SlideShare ist ein Scribd-Unternehmen logo
1 von 5
NPS: A system to create young fans

                                                                              ®
           MOBILEYOUTH
                  youth marketing mobile culture since 2001

                                   By Graham Brown mobileYouth

                                     http://www.mobileYouth.org




“When you run a £5 billion company” explains Guy Laurence, “you can’t avoid the numbers.”

As Vodafone’s UK CEO, Laurence has all the numbers he needs; 45 terrabytes of data pass through the
network every day detailing everything from the contents of your last text to the location you sent it
from. Success as the network’s CEO won’t be based on access to all this “big data” but on his ability to
use only what counts.

Of the thousands of potential metrics that Vodafone could use, Laurence focuses only on 5: The first 4
are obvious - the KPIs analysts and CEOs have focused on for years. The fifth, however, is a
newcomer - Net Promoter Score.

NPS sits on the CEO’s top table because it’s easy to implement but this ease of use can be a double-
edged sword. Used incorrectly, NPS can wreak havoc on the best brands. In this era of big data, mobile
brands need to tread carefully.

In this article I discuss how mobile brands need to use NPS effectively by moving it from a “score” to a
“system”. Not using NPS at all is better than using it ineffectively.

NPS Use and Abuse

Net Promoter Score is one of a stable of Earned Media Indexes (EMIs) that tracks how much people
will recommend your brand to a friend. At mobileYouth we use a mobile-specific variant tailored to
youth called the SMART index.

Most mobile brands use NPS ineffectively, using it to measure and drive customer satisfaction (the
“customer survey 2.0”). This abuse of the metric will eventually alienate the next generation of
customers because, in a saturated market of educated customers, the brands youth “like” will lose out
to those they “love”.

Our research shows the brands with strongest youth support (e.g. Apple, Amazon, O2) use EMIs
differently. These brands drive brand “love” through Fanspotting - using data to identify and engage
the influencers.




The New Rules of Influence

                            The new landscape for youth lines of influence




The logic of using EMIs is simple; 62% of youth buy handsets based on what their friends say not what
the brand says. Engaging influencers (earned media) is more effective than clever, creative advertising
campaigns (paid media).

When we recruit youth advocates for our offline social research networks we ask them to draw their
own influence map. The image above is from a male student in India called Abhirup. He's unlike your
average customer because he's a key influencer - someone with a history of influencing others to
switch network and try new handsets. Across the 65 markets studied we found a clear distinction
between influencers and followers; influencers are 20-100x more influential than your average
customer. Not all customers are the same.

With these influencers on your side, marketing dollars stretch further meaning higher operating
margins. Influence allows brands to reinvest profits into R&D and customer insights. Influence means
profit.

Category leaders have the highest EMI scores. Apple is 33 points (out of 100) above the handset
market average. Our SMART survey showed that Apple and Blackberry consistently outperformed
incumbent rivals. O2 in the UK leads the mobile operator category by 24 points. Amazon is 27 points
above all other online retailers.

                                  Why “Tracking” NPS isn’t enough

Tracking EMIs and using EMIs are very different.

Laurence states that executive insight is the ability to triangulate 3 factors: 1) understanding new
technology trends 2) public reaction to service and 3) “taking a punt”. The “taking a punt” discerns the
lowly knowledge worker from his more sought-after cousin - the insight worker. Companies pay
knowledge workers to tell them if their NPS has improved since last quarter. Insight means using only
what counts, understanding how to use EMIs to drive strategy and this means developing a system.

                                Using Earned Media Indexes as a Score
                                  to Measure Customer Satisfaction




Most mobile companies use NPS as a knowledge tool as in the diagram above. NPS gauges customer
satisfaction. NPS is a score. Tracking NPS helps companies stay on top of the market pulse by
visualizing how many customers are on the left or right of the red line.

Measuring customer satisfaction is ineffective for two reasons:
1) As standalone gauge of customer satisfaction NPS is a vanity metric. If youth “like” or are
“satisfied” with your brand, you might as well be invisible.
2) NPS needs to move from historical reporting of fact to forward predictive insight. EMIs aren’t
designed as trackers but to identify lines of influence. In the youth mobile market, brands live and die
by influence. What mobile companies need to do is identify the people who already “love” the brand
and support these change agents. This systemization of research and marketing is called Fanspotting.
We outline Fanspotting in the diagram below.
Fanspotting: From Vanity Score to Marketing System

                               Using Earned Media Indexes as a System
                                    to Identify and Activate Fans




In the diagram above we highlight how mobile companies can use NPS to identify and activate fans.
Ron Johnson, idea spark behind the Apple Retail Store and hardcore advocate of EMIs, states NPS
should be used as a system to focus on people not a score to measure markets. Johnson calls this the
difference between a “Net Promoter Score” and a “Net Promoter System”.

Apple Retail’s “net promoter system” uses EMIs to identify the fans Apple needs to be engage. Metrics
don’t measure satisfaction, they identify where the market hotspots are and deliver a profile of these
fans. When we first ran the SMART index in 2009 we found Apple scored behind Nokia on “like”
(everyone liked and trusted Nokia) but led on “love”. Apple may not have had the awareness of Nokia
but it had clearly defined hotspots to work with. Apple’s strategy has paid off. By not using EMIs to
improve customer satisfaction it has nurtured a specific group of fans that have now influenced the rest
of the market.

