magnum & co and the herd agency's presentation at mumbrella's commscon
TRANSCRIPT
HOW LONG IS A PIECEOF STRING? THE MEASUREMENT QUESTION…AARON CROWTHER & RACHEL WOTHERSPOONMAGNUM & CO
VANESSA LIELL & LEWIS SHIELDSTHE HERD AGENCY
HIGH IMPACT MOTIVATORS
I am inspired by a desire to: Brands can leverage this motivator by helping customers:Stand out from the crowd Project a unique social identity; be seen as special
Have confidence In the future Perceive the future as better than the past; have a positive mental picture of what’s to come
Enjoy a sense of well-being Feel that life measures up to expectations and that balance has been achieved; seek a stress-free state without conflicts or threats
Feel a sense of freedom Act independently, without obligations or restrictions
Feel a sense of thrill Experience visceral, overwhelming pleasure and excitement; participate in exciting, fun events
Feel a sense of belonging Have an affiliation with people they relate to or aspire to be like; feel part of a group
Protect the environment Sustain the belief that the environment is sacred; take action to improve their surroundings
Be the person I want to be Fulfill a desire for ongoing self-improvement; live up to their ideal self-image
Feel secure Believe that what they have today will be there tomorrow; pursue goals and dreams without worry
Succeed in life Feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures
SOURCE SCOTT MAGIDS, ALAN ZORFAS, AND DANIEL LEEMON
FROM “THE NEW SCIENCE OF CUSTOMER EMOTIONS,” NOVEMBER 2015 © HBR.ORG
”It is good to have anend to the journey toward;
but it is the journeythat matters, in the end:
- Ernest Hemmingway
BUSINESS OUTCOMES
PERCENTAGE SALE UPLIFT
VALUEOF SALES
SEO IMPACT (% OF TOP INBOUND
LINKS DRIVEN BY PR
CUSTOMERACQUISITIO
N
TRAFFIC TO WEBSITE
(REFERRALS AND CLICK THROUGH)
INTENT TO PURCHASE / PERCEPTION
MAPPING
ORGANIC SEARCH UPLIFT
CHANNEL GROWTH (OWNED
CHANNELS)
COMPETITOR SHARE OF
VOICE
LEAD GENERATION
Max Change of Followers
76
Avg Followers Change per Day
17,43
Thursday Nov 03, 2016
Aug 12, 2016 - Nov 09, 2016
Followers Overview
Total Followers
6 005Change in Followers
1 569
TOTAL FOLLOWERS
01,0002,0003,0004,0005,0006,0007,000
Aug 12
Aug 15
Aug 18
Aug 21
Aug 24
Aug 27
Aug 30
Sep 02
Sep 05
Sep 08
Sep 11
Sep 14
Sep 17
Sep 20
Sep 23
Sep 26
Sep 29
Oct 02
Oct 05
Oct 08
Oct 11
Oct 14
Oct 17
Oct 20
Oct 23
Oct 26
Oct 29
Nov 01
Nov 04
Nov 07
01020304050607080
Aug 12
Aug 15
Aug 18
Aug 21
Aug 24
Aug 27
Aug 30
Sep 02
Sep 05
Sep 08
Sep 11
Sep 14
Sep 17
Sep 20
Sep 23
Sep 26
Sep 29
Oct 02
Oct 05
Oct 08
Oct 11
Oct 14
Oct 17
Oct 20
Oct 23
Oct 26
Oct 29
Nov 01
Nov 04
Nov 07
INFLUENCER 1INFLUENCER 2
CUSTOMER/SUPPLIER RELATIONSHIP
Customer view ofthe relationship
Your view of the relationship
VENDOR
CREDIBLE SOURCE
PROBLEM SOLVER
TRUSTED ADVISOR