What is Driving WOM for America's Most Inspiring Companies

About WOMMA WOMMAs 350+ member companies and their 52,000 employees, all of whom are afforded membership benefits, represent a spend in WOM acBviBes expected to eclipse $3 billion by 2013. •  WOMMA provides brand members a community in which to solve business problems and collaborate with industry peers •  WOMMA provides members the opportunity to grow their business and enhance their industry reputa+on •  WOMMA members must adhere to the WOMMA Ethics Code of Conduct, the enforceable standard for ethical and effec+ve WOM and social media marke+ng. WOMMA.org/Join Contact Jason Dent at: 312-‐853-‐4400 x201 JasonDent@WOMMA.org © Global Ins+tute For Inspira+on, LLC

WELCOME! Delivered by: Terry Barber Suzanne Tulien Download your free copy at www.giinspira+on.com Members of: © Global Ins+tute For Inspira+on, LLC

On Today’s Agenda •  Discoveries from 2011 MIC List •  The 7 key drivers behind what elevates inspira+on within a brand. •  How companies are leveraging it to become top of mind. •  What company made both the U.S. and U.K. as the #1 MIC •  How you beneﬁt from tapping into these proven drivers of inspira+on. © Global Ins+tute For Inspira+on, LLC

Perceived Value of Your Brand 85% of your company’s market value is now calculated on: a)  Market exposure b)  Size of organizaBon c)  Intangible assets (knowledge, talent, reputaBon) d)  Stock price Source: Brookings Ins0tute © Global Ins+tute For Inspira+on, LLC

We Now Know… 70% of customers brand percepBon is determined by experience with people. Source: Enterprise IG 2004 and Ken Irons, Market Leader Higher than average levels of employee engagement also realized: -‐  27% higher proﬁts, -‐  50% higher sales, -‐  50% higher customer loyalty and -‐  38% above-‐average producBvity Source: Gallup © Global Ins+tute For Inspira+on, LLC

We Don’t Know What We Don’t Know… What, in your opinion, is the #1 barrier to WOM advocacy? a)  No formal pladorm for it b)  No clearly deﬁned/understood “story” c)  Brand doesn’t ask for it d)  No inspiring customer experience © Global Ins+tute For Inspira+on, LLC

An Inspira1on Founda1on Drives DiﬀerenBaBon… Lower Commodity Good What •  Premium Price and •  Proﬁt How Service •  Growth Experience Who and Why InspiraBon The Experience Economy by Higher Pine and Gilmore © Global Ins+tute For Inspira+on, LLC

How impressions were formed 8 © Global Ins+tute For Inspira+on, LLC

The “Why” Ma>ers to Your Customers 2011 1533 consumers made it clear: •  A company recognized as inspiring is known for the “WHY!” © Global Ins+tute For Inspira+on, LLC

WHY’s of an Inspiring Company 2011 Most Inspiring Companies™ Index Results Customers ‘buy’ an experience, that is consistently built through ac1ons and behaviors that ul1mately tell a story. © Global Ins+tute For Inspira+on, LLC

Most powerful driver for WOM Strongest rela0onship highlighted with asterisk. © Global Ins+tute For Inspira+on, LLC

What Speciﬁc Behaviors Manifest from Customer InspiraBon? Key research ﬁnding: …consumers are not only inspired "by" but they are inspired "to" do something posi0ve as the result of the experience. Source: GII Inspira0on Index 2011 Results © Global Ins+tute For Inspira+on, LLC

Value of an Inspired Advocate Generally unsolicited by brand: •  Favorable Word of Mouth •  Favorable RaBngs & Reviews •  PosiBve TesBmonials •  PosiBve comments on Facebook, Twiler, blogs, online forums, etc. •  Oﬄine recommendaBons •  Shared oﬀers with social networks Loyal Average Customer *What’s a brand advocate worth? Zuberance © Global Ins+tute For Inspira+on, LLC 13

#1 US/UK MIC UK Company Winning “Why”: 80.74% -‐ InnovaBon EmoBonal Payoﬀ “Empowerment” © Global Ins+tute For Inspira+on, LLC

2011 Newcomers UK Company © Global Ins+tute For Inspira+on, LLC

7 Key Drivers of INSPIRATION 2011 MIC Credibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Progress . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . InnovaBon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Trust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . © Global Ins+tute For Inspira+on, LLC