                            Key to a successful Fanspotting system is rapid
                      visualization of data as in our mobileYouth brand heat map
Every Brand has Fans

This is not just about Apple. In our SMART survey we found mobile handsets have change agents
specific to their brand and market. The mobileYouth Brand Heatmap helped mobile brands visualize
step one of their youth strategy - i.e. answering the question “where do we start?” Blackberry in South
Africa, for example, needs to use EMIs to engage the most vocal and active black females aged 20-25
yrs. Blackberry can identify which of the 3 groups of youth change agents already “love” the brand and
concentrate their marketing budgets accordingly.

Every mobile brand has fans, they simply need to use EMIs to connect the pipes - from consumer
insights to marketing activity. By turning “scores” into “systems”, consumer insights can deliver a
marketing rationale to the brand managers that states “We need to focus on X”.

Summary

If you don’t know who the fans that love you are, you only have satisfied customers.


	
  

Weitere ähnliche Inhalte

Was ist angesagt?

Social Media Marketing is Dead. The Way Brands use it Today
Social Media Marketing is Dead. The Way Brands use it TodaySocial Media Marketing is Dead. The Way Brands use it Today
Social Media Marketing is Dead. The Way Brands use it TodayStefanos Karagos
 
Womm Presentation
Womm PresentationWomm Presentation
Womm Presentationkneehighnic
 
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian Solis
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian SolisThe Rise of Digital Darwinism and the Fall of Business As Usual by Brian Solis
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian SolisBrian Solis
 
AdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generationsAdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generationsKantar
 
It’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessIt’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessStefanos Karagos
 
What's Next: Impact of Technology on Consumer Behavior
What's Next: Impact of Technology on Consumer BehaviorWhat's Next: Impact of Technology on Consumer Behavior
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
 
Low or Zero budget Startup Product and Enterprise Marketing
Low or Zero budget Startup Product and Enterprise MarketingLow or Zero budget Startup Product and Enterprise Marketing
Low or Zero budget Startup Product and Enterprise MarketingIntale
 
The Evolving Role of Brands for the Millennial Generation
The Evolving Role of Brands for the Millennial GenerationThe Evolving Role of Brands for the Millennial Generation
The Evolving Role of Brands for the Millennial GenerationEdelman
 
Planning For The Future of Planning
Planning For The Future of PlanningPlanning For The Future of Planning
Planning For The Future of PlanningCharlie Quirk
 
Building the Workforce for the Future: 16 Smart Inside Sales Trends in 2016 [...
Building the Workforce for the Future: 16 Smart Inside Sales Trends in 2016 [...Building the Workforce for the Future: 16 Smart Inside Sales Trends in 2016 [...
Building the Workforce for the Future: 16 Smart Inside Sales Trends in 2016 [...OpenView
 
GAFAnomics
GAFAnomicsGAFAnomics
GAFAnomicsBhavikd7
 
What's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessWhat's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
 
40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case Studies40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case StudiesHappy Marketer
 
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...Digital Boom
 
State of Influencer Marketing - Mid-Year Review
State of Influencer Marketing - Mid-Year ReviewState of Influencer Marketing - Mid-Year Review
State of Influencer Marketing - Mid-Year ReviewOgilvy Consulting
 
25 Disruptive Technology Trends 2015 - 2016
25 Disruptive Technology Trends 2015 - 201625 Disruptive Technology Trends 2015 - 2016
25 Disruptive Technology Trends 2015 - 2016Brian Solis
 
Y&R's SXSW Takeaways 2017
Y&R's SXSW Takeaways 2017 Y&R's SXSW Takeaways 2017
Y&R's SXSW Takeaways 2017 Young & Rubicam
 

Was ist angesagt? (20)

Social Media Marketing is Dead. The Way Brands use it Today
Social Media Marketing is Dead. The Way Brands use it TodaySocial Media Marketing is Dead. The Way Brands use it Today
Social Media Marketing is Dead. The Way Brands use it Today
 
Womm Presentation
Womm PresentationWomm Presentation
Womm Presentation
 
WOMM
WOMMWOMM
WOMM
 
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian Solis
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian SolisThe Rise of Digital Darwinism and the Fall of Business As Usual by Brian Solis
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian Solis
 
Visible Technologies
Visible TechnologiesVisible Technologies
Visible Technologies
 
AdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generationsAdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generations
 
It’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessIt’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to Success
 
What's Next: Impact of Technology on Consumer Behavior
What's Next: Impact of Technology on Consumer BehaviorWhat's Next: Impact of Technology on Consumer Behavior
What's Next: Impact of Technology on Consumer Behavior
 
Low or Zero budget Startup Product and Enterprise Marketing
Low or Zero budget Startup Product and Enterprise MarketingLow or Zero budget Startup Product and Enterprise Marketing
Low or Zero budget Startup Product and Enterprise Marketing
 
The Evolving Role of Brands for the Millennial Generation
The Evolving Role of Brands for the Millennial GenerationThe Evolving Role of Brands for the Millennial Generation
The Evolving Role of Brands for the Millennial Generation
 
Planning For The Future of Planning
Planning For The Future of PlanningPlanning For The Future of Planning
Planning For The Future of Planning
 
Building the Workforce for the Future: 16 Smart Inside Sales Trends in 2016 [...
Building the Workforce for the Future: 16 Smart Inside Sales Trends in 2016 [...Building the Workforce for the Future: 16 Smart Inside Sales Trends in 2016 [...
Building the Workforce for the Future: 16 Smart Inside Sales Trends in 2016 [...
 
