Ryan Moede’s article Linking Web Buzz to MINI Sales describes how MINI and MotiveQuest scoured more than 30 million online conversations to find 52,000 people who were talking about MINI.
Most usefully, Tom O’Brien of MotiveQuest shares the slide deck entitled ‘The Relationship between Advocacy and Sales‘ (cheers Tom and take note Advertising Age: you really are not embracing this web2.0 thing, remember the conversations are taking place outside of your subscription model). Pay particular attention to slide 8, I feel that the correlation between OPS and Sales is going to be the ‘Beer and Diapers’ for the next couple of years – it may even reach that mythical status.
Hunting around some more, I came upon KD Paine’s site – The Measurement Standard, where in the post Measuring Naked Relationships, she describes 9 steps – however, the steps are pretty much tuned to a traditional survey mentality. Admittedly Surveys are not going away, but my question is how is survey data being integrated with new customer insight derived from customer initiated feedback either in blogs or open text feedback forms?
(Wikipedia’s definition of Online Promoter Score)