7 Key Drivers of InspiraBon 2011 MIC AuthenBcity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Customer Centric . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Global CiBzenship Which drivers are you leveraging? © Global Ins+tute For Inspira+on, LLC

What Drives Your InspiraBon? Out of these top 5 Drivers of InspiraBon, which one best represents your organiza+on’s most prominent to build a pladorm of inspira+on on? 1)  Credibility 2)  Progress 3)  InnovaBon 4)  Trust 5)  AuthenBcity © Global Ins+tute For Inspira+on, LLC

So what? When a brand taps into its ‘WHY’ and fully aligns its resources… ü Provider of choice ü Employer of choice ü Investment of choice ü Talk of choice •  ‘8 of the 10 most talked about brands’ are also a MIC (Most Inspiring Company) -‐-‐ (Keller Fay Group) © Global Ins+tute For Inspira+on, LLC

So what? RO-‐i™? (Return on Inspira1on) Global InsBtute for InspiraBon tracked shareholder returns of the 19 publicly traded companies on the *2010 (25) Most Inspiring List. These companies not only beat the S&P 500, but outpaced it by a margin of 8% over a 5 year period (2005-‐2010). *Administered by: Global Ins0tute for Inspira0on™ —Data as of 11/2010 *2011 MIC charts will be available soon – sign up to our ezine to receive the updated report. © Global Ins+tute For Inspira+on, LLC

InspiraBon Buster Focus on the W & H of each stakeholder group Customers Employees Market Community Sell Fulﬁll Service Alract Communicate Engage Involve Retain Develop PotenBal for Boundaries and Misalignment © Global Ins+tute For Inspira+on, LLC

Elevate InspiraBon Focus First on “The Why” Innovate! Engage! Advocate! Customer Delicious Diﬀerence Week INSPIRATION Employee Community Transcending Boundaries to Unify © Global Ins+tute For Inspira+on, LLC

Did you know… Global average employee engagement score dropped to 56% in 2010 from 60% in 2009. -‐Source: Trends in Global Engagement, AON-‐Hewi of C-‐Suite execu+ves recognize that disengaged employees are one of the biggest threats to their business. Source: the Hay Group © Global Ins+tute For Inspira+on, LLC

Are We On the Same Page? The percepBon of inspiraBon in our organiza+on is: 1.  Perceived as higher by our employees than our customers. 2.  Perceived as lower by our employees than our customers. 3.  Perceived to be the same by our employees and customers. © Global Ins+tute For Inspira+on, LLC

Recommended Approach STEP 1: Deﬁne Your DNA & Assess (internal/external) STEP 2: Enlist, Equip, Empower All stakeholder levels STEP 3: Measure & Sustain © Global Ins+tute For Inspira+on, LLC

In Closing…Consider 1.  What key drivers can you leverage to elevate the level of inspira+on in your organiza+on? 2.  Have you begun to enlist, equip, and empower advocates around your story? 3.  Are your employees loving and living your brand with passion and arBculaBng your story to build the experience? 4.  Are you ready to benchmark your organiza+on’s inspira+on level against the Drive Inspired Advocacy Most Inspiring Companies? to Boost Top-‐line Growth © Global Ins+tute For Inspira+on, LLC

What’s Your OrganizaBon’s Inspira1on Level? Our Complimentary Individual Assessment Tool www.InspiraBonMeter.com © Global Ins+tute For Inspira+on, LLC

About GII, giinspiraBon.com SERVING: •  Global market brands •  MulB-‐naBonal organiza+ons; Diverse industries DIFFERENTIATION: •  First ever comprehensive validated research on “Inspira+on” in organiza+ons •  First consumer-‐focused Most Inspiring Companies annual list, reported on by Forbes.com •  Accelerated/experienBal methods, social technologies and tools to build inspiring cultures and branded word of mouth movements •  Authors/Speakers on thought-‐leading topics Contact: info@giinspiraBon.com Key People: Terry Barber Suzanne Tulien Carol Chapman Alan Williams Michalis Michael (U.S. Based) (U.S. Based) (U.S. Based) (UK Based) (UK Based) © Global Ins+tute For Inspira+on, LLC +1 404.485.3512

What is Driving WOM for America's Most Inspiring Companies

by Word of Mouth Marketing Association on Oct 27, 2011

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What is Driving WOM for America’s Most Inspiring Companies — Presentation Transcript