1. A talk given by David Rabjohns, CEO of MotiveQuest, at the Word of Mouth Marketing Association Event on the 21st September 2011 in Seattle. Recorded on a flip cam apparently by a drunk.

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  2. PRESENTED BY: David Rabjohns, CEO at MotiveQuest
    RECORDED AT: WordofMouth.org's Crash Course conference in Austin, TX on May 10, 2012

    WordofMouth.org is where you’ll learn to be a great word of mouth marketer.

    To see more great case studies like this one, check out our upcoming Word of Mouth Crash Course conference at wordofmouth.org/crashcourse.

    Below is live coverage from the presentation:

    -- 94% of marketers say that they are not getting actionable responses for their efforts.

    -- We are in a new social world where social matters and we need new metrics.

    -- Advocacy is a metric that is extremely important. It is the one metric that actually matters.

    -- Mini Cooper tracked their advocacy and sales increase correspondingly about a month later following this key metric.

    -- The same was true with Johnnie Walker.

    -- So we have seen this across the automotive industry, alcohol industry, and even the bacon industry.

    -- 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.

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

    -- When Axe marketed deodorant they didn't show pictures of sweaty arm pits, but sold the sex.

    -- Prius didn't talk about saving gallons, but instead focused on saving the planet.

    -- There are two things you need to do: Measure Advocates and Lasso Passion.


    Q: How do you measure?

    A: I have deck on that, send me a message and I'll forward it to you.

    Q: How do you use influencers?

    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.

    Q: How do you keep them engaged?

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

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

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

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

    A: Measure and use trial and error.

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

    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.

    # vimeo.com/44766220 Uploaded 169 Plays 0 Comments


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