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Building the Army of Advocates, and What to do with Badvocates
- 1. ADVOCACY Arial Bold 24pt More talk. More action. Arial Regular 20pt Microsoft Confidential
- 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. Arial Bold 24pt Why is there a need for Arial Regular 20pt Advocacy today? “The Break Up” Microsoft Confidential
- 4. Arial Bold 24pt What is Advocacy? Arial Regular 20pt Microsoft Confidential
- 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. Advertising: Remarkable Creativity “Have you seen that Meerkat / Robot / Gorilla?” Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 7. Direct Marketing: Remarkable Propositions “Free Sky+ When You Recommend A Friend” Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 8. PR: Remarkable stories Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 9. Arial Bold 24pt WhyRegular 20pt Arial is Advocacy important? Microsoft Confidential
- 10. Advocacy predicts revenue growth Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 11. Advocacy research 4,000 interviews online Arial Bold 24pt Arial Regular 20pt 4 European markets 5 categories Microsoft Confidential
- 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. 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. Remarkable brands do better Talked about (%) Arial Bold 24pt Arial Regular 20pt Favourability (NPS%) Microsoft Confidential
- 15. Advocates participate more Arial Bold 24pt Arial Regular 20pt Microsoft Confidential Source: Weber Shandwick UK research October 2008
- 16. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential Source: Les Binet, IPA Datamine
- 17. Why is Advocacy important Arial Bold 24pt now?- The Arial Regular 20pt newly emerging role of advocacy in the downturn Microsoft Confidential
- 18. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 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. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 21. Arial Bold 24pt Advocacy & Influence Arial Regular 20pt Microsoft Confidential
- 22. We trust people, more than we trust companies Arial Bold 24pt Arial Regular 20pt Brands Microsoft Confidential Source: Jon Leach, Pattern Recognition
- 23. Influence Profile Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 24. What influences purchase decisions? Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 25. Yes, yes... But how do you get Arial Bold 24pt people talking? Arial Regular 20pt Microsoft Confidential
- 26. Case Study 1 Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 29. How the programme works Microsoft Confidential
- 30. Connecting people more deeply to their passions and interests Ne Microsoft Confidential ws
- 31. A common motivation: News Junkies Microsoft Confidential
- 32. “TV on Your PC challenge” Microsoft Confidential
- 33. MSNBC News beta Microsoft Confidential
- 34. Browse, search, and watch Microsoft Confidential
- 35. How does it spread? Microsoft Confidential
- 36. What did they say about it? Microsoft Confidential
- 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. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 40. Nice Listen more, show respect. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 41. Entertai Reward people for their attention. n Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 42. Useful Solve peoples’ problems. Help them. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 43. Educat Help people learn new skills. e Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 44. Connec Connect people and ideas. t Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 45. Arial Bold 24pt Arial Regular 20pt Advocacy: Some practicalities Microsoft Confidential
- 46. “Yes we can!” Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 47. Conversations Communities Arial Bold 24pt Arial Regular 20pt Content Connections Weber Shandwick’s Inline 4C’s process Microsoft Confidential
- 48. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential
- 49. Arial Bold 24pt Arial Regular 20pt Microsoft Confidential