Yesterday’s WOM UK Espresso Briefing, where The Guardian’s commercial director Chris Pelekanou and ad planner Katherine Miall unveiled their new Word of Mouth database, got WOMUK new events programme off to a fantastic start. The fully booked event was crammed with businesses, agencies and individuals buzzing with questions, ideas, challenges – and the sugar high from their coffee and Danish.
The Guardian study combines existing thinking around what makes people influential with a new piece of qualitative and quantitative research – including an expert panel involving WOM UK Council members Steve Barton from Advokator and Ivan Palmer from Wildfire. This mass of data has been used to develop a communications planning tool in the form of a database which helps companies and advertisers to understand the type of people they’ll want to target to ensure their content is rapidly and widely spread. Click through for the presentation on Slideshare below.
