David Rabjohns: How to measure word of mouth

11:15 — Cale Johnson introduces MotiveQuest‘s CEO, David Rabjohns.


11:16 —

11:17 — 94% of marketers say that they are not getting actionable responses for their efforts.

11:18 — We are in a new social world where social matters and we need new metrics.

11:19 — Advocacy is a metric that is extremely important. It is the one metric that actually matters.

11:20 — Mini Cooper tracked their advocacy and sales increase correspondingly about a month later following this key metric.

11:21 — The same was true with Johnnie Walker.

11:22 — So we have seen this across the automotive industry, alcohol industry, and even the bacon industry.

11:24 —

11:28 — Emotion is a category that can’t be ignored. In the diet industry most focused on loosing weigh, but people talked more about feeling better.

11:32 — In the world of word of mouth you need to find the passions people are talking about and attach your brand to it.

11:33 — When Axe marketed deodorant they didn’t show pictures of sweaty arm pits, but sold the sex.

11:34 — Prius didn’t talk about saving gallons, but instead focused on saving the planet.

11:35 — There are two things you need to do: Measure  Advocates and Lasso Passion.


11:36 — Q: How do you measure?

11:37 — A: I have deck on that, send me a message and I’ll forward it to you.

11:38 — Q: How do you use influencers?

11: 39 — A: Influencers change as the topic changes. It’s important to see what they talk about and if they are respected in the field that you are interested in.

11:39 — Q: How do you keep them engaged?

11:39 — A: Throw fuel on the fire on what they are interested in talking about. They will do the rest.

11:40 — Q: What is your recommendation for executives and marketers to close the language gap so they are on the same page.

11:40 — A: Start with the conversation about money and move on from there.

11:40 — Q: Have you had any success as to what social marketing efforts lead to brand advocacy?

11:41 — A: Measure and use trial and error.

11:42 — Q: Does the deck you mentioned speak to sales projection based on advocacy?

11:44– A: No it doesn’t. That is something we are looking into. With a long history that gets a little more accurate, but it is still hard to do.

About Wesley Faulkner

Wesley's experience spans multiple facets of the technology industry, from manufacturing to product development. His passion for technology was fostered through over 13 years of experience in technical and customer service support, field engineering, and digital media entertainment development. Recently, Wesley has become a rising player in the social media scene; he has been a featured guest on several web media outlets such as CNET and ManiaTV. As part of the Social Media Counsel, and then as a Social Media Evangelist, he assisted in the development of AMD's social media strategy and helped discover new business partnerships. Wesley's previous employers include Applied Materials, Integrated Devices, Dell, AMD and Snoball. Wesley currently on the board of the Austin chapter of Social Media Club and is the Founder of WordRipple.

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