The power of brand advocates
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The power of brand advocates. Do you know other great Brand Advocacy Cases? Let us know and we’ll add them to this presentation! Be sure to check out the other presentations we gave at our LBi Client Afternoon.
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The power of brand advocates
- 1. The Power of Brand Advocates
- 2. The Power of Brand Advocates LBi Client Afternoon - 21 April 2010 Last updated on 2 May 2010
- 3. Agenda What’s a Brand Advocate? Customers as Brand Advocates Why are Advocates so interesting? From Brand Loyalist to Advocate… Some Cases Employees as Brand Ambassadors
- 6. True Fans & Brand Advocates
- 8. who will talk favorably about a brand to their acquaintances
- 9. who can help generate brand awareness
- 11. Fast & Cheap
- 12. Global reach
- 15. Today, influence is widespread!
- 18. 94% trust Word of Mouth (Forrester)
- 19. Advocates will thrive your community
- 20. When advocates talk, brands grow
- 21. Average network = 190 followers
- 22. 1.000 advocates=190K direct reach
- 23. 40% consumers recommend brands (ComScore)
- 24. 60% advocates believe that good brands are worth talking about.
- 25. 67% of US economy impacted by Word of Mouth (Mc Kinsey & Co)
- 26. 70% conversations include recommendation (Keller Fay)
- 27. 85% tried to contact supplier before complaining (Nielsen)
- 29. 4. From Brand Loyalist to Advocate… Identify and mobilize your advocates Find your brand loyalist Give exclusive access and special privileges Respond quickly to their comments and feedback Monitor and reach out proactively Give brand loyalists a voice (Empowerment)
- 31. It no longer matters what YOU say ! In 2010, your brand is determined by: what you do who you are what THEY say.
- 32. Some cases Hot & Spicy
- 33. Case 1. Jericho - Protest In the season finale, a character replies "Nuts!" to a demand that the beleaguered town of Jericho surrender. Network channel CBS cancelled the television series “Jericho”... Fans protested and created a community They worked together and did send 25 ton of peanuts to CBS. CBS decided to continue broadcasting Jericho. http://abcnews.go.com/Business/FunMoney/story?id=3214156&page=1
- 34. Case 2. Coca-Cola - Happiness Ambassadors The campaign “Expedition 206” sent three 20-somethings (selected social media influentials!) to 206 countries and territories where Coca-Cola is sold in 2010, stocked with laptops, video cameras, smartphones and plenty of other gadgetry, in order to document for the masses their search for happiness. http://www.expedition206.com
- 35. Case 3. Cirque du Soleil – Getting insights To promote their 2009 summer campaign, Cirque du Soleil fully relied on social media. They listened to their community and used the learned insights to build excitement for future shows. Fans and followers were given exclusive content and special discounts.
- 36. Case 4. Starbucks – 171 in Manhattan www.171starbucks.com http://www.youtube.com/watch?v=CwYxuV2dVzw
- 37. Case 5. Starbucks – My Starbucks Idea www.mystarbucksidea.com www.twitter.com/MyStarbucksidea
- 38. Case 6. Carlton Draught – The Big Ad The "Big Ad" is a television advertisement for Carlton Draught pale lager. They used viral marketing techniques to promote the advertisement before it was broadcast on television. Within two weeks, it had been seen by over one million viewers in 132 countries. This campaign was widely covered in the press. The viral release of the "Big Ad" was so successful that the company reduced its television media budget so as not to overexpose the advertisement. http://www.youtube.com/watch?v=eH3GH7Pn_eA
- 39. Case 7. Toyota Conversations They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.
- 40. Case 7. Toyota Conversations - Some statements... In the first 5 days, over a million people viewed the DiggDialogg video interview with president, Jim Lentz. Some of our models, such as Prius, have entrenched communities of enthusiasts with whom we engage, as they’re authentic brand advocates. ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing initiatives we know are important. Over time we will definitely evaluate our efforts in order to determine how they are impacting key metrics. Those results will become the new benchmarks for future initiatives, and ultimately the foundation for measuring ROI http://www.toyotaconversations.com/ http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/
- 41. Case 8. Pepsi - Refresh Everything Pepsi decided to shelve its 23M$ Super Bowl commercials & instead dedicate that money to Social Media. Pepsi is now embracing a bottoms up approach where grassroots activism replaces over the top commercials seeking to create positive brand associations with Pepsi.
- 42. Case 8. Pepsi - Refresh Everything Objectives : Create an ongoing dialog where Pepsi is communicating with its advocates Associate its brand in a new way with the rest of the population of soda drinkers. What the soda giant needs to do is engage its customers and advocates where they already are: Facebook, Twitter, Blogs and social communities where the vast majority of interactions take place. A page view on a corporate web site, while a good thing, simply can’t compare in terms of brand building to customer advocates out on the social web. http://www.refresheverything.com/http://www.facebook.com/refresheverything
- 43. And what about your employees?The most overlooked segment of potential brand building are your employees! They are out there in the world interacting with people every day(Ogilvy & Mather)
- 44. 6. Employees as Brand Ambassadors Employees paid to work officially as your Evangelists Extra motivated Employees
- 45. Case 9. Best Buy - Twelpforce http://twitter.com/twelpforce http://www.youtube.com/watch?v=25zcavXj97I http://bbyconnect.appspot.com
- 46. We found our Ambassador ... hope you have too!
