Happy to stumble across this, this morning: as a great follow on from my prior post encouraging brands to have a two-way conversation with their consumers; and breathing a sigh of relief that its relevant thinking in today’s digital world!!
I recall learning the 90:9:1 principle many years ago and have been referencing it since, whilst questioning if it has moved on, at the rate of change the digital world does.
Think of 90% of consumers as followers, 9% as commentaries and 1% sharing and adding value to your content. That’s the bare minimum, the baseline KPI. Then work to increase the number of people who are engaging with and participating in your brand. The more people who engage and participate, the closer the relationship, the more likely they are to stay as consumers over time, become advocates for your brand and really start to co-create and collaborate with your brand, making it even more relevant to themselves and others like them or who want to be like them.
The more we think of brands as people and having a relationship with their consumers, the easier it is to understand this dynamic. As marketers are fully aware, we may not always find the perfect idea to pull heartstrings and change behaviour, but if we know where we’re heading, it makes it easier to guide and evolve the journey to get there.
1) Image & Article: Buffer http://buff.ly/1vFcUWz
2) 90:9:1: Ben McConnell and Jackie Huba
Written by Rachel Bevans
Rachel is the healthy brand champion, owner and managing director for strategy and planning, of The Healthy Brand Company.
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