GAFAnomics
GAFAnomicsGAFAnomics
GAFAnomics
 
What's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessWhat's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content Business
 
40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case Studies40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case Studies
 
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...
 
Social media 101
Social media 101Social media 101
Social media 101
 
State of Influencer Marketing - Mid-Year Review
State of Influencer Marketing - Mid-Year ReviewState of Influencer Marketing - Mid-Year Review
State of Influencer Marketing - Mid-Year Review
 
25 Disruptive Technology Trends 2015 - 2016
25 Disruptive Technology Trends 2015 - 201625 Disruptive Technology Trends 2015 - 2016
25 Disruptive Technology Trends 2015 - 2016
 
Y&R's SXSW Takeaways 2017
Y&R's SXSW Takeaways 2017 Y&R's SXSW Takeaways 2017
Y&R's SXSW Takeaways 2017
 

Andere mochten auch

Social media - Developments
Social media - DevelopmentsSocial media - Developments
Social media - DevelopmentsArthur Weiss
 
η αβ στη νοηματική από τα παιδιά
η αβ στη νοηματική από τα παιδιάη αβ στη νοηματική από τα παιδιά
η αβ στη νοηματική από τα παιδιάJohn C. Yiannoudis
 
Presentation4.pptx [autosaved]
Presentation4.pptx [autosaved]Presentation4.pptx [autosaved]
Presentation4.pptx [autosaved]baski6308
 
TMA Mobile Solutions (TMS)
TMA Mobile Solutions (TMS)TMA Mobile Solutions (TMS)
TMA Mobile Solutions (TMS)quangbui
 
Oats & More: Case Study
Oats & More: Case StudyOats & More: Case Study
Oats & More: Case StudyNewsworks
 
Guia de estudio i ngles
Guia de estudio i nglesGuia de estudio i ngles
Guia de estudio i nglesClaudio Vera
 
Hopelessly Addicted to Web 2.0, Social Networks, & Facebook
Hopelessly Addicted to Web 2.0, Social Networks, & FacebookHopelessly Addicted to Web 2.0, Social Networks, & Facebook
Hopelessly Addicted to Web 2.0, Social Networks, & FacebookDave McClure
 
Keeping up to date & comparing journal apps. the stockholm workshop 2016
Keeping up to date &  comparing journal apps. the stockholm workshop 2016Keeping up to date &  comparing journal apps. the stockholm workshop 2016
Keeping up to date & comparing journal apps. the stockholm workshop 2016Guus van den Brekel
 
Engaging Audiences, while Increasing Content Monetization
Engaging Audiences, while Increasing Content MonetizationEngaging Audiences, while Increasing Content Monetization
Engaging Audiences, while Increasing Content MonetizationNEPA BlogCon
 
Cockpit for Big Systems and Big IoT Systems Leveraging IBM Bluemix and Watson
Cockpit for Big Systems and Big IoT Systems Leveraging IBM Bluemix and WatsonCockpit for Big Systems and Big IoT Systems Leveraging IBM Bluemix and Watson
Cockpit for Big Systems and Big IoT Systems Leveraging IBM Bluemix and WatsonCapgemini
 
Olga Guitar Chords And Tablature (B)
Olga Guitar Chords And Tablature (B)Olga Guitar Chords And Tablature (B)
Olga Guitar Chords And Tablature (B)guest16eee4
 
Social Media Strategies for Business, Goering Center
Social Media Strategies for Business, Goering CenterSocial Media Strategies for Business, Goering Center
Social Media Strategies for Business, Goering CenterGame Day Communications
 
A Vietnamese Language Model Based on Recurrent Neural Network
A Vietnamese Language Model Based on Recurrent Neural NetworkA Vietnamese Language Model Based on Recurrent Neural Network
A Vietnamese Language Model Based on Recurrent Neural NetworkViet-Trung TRAN
 
South By Leo Burnett 2012
South By Leo Burnett 2012South By Leo Burnett 2012
South By Leo Burnett 2012Leo Burnett
 

Andere mochten auch (19)

Social media - Developments
Social media - DevelopmentsSocial media - Developments
Social media - Developments
 
η αβ στη νοηματική από τα παιδιά
η αβ στη νοηματική από τα παιδιάη αβ στη νοηματική από τα παιδιά
η αβ στη νοηματική από τα παιδιά
 
Presentation4.pptx [autosaved]
Presentation4.pptx [autosaved]Presentation4.pptx [autosaved]
Presentation4.pptx [autosaved]
 
Scarab4 slideshare
Scarab4 slideshareScarab4 slideshare
Scarab4 slideshare
 
TMA Mobile Solutions (TMS)
TMA Mobile Solutions (TMS)TMA Mobile Solutions (TMS)
TMA Mobile Solutions (TMS)
 
Oats & More: Case Study
Oats & More: Case StudyOats & More: Case Study
Oats & More: Case Study
 
Guia de estudio i ngles
Guia de estudio i nglesGuia de estudio i ngles
Guia de estudio i ngles
 
Hopelessly Addicted to Web 2.0, Social Networks, & Facebook
Hopelessly Addicted to Web 2.0, Social Networks, & FacebookHopelessly Addicted to Web 2.0, Social Networks, & Facebook
Hopelessly Addicted to Web 2.0, Social Networks, & Facebook
 
Keeping up to date & comparing journal apps. the stockholm workshop 2016
Keeping up to date &  comparing journal apps. the stockholm workshop 2016Keeping up to date &  comparing journal apps. the stockholm workshop 2016
Keeping up to date & comparing journal apps. the stockholm workshop 2016
 
Apple inc.
Apple inc.Apple inc.
Apple inc.
 
