Brand Advocacy
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Brand Advocacy

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Brand Advocacy Brand Advocacy Presentation Transcript

  • This is me: …digital strategist, hopeful runner, entrepreneur, terrible cook, media planner, ex-fat man, email marketer, husband, business owner, atrocious singer, communicator, avid wearer of flip-flops, digital evangelist, aspiring photographer, tweeter & Mac convert.
  • Using
digital
to
create
 brand
advocates.
 Ben
Akin‐Smith
 Head
of
Strategy
&
Planning

  • What
is
a
brand
advocate?

 brand
advocacy.
[brand
ad‐vuh‐kuh‐see]
 n.
the
act
of
pleading,
supporAng
or
 recommending
a
brand
or
idea
by
a
third
 party

  • Why
  • Peer
endorsements
trumps
adverAsing

  • RecommendaAons
=
£

  • Increased
sales http://www.flickr.com/photos/asimchoudhri/
  • Warning Bullet points ahead
  • What
is
a
brand
advocate?

 They:
 • 
convince
others
to
purchase
through
independent
credibility
 • 
defends
&
supports
your
brand
 • 
puts
their
own
reputaAon
on
the
line

 • 
provide
unsolicited
praise
and
suggesAons
of
improvement

 • 
forgives
occasional
dips
in
product
experience/service
 • 
do
not
want
to
be
bought
 • 
are
adventurous
opinion
leader

 • 
are
socially
well
connected

(50%
vs.
12%
non‐advocates)

 • 
expresses
opinions
and
viewpoints

(65%
vs.
12%)
 • 
conAnually
discovers
new
content
online

 • 
turn
on
their
megaphone
post
purchase

 • 
want
to
be
the
first
to
know
and
spread
the
word
on
a
specific
topic

 • 
need
an
audience


  • Brand
Advocates
are
passionate

  • How
to
make
brand
advocates
 using
digital.

  • Customers
 You
 Business
 Brand
 objecAves
 story
 Audience
profile
 Commitment
 DirecAon
 Personality
 Purchase
habits
 Stories
 PrioriAes
 Community
 Lifestyle,
passion
 People
 Budget
 Results/growth
 Digital
usage
 Assets
 Resources
 posiAoning
 Channel
choice

  • Understand

 



your
Audience
  • Understand

 



your
Audience Emma,
29,
lives
in
London.
Loves
 fashion,

but
is
a
tradiAonalist
at
 heart.
Enjoys
sale
shopping.
 Makes
purchases
at
the
start
of
 the
month.
Normally
buy
3
or
 more
products.
Has
returned
 items
twice.
Has
only
bought
 women's
items.
Size
8/10
  • Really
understand

 



your
Audience And….Is
concerned
about
the
 environment,
but
not
an
acAvist.
 She
is
a
passionate
about
London
 Loves
eaAng
out,
where
she
can
 she
will
buy
organic
food,
would
 buy
more
but
it
can
be
expensive.
 Her
friends
and
family
are
the
 most
important
thing
to
her.
She’s
 looking
forward
to
Christmas
  • Define what you stand for COMMIT TO IT & BE CONSISTENT. What do you stand for - list Top 3 http://www.flickr.com/photos/gtmq8/2303591849/
  • How
do
you
make
people
listen
and
care?
 http://www.flickr.com/photos/carrier
  • This
isn’t
about….
 http://www.flickr.com/photos/constantine-graphics/3859971253/sizes/o/
  • Itʼs about over arching principles because… © hugh
  • Creating brand advocates Awareness, engagement, retention
  • Awareness - Introduce yourself and what you do , Think new people, new product, new ideas , http://www.flickr.com/photos/lrargerich/3063054521/
  • Awareness
 1.  Be
consistent
 2.  All
media
types,
find
the
right
channels
 3.  Find
exisAng
audience,
meet
people
where
they
are.

 
 








  • Be consistent when you talk (reaffirm your commitment)
  • 2. Use all appropriate channels. Appropriate = audience profile, community size, value, effort and consistency.
  • 3. Find your Audience – get them talking Simons Cat - RSPCA Where are your audience?
  • •  What do you stand for? •  Which channels/ media are you using, what’s working? •  Where do your customer live online?
  • Engagement •  Know your customers (eCRM) •  Start a conversation •  Make it personal (to you & them!) •  Talk about more than just sales •  Build social equity http://www.flickr.com/photos/28953625@N07/3171642571/
  • •  How well do you know you customers ( when, what and how they buy?) •  What else are you conversing about, not broadcasting. •  Are you giving them social equity?
  • Retention •  Provide tools •  Giving people space to evolve •  Respond to comments/ideas •  Community communication and support Little Big Planet, Iglabs
  • Committed customers keep coming back How do we ensure this commitment remains? http://flickr.com/photos/eschipul/2371505523/sizes/l/
  • •  Do you feel you have a “community”? •  If so, what are they doing? •  What are they asking for, how can you bring value? •  What are you giving, how are you responding? (equity)?
  • •  Communication The glue •  Honesty •  Value http://www.flickr.com/photos/nifer/353230456/sizes/l/
  • It is all about communication ConversaAon
(communicaAon)
 http://www.flickr.com/photos/nichollsphotos
  • It is all about communication Getting someone interested is all about sharing, information, a story, a passion, an idea etc... It’s about people, not technology (but technology helps) http://www.flickr.com/photos/nichollsphotos
  • Tell your story Stories
 http://collectionofcrumbs.wordpress.com/2007/12/13/the-power-of-story-in-youth-ministry-intro/
  • “In the past you were what you owned. Now you are what you share.” Charles Leadbeater. We Think http://www.flickr.com/photos/milivoj/2166043959/sizes/l/
  • Listen Act on their feedback Encourage discussion, be a part of it http://www.flickr.com/photos/twenty_questions/
  • Create a dialogue with them Not a monologue What can you talk about with your customers?
  • People are talking, getting together and changing the world…
  • …. people will tell you what they think Image: farm3.static.flickr.com/2088/2213647530_4506ce2671_o.jpg
  • You will get it wrong Survey… http://www.tealeaf.com/resources/Harris_2008.asp http://www.flickr.com/photos/thomashawk/
  • Get it right and people notice BIG http://discussionleader.hbsp.com/haque/2008/09/how_to_build_a_nextgen_business_now.html
  • Be useful How else can you be useful? http://www.flickr.com/photos/xgray/
  • Be Honest Image: http://www.outdoorlens.com/funny-animal-signs/
  • Create space for agility, flexibility and iteration http://www.flickr.com/photos/mundilfari_gjk/2497402169/sizes/l/ How can you do this for your customers?
  • It’s good to have brand advocates because.. http://thisisindexed.com/
  • •  Will this change the way you approach digital? •  What changes do you think you could make to encourage brand advocacy?
  • Thanks and bye for now… www.gapingvoid.com Ben Akin-Smith :07723 051 507 :Ben.Akin-Smith@Enableinteratctive,co.uk