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Willow Baum Lundgren is a strategy consultant and new school/word-of-mouth marketer for a networked, on-demand world. She works with entrepreneurs, business leaders, non-profits and authors to take their ideas, brands and platforms to the next level. We help clients think differently and grow cost- effectively, despite a dizzying choice of media and marketing options.

We believe Social Economics -- aligning commercial goals with making the world a more sustainable, collaborative place -- is the future of brand engagement.

See Beliefs.

Questions/Comments? Contact: Willow

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Best Practices Bottled Water Digital Watershed Environment Lifestyle Music & Entertainment Politics Predictions Social Economics Social Experiments Sustainability Word of Mouth

Bookshelf

The World is Flat
Thomas L. Friedman

Green to Gold
Daniel C. Esty and Andrew S. Winston

Word of Mouth Marketing
Andy Sernovitz

The Influentials
Ed Keller and Jon Berry

Purple Cow
Seth Godin

Life After the 30-Second Spot
Joseph Jaffe

Duct Tape Marketing
John Jantsch

Harbard Business Review

HBR High Math: Calculating the Value of Word of Mouth

Submitted by willow on Thu, 2007-10-25 21:45.

How your customers feel about you and what they say to others about you impact your business -- perhaps even more than what they buy from you.

The key to maximizing the value of your customer base -- and wisely appropriating your marketing dollars -- is to estimate how much of each customer's value stems from purchases (lifetime value) and how much from referrals (referral value), says this Harvard Business Review piece. Order this paper ($6.50) to find out how to identify customers who bring in the most referrals, and capitalize on that knowledge. For a preview, go here.

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