Engaging Audiences, while Increasing Content Monetization
Engaging Audiences, while Increasing Content MonetizationEngaging Audiences, while Increasing Content Monetization
Engaging Audiences, while Increasing Content Monetization
 
Cockpit for Big Systems and Big IoT Systems Leveraging IBM Bluemix and Watson
Cockpit for Big Systems and Big IoT Systems Leveraging IBM Bluemix and WatsonCockpit for Big Systems and Big IoT Systems Leveraging IBM Bluemix and Watson
Cockpit for Big Systems and Big IoT Systems Leveraging IBM Bluemix and Watson
 
3 worksheet unhealthy habits
3 worksheet unhealthy habits3 worksheet unhealthy habits
3 worksheet unhealthy habits
 
Overload
OverloadOverload
Overload
 
Olga Guitar Chords And Tablature (B)
Olga Guitar Chords And Tablature (B)Olga Guitar Chords And Tablature (B)
Olga Guitar Chords And Tablature (B)
 
Afforestt
AfforesttAfforestt
Afforestt
 
Social Media Strategies for Business, Goering Center
Social Media Strategies for Business, Goering CenterSocial Media Strategies for Business, Goering Center
Social Media Strategies for Business, Goering Center
 
A Vietnamese Language Model Based on Recurrent Neural Network
A Vietnamese Language Model Based on Recurrent Neural NetworkA Vietnamese Language Model Based on Recurrent Neural Network
A Vietnamese Language Model Based on Recurrent Neural Network
 
South By Leo Burnett 2012
South By Leo Burnett 2012South By Leo Burnett 2012
South By Leo Burnett 2012
 

Ähnlich wie How do Amazon, Apple and O2 create young fans?

A Complete Guide to Mobile Marketing for 2014 Second Edition
A Complete Guide to Mobile Marketing for 2014 Second EditionA Complete Guide to Mobile Marketing for 2014 Second Edition
A Complete Guide to Mobile Marketing for 2014 Second EditionAdRoll
 
How CMOs Can Build a Mobile App Strategy
How CMOs Can Build a Mobile App StrategyHow CMOs Can Build a Mobile App Strategy
How CMOs Can Build a Mobile App StrategyKoombea
 
The 6 Most Common Objections to Investing in App Marketing (And How to Trump ...
The 6 Most Common Objections to Investing in App Marketing (And How to Trump ...The 6 Most Common Objections to Investing in App Marketing (And How to Trump ...
The 6 Most Common Objections to Investing in App Marketing (And How to Trump ...Localytics
 
8 statistics every business should know about mobile
8 statistics every business should know about mobile8 statistics every business should know about mobile
8 statistics every business should know about mobileCopper Mobile, Inc.
 
eMarketer Breakfast - 9.28.2011
eMarketer Breakfast - 9.28.2011eMarketer Breakfast - 9.28.2011
eMarketer Breakfast - 9.28.2011eMarketer
 
Future of Marketing Influence Study (Sept. 2013)
Future of Marketing Influence Study (Sept. 2013)Future of Marketing Influence Study (Sept. 2013)
Future of Marketing Influence Study (Sept. 2013)Appinions
 
Mobile application in the marketplace research paper
Mobile application in the marketplace research paperMobile application in the marketplace research paper
Mobile application in the marketplace research paperBUEntrepreneurship
 
2011 US Mobile Marketing Predictions
2011 US Mobile Marketing Predictions2011 US Mobile Marketing Predictions
2011 US Mobile Marketing PredictionsDigital Pymes
 
Predictions 2014 Mobile Trends for Marketers
Predictions 2014 Mobile Trends for MarketersPredictions 2014 Mobile Trends for Marketers
Predictions 2014 Mobile Trends for MarketersEvgeny Tsarkov
 
Forrester predictions 2014 mobile trends for marketers
Forrester predictions 2014 mobile trends for marketersForrester predictions 2014 mobile trends for marketers
Forrester predictions 2014 mobile trends for marketersTai Chu
 
Путь от стартапа к маркетинг партнеру (Сергей Канищев, ComboApp)
Путь от стартапа к маркетинг партнеру (Сергей Канищев, ComboApp)Путь от стартапа к маркетинг партнеру (Сергей Канищев, ComboApp)
Путь от стартапа к маркетинг партнеру (Сергей Канищев, ComboApp)PCampRussia
 
Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report
Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report
Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report Self-employed
 
5 Goals Marketers Should Make—and Keep—in 2011
 5 Goals Marketers Should Make—and Keep—in 2011 5 Goals Marketers Should Make—and Keep—in 2011
5 Goals Marketers Should Make—and Keep—in 2011Digital Pymes
 
Mobile in the media mix whitepaper oya ones yasayan 2011
Mobile in the media mix whitepaper oya ones yasayan 2011Mobile in the media mix whitepaper oya ones yasayan 2011
Mobile in the media mix whitepaper oya ones yasayan 2011Oya Yaşayan
 
Mobile Business Forecast for Marketers
Mobile Business Forecast for MarketersMobile Business Forecast for Marketers
Mobile Business Forecast for MarketersAntenna Software
 
Personalized Marketing-101-eBook
Personalized Marketing-101-eBookPersonalized Marketing-101-eBook
Personalized Marketing-101-eBookAmel Ait Ahcene
 
