Presentation by J. Colacurcio


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NM Incite
Advances in Social Metrics – What Marketers Need to Know

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Presentation by J. Colacurcio

  1. 1. NM Incite<br />Advances in Social Metrics – What Marketers Need to Know<br />
  2. 2. 2<br />An empowered consumer = changing paradigm<br />
  3. 3. 3<br />Abundance of buzz sources<br /> Social media (“buzz”) refers to public, online conversations<br />
  4. 4. Leaders Grasp the Potential of Social Media, But Companies Struggle to Deliver Real Value<br /> How do I use social media to<br /> transform my organization?<br /> How do I extract value from<br /> it and put it to work for all<br /> corporate functions?<br /> How do I make sense of the<br /> data? How do I cut through<br /> the noise and volume?<br />
  5. 5. Digital is Upending the Traditional Marketing Funnel<br />
  6. 6. It’s More than Sales and Marketing!<br />Marketing<br />Sales<br /> Procurement / Production<br />Service<br /> R&D / Product<br /><ul><li>Detect and respond to feedback on customer experience
  7. 7. Identify and engage with influential customers
  8. 8. Identify brand strengths and bottlenecksacross consumer’s decision journey
  9. 9. Measure impact of earned mediain overall marketing mix
  10. 10. Identify influencersand engage
  11. 11. Predict customer demand
  12. 12. Use brand/product sentiment in channel partner negotiations
  13. 13. Improve product and packaging through real-time feedback
  14. 14. Optimize launchesthrough rapid adjustments</li></ul>Support functions – HR, IT, PR, Training<br /><ul><li>Detect early threats, act based on risk level
  15. 15. Detect issues in investor confidence; act/engage based on information
  16. 16. Identify brand perception in talent marketplace </li></li></ul><li>7<br />Keys for Success<br />
  17. 17. Understand Your Customers <br />Challenges<br /><ul><li> What consumer segments are most critical for me to target </li></ul> and nurture?<br /><ul><li> Where should we engage, when, and how? </li></ul>Better Manage Threats & Brand Health <br />Challenges<br /><ul><li> How can I defend my company in a time of crisis?
  18. 18. What is the right course of action in an increasingly regulated</li></ul> environment? <br />
  19. 19. Build Advocacy for Your Brand and <br />Increase Customer Value<br />Challenges<br /><ul><li> How can my brand deepen loyalty and advocacy through</li></ul> listening and consumer engagement? <br /><ul><li> What is the value of a brand advocate and the cost of brand</li></ul> detractors? <br />Optimize Marketing<br />Challenges<br /><ul><li> How can listening help me drive greater return on my</li></ul> marketing and media investment? <br /><ul><li> How can paid and earned media work together for </li></ul> maximum efficiency and impact? <br />
  20. 20. Optimize New Product Innovation <br />Challenges<br /><ul><li> What products do my consumers really want?
  21. 21. What are their unmet needs? </li></li></ul><li>The next phase in measurement:A unique approach to Brand Advocacy<br />
  22. 22. Brand Advocacy Quotient<br />Weight by reach<br />Weight by relevance<br />Buzz (blogs, boards)<br />X<br />Unprompted buzz metric<br />Unprompted<br />X<br />Product reviews<br />Brand Advocacy Quotient <br />X<br />Survey (owners and non owners)<br />Prompted<br />X<br />
  23. 23. Advocacy Levels Differ Along the Consumer Journey <br />Inputs:<br />
  24. 24. Quick Case Study<br />