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Measuring Buzz Event, PPT #3 Hosted by SpeakerBox
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Influence Networks:Influence Networks: Measuring the Impact
Presented By: Myra Norton
What is Buzz and Why Do We Want It?
The dominant influence on business executive decision-The dominant influence on business executive decision-making is WOM recommendation
Top Influences on Work-Related Purchases by Business Executives (2007)y ( )
53%Colleagues’ / friends’ WOM 65%
United States United Kingdom
37%37%Tradeshows / exhibits
40%36%
Sales representatives 39%38%Meetings / events / conferences
Internet
35%40%
37%32%32%
26%23%
Tradeshows / exhibits
Direct mail / e-mail
Print advertising
TV advertising
Press coverage
36%21%
25%14%
24%23%22%
Press coverage
Radio advertising
24%12%
2X the influence WOM has versus advertising, direct mail or press
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.1
2X coverage on executive purchase decisions
Base 288 interviews in US /406 interviews in UK ; Source Keller Fay Group Survey for Jack Morton Worldwide, March – April 2007
Buzz to Revenue
$76 million in$500,000 IT Budget
$76 million in IT Budgets
! The impact of this one IT Professional is much greater than the $500,000 IT budget she impacts within her company.
! In addition to influencing IT spending within her own firm, her influence impacts more than $200 $200 million in
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.
p $million in IT spending at more than 40 organizations.
$200 million in IT Budgets
2
Top Purchase Influencer
Word-of-mouth recommendation isWord of mouth recommendation is the top purchase influencer for business decision-makers.
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.3
Source: Keller Fay Group and Jack Morton Worldwide, 2007
Predictions are Risky
More than 80% of Trusted Advisor Advocates identified by the target audience themselves are either completely unknown or not
tl b i t t d b thcurrently being targeted by the client, according to multiple studies across categories, products, etc.
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.4
Source: Community Analytics 2007
Empirical Data is Accurate and Insightful
C-Level executives rely on individuals outside of their companies and in
l i iti f d i hless senior positions for advice when evaluating enterprise level technologies.
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.5
Source: Community Analytics 2007
Influence is Local
More than 75% of these critical relationships are local. In spite of the evolution of the “flat world ” decision makers are more likely toworld, decision makers are more likely to rely on Trusted Advisors they can interact with in person on a somewhat regular basis.
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.6
Source: Community Analytics 2007