying WOM Diffusion – Who gains, Who loses, from Viral-VideosQuantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos
Quantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos
 
Budgetallokation auf Basis Markenpersönlichkeits- und Kaufbereitschaftsindika...
Budgetallokation auf Basis Markenpersönlichkeits- und Kaufbereitschaftsindika...Budgetallokation auf Basis Markenpersönlichkeits- und Kaufbereitschaftsindika...
Budgetallokation auf Basis Markenpersönlichkeits- und Kaufbereitschaftsindika...
 
ViralMediaDay – Emotions in Viral Marketing
ViralMediaDay – Emotions in Viral MarketingViralMediaDay – Emotions in Viral Marketing
ViralMediaDay – Emotions in Viral Marketing
 
Brand Community Forum – From Commodity to Community
Brand Community Forum – From Commodity to CommunityBrand Community Forum – From Commodity to Community
Brand Community Forum – From Commodity to Community
 
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleIstrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
 
Real-Time Web: Markenstudie zu Einsatzmöglichkeiten von Twitter & Co.
Real-Time Web: Markenstudie zu Einsatzmöglichkeiten von Twitter & Co.Real-Time Web: Markenstudie zu Einsatzmöglichkeiten von Twitter & Co.
Real-Time Web: Markenstudie zu Einsatzmöglichkeiten von Twitter & Co.
 

Dernier

Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesDipal Arora
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...Aggregage
 
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...rajveerescorts2022
 
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Dipal Arora
 
Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Roland Driesen
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with CultureSeta Wicaksana
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayNZSG
 
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...Lviv Startup Club
 
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine ServiceCall Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Serviceritikaroy0888
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANA DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANIlamathiKannappan
 
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRegression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRavindra Nath Shukla
 
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case studyThe Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case studyEthan lee
 
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsHONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsMichael W. Hawkins
 
John Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfJohn Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfAmzadHosen3
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdfRenandantas16
 
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room ServiceCall Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Servicediscovermytutordmt
 
Grateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdfGrateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdfPaul Menig
 
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdfDr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdfAdmir Softic
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...lizamodels9
 

Dernier (20)

Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
 
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
 
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
 
Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
 
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
 
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine ServiceCall Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Service
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANA DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMAN
 
Forklift Operations: Safety through Cartoons
Forklift Operations: Safety through CartoonsForklift Operations: Safety through Cartoons
Forklift Operations: Safety through Cartoons
 
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRegression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
 
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case studyThe Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
 
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsHONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael Hawkins
 
John Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfJohn Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdf
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
 
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room ServiceCall Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Service
 
Grateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdfGrateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdf
 
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdfDr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
 

Assessing The Real Value of Customers Word-of-Mouth

  • 1. Marketing 2.0 Conference, Paris 2010 Assessing The Real Value of Customers Word-of-Mouth BSI
  • 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  • 3. ASSESSING THE REAL VALUE OF CUSTOMERS’ WORD–OF–MOUTH Prof. Barak Libai Prof. Barak Libai Prof. Barak Libai Tel Aviv University Marketing 2.0 Conference Paris, March 2010
  • 4. Prof. Barak Libai By 2010, most mangers are informed about the power of customer word of mouth Prof. Barak Libai
  • 5.
  • 6. Prof. Barak Libai Yet for many, the way WOM turns into ROI stays a mystery ?
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Stage A- Collect data on real social networks Prof. Barak Libai
  • 18.
  • 19.
  • 20.
  • 21.