HOW LONG IS A PIECEOF STRING? THE MEASUREMENT QUESTION…AARON CROWTHER & RACHEL WOTHERSPOONMAGNUM & CO

VANESSA LIELL & LEWIS SHIELDSTHE HERD AGENCY

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HIGH IMPACT MOTIVATORS

I am inspired by a desire to: Brands can leverage this motivator by helping customers:Stand out from the crowd Project a unique social identity; be seen as special

Have confidence In the future Perceive the future as better than the past; have a positive mental picture of what’s to come

Enjoy a sense of well-being Feel that life measures up to expectations and that balance has been achieved; seek a stress-free state without conflicts or threats

Feel a sense of freedom Act independently, without obligations or restrictions

Feel a sense of thrill Experience visceral, overwhelming pleasure and excitement; participate in exciting, fun events

Feel a sense of belonging Have an affiliation with people they relate to or aspire to be like; feel part of a group

Protect the environment Sustain the belief that the environment is sacred; take action to improve their surroundings

Be the person I want to be Fulfill a desire for ongoing self-improvement; live up to their ideal self-image

Feel secure Believe that what they have today will be there tomorrow; pursue goals and dreams without worry

Succeed in life Feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures

SOURCE SCOTT  MAGIDS,  ALAN  ZORFAS,  AND  DANIEL  LEEMON

FROM “THE  NEW  SCIENCE  OF  CUSTOMER  EMOTIONS,”  NOVEMBER  2015 ©  HBR.ORG

25B

”It is good to have anend to the journey toward;

but it is the journeythat matters, in the end:

- Ernest Hemmingway

BUSINESS OUTCOMES

PERCENTAGE SALE UPLIFT

VALUEOF SALES

SEO IMPACT (% OF TOP INBOUND

LINKS DRIVEN BY PR

CUSTOMERACQUISITIO

N

TRAFFIC TO WEBSITE

(REFERRALS AND CLICK THROUGH)

INTENT TO PURCHASE / PERCEPTION

MAPPING

ORGANIC SEARCH UPLIFT

CHANNEL GROWTH (OWNED

CHANNELS)

COMPETITOR SHARE OF

VOICE

LEAD GENERATION

PR

Social

Content

GUT INSTINCT VS. DATA

Max  Change   of  Followers

76

Avg  Followers  Change  per  Day

17,43

Thursday  Nov  03,  2016

Aug  12,  2016  -­ Nov  09,  2016

Followers  Overview

Total  Followers

6  005Change   in  Followers

1  569

TOTAL FOLLOWERS

01,0002,0003,0004,0005,0006,0007,000

Aug  12

Aug  15

Aug  18

Aug  21

Aug  24

Aug  27

Aug  30

Sep  02

Sep  05

Sep  08

Sep  11

Sep  14

Sep  17

Sep  20

Sep  23

Sep  26

Sep  29

Oct  02

Oct  05

Oct  08

Oct  11

Oct  14

Oct  17

Oct  20

Oct  23

Oct  26

Oct  29

Nov  01

Nov  04

Nov  07

01020304050607080

Aug  12

Aug  15

Aug  18

Aug  21

Aug  24

Aug  27

Aug  30

Sep  02

Sep  05

Sep  08

Sep  11

Sep  14

Sep  17

Sep  20

Sep  23

Sep  26

Sep  29

Oct  02

Oct  05

Oct  08

Oct  11

Oct  14

Oct  17

Oct  20

Oct  23

Oct  26

Oct  29

Nov  01

Nov  04

Nov  07

INFLUENCER  1INFLUENCER  2

CUSTOMER/SUPPLIER RELATIONSHIP

Customer view ofthe relationship

Your view of the relationship

VENDOR

CREDIBLE  SOURCE

PROBLEM  SOLVER

TRUSTED  ADVISOR