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

ADVOCACY Arial Bold 24pt More talk. More action. Arial Regular 20pt Microsoft Confidential

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

Arial Bold 24pt Why is there a need for Arial Regular 20pt Advocacy today? “The Break Up” Microsoft Confidential

Arial Bold 24pt What is Advocacy? Arial Regular 20pt Microsoft Confidential

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

Advertising: Remarkable Creativity “Have you seen that Meerkat / Robot / Gorilla?” Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Direct Marketing: Remarkable Propositions “Free Sky+ When You Recommend A Friend” Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

PR: Remarkable stories Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Arial Bold 24pt WhyRegular 20pt Arial is Advocacy important? Microsoft Confidential

Advocacy predicts revenue growth Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Advocacy research 4,000 interviews online Arial Bold 24pt Arial Regular 20pt 4 European markets 5 categories Microsoft Confidential

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

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

Remarkable brands do better Talked about (%) Arial Bold 24pt Arial Regular 20pt Favourability (NPS%) Microsoft Confidential

Advocates participate more Arial Bold 24pt Arial Regular 20pt Microsoft Confidential Source: Weber Shandwick UK research October 2008

Arial Bold 24pt Arial Regular 20pt Microsoft Confidential Source: Les Binet, IPA Datamine

Why is Advocacy important Arial Bold 24pt now?- The Arial Regular 20pt newly emerging role of advocacy in the downturn Microsoft Confidential

Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

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

Arial Bold 24pt Advocacy & Influence Arial Regular 20pt Microsoft Confidential

We trust people, more than we trust companies Arial Bold 24pt Arial Regular 20pt Brands Microsoft Confidential Source: Jon Leach, Pattern Recognition

Influence Profile Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

What influences purchase decisions? Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Yes, yes... But how do you get Arial Bold 24pt people talking? Arial Regular 20pt Microsoft Confidential

Case Study 1 Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Windows Media Center

Microsoft Confidential

How the programme works Microsoft Confidential

Connecting people more deeply to their passions and interests Ne Microsoft Confidential ws

A common motivation: News Junkies Microsoft Confidential

“TV on Your PC challenge” Microsoft Confidential

MSNBC News beta Microsoft Confidential

Browse, search, and watch Microsoft Confidential

How does it spread? Microsoft Confidential

What did they say about it? Microsoft Confidential

Microsoft Confidential

Remarkable Advocacy Model Arial Bold 24pt •Arial Regular 20pt(adj.): Stands-out, worthy of “Remarkable comment, worthy of note or attention.” Microsoft Confidential

Nice Listen more, show respect. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Entertai Reward people for their attention. n Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Useful Solve peoples’ problems. Help them. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Educat Help people learn new skills. e Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Connec Connect people and ideas. t Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Arial Bold 24pt Arial Regular 20pt Advocacy: Some practicalities Microsoft Confidential

“Yes we can!” Arial Bold 24pt Arial Regular 20pt Microsoft Confidential

Conversations Communities Arial Bold 24pt Arial Regular 20pt Content Connections Weber Shandwick’s Inline 4C’s process Microsoft Confidential

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

by Prpukraine on May 20, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 4

Statistics

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

http://bmeyes.blogspot.com	2
http://www.slideshare.net	1
http://blog.melnik-ua.com	1