情和意 值千金 忠誠的主顧值萬金
Posted in Marketing Thought on Jul 9th, 2008 繼續閱讀 »
Social media is no different from all media. The number of people who at one point were interested in your content or service is not that meaningful. What matters is the number of people who engage with your content or service on a daily basis and how engaged they are. And RSS subscribers, Facebook app installs, and follower numbers don’t measure that. (Source)
是時候忘掉pv, uu, stickiness, (尤其是那 75%停留在網站不到5秒的page views -> 幾近無效的瀏覽人次)，是時候擁抱那些每天重複visit你的網站，對你的產品、服務、資訊有強烈主動興趣的user囉。同樣的道理也可以運用在實體活動，全球科技大廠競相在五大洲舉辦n場技術研討會(感覺像是在搶奪大家寶貴的請假研習時間大餅)，與其請外部顧問來檢討活動執行成效，是不是該花點心思好好engage那些幾乎場場都出席的客戶/user，請他們來當活動改進顧問呢？食神說：情和意~值千金~；對企業來說，1個royal customer的feedback恐怕價值超過100張隨機採樣的問卷，換算一下，請市調公司執行1000份樣本的隨機訪查，比較起直接約10位royal customer吃飯，哪個會讓你花費千金呢？
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