Social Value Benchmark: Unlocking Engagement Opportunities
Social Value Benchmark: Unlocking Engagement Opportunities
At Social@Ogilvy, I undertook research to answer a simple question. Do visible Social programmes undertake the fundamental Customer Engagement activities that drive sales, loyalty and advocacy?
Clients often come to us for support on Social strategy, because Social is underdelivering in terms of driving sustainable Customer Engagement. To assess the Total Customer Value of a Social programme requires a wide range of internal data from sales and loyalty to website analytics. But there is also a need for a faster benchmark against competitors. We created the Social Value Benchmark to assess companies against their direct competitors and companies in other categories, based on public information. Benchmark assesses 27 companies across five categories. The objective scoring system has created a database of 4,087 answers, categorised by journey stage, channel used and company. At any stage of the customer journey a score of 100% would indicate that the basics of a category-appropriate Social programme are in place. Total Customer Value incorporates all forms of value that a customer brings to a business: Transactional, Loyalty, Advocacy and Collaboration.
Need some insight or inspiration?
