Activating + Amplifying Advocacy
Social media platforms popped up overnight, bringing with them unprecedented changes and valuable venues for word-of-mouth marketing. Facebook, Twitter, Foursquare - the list is growing, as are the opportunities and challenges.
Program Details
In partnership with:
About sponsor
PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content—from rich media to online video to multimedia—and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.
Overview
Social media platforms popped up overnight, bringing with them unprecedented changes and valuable venues for word-of-mouth marketing. Facebook, Twitter, Foursquare - the list is growing, as are the opportunities and challenges.
The CMO Council aims to take a critical look into the world of customer advocacy -auditing, measuring and reporting on its effectiveness, cost, impact and value. Through engagement with social network operators, the CMO Council, in partnership with WOMMA, will unravel the complexities of advocacy, particularly in the digital realm. The report will focus on the frequency, prevalence, tonality, sentiment, influence, relevancy, context and reach of real-time messaging and consumer-generated content.
Learn
Read
Studies & White Papers
Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities • American Marketing Association 
The Impact of New Media on Customer Relationships • Sage Journals
Articles
Managing Marketing In The Era Of Empowered Customers • Forbes.com
Leading Ad Creative Now Leading Consumer Advocacy Push • Advertising Age
Greenpeace Attacks Nestle via Facebook. Some Tips If It Happens to You • Marketingvox.com
Greenpeace Attacks Nestle via Facebook. Some Tips If It Happens to You • Harvard Business Review
Chevron Subjected to Fake Ad Attack • Advertising Age
The Next Generation of Business Engagement • Clickz.com
Social: The Next Frontier of Behavioral Targeting? • Clickz.com
Quantity vs. Quality: What Gets You Ahead in Social Media? • Clickz.com
5 Reasons Why Ford Continues to Kick Butt • Clickz.com
How to Create a Customer Advocacy Program • Forbes.com
RIP Word of Mouth? • The Marketing Revolution Blog
Why More Brands are Dangling Incentives on Facebook • Brandweek
Can You Measure the ROI of Your Social Media Marketing? • MIT Sloan Management Review
The Fans Know Best • MIT Sloan Management Review
For B-to-B Companies, Finding Facebook Friends can be a Struggle • Wall Street Journal
Bounce Lets Moms Do the Talking • Brandweek