Web 2.0 turbo charges recommendation rates
When Fred Reicheld and Satmetrix invented the Net Promoter Score they put the science behind what we all instinctively know: that recommendations rates are linked to growth.
“One simple question - Would you recommend us to a friend or colleague? - allows companies to track promoters and detractors and produces a clear measure of an organization’s performance through its customers’ eye.”
The key to driving recommendaitons is to exceed expectations. As Seth Godin says in his book The Purple Cow: “Something is remarkable if it’s worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow……..Remarkable marketing is the art of building things worth noticing right into your product or service.”
One of the ways to exceed expectations is to engage in participatory marketing. An example of how Web 2.0 can enable us to ignite recommendations is through crowdsourcing. Four examples:
- Online brainstorming: Dell Idea Storm
- Threadless - top voted designs get printed
- Muju Awards - taking pre-orders for top voted content
- Springspotters - using “idea blogs” to crowdsource insight