Who cares if your customers say they will recommend your brand… if they never get round to doing so. Realising the potential of advocacy requires active advocates, but can you influence this? This was the question we set out to answer in our research project ‘Leading by recommendation’. We studied 120 brands in the UK [...]
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 [...]
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 [...]
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 [...]
