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

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

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

by Stephen Strong on Oct 08, 2010

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