Myra Norton, Community Analytics

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SpeakerBox

Measuring Buzz Event, PPT #3 Hosted by SpeakerBox

Technology Business

Influence Networks:
Measuring the Impact

Presented By: Myra Norton

What is Buzz and Why Do We Want It?
The dominant influence on business executive decision-
making is WOM recommendation

Top Influences on Work-Related Purchases
by Business Executives (
y (2007)
)

United States United Kingdom

Colleagues’ / friends’ WOM 53% 65%
Sales representatives 39% 35%
Meetings / events / conferences 38% 40%
Internet 37% 40%
Tradeshows / exhibits 37% 36%
Direct mail / e-mail 32% 21%
Print advertising 32% 25%
TV advertising 26% 14%
Press coverage 23% 24%
Radio advertising 22% 12%

2X the influence WOM has versus advertising, direct mail or press
coverage on executive purchase decisions

Base 288 interviews in US /406 interviews in UK ; Source Keller Fay Group Survey for Jack Morton Worldwide, March – April 2007
1
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.

Buzz to Revenue
$76 million in
$500,000 IT Budgets
IT Budget

! The impact of this one IT
Professional is much greater than
the $500,000 IT budget she impacts
within her company.

! In addition to influencing IT
spending within her own firm, her
influence impacts more than $200
p $
million in IT spending at more than
$200 million in
40 organizations. IT Budgets
2
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.

Top Purchase Influencer

Word of mouth
Word-of-mouth recommendation is
the top purchase influencer for
business decision-makers.

Source: Keller Fay Group and Jack Morton Worldwide, 2007

3
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.

Predictions are Risky

More than 80% of Trusted Advisor
Advocates identified by the target
audience themselves are either
completely unknown or not
currently b i t
tl being targeted b th
t d by the
client, according to multiple studies
across categories, products, etc.

Source: Community Analytics 2007

4
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.

Empirical Data is Accurate and Insightful

C-Level executives rely on individuals
outside of their companies and in
less senior positions f advice when
l i iti for d i h
evaluating enterprise level technologies.

Source: Community Analytics 2007

5
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.

Influence is Local

More than 75% of these critical relationships
are local. In spite of the evolution of the “flat
world,
world ” decision makers are more likely to
rely on Trusted Advisors they can interact
with in person on a somewhat regular basis.

Source: Community Analytics 2007

6
Community Analytics® CONFIDENTIAL © Community Analytics 2008. All rights reserved.

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