Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (7)
Ähnlich wie Answering the Ultimate Question For Social Media
Ähnlich wie Answering the Ultimate Question For Social Media (20)
Mehr von BSI
Mehr von BSI (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Answering the Ultimate Question For Social Media
- 1. BSI Answeringthe Ultimate QuestionForSocial Media Marketing 2.0 Conference, Paris 2009
- 2. Jointheconversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
- 3. Answering the Ultimate Question for Social Media
- 4. How to make money in social media? Solve real problems, don’t create imagined benefits Retain customers, sell them more, keep them longer Co-innovate, develop better products and services Create promoters of your brand Encourage and enable promoters to advocate for you Word of mouth is alluring but elusive
- 5. Advertising goes into cardiac arrest “The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed,” Prof. Eric Clemons, Wharton, March 2009 “…every business needs revenues—and advertising, it transpires, is not going to provide enough” The Economist, March 2009
- 7. Word of mouth is 9X as effective as advertising in converting unfavorable or neutral dispositions into positive attitudes. (Day)
- 8. More than 90% of customers consider WOM as the best source of ideas and info about products and services (McKinsey & Co )Source: CMO Council Profitability from Customer Affinity Report 2007
- 9. 7 Business leaders in all industries are adopting Net Promoter
- 10. More than a score…
- 11. NPS is Word of Mouth capacity Capacity (economics), the point of production at which a firm or industry's average (or "per-unit") costs begin to rise, usually because some factor is fixed (often capital or land).
- 12. Word of Mouth is on the rise Promoter Referral Rate (Average) Promoter Referral Rates By Industry +8% +11% +7% 14% average increase +14% +6% +2% +18% +24% +4% +20% 8% average increase +15% +7% +5% +8% +14% +8% +13% +19% Banking 2006 2007 2008 Cable Wireless Computer Software Computer Hardware Brokerage Credit Card Local / Long-Distance ecommerce © 2009 Satmetrix Systems, Inc. All rights reserved. Satmetrix and the Satmetrix logo are trademarks of Satmetrix Systems, Inc. Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
- 13. Referral economics for B2C Wireless Providers Economic Impact of Promoter and Detractor WOM for B2C Wireless Providers 1000 Each Promoter’s PWOM behavior brings in an additional $639 in revenue. +$639 500 Promoter 0 Detractor Customer WOM Value -500 -1000 Each Detractor’s NWOM behavior is responsible for $1459 in lost revenue. -$1459 -1500 © 2009 Satmetrix Systems, Inc. All rights reserved. Satmetrix and the Satmetrix logo are trademarks of Satmetrix Systems, Inc. Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
- 14. Incidence of positive referrals increases as Promoters increase Proportion of Customers Positively Referring by Proportion of Promoters
- 15. So how can Web 2.0 be applied to create promoters?
- 19. Insider influence is 3X greater than TV Community
- 20. 87% would recommend A&E
- 21. 43% watch more shows
- 22. 11% increase in satisfaction scores
Hinweis der Redaktion
- Across companies: the relationship holds as more promoters, the more + womPromoters drive PWOM; if you care about your business’ WOM, you need to care about your proportion of Promoterscustomer experience– and loyalty– become a relevant dimension to consider in marketing efforts r = .87Data come from 2008 NP benchmarkData cleaned for inconsistent responses (ex. “I have recommended in the past” AND “number of recommendations = 0”); cut cases above 98th percentile spend; Only business with more than 24 responses included in the analysis.