How to Measure Word of Mouth

DavidRabjohns

More ideas!wordofmouth.org

MEASURING WORD OF MOUTH

The insiders secrets to success

94% of marketers say they are not

getting actionable insights

Source: Gleanster research August 2011

New ways of Asking questions Researching Buying Sharing experiences Using media

New world

Measurement is at a crossroads.

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

Advocacy

Northwestern University statisticians helped explore which listening metrics most relate to sales and share

RESEARCH

Online recommendations have a high correlation with offline sales

þ þ þ þ þ þ þ

AUTOMOTIVE

INSURANCE

AD

VO

CA

CY

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 + 122542R² = 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

POLI

CIE

S

LIQUOR BRANDS

In packaged goods we find that 97% of the shift in sales can be predicted by the shift in online advocacy

R^2 = .301 P value = .028 Coefficient = .876

BACON

1 ton

w

e’r

e fa

st a

pp

roa

ch

ing

crit

ica

l ma

ss

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  

COVERAGE

MODELS

CUSTOMER SERVICE

The most strongly impassioned conversations about carrier loyalty were about customer service, models and coverage.

Ad

voc

ate

pa

ssio

n

RATIONAL

-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

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

Re

sea

rch

X10

RESULTS

TRIBAL

+87%.

RESULTS

Lasso

PEOPLE

PRODUCT

IN THE OLD DAYS (Pre web 2.0) Marketing was about push

Product

Story

$$$

Rational

Emotional

PEOPLE

PRODUCT

TODAY (The new networked world) Paid media dollars are becoming less effective

Product

Story

$$$

Rational

Emotional

PEOPLE

PRODUCT

I

PASSION IS THE NEW CURRENCY Lasso an idea – join a movement

Product

Rational

Emotional

Passion

Lasso

It’s the Sex stupid

Axe lassoed sex and became the #1 male shower brand in the USA.

http://effie.org.ua/upload/axe.pdf

It’s the

Environment stupid

Story

$$$

Rational

Emotional

Toyota wanted to talk about saving gas…

…Saving the environment was what actually mattered.

I

The Environment

Lasso

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/

Measure Advocates

Survey monkey

NPS

SMM

Etc.

Lasso Passion Google Board reader Research Etc.

CHANGE THE WORLD

TEAM Fearlessly seeking the reasons why

David  Rabjohns  CEO  

Kirsten  Recknagel  COO  

Brook  Milller  CTO  

MBA  

CONFIDENTIAL  

drabjohns@motivequest.com @motivequest

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