Our dear friend, one-time boss and long-time client Scott Schenker, VP Global Events at SAP, is debuting his new blog today: JanusDialogs.com. It’s all about what Scott has dubbed Janus Moments – harbingers of “the world as it will be” (think tipping points on steroids). His editorial goal is to herald the arrival of the new normal in all of its myriad guises. It promises to be fascinating reading, and we are pleased to recommend it to you.
As a master event marketer, Scott’s particular focus is on prognosticating the impact of Janus Moments on the event industry; those of us whose success depends on exceeding the expectations of our very live audiences.
Since the advent of the Internet, lots of Janus Moments have impacted the world of corporate marketing. This particular one (which is curiously nameless) marks the profound shift in the interaction between audiences and companies… One in which customers have been gaining influence through the forums, posts and tweets of the online diaspora; while marketers continue losing control of the brand and product discussion.
As a result it has become increasingly important for us to provide our clients with ways to forecast the impact of the live event on the virtual buzz that influences the market place long after the curtain comes down.
When we were first engaged, Scott wondered what clues we might be overlooking in the data that we were already gathering pre and post event that might help to forecast the likely online commentary.
One line of inquiry led us to consider the almost universal application of “Top Box Scoring” and “Averaging” to report events. “Top Box” scoring is of course specifically designed to focus the executive reader on the good news… Something that is completely understandable when people whose reviews and KPIs are predicated on audience satisfaction, are doing the reporting.
The “Average” score is more even handed, but by definition homogenizes the results. Neither approach tells us much about those on the fringes…
Which leads to our hypothesis – that attendees who are unhappy, dissatisfied or otherwise chagrined by some product, person or policy… are the very same ones who are the most likely to be highly vocal and potentially viral online. At its heart, this is nothing more then a modern day interpretation of “the unhappy customer tells one hundred people” played out around the world at the speed of data.
Our own “aha” moment came with the realization that we could manipulate the widely used Likert 5 Point scale to bring the vocal “Extremely Displeased” to the same level of prominence as the “Extremely Pleased”.
We dubbed this new calculation, the AIR Score – short for Audience Impact Rating. This alternative interpretation is based on our observations of hundreds of surveys, containing thousands of these questions…
Which brings us back to www.janusdialogs.com.
The AIR Score is now a standard part of SAP event analysis, where it plays a vital role in providing actionable data that enables managers to proactively deal with the consequences of this Janus Moment.
Scott has graciously invited us to be part of the debut of the Janus dialog, and is posting our whitepaper “Measuring The Modern Event” in which we present the AIR Score on his site at http://bit.ly/AMxJanus
The paper is also available to you as a PDF at http://bit.ly/AMxBP424.
We believe that the AIR Score will be an important tool for anyone involved at the intersection of customer events and online communities – a location where we are certain that more Janus Moments will take place.
Reflective of another Janus Moment, the AIR Score calculation is Open – meaning that the underlying math is available to you to apply to your own research… all you have to do is ask. We look forward to hearing about your experiences applying the AIR Score to your own work.
As always we encourage you to subscribe to the blog. Please let us know what topics you would like us to cover.