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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  • 1. SPREADING FIRES
    Three Steps to Consumer Advocacy Online
  • 2.
  • 3. 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
  • 4. 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
  • 5. Content Ecosystem
    Brand Places
    Social Media
    Paid Media
    Step 1
  • 6. 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
  • 7. Over 3 million video views, resulting in 25,000 hours of video content consumed
  • 8. Step 2
    +
    Social(conversation)
    Shopping(product)
  • 9.
  • 10. 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
  • 11. Measure Sentiment, Encourage Word of Mouth(brand influences consumer)
    Aggregate Goodwill, Spread Advocacy(consumer influences consumer,amplified by brand)
  • 12. Step 3
    Defining the Tiers of Advocacy
  • 13. 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
  • 14. Advocacy Ecosystem
    Brand Places
    Social Media
    Paid Media
  • 15. Grow
    Advocate
    Base
    Generate
    Advocacy
    Content
    Aggregate
    Advocacy
    Content
    Communicate
    To Advocates
    Distribute
    Content
    Identify Sharers& Commenters
    Identify Producers
    & Curators
    Identify Watchers
  • 16. 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
  • 17. 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