3 Abundance of buzz sources Social media (“buzz”) refers to public, online conversations
Leaders Grasp the Potential of Social Media, But Companies Struggle to Deliver Real Value How do I use social media to transform my organization? How do I extract value from it and put it to work for all corporate functions? How do I make sense of the data? How do I cut through the noise and volume?
Digital is Upending the Traditional Marketing Funnel
It’s More than Sales and Marketing! Marketing Sales Procurement / Production Service R&D / Product
Detect and respond to feedback on customer experience
The next phase in measurement:A unique approach to Brand Advocacy
Brand Advocacy Quotient Weight by reach Weight by relevance Buzz (blogs, boards) X Unprompted buzz metric Unprompted X Product reviews Brand Advocacy Quotient X Survey (owners and non owners) Prompted X
Advocacy Levels Differ Along the Consumer Journey Inputs: