
Posts Tagged ‘Net Promoter Score’
Building brand recommendation and endorsement
Posted in Advocacy Insights, tagged Brand Advocacy, Brand Recommendation, Net Promoter Score, NPS, PR, Public Relations, Richard Moss, Word of Mouth on September 3, 2011| Leave a Comment »

PR ultimate measurement
Posted in Measurement, tagged Brand Advocacy, Net Promoter Score, PR measurement, Richard Moss on March 11, 2009| Leave a Comment »
As budgets get tighter and marketing expenditure requires that extra bit of justification, the question of PR measurement once again rages. Richard Stacy in his social media blog tells a lovely story which has relevance to this debate. The moral of his story is make sure you measure the right thing . PR measurement still tends to focus on media clippings or the odd reputation study. Rarely do we measure the full system that we are looking to influence. This must change. Brands with more advocates build reputation and sales more cost effectively than their competitive set. It’s a proven fact. Surely analysis of this should be PR’s ultimate measure?
The new moment of truth
Posted in Advocacy Insights, tagged Brand Advocacy, moment of truth, Net Promoter Score, Richard Moss on February 19, 2009| Leave a Comment »
In December last year P&G announced that it had purchased a 1% share in Ocado, the Grocery Delivery service linked with the supermarket Waitrose. For many this was seen as an intriguing investment, for P&G it was seen as a chance to apply it’s “two moments of truth philosophy” to the Web .
P&G has for some time now looked to build its understanding of these two moments – the first being when the shopper chooses a product in-store and the second being when they get home and use it. An amazing 70% of shopping buying decisions get made at point of purchase. TV has also become so fragmented, with P&G claiming that to reach 80% of the population in 1977 you would have needed three TV advertising spots; to reach the same figure today, around 75 spots are required. It is unsurprising therefore that P&G has focused on these moments to give it the best return on its investment.
Bain & Co more recently have identified an even more important driver of growth – customer advocacy or recommendation. Using their Net Promoter Score measure they have identified that brands with the highest levels of net recommendation in their category; outgrow their competitive set by X2.5 times.
This is the new moment of truth; the moment at which one customer turns to the other and say’s “what do you think?” It’s an exciting space, requiring new insights, approaches and partnerships. To date even blue-chips like P&G have only scratched the surface of what is possible here. With high levels of advocacy creating a natural momentum, allowing for the possibility of lower proportionate marketing spends over time; brand rallying cries, storytelling and involvement strategies will soon be at the heart of most brand strategies and this new moment of truth will truly come of age.
Brand Advocacy
Posted in Advocacy Insights, New techniques, tagged Brand Advocacy, Brand Advocates, Ignite Conversations, Net Promoter Score, Richard Moss, Word of Mouth on January 26, 2008| 1 Comment »
I notice that the conversation around brand advocacy is changing from a focus on it’s relative importance, to a discussion on how you build it – quickly.
Here in a nutshell is what you do.
1. Measure your advocacy levels. NPS is a pretty good start point.
2. Fine-tune your advocacy engine – your brand. Are you surprising and delighting at every touch-point?
3. Identify your most influential advocacy channels. Today they are unlikely to be ads.
4. Identify the conversations taking place amongst these channels
5. Create the story that will ignite memorable conversations around your brand
6. Develop the engagement plan (the platforms to spread the story).
7. Measure and watch your business grow!