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Mediapost Digital Change Summit 2010 -- Starting Fires (Three Steps to Consumer Advocacy Online)
 

Mediapost Digital Change Summit 2010 -- Starting Fires (Three Steps to Consumer Advocacy Online)

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Starting Fires (Three Steps to Consumer Advocacy Online) ...

Starting Fires (Three Steps to Consumer Advocacy Online)

Social media brings marketers one step closer to the holy grail of leveraging consumer word of mouth. It also generates a new wave of marketing fuzziness around executing and measuring those programs. Alberto Culver discusses their strategies to amplify consumer advocacy for brands such as TRESemme, Nexxus, and St. Ives (and explain why your number of fans/followers doesn’t matter).

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    Mediapost Digital Change Summit 2010 -- Starting Fires (Three Steps to Consumer Advocacy Online) Mediapost Digital Change Summit 2010 -- Starting Fires (Three Steps to Consumer Advocacy Online) Presentation Transcript

    • SPREADING FIRES
      Three Steps to Consumer Advocacy Online
    • Light Many Fires
      Generate Sparks: give consumers something to experience
      Build Fireplaces: find places for consumers to interact with them
      Light More Fires: motivate them to spread it to others
      Something To Interact With
      Product News and Information
      Product-Related Content
      Branded Lifestyle Content
      Branded Entertainment
      Special Events/Sponsorships
      Reasons To Share
      Found It First
      Personal Expression
      My Friends Like What I Like
      Promotion Incentives
      Easy To Share
      Find – Click – Share
      Share It For Them
      Places To Interact
      Our Space
      Brand Sites, Paid Media Sites,
      Sponsored Events/Microsites
      Their Space
      Social Networks, User-Gen Content
      Shared Space
      Blogs, Retail Sites
    • Paid Media
      Social Media
      Brand Site
      Share Content Across Channels
      Driving Content to Users
      Driving Users to Content
      -VS-
      Brand Content
      Brand
      Site
      Social Media
      Paid Media
    • Content Ecosystem
      Brand Places
      Social Media
      Paid Media
      Step 1
    • Generate
      Branded Content
      Aggregate
      Branded Content
      Distribute
      Branded Content
      Fashion Week
      Elle.com Dirty Little Secrets
      Bravo TV sponsorships
      Branded games
      Stylist Tips, How To hairstyle videos
      New product education
      Product reviews
      Tresemme.com
      Facebook/TRESemme
      Youtube/TRESemme
      Online advertising
      Video distribution
      Custom media programs
      Paid media Twitter push
      Mobile advertising
      Beauty blogs
      Retail sites
    • Over 3 million video views, resulting in 25,000 hours of video content consumed
    • Step 2
      +
      Social(conversation)
      Shopping(product)
    • User Generated Goodwill
      Consumers helping others they don’t know – not because brands want them to – but because they decide to contribute.
      Consumers Helping Others…
      Find The Right ProductFind A Better Version Buy It EasierBuy It Cheaper
    • Measure Sentiment, Encourage Word of Mouth(brand influences consumer)
      Aggregate Goodwill, Spread Advocacy(consumer influences consumer,amplified by brand)
    • Step 3
      Defining the Tiers of Advocacy
    • Our Goals
      Maximize the number of Curators by actively moving consumers up the pyramid
      Amplify the voice of Producers by providing them with outlets to advocate on behalf of the brand
      Encourage engagement with the brand in social mediums, driving increased depth of awareness and assisting in the identification of potential Producers and Curators
    • Advocacy Ecosystem
      Brand Places
      Social Media
      Paid Media
    • Grow
      Advocate
      Base
      Generate
      Advocacy
      Content
      Aggregate
      Advocacy
      Content
      Communicate
      To Advocates
      Distribute
      Content
      Identify Sharers& Commenters
      Identify Producers
      & Curators
      Identify Watchers
    • Highest Reach
      Generate
      Branded
      Content
      Aggregate
      Branded
      Content
      Grow
      Advocate
      Base
      Generate
      Advocacy
      Content
      Aggregate
      Advocacy
      Content
      Distribute
      Content
      Communicate
      To Advocates
      Identify Watchers
      Identify Sharers &Commenters
      Identify Producers
      & Curators
    • Kill the Clickthrough Rate
      Use online media to distribute branded content
      Redefine Your Social ROI
      Quality of consumer content, not quantity of fans
      Guarantee Word of Mouth
      Brand-distributed consumer advocacy