Building the Army of Advocates, and What to do with Badvocates

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Colin Byrne, the Weber Shandwick CEO, seminar in Kyiv

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Building the Army of Advocates, and What to do with Badvocates

  1. 1. ADVOCACY Arial Bold 24pt More talk. More action. Arial Regular 20pt Microsoft Confidential
  2. 2. Contents What is Advocacy, why is it important now? Arial Bold 24pt Advocacy & Influence Arial Regular 20pt The new brand mantra A practical approach to Advocacy Conclusions Microsoft Confidential
  3. 3. Arial Bold 24pt Why is there a need for Arial Regular 20pt Advocacy today? “The Break Up” Microsoft Confidential
  4. 4. Arial Bold 24pt What is Advocacy? Arial Regular 20pt Microsoft Confidential
  5. 5. Advocacy: the act of pleading for, Arial Bold 24pt or recommending a supporting, Arial Regular 20pt brand, cause or idea by a trusted third party Microsoft Confidential
  6. 6. Advertising: Remarkable Creativity “Have you seen that Meerkat / Robot / Gorilla?” Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  7. 7. Direct Marketing: Remarkable Propositions “Free Sky+ When You Recommend A Friend” Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  8. 8. PR: Remarkable stories Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  9. 9. Arial Bold 24pt WhyRegular 20pt Arial is Advocacy important? Microsoft Confidential
  10. 10. Advocacy predicts revenue growth Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  11. 11. Advocacy research 4,000 interviews online Arial Bold 24pt Arial Regular 20pt 4 European markets 5 categories Microsoft Confidential
  12. 12. Europe All Categories 37.3% More than 1/3rd of European Arial Bold 24pt TV 24.7% consumersRegular 20pt Arial are influenced by another consumer’s Mobile 32.1% recommendation PC 31.0% Auto 48.1% Spirits 46.4% Microsoft Confidential Source: Weber Shandwick European Advocacy Research
  13. 13. Europe All Categories 55.1% Arial Bold 24pt not, the TV 50.1% More often than Arial Regular 20pt recommendation leads to a sale Mobile 55.6% PC 53.1% Auto 42.7% Spirits 71.8% Microsoft Confidential Source: Weber Shandwick European Advocacy Research
  14. 14. Remarkable brands do better Talked about (%) Arial Bold 24pt Arial Regular 20pt Favourability (NPS%) Microsoft Confidential
  15. 15. Advocates participate more Arial Bold 24pt Arial Regular 20pt Microsoft Confidential Source: Weber Shandwick UK research October 2008
  16. 16. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential Source: Les Binet, IPA Datamine
  17. 17. Why is Advocacy important Arial Bold 24pt now?- The Arial Regular 20pt newly emerging role of advocacy in the downturn Microsoft Confidential
  18. 18. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  19. 19. Recession increases reliance on Word Of Mouth Q. ARE YOU MORE LIKELY TO REFER TO A FRIEND WHEN MAKING A PURCHASE? Arial Bold 24pt Arial Regular 20pt Microsoft Confidential Source: Weber Shandwick UK research October 2008
  20. 20. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  21. 21. Arial Bold 24pt Advocacy & Influence Arial Regular 20pt Microsoft Confidential
  22. 22. We trust people, more than we trust companies Arial Bold 24pt Arial Regular 20pt Brands Microsoft Confidential Source: Jon Leach, Pattern Recognition
  23. 23. Influence Profile Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  24. 24. What influences purchase decisions? Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  25. 25. Yes, yes... But how do you get Arial Bold 24pt people talking? Arial Regular 20pt Microsoft Confidential
  26. 26. Case Study 1 Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  27. 27. Windows Media Center
  28. 28. Microsoft Confidential
  29. 29. How the programme works Microsoft Confidential
  30. 30. Connecting people more deeply to their passions and interests Ne Microsoft Confidential ws
  31. 31. A common motivation: News Junkies Microsoft Confidential
  32. 32. “TV on Your PC challenge” Microsoft Confidential
  33. 33. MSNBC News beta Microsoft Confidential
  34. 34. Browse, search, and watch Microsoft Confidential
  35. 35. How does it spread? Microsoft Confidential
  36. 36. What did they say about it? Microsoft Confidential
  37. 37. Microsoft Confidential
  38. 38. Remarkable Advocacy Model Arial Bold 24pt •Arial Regular 20pt(adj.): Stands-out, worthy of “Remarkable comment, worthy of note or attention.” Microsoft Confidential
  39. 39. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  40. 40. Nice Listen more, show respect. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  41. 41. Entertai Reward people for their attention. n Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  42. 42. Useful Solve peoples’ problems. Help them. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  43. 43. Educat Help people learn new skills. e Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  44. 44. Connec Connect people and ideas. t Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  45. 45. Arial Bold 24pt Arial Regular 20pt Advocacy: Some practicalities Microsoft Confidential
  46. 46. “Yes we can!” Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  47. 47. Conversations Communities Arial Bold 24pt Arial Regular 20pt Content Connections Weber Shandwick’s Inline 4C’s process Microsoft Confidential
  48. 48. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
  49. 49. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

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