Net Promoter Scores continuously affect sales, profits, and shareholder value. For a live demonstration of this concept, look no farther than online automotive enthusiasts' forums.
When enthusiasts gather online, aftermarket brands' Promoters and Detractors clash. The brand's Net Promoter Score determines whether or not its products become adopted as part of the forum community's collaborative culture.
Nearly every make and model is celebrated by at least one forum where enthusiasts share photographs of their vehicles and swap customization tips, while new owners and prospective buyers pick up the inside scoop. Over time, a few respected influencers climb to the top of the forum's social hierarchy. Inside jokes and social norms develop among forum regulars. Newbies must work their way up from the bottom of the pecking order.
In short, automotive forums are culturally similar to traditional car clubs. But unlike car clubs, these forums are typically open to all visitors. Thus, they provide a perfect microcosm for the observation of Promoters and Detractors.
The effect of a single Promoter on a forum community depends entirely upon social status. A respected influencer can singlehandedly weave a product into an online community's culture, selling dozens or hundreds of units to forum subscribers in the process. On the other hand, a novice member will draw suspicion and may be ostracized for promoting a brand with which the community is unfamiliar.
When numerous Promoters of the same brand appear and gain influence, products begin to spread virally. A product with a high Net Promoter Score within the community becomes a status symbol for the group. Members brag about ordering products beloved by the group. This effect is further strengthened if the brand itself maintains a community presence.
Take a look at this forum dedicated to one supporting vendor on the Cobalt SS Network. Customers are eager to announce their orders immediately, becoming Promoters before installing a single part.
It is nearly impossible to maintain a high enough Net Promoter Score, even within a single forum, to completely eliminate Detractors. However, effective Promoters who have earned the community's respect can easily combat Detractors and discredit their claims.
This may be the most powerful effect of a high Net Promoter Score, both in the online "fishbowl" of a forum and offline. A single unchecked Detractor can damage a brand. Yet, Detractors have almost no power when flanked by enthusiastic Promoters. A high Net Promoter Score means you have an online damage control team working for your brand at no charge.
On the YarisWorld forum, an argument over a particular brand of alloy wheels has gone on for nearly four years. An enthusiastic Detractor threw the first blow, but received a cool reception. Over time, the initial Detractor has become so discredited by replies from Promoters that newer posts in this thread consider his claims laughable.
Have you seen your Net Promoter Score affect your brand's reputation in niche forums?
Net Promoter Scores continuously affect sales, profits, and shareholder value. For a live demonstration of this concept, look no further than online automotive forums.
When enthusiasts gather online, aftermarket brands' promoters and detractors clash. The brand's Net Promoter Score determines whether or not its products become adopted as part of the forum community's collaborative culture.
Nearly every make and model is celebrated by at least one forum where enthusiasts share photographs of their vehicles and swap customization tips, while new owners and prospective buyers pick up the inside scoop. Over time, a few respected influencers climb to the top of the forum's social hierarchy. Inside jokes and social norms develop among forum regulars. Newbies must work their way up from the bottom of the pecking order. (more…)
What effect does social media presence have on Net Promoter Scores?
Some of the companies who have the highest Net Promoter Scores in the United States include USAA, Discover, Apple, and Amazon.
The social media strategies present on this list run the gamut from highly organized and award-winning to widely mocked to nonexistent.
Does this mean social media does not affect Net Promoter Scores?
To positively and directly affect Net Promoter Scores, corporate social media need to involve communications with customers who would not otherwise become Promoters, but who do become so following a social media experience.
These customers could include Detractors willing to be convinced, former Promoters who have had bad experiences, or Neutrals primed to be impressed by a great experience.
A glance at the social media profiles of major brands reveals numerous interactions that could fit into this framework. Detractors who tweet their complaints at an airline or insurance company may simply be looking for a resolution to an immediate concern, but they are also expressing willingness to be publicly, pleasantly surprised by a company's response.
Conversations with this type of unhappy customer are found on most highly active corporate Twitter streams.
What happens when a company does not excel in social media, but has already reached a critical mass of Promoters, who discuss the company positively whether or not it is present in the conversation?
Costco does not maintain corporate social media profiles, but a Twitter search for "Costco" reveals plenty of discussion, much of it positive. Customers mention the bulk stores' generous sampling practices and claim Costco sells "everything."
When personal customer experiences are constructed to create Promoters, these Promoters naturally discuss the brand online.
Even without corporate involvement in social media, conversations can affect Net Promoter Scores by influencing others to respond positively to a brand.
Costco is particularly fortunate in this regard; all its shoppers have invested in a membership, meaning conversations are dominated by people who feel that the privilege of shopping there has cash value.
Net Promoter Scores do not support corporate social media interactions as mandatory in order for companies to achieve a high score.
However, positive conversations about a company in social media spaces are highly beneficial, in that existing Promoters have the opportunity to encourage others to become Promoters. If influencers in a social community are Promoters of a particular brand, acting as a Detractor becomes a social faux pas.
Ultimately, social media is not a silver bullet for Net Promoter Score enhancement. Neither is any other single strategy.
Creating great customer experiences requires a multifaceted approach; incorporating social media cannot hurt, but focus first on ensuring your customer service is top-notch.
How do you use social media to enhance your Net Promoter Scores?
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