7steps mobile-marketing-smart-insights
7steps mobile-marketing-smart-insights7steps mobile-marketing-smart-insights
7steps mobile-marketing-smart-insightsAdCMO
 

Ähnlich wie How do Amazon, Apple and O2 create young fans? (20)

A Complete Guide to Mobile Marketing for 2014 Second Edition
A Complete Guide to Mobile Marketing for 2014 Second EditionA Complete Guide to Mobile Marketing for 2014 Second Edition
A Complete Guide to Mobile Marketing for 2014 Second Edition
 
How CMOs Can Build a Mobile App Strategy
How CMOs Can Build a Mobile App StrategyHow CMOs Can Build a Mobile App Strategy
How CMOs Can Build a Mobile App Strategy
 
The 6 Most Common Objections to Investing in App Marketing (And How to Trump ...
The 6 Most Common Objections to Investing in App Marketing (And How to Trump ...The 6 Most Common Objections to Investing in App Marketing (And How to Trump ...
The 6 Most Common Objections to Investing in App Marketing (And How to Trump ...
 
8 statistics every business should know about mobile
8 statistics every business should know about mobile8 statistics every business should know about mobile
8 statistics every business should know about mobile
 
10 Marketing Trends to Watch in 2011
10 Marketing Trends to Watch in 201110 Marketing Trends to Watch in 2011
10 Marketing Trends to Watch in 2011
 
eMarketer Breakfast - 9.28.2011
eMarketer Breakfast - 9.28.2011eMarketer Breakfast - 9.28.2011
eMarketer Breakfast - 9.28.2011
 
Future of Marketing Influence Study (Sept. 2013)
Future of Marketing Influence Study (Sept. 2013)Future of Marketing Influence Study (Sept. 2013)
Future of Marketing Influence Study (Sept. 2013)
 
Mobile application in the marketplace research paper
Mobile application in the marketplace research paperMobile application in the marketplace research paper
Mobile application in the marketplace research paper
 
2011 US Mobile Marketing Predictions
2011 US Mobile Marketing Predictions2011 US Mobile Marketing Predictions
2011 US Mobile Marketing Predictions
 
Predictions 2014 Mobile Trends for Marketers
Predictions 2014 Mobile Trends for MarketersPredictions 2014 Mobile Trends for Marketers
Predictions 2014 Mobile Trends for Marketers
 
Forrester predictions 2014 mobile trends for marketers
Forrester predictions 2014 mobile trends for marketersForrester predictions 2014 mobile trends for marketers
Forrester predictions 2014 mobile trends for marketers
 
Путь от стартапа к маркетинг партнеру (Сергей Канищев, ComboApp)
Путь от стартапа к маркетинг партнеру (Сергей Канищев, ComboApp)Путь от стартапа к маркетинг партнеру (Сергей Канищев, ComboApp)
Путь от стартапа к маркетинг партнеру (Сергей Канищев, ComboApp)
 
Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report
Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report
Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report
 
5 Goals Marketers Should Make—and Keep—in 2011
 5 Goals Marketers Should Make—and Keep—in 2011 5 Goals Marketers Should Make—and Keep—in 2011
5 Goals Marketers Should Make—and Keep—in 2011
 
Mobile marketing
Mobile marketing Mobile marketing
Mobile marketing
 
Mobile in the media mix whitepaper oya ones yasayan 2011
Mobile in the media mix whitepaper oya ones yasayan 2011Mobile in the media mix whitepaper oya ones yasayan 2011
Mobile in the media mix whitepaper oya ones yasayan 2011
 
Mobile Business Forecast for Marketers
Mobile Business Forecast for MarketersMobile Business Forecast for Marketers
Mobile Business Forecast for Marketers
 
Personalized Marketing-101-eBook
Personalized Marketing-101-eBookPersonalized Marketing-101-eBook
Personalized Marketing-101-eBook
 
7steps mobile-marketing-smart-insights
7steps mobile-marketing-smart-insights7steps mobile-marketing-smart-insights
7steps mobile-marketing-smart-insights
 
MMA Leadership Forum Brasil 2017
MMA Leadership Forum Brasil 2017MMA Leadership Forum Brasil 2017
MMA Leadership Forum Brasil 2017
 

Mehr von Graham Brown

The Human Communication Playbook by Graham Brown (Get the PDF)
The Human Communication Playbook by Graham Brown (Get the PDF) The Human Communication Playbook by Graham Brown (Get the PDF)
The Human Communication Playbook by Graham Brown (Get the PDF) Graham Brown
 
The Asia Matters Report by Graham D Brown
The Asia Matters Report by Graham D BrownThe Asia Matters Report by Graham D Brown
The Asia Matters Report by Graham D BrownGraham Brown
 
Asia Tech Research: Asia Matters 3/4 (The New Home of Entrepreneurship)
Asia Tech Research: Asia Matters 3/4 (The New Home of Entrepreneurship)Asia Tech Research: Asia Matters 3/4 (The New Home of Entrepreneurship)
Asia Tech Research: Asia Matters 3/4 (The New Home of Entrepreneurship)Graham Brown
 
Asia Tech Research: Asia Matters 4/4 (The Digital Frontier)
Asia Tech Research: Asia Matters 4/4 (The Digital Frontier)Asia Tech Research: Asia Matters 4/4 (The Digital Frontier)
Asia Tech Research: Asia Matters 4/4 (The Digital Frontier)Graham Brown
 
