Measuring word of mouth

In this podcast, we chat with three of the many thought-leaders who presented at the sold-out Measuring Word of Mouth conference in Chicago last week:

* Jon Berry, co-author of "The Influentials" and senior vice president of NOP World, explains the value of measuring word of mouth, a few ideas for getting started in measurement, and what exactly a "WOMUnit" is.

* Pete Blackshaw, chief marketing officer of Intelliseek, dissects the popularity of top 10 blog site Instapundit.com and how it maintains influence. Pete also explains the new features of blog-tracking service BlogPulse.

* Dr. Walter Carl, an assistant professor at Northeastern University who studies the intricacies of word of mouth, offers some surprising information about the influence of women on word of mouth and the differences between word of mouth agents and the general population.

To listen now, click on the podcast icon below.

Show topics
1. Interview with Jon Berry (Begins at 1:00)
2. Interview with Pete Blackshaw (Begins at 9:19)
3. Interview with Dr. Walter Carl (Begins at 20:20)
4. Wrap-up (Begins at 31:18)

Show notes
Links to people, companies, articles, blogs, etc. mentioned in the podcast:

* Jon Berry, senior vice president of NOP World
* WOMunit (PDF)
* The Sopranos
* The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy
* Bush's grassroots word of mouth campaign
* WOMMA
* Pete Blackshaw, chief marketing officer of Intelliseek
* BlogPulse
* BlogPulse's Author Profile tool
* Instapundit.com's Glenn Reynolds
* Tide
* Technorati
* BlogPulse's Conversation Tracker tool
* Jeff Jarvis complains about Dell
* Dr. Walter Carl, an assistant professor at Northeastern University
* BzzAgent
* Frederick Reichheld's article in the Harvard Business Review, "The One Number You Need to Grow"
* Gary Stein

Show music
Intro/close: "G.L.S." by Salme Dahlstrom
Break 1: "912 Players" by Ernie Lake and Scott P. Schreer 
Break 2: "Retro Petro" by Ernie Lake and Scott P. Schreer 
Break 3: "Swing" by Ernie Lake and Scott P. Schreer 

Show length
37:04

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