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Date

NM InciteAdvances in Social Metrics – What Marketers Need to Know

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2

An empowered consumer = changing paradigm

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3

Abundance of buzz sources

Social media (“buzz”) refers to public, online conversations

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Leaders Grasp the Potential of Social Media, But Companies Struggle to Deliver Real Value

How do I make sense of the data? How do I cut through the noise and volume?

How do I extract value from it and put it to work for all corporate functions?

How do I use social media to transform my organization?

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Digital is Upending the Traditional Marketing Funnel

Awareness Familiarity Consideration Loyalty Advocacy

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It’s More than Sales and Marketing!

R&D / Product Procurement / Production Marketing Sales Service

Support functions – HR, IT, PR, Training

▪ Detect and respond to feedback on customer experience

▪ Identify and engage with influential customers

▪ Identify brand strengths and bottlenecks across consumer’s decision journey

▪ Measure impact of earned media in overall marketing mix

▪ Identify influencers and engage

▪ Predict customer demand

▪ Use brand/product sentiment in channel partner negotiations

▪ Improve product and packaging through real-time feedback

▪ Optimize launches through rapid adjustments

▪ Detect early threats, act based on risk level

▪ Detect issues in investor confidence; act/engage based on information

▪ Identify brand perception in talent marketplace

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7

Keys for Success

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Challenges What consumer segments are most critical for me to target and nurture?

Where should we engage, when, and how?

Understand Your Customers

Challenges How can I defend my company in a time of crisis?

What is the right course of action in an increasingly regulated environment?

Better Manage Threats & Brand Health

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Challenges How can my brand deepen loyalty and advocacy through listening and consumer engagement?

What is the value of a brand advocate and the cost of brand detractors?

Build Advocacy for Your Brand and Increase Customer Value

Challenges How can listening help me drive greater return on my marketing and media investment?

How can paid and earned media work together for maximum efficiency and impact?

Optimize Marketing

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Challenges What products do my consumers really want?

What are their unmet needs?

Optimize New Product Innovation

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The next phase in measurement:A unique approach to Brand Advocacy

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Weight by reach Weight by relevance

Survey (owners and non owners)

Buzz (blogs, boards)

Product reviews

Un

pro

mp

ted

Pro

mp

ted

X

Unprompted buzz metric

Brand Advocacy Quotient

X

X

X

Brand Advocacy Quotient

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Advocacy Levels Differ Along the Consumer Journey

Initial Consideration Set

Active Evaluation

Moment of Purchase

Post-Purchase Experience

Loyalty

“I am in the market for

category X and these brands are

top of mind”

“I am actively evaluating these brands; brand Y

seems to be better”

“I bought brand Y”

“I bought brand Y and had a

positive experience

with it”

“I will buy brand Y again”

Buzz

Product reviews

Survey – OwnersSurvey – Non-owners

Inputs:

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Quick Case Study