How online metrics can predict offline sales

1. Measuring the relationship between advocacy and sales.

2. There’s a paradigm shift happening in brand marketing. The way brand relationships are influenced is evolving. Measurement systems are becoming woefully inadequate. A new model of influence has emerged - and with it, new and important ways to measure it.

3. The power of influence has shiftedfrom brands to the people. http://effie.org.ua/upload/axe.pdf

4. Metrics are at a crossroads. Which way you decide to go depends on your understanding of brand influence now and how it’s evolved.

5. Small number of very powerful brands send rational messages to lots passive consumers using mass media. Lots of powerful brands trying to mean more not just prove they work better to lots of empowered consumers using mass media. Lots and lots of less powerful brands trying to get noticed using mass media in the hope that empowered consumers will take notice and care about them. What people say to each other about products and brands is now more influential. Power shifted from brand to active consumer. The nature of brand influence has evolved over time: from brand owners in the 1950’s to everyday people in the 2000’s.

6. The rapid fade in the influence of traditional media channels is pushing advocacy to the fore as a measure of brand health. Time

7. Consumer advocacy also matters more now because we’re fast approaching critical mass.

8. Old metrics are about asking people to tell you what they think, new metrics are about listening to what they actually say. ASKING Awareness Salience Purchase intent LISTENING Mentions Motivations Recommendation

9. The new marketing model – reflects a new reality of influence within connected consumer communities. LISTENING

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

11. We found people’s online recommendations have a high correlation with offline sales.       

12. Yep really People’s online recommendations have a high correlation with offline sales.

13. It is like the canary in the coal mine. The, motivationally consistent, online people are an indicator of what will happen offline.

14. In packaged goods, we that we can say with 97% (very high) confidence that advocacy and sales are positively correlated.

15. Advocates even predicted the outcome of the last election.

16. The same metric, featured in the February 9th, 2009 edition of AdAge,shows how advocacy can explain relative success.

17. Advocacy metrics can even help you decide what marketing strategy is best.

18. MotiveQuest is mad about measurement.

19. Major MotiveQuest Clients We help our customers understand the progress of their movements by linking online advocacy to offline sales.

20. CONVICTIONS: People know what you stand for CONSTITUENTS: You are able to help each group personalize the convictions to them ADVOCACY CO-OPERATION: There is a two way dialog from the grass roots up and back The brands that are most successful at creating advocates are clear about three things.

21. How are you measuring advocacy? Tom O’Brien, CMO tobrien@motivequest.com Website: www.motivequest.com Twitter: @motivequest