Bob Pearson, the author of PreCommerce spoke to the Wine Marketing Exchange conference that I had the privilege of hosting this past week. With a background spanning healthcare and technology marketing, Bob has a rare vantage point to assess how business has been transforming. From working with Michael Dell and legend Mickey Mantle, Bob has had an extraordinary career watching the marketing industry transform. During his presentation, he gave us a fascinating tour by the numbers through the digital landscape.
These are my notes from the conversation, each a thought starter to get you thinking about your brand or business online. I’d urge you to read his book PreCommerce and to watch for his new book being published next March about Story.
PreCommerce By The Numbers
Less than 1 percent of our time online is spent making transactions
More than 99 percent of our time online is spent learning, sharing and having fun with friends.
There are a finite number of questions asked to a brand, between 200 and 400
Only 77 questions are typically asked about a topic.
A finite number of words, about 15 define a brand.
A finite number of people drive the conversation.
Customers do 3 things online – share ideas, share product knowledge and help peers with problems.
50 people drive the majority of the conversation online about any brand
15 words drive your brand story
10 channels drive digital media for a brand
1% of your audience are creating content (influencers)
9% are sharing that content (advocates) – like a media outlet.
90% of your audience absorbs and reads and digest this content (enthusiasts)
More than 50% of your traffic is coming to your website from a phone or tablet.
Bob left us with several questions at the end of his talk.
The most interesting one for me to process is to understand, who is driving share of the conversation about your brand? It’s a much smaller number than you would expect. 1/9/90. One percent of your social media universe are creating content, 9 percent are sharing it and the other 90 percent are reading and learning from it.
Who are your 1%?
You have my number – give me a call if I can help you grow your brand.
