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

Published in: Business, Technology
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How to Measure Word of Mouth, presented by David Rabjohns

  1. 1. HowtoMeasureWordofMouthDavidRabjohnsMoreideas!wordofmouth.org
  2. 2. MEASURING WORD OF MOUTHThe insiders secrets to success
  3. 3. 94%of marketers say they are notgetting actionable insightsSource: Gleanster research August 2011
  4. 4. New ways ofAsking questionsResearchingBuyingSharing experiencesUsing mediaNew world
  5. 5. Measurement is at a crossroads.
  6. 6. The nature of brand influence has evolved over time: from brand ownersin the 1950’s to everyday people in the 2000’s.1950’s the era of productInvention1960’s/1970’s the era ofDiversification1980’s/1990’s the era ofFragmentation2000’s the era of Co-creationRational metricsEmotional metricsBehavioral metricsSocial metrics
  7. 7. Advocacy
  8. 8. Northwestern University statisticians helped explorewhich listening metrics most relate to sales and shareRESEARCH
  9. 9. Online recommendations have a high correlation with offline salesþ þ þ þ þ þ þAUTOMOTIVE
  10. 10. INSURANCEADVOCACY050100150200250300050,000100,000150,000200,000250,000300,0001 2 3 4 5 6 7 8 9 10 11 12Raw NewState Farmy = 446.11x + 122542R² = 0.1726100,000150,000200,000250,000300,000100 150 200 250 300ADVOCACY AGAINST NEW POLICIES:ONE MONTH LAG, July 2009 – JUNE 2010POLICIES
  11. 11. LIQUOR BRANDSIn packaged goods we find that 97% of the shift in salescan be predicted by the shift in online advocacy
  12. 12. R^2 = .301P value = .028Coefficient = .876BACON1 ton
  13. 13. we’refastapproachingcriticalmass
  14. 14. ADVOCACY MEASURMENTRa#onal   Emo#onal   Mo#va#onal  Mo#va#ons  Passion  Par#cipa#on  Archetypes  Trust  Value  Movements  Engagement  Service  Ac#vists   SalesMarketingProblemsMo#veQuest  Ac#vist  Model  
  15. 15. COVERAGEMODELSCUSTOMER SERVICEThe most strongly impassioned conversationsabout carrier loyalty were about customerAdvocatepassionRATIONAL
  16. 16. -0.5650.6441.1-0.80-0.60-0.40-0.200.000.200.400.600.801.001.20Q3 2009 Q3 2010 Q1 2011SPRINT NET ADDS IN MILLIONSSource: http://www.strategyanalytics.com/Saved  or  new  users:  2.31m1  Av.  Revenue  per  user  $582  Incremental  Revenue  $133.98m  RESULTS
  17. 17. WEIGHT MANAGEMENT GOALS : 12/09 – 11/10N= 3,004,7440.1%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 YouthfulFit into my clothesInfluence on MenEat what I wantPerform Better/CompetiveStay Fit and HealthyImprove Health ConditionIncrease EnergyLosing WeightImprove AppearanceFeel Better About MyselfSHARE OF WEIGHT MANAGEMENT CONVERSATIONSource: Weight Management Conversation: 12/09 – 11/10EMOTIONAL
  18. 18. ResearchX10RESULTS
  19. 19. TRIBAL
  20. 20. +87%.RESULTS
  21. 21. Lasso
  22. 22. PEOPLEPRODUCTIN THE OLD DAYS (Pre web 2.0)Marketing was about pushProductStory$$$RationalEmotional
  23. 23. PEOPLEPRODUCTTODAY (The new networked world)Paid media dollars are becoming less effectiveProductStory$$$RationalEmotional
  24. 24. PEOPLEPRODUCTIPASSION IS THE NEW CURRENCYLasso an idea – join a movementProductRationalEmotionalPassionLasso
  25. 25. It’s the Sexstupid
  26. 26. Axe lassoed sex and became the #1male shower brand in the USA.http://effie.org.ua/upload/axe.pdf
  27. 27. It’s theEnvironmentstupid
  28. 28. Story$$$RationalEmotionalToyota wanted to talk about saving gas…
  29. 29. …Saving the environment was what actually mattered.ITheEnvironmentLasso
  30. 30. Sales were 88% above goal expectationsand 275% above Honda.Prius Goal, 40,000Prius Actual,75,000Insight Actual,20,000Pre-ordersSource: http://www.autobloggreen.com/2009/05/15/report-toyota-received-75-000-prius-pre-orders/
  31. 31. MeasureAdvocatesSurvey monkeyNPSSMMEtc.LassoPassionGoogleBoard readerResearchEtc.CHANGE THE WORLD
  32. 32. TEAMFearlessly seeking the reasons whyDavid  Rabjohns  CEO  Kirsten  Recknagel  COO  Brook  Milller  CTO  MBA  CONFIDENTIAL  drabjohns@motivequest.com@motivequest
  33. 33. Moreideas!wordofmouth.orgFormoregreatideasonwordofmouth,visitwww.wordofmouth.org

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