For Marketing Leadership Professionals

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	February 27, 2008 Redefining High-Value Customers The Value Of Influencers In A Connected World by Mary Beth Kemp with Jaap Favier, Josh Bernoff, Alice Bresciani, William Band, Suresh Vittal	Average: 9  (1 rating)

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Executive Summary

Many firms value customers primarily based on how much they spend with them. However, in this super-connected world of Social Computing, influential consumers drive purchase decisions and have an enormous value for a brand. Marketers should now include the social value of consumers in their valuation algorithms — using the social value scorecard — and offer sophisticated award systems to the most valuable consumers: the Ambassadors.

TABLE OF CONTENTS

• Customer Value Needs A Makeover
• Social Value: Take Consumer-To-Consumer Connections Into Account
• Recognize Your High-Value Customers

RECOMMENDATIONS

• Marketing: Value What's Social

WHAT IT MEANS

• Social Value Will Only Grow In Value
• Supplemental Material
• Related Research Documents

This is an excerpt