Study: 4.7% of Your Customers Generate 100% of Your Online Word of Mouth
“EngageSciences recently analyzed online interactions with and from over 400 brands and drew a conclusion that’s not that surprising: A small fraction of your customers are driving all of the talk about your brand.
The startling figure from our research was that typically only 4.7 percent of a brand’s fan base generates 100 percent of the social referrals. So to put it another way, it is 4.7 percente of your social media following that generates all of the word of mouth results, and by results we mean conversions, not just reach. These are the advocates that can actually influence their friends to convert directly onto your campaigns, to connect with you as a brand or take up an offer.Not that we are ignoring the other 95 percent, there is still plenty of value in this large segment. They’re connecting to you as a brand, the active fans are consuming your content and they are 20-30 percent more likely to buy from you as a result. But if we are looking at social media through the eyes of marketing and we want to improve our acquisition metrics, then it is the top 4.7 percent that generates all of the earned media results and organic growth.”