Asia Tech Research: Asia Matters 2/4 (Asian Startup Ecosystems)
Asia Tech Research: Asia Matters 2/4 (Asian Startup Ecosystems)Asia Tech Research: Asia Matters 2/4 (Asian Startup Ecosystems)
Asia Tech Research: Asia Matters 2/4 (Asian Startup Ecosystems)Graham Brown
 
Asia Tech Research: 50 Trends Asia 2018
Asia Tech Research: 50 Trends Asia 2018 Asia Tech Research: 50 Trends Asia 2018
Asia Tech Research: 50 Trends Asia 2018 Graham Brown
 
Ebook: 10 Tips to Grow Your Business in 2017 (Download)
Ebook: 10 Tips to Grow Your Business in 2017 (Download)Ebook: 10 Tips to Grow Your Business in 2017 (Download)
Ebook: 10 Tips to Grow Your Business in 2017 (Download)Graham Brown
 
Every Entrepreneur Grows by Learning (Up.School)
Every Entrepreneur Grows by Learning (Up.School)Every Entrepreneur Grows by Learning (Up.School)
Every Entrepreneur Grows by Learning (Up.School)Graham Brown
 
(Asia Tech Podcast) 7 Ways to Stay Motivated when launching your business
(Asia Tech Podcast) 7 Ways to Stay Motivated when launching your business(Asia Tech Podcast) 7 Ways to Stay Motivated when launching your business
(Asia Tech Podcast) 7 Ways to Stay Motivated when launching your businessGraham Brown
 
(Asia Tech Podcast) 25 Inspiring Quotes for Startup Founders
(Asia Tech Podcast) 25 Inspiring Quotes for Startup Founders(Asia Tech Podcast) 25 Inspiring Quotes for Startup Founders
(Asia Tech Podcast) 25 Inspiring Quotes for Startup FoundersGraham Brown
 
(Asia Tech Podcast) 60 Inspiring Quotes for Entrepreneurs
(Asia Tech Podcast) 60 Inspiring Quotes for Entrepreneurs (Asia Tech Podcast) 60 Inspiring Quotes for Entrepreneurs
(Asia Tech Podcast) 60 Inspiring Quotes for Entrepreneurs Graham Brown
 
Experience is the Brand (How to Build a Brand Worth Talking About)
Experience is the Brand (How to Build a Brand Worth Talking About)Experience is the Brand (How to Build a Brand Worth Talking About)
Experience is the Brand (How to Build a Brand Worth Talking About)Graham Brown
 
How to fix a Broken Brand (McDonalds Case Study 2015)
How to fix a Broken Brand (McDonalds Case Study 2015)How to fix a Broken Brand (McDonalds Case Study 2015)
How to fix a Broken Brand (McDonalds Case Study 2015)Graham Brown
 
How Starbucks Became the Apple of Coffee
How Starbucks Became the Apple of CoffeeHow Starbucks Became the Apple of Coffee
How Starbucks Became the Apple of CoffeeGraham Brown
 
The 6 Ways Starbucks Kills it on Social Media
The 6 Ways Starbucks Kills it on Social MediaThe 6 Ways Starbucks Kills it on Social Media
The 6 Ways Starbucks Kills it on Social MediaGraham Brown
 
Branding is Dead: Long Live Brand Experience
Branding is Dead: Long Live Brand ExperienceBranding is Dead: Long Live Brand Experience
Branding is Dead: Long Live Brand ExperienceGraham Brown
 
(GrahamDBrown) Brand Leadership 2015: 10 Quotes from Industry Leaders and Gur...
(GrahamDBrown) Brand Leadership 2015: 10 Quotes from Industry Leaders and Gur...(GrahamDBrown) Brand Leadership 2015: 10 Quotes from Industry Leaders and Gur...
(GrahamDBrown) Brand Leadership 2015: 10 Quotes from Industry Leaders and Gur...Graham Brown
 
The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)
The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)
The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)Graham Brown
 
10 Facts about Gen Y and Social Media Privacy (Total Youth Research)
10 Facts about Gen Y and Social Media Privacy (Total Youth Research)10 Facts about Gen Y and Social Media Privacy (Total Youth Research)
10 Facts about Gen Y and Social Media Privacy (Total Youth Research)Graham Brown
 
Brand Democracy: How to Tell Stories in the Social Era by Graham Brown
Brand Democracy: How to Tell Stories in the Social Era by Graham BrownBrand Democracy: How to Tell Stories in the Social Era by Graham Brown
Brand Democracy: How to Tell Stories in the Social Era by Graham BrownGraham Brown
 

Mehr von Graham Brown (20)

The Human Communication Playbook by Graham Brown (Get the PDF)
The Human Communication Playbook by Graham Brown (Get the PDF) The Human Communication Playbook by Graham Brown (Get the PDF)
The Human Communication Playbook by Graham Brown (Get the PDF)
 
The Asia Matters Report by Graham D Brown
The Asia Matters Report by Graham D BrownThe Asia Matters Report by Graham D Brown
The Asia Matters Report by Graham D Brown
 
Asia Tech Research: Asia Matters 3/4 (The New Home of Entrepreneurship)
Asia Tech Research: Asia Matters 3/4 (The New Home of Entrepreneurship)Asia Tech Research: Asia Matters 3/4 (The New Home of Entrepreneurship)
Asia Tech Research: Asia Matters 3/4 (The New Home of Entrepreneurship)
 
