How to Measure Word of Mouth, presented by David Rabjohns
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PRESENTED BY: David Rabjohns, CEO at MotiveQuest RECORDED AT: WordofMouth.org's Crash Course conference in Austin, TX on May 10, 2012 Watch the video of this presentation here: https://vimeo.com/44766220
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How to Measure Word of Mouth, presented by David Rabjohns
- 2. MEASURING WORD OF MOUTH The insiders secrets to success
- 3. 94% of marketers say they are not getting actionable insights Source: Gleanster research August 2011
- 4. New ways of Asking questions Researching Buying Sharing experiences Using media New world
- 5. Measurement is at a crossroads.
- 6. The nature of brand influence has evolved over time: from brand owners in the 1950’s to everyday people in the 2000’s. 1950’s the era of product Invention 1960’s/1970’s the era of Diversification 1980’s/1990’s the era of Fragmentation 2000’s the era of Co- creation Rational metrics Emotional metrics Behavioral metrics Social metrics
- 7. Advocacy
- 8. Northwestern University statisticians helped explore which listening metrics most relate to sales and share RESEARCH
- 9. Online recommendations have a high correlation with offline sales þ þ þ þ þ þ þ AUTOMOTIVE
- 10. INSURANCE ADVOCACY 0 50 100 150 200 250 300 0 50,000 100,000 150,000 200,000 250,000 300,000 1 2 3 4 5 6 7 8 9 10 11 12 Raw New State Farm y = 446.11x + 122542 R² = 0.1726 100,000 150,000 200,000 250,000 300,000 100 150 200 250 300 ADVOCACY AGAINST NEW POLICIES: ONE MONTH LAG, July 2009 – JUNE 2010 POLICIES
- 11. LIQUOR BRANDS In packaged goods we find that 97% of the shift in sales can be predicted by the shift in online advocacy
- 12. R^2 = .301 P value = .028 Coefficient = .876 BACON 1 ton
- 14. ADVOCACY MEASURMENT Ra#onal Emo#onal Mo#va#onal Mo#va#ons Passion Par#cipa#on Archetypes Trust Value Movements Engagement Service Ac#vists Sales Marketing Problems Mo#veQuest Ac#vist Model
- 15. COVERAGE MODELS CUSTOMER SERVICE The most strongly impassioned conversations about carrier loyalty were about customer Advocatepassion RATIONAL
- 16. -0.565 0.644 1.1 -0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00 1.20 Q3 2009 Q3 2010 Q1 2011 SPRINT NET ADDS IN MILLIONS Source: http://www.strategyanalytics.com/ Saved or new users: 2.31m1 Av. Revenue per user $582 Incremental Revenue $133.98m RESULTS
- 17. WEIGHT MANAGEMENT GOALS : 12/09 – 11/10 N= 3,004,744 0.1% 0.1% 0.4% 0.5% 0.7% 0.8% 0.9% 1.4% 2.5% 2.6% 3.7% 0% 1% 2% 3% 4% Feel Youthful Fit into my clothes Influence on Men Eat what I want Perform Better/Competive Stay Fit and Healthy Improve Health Condition Increase Energy Losing Weight Improve Appearance Feel Better About Myself SHARE OF WEIGHT MANAGEMENT CONVERSATION Source: Weight Management Conversation: 12/09 – 11/10 EMOTIONAL
- 19. TRIBAL
- 20. +87%. RESULTS
- 21. Lasso
- 23. PEOPLE PRODUCT IN THE OLD DAYS (Pre web 2.0) Marketing was about push Product Story $$$ Rational Emotional
- 24. PEOPLE PRODUCT TODAY (The new networked world) Paid media dollars are becoming less effective Product Story $$$ Rational Emotional
- 25. PEOPLE PRODUCT I PASSION IS THE NEW CURRENCY Lasso an idea – join a movement Product Rational Emotional Passion Lasso
- 27. Axe lassoed sex and became the #1 male shower brand in the USA. http://effie.org.ua/upload/axe.pdf
- 29. Story $$$ Rational Emotional Toyota wanted to talk about saving gas…
- 30. …Saving the environment was what actually mattered. I The Environment Lasso
- 31. Sales were 88% above goal expectations and 275% above Honda. Prius Goal, 40,000 Prius Actual, 75,000 Insight Actual, 20,000 Pre-orders Source: http://www.autobloggreen.com/2009/05/15/report-toyota-received-75-000-prius-pre-orders/
- 33. Measure Advocates Survey monkey NPS SMM Etc. Lasso Passion Google Board reader Research Etc. CHANGE THE WORLD
- 34. TEAM Fearlessly seeking the reasons why David Rabjohns CEO Kirsten Recknagel COO Brook Milller CTO MBA CONFIDENTIAL drabjohns@motivequest.com @motivequest