Over the last couple of months, I’ve been on a white paper reading spree. I want to share with you five of my favourites:

Measuring Digital Word of Mouth – by Patrick Rooney and Ryan Rasmussen from Zocalo Group and Sue Fogel from De Paul University. July 2009.

Discusses going beyond reach measurement and using the Digital Footprint Index to (height x width x depth) to measure earned engagement. It’s not perfect but it’s a start.

“The Digital Footprint Index… goes beyond simply tracking the quantity of online conversations, but quantifies the level of engagement and interaction consumers have with brand-related content and the level of message penetration and sentiment.”

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Backwater to the Future - Craig Davis‘ Keynote to the Caxtons. October 2009.

Craig Davis, Creative Chief at Mojo discusses the responsibility of creatives within advertising agencies to move from selling and into sustainability. Bound to divide. I like the challenge to the industry.

“As an industry, we need to evolve from creativity that merely sells more stuff, and look
to our higher creative purpose… The world’s greatest backwater (Australia)  is well positioned to lead the world in this regard; far from being a backwater, we are educated, ambitious and enlightened people, with a real handle on Prosperity.”

Zero to 40,000 Fans: How Mudo Built the Largest and Most Engaged Branded Facebook Page in Australia by Michael Watkins and Jonathan Devery. September 2009.

The guys from Mudo spill their methodology on how they created a Facebook page for an (unnamed) fashion brand in Australia. Good, practical tips on reporting and client sign off  for posting.

“When a consumer becomes a fan of your page, they do it on their own terms because they want to be associated with your brand and your products.”

Foreverism: Consumers and businesses embracing conversations, lifestyles and products that are ‘never done’ by Trend Watching. June/July 2009.

Think you can run a campaign and get customers for life? Not any more. Consumers expect you to be there at all times… and you better not fall to sleep.

“Over time, when honest problem-solving will lead to more balanced relationships, the focus will shift to cooperation if not co-creation. Including brands actively initiating conversations.”

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Swarm Marketing – Building Influential Brands with Conviction, Collaboration and Creativity by DDB.

There’s no information in here which is world shattering. However, there is a great ongoing analogy of humans ’swarm’ in the same way as ants do. You just have to be the best bread crumb.

“Ants are not the smartest creatures in the world… But put a million of them together in a colony and they form complex and efficient super highways.”

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Are there any other papers released over the last few months which you would recommend?

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