Asia Tech Research: Asia Matters 4/4 (The Digital Frontier)
Asia Tech Research: Asia Matters 4/4 (The Digital Frontier)Asia Tech Research: Asia Matters 4/4 (The Digital Frontier)
Asia Tech Research: Asia Matters 4/4 (The Digital Frontier)
 
Asia Tech Research: Asia Matters 2/4 (Asian Startup Ecosystems)
Asia Tech Research: Asia Matters 2/4 (Asian Startup Ecosystems)Asia Tech Research: Asia Matters 2/4 (Asian Startup Ecosystems)
Asia Tech Research: Asia Matters 2/4 (Asian Startup Ecosystems)
 
Asia Tech Research: 50 Trends Asia 2018
Asia Tech Research: 50 Trends Asia 2018 Asia Tech Research: 50 Trends Asia 2018
Asia Tech Research: 50 Trends Asia 2018
 
Ebook: 10 Tips to Grow Your Business in 2017 (Download)
Ebook: 10 Tips to Grow Your Business in 2017 (Download)Ebook: 10 Tips to Grow Your Business in 2017 (Download)
Ebook: 10 Tips to Grow Your Business in 2017 (Download)
 
Every Entrepreneur Grows by Learning (Up.School)
Every Entrepreneur Grows by Learning (Up.School)Every Entrepreneur Grows by Learning (Up.School)
Every Entrepreneur Grows by Learning (Up.School)
 
(Asia Tech Podcast) 7 Ways to Stay Motivated when launching your business
(Asia Tech Podcast) 7 Ways to Stay Motivated when launching your business(Asia Tech Podcast) 7 Ways to Stay Motivated when launching your business
(Asia Tech Podcast) 7 Ways to Stay Motivated when launching your business
 
(Asia Tech Podcast) 25 Inspiring Quotes for Startup Founders
(Asia Tech Podcast) 25 Inspiring Quotes for Startup Founders(Asia Tech Podcast) 25 Inspiring Quotes for Startup Founders
(Asia Tech Podcast) 25 Inspiring Quotes for Startup Founders
 
(Asia Tech Podcast) 60 Inspiring Quotes for Entrepreneurs
(Asia Tech Podcast) 60 Inspiring Quotes for Entrepreneurs (Asia Tech Podcast) 60 Inspiring Quotes for Entrepreneurs
(Asia Tech Podcast) 60 Inspiring Quotes for Entrepreneurs
 
Experience is the Brand (How to Build a Brand Worth Talking About)
Experience is the Brand (How to Build a Brand Worth Talking About)Experience is the Brand (How to Build a Brand Worth Talking About)
Experience is the Brand (How to Build a Brand Worth Talking About)
 
How to fix a Broken Brand (McDonalds Case Study 2015)
How to fix a Broken Brand (McDonalds Case Study 2015)How to fix a Broken Brand (McDonalds Case Study 2015)
How to fix a Broken Brand (McDonalds Case Study 2015)
 
How Starbucks Became the Apple of Coffee
How Starbucks Became the Apple of CoffeeHow Starbucks Became the Apple of Coffee
How Starbucks Became the Apple of Coffee
 
The 6 Ways Starbucks Kills it on Social Media
The 6 Ways Starbucks Kills it on Social MediaThe 6 Ways Starbucks Kills it on Social Media
The 6 Ways Starbucks Kills it on Social Media
 
Branding is Dead: Long Live Brand Experience
Branding is Dead: Long Live Brand ExperienceBranding is Dead: Long Live Brand Experience
Branding is Dead: Long Live Brand Experience
 
(GrahamDBrown) Brand Leadership 2015: 10 Quotes from Industry Leaders and Gur...
(GrahamDBrown) Brand Leadership 2015: 10 Quotes from Industry Leaders and Gur...(GrahamDBrown) Brand Leadership 2015: 10 Quotes from Industry Leaders and Gur...
(GrahamDBrown) Brand Leadership 2015: 10 Quotes from Industry Leaders and Gur...
 
The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)
The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)
The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)
 
10 Facts about Gen Y and Social Media Privacy (Total Youth Research)
10 Facts about Gen Y and Social Media Privacy (Total Youth Research)10 Facts about Gen Y and Social Media Privacy (Total Youth Research)
10 Facts about Gen Y and Social Media Privacy (Total Youth Research)
 
Brand Democracy: How to Tell Stories in the Social Era by Graham Brown
Brand Democracy: How to Tell Stories in the Social Era by Graham BrownBrand Democracy: How to Tell Stories in the Social Era by Graham Brown
Brand Democracy: How to Tell Stories in the Social Era by Graham Brown
 

Kürzlich hochgeladen

COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Things you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceThings you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceMartin Humpolec
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
RAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AIRAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AIUdaiappa Ramachandran
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
Spring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfSpring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfAnna Loughnan Colquhoun
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataSafe Software
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 

Kürzlich hochgeladen (20)

COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Things you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceThings you didn't know you can use in your Salesforce
Things you didn't know you can use in your Salesforce
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
RAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AIRAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AI
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
Spring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfSpring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdf
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 

How do Amazon, Apple and O2 create young fans?

