New McKinsey report on measuring WOM released

For those of you who missed it yesterday, McKinsey released a phenomenal article on WOM measurement. Here are a few quotes from the article:

“The rewards of pursuing excellence in word of mouth marketing are quite huge, and it can deliver a sustainable and significant competitive edge few other marketing approaches can match.”

“In the mobile phone market…we have observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10% or reduce it by 20% over a two-year period, all other things being equal.”

“Experiential word of mouth is the most common and powerful form, typically accounting for 50 to 80 percent of word of mouth activity in any given product category.”

Click on the image below to download the fulll article: