Image via Wikipedia
When it comes to your Web 2.0 branded enterprise, OWN IT! Be selfish! Cultivate a unique, seamless experience that loyalists can claim and own (individually and collectively). Selfish is what you make of it — like building your own sandbox to share exclusively with BFFs.
How can a brand take “selfish” to the next level — and keep the tribe happy?
Here’s a suggested new measure (my own): Share of Experience.
Share of Experience represents the level of ownership a brand displays of a common life experience, and the customer bonding that ensues through seamless sharing by consumers, brand ambassadors, and the community at large.
Why this new term? After all:
- Share of Mind refers to general awareness and predisposition;
- Share of Wallet refers to purchase activity and sales, yet does not measure satisfaction; while
- Share of Customer refers to LTVs and RFM models.
Each measure tracks a single attitude or activity. Share of Experience is the missing piece of the puzzle. It describes the level of empowerment achieved by followers, customers, loyalists and superfans.
Share of experience is already at work. The algorithm will follow.
Web 2.0 branding front-runners have already garnered a unique life experience territory; the address may read “need”, ” belief”, or “expectation”. Isn’t that what Abram Maslow’s famous pyramid was all about? And don’t forget The Marketing Imagination in which Theodore Levitt espouses exclusivity as marketing’s strongest root.
Color: Let’s test share of experience.
Crayola, Pantone, and Sharpies. Each product was first in the market and has built loyalty into superfandom. Bet you can’t imagine the experience and not think of the brand! Here are the storify.com features:
What’s your experience of brand and customer metrics?
Here’s my two cents: Being selfish in capturing the experience actually means more for your community. It becomes its own open market of engagement and empowerment, all nicely branded and optimized for loyalty, service, and shared meaning.
Have you found a measure that goes beyond the limits of the bottomed-out measure of bottom-line? Post your thoughts here as a WordPress, Facebook, or Twitter fan. Also bookmark and share with friend.
P.S. Thanks to Monday’s Twitter #cxo chat on customer experience optimization for helping to frame my thoughts. Thanks to Wednesdays Twitter #brandchat for inspiring the storify series.