  • 1. NPS: A system to create young fans ® MOBILEYOUTH youth marketing mobile culture since 2001 By Graham Brown mobileYouth http://www.mobileYouth.org “When you run a £5 billion company” explains Guy Laurence, “you can’t avoid the numbers.” As Vodafone’s UK CEO, Laurence has all the numbers he needs; 45 terrabytes of data pass through the network every day detailing everything from the contents of your last text to the location you sent it from. Success as the network’s CEO won’t be based on access to all this “big data” but on his ability to use only what counts. Of the thousands of potential metrics that Vodafone could use, Laurence focuses only on 5: The first 4 are obvious - the KPIs analysts and CEOs have focused on for years. The fifth, however, is a newcomer - Net Promoter Score. NPS sits on the CEO’s top table because it’s easy to implement but this ease of use can be a double- edged sword. Used incorrectly, NPS can wreak havoc on the best brands. In this era of big data, mobile brands need to tread carefully. In this article I discuss how mobile brands need to use NPS effectively by moving it from a “score” to a “system”. Not using NPS at all is better than using it ineffectively. NPS Use and Abuse Net Promoter Score is one of a stable of Earned Media Indexes (EMIs) that tracks how much people will recommend your brand to a friend. At mobileYouth we use a mobile-specific variant tailored to youth called the SMART index. Most mobile brands use NPS ineffectively, using it to measure and drive customer satisfaction (the “customer survey 2.0”). This abuse of the metric will eventually alienate the next generation of customers because, in a saturated market of educated customers, the brands youth “like” will lose out to those they “love”. Our research shows the brands with strongest youth support (e.g. Apple, Amazon, O2) use EMIs differently. These brands drive brand “love” through Fanspotting - using data to identify and engage
  • 2. the influencers. The New Rules of Influence The new landscape for youth lines of influence The logic of using EMIs is simple; 62% of youth buy handsets based on what their friends say not what the brand says. Engaging influencers (earned media) is more effective than clever, creative advertising campaigns (paid media). When we recruit youth advocates for our offline social research networks we ask them to draw their own influence map. The image above is from a male student in India called Abhirup. He's unlike your average customer because he's a key influencer - someone with a history of influencing others to
  • 3. switch network and try new handsets. Across the 65 markets studied we found a clear distinction between influencers and followers; influencers are 20-100x more influential than your average customer. Not all customers are the same. With these influencers on your side, marketing dollars stretch further meaning higher operating margins. Influence allows brands to reinvest profits into R&D and customer insights. Influence means profit. Category leaders have the highest EMI scores. Apple is 33 points (out of 100) above the handset market average. Our SMART survey showed that Apple and Blackberry consistently outperformed incumbent rivals. O2 in the UK leads the mobile operator category by 24 points. Amazon is 27 points above all other online retailers. Why “Tracking” NPS isn’t enough Tracking EMIs and using EMIs are very different. Laurence states that executive insight is the ability to triangulate 3 factors: 1) understanding new technology trends 2) public reaction to service and 3) “taking a punt”. The “taking a punt” discerns the lowly knowledge worker from his more sought-after cousin - the insight worker. Companies pay knowledge workers to tell them if their NPS has improved since last quarter. Insight means using only what counts, understanding how to use EMIs to drive strategy and this means developing a system. Using Earned Media Indexes as a Score to Measure Customer Satisfaction Most mobile companies use NPS as a knowledge tool as in the diagram above. NPS gauges customer satisfaction. NPS is a score. Tracking NPS helps companies stay on top of the market pulse by visualizing how many customers are on the left or right of the red line. Measuring customer satisfaction is ineffective for two reasons: 1) As standalone gauge of customer satisfaction NPS is a vanity metric. If youth “like” or are “satisfied” with your brand, you might as well be invisible. 2) NPS needs to move from historical reporting of fact to forward predictive insight. EMIs aren’t designed as trackers but to identify lines of influence. In the youth mobile market, brands live and die by influence. What mobile companies need to do is identify the people who already “love” the brand and support these change agents. This systemization of research and marketing is called Fanspotting. We outline Fanspotting in the diagram below.
  • 4. Fanspotting: From Vanity Score to Marketing System Using Earned Media Indexes as a System to Identify and Activate Fans In the diagram above we highlight how mobile companies can use NPS to identify and activate fans. Ron Johnson, idea spark behind the Apple Retail Store and hardcore advocate of EMIs, states NPS should be used as a system to focus on people not a score to measure markets. Johnson calls this the difference between a “Net Promoter Score” and a “Net Promoter System”. Apple Retail’s “net promoter system” uses EMIs to identify the fans Apple needs to be engage. Metrics don’t measure satisfaction, they identify where the market hotspots are and deliver a profile of these fans. When we first ran the SMART index in 2009 we found Apple scored behind Nokia on “like” (everyone liked and trusted Nokia) but led on “love”. Apple may not have had the awareness of Nokia but it had clearly defined hotspots to work with. Apple’s strategy has paid off. By not using EMIs to improve customer satisfaction it has nurtured a specific group of fans that have now influenced the rest of the market. Key to a successful Fanspotting system is rapid visualization of data as in our mobileYouth brand heat map
  • 5. Every Brand has Fans This is not just about Apple. In our SMART survey we found mobile handsets have change agents specific to their brand and market. The mobileYouth Brand Heatmap helped mobile brands visualize step one of their youth strategy - i.e. answering the question “where do we start?” Blackberry in South Africa, for example, needs to use EMIs to engage the most vocal and active black females aged 20-25 yrs. Blackberry can identify which of the 3 groups of youth change agents already “love” the brand and concentrate their marketing budgets accordingly. Every mobile brand has fans, they simply need to use EMIs to connect the pipes - from consumer insights to marketing activity. By turning “scores” into “systems”, consumer insights can deliver a marketing rationale to the brand managers that states “We need to focus on X”. Summary If you don’t know who the fans that love you are, you only have satisfied customers.