- 47. Identify your own Brand Advocates & Brand Ambassadors and start a conversation with them first!
- 49. Do you target them?
- 50. Try to identify them?
- 51. On which platforms are they active?
- 52. Have special programs for them?
- 53. How will you reward them?
- 55. Thanks… Talk to you soon!www.twitter.com/LBi_Belgium www.lbigroup.be http://www.youtube.com/watch?v=T3zEsN49TBU
Editor's Notes
- Looser + 2 followers = 1 hero + 2 followers + communityYou’ll become a looser if you don’t join the community
- This is who we will be talking about: ‘True Fans’
- It used to be that what companies said about themselves (on their website, press releases, ..) that defined what the company was.Nowadays, who you are is determined by what your customers say about you, and how you act.
- CBS wanted to cancel the tv series Jericho due to insufficient viewership. The show, however, has a big and fanatic community who worked together to collect 25 tons of peanuts (= link to the last episode). CBS decided to broadcast 7 new episodes..http://abcnews.go.com/Business/FunMoney/story?id=3214156&page=1
- http://mashable.com/2009/10/21/expedition206/
- = simple example that show all kinds of companies can harvest benefits of engaging their community of fans.. http://www.radian6.com/our-customers/cirque-du-soleil/
- Mark Malkoff's tried to visit all 171 New York City stores in the same day. He made a little film about the experience, which you can watch online.http://www.youtube.com/watch?v=CwYxuV2dVzw
- We all should strive in becoming the next Starbucks. But ofcourse it’s not that easy, right . What we’re talking about here is the creation of loyalty; this is how advocates are created.So how to converse people into brand advocates?:Prospects -> CustomersCustomers -> Evangelists(next slide: HOW can you make the conversion?)
- The "Big Ad" is a television advertisement for Carlton Draught pale lager. They used viral marketing techniques to promote the advertisement before it was broadcast on television.Within two weeks, it had been seen by over one million viewers in 132 countries. This campaign was widely covered in the press. The viral release of the "Big Ad" was so successful that the company reduced its television media budget so as not to overexpose the advertisement.URL : http://www.youtube.com/watch?v=eH3GH7Pn_eANot real use yet of real Brand Advocates, but just imagine the potential when you would invite your loyal customers to participate in a similar campaign.
- The volume of support from Toyota owners in social channels has pleasantly surprised them. They’ve increased the fans on the Toyota brand Facebook page by about 22% since late January. Now they plan to build on that by rewarding and reinforcing loyalty through several initiatives over the coming months.Toyota currently has four Facebook pages: one for the Toyota brand and pages for our Prius, 4Runner, and Sienna vehicles. They also have Toyota accounts on YouTube and Twitter. This year they’ve also created a Toyota community on Digg and Toyota Conversations, a platform which aggregates tweets about Toyota and enables them to respond to the highest volume posts.URL : http://www.toyotaconversations.com/http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/
- The volume of support from Toyota owners in social channels has pleasantly surprised them. They’ve increased the fans on the Toyota brand Facebook page by about 22% since late January. Now they plan to build on that by rewarding and reinforcing loyalty through several initiatives over the coming months.Toyota currently has four Facebook pages: one for the Toyota brand and pages for our Prius, 4Runner, and Sienna vehicles. They also have Toyota accounts on YouTube and Twitter. This year they’ve also created a Toyota community on Digg and Toyota Conversations, a platform which aggregates tweets about Toyota and enables them to respond to the highest volume posts.URL : http://www.toyotaconversations.com/http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/
- The "Big Ad" is a television advertisement for Carlton Draught pale lager. They used viral marketing techniques to promote the advertisement before it was broadcast on television.Within two weeks, it had been seen by over one million viewers in 132 countries. This campaign was widely covered in the press. The viral release of the "Big Ad" was so successful that the company reduced its television media budget so as not to overexpose the advertisement.URL : http://www.youtube.com/watch?v=eH3GH7Pn_eANot real use yet of real Brand Advocates, but just imagine the potential when you would invite your loyal customers to participate in a similar campaign.
- The "Big Ad" is a television advertisement for Carlton Draught pale lager. They used viral marketing techniques to promote the advertisement before it was broadcast on television.Within two weeks, it had been seen by over one million viewers in 132 countries. This campaign was widely covered in the press. The viral release of the "Big Ad" was so successful that the company reduced its television media budget so as not to overexpose the advertisement.URL : http://www.youtube.com/watch?v=eH3GH7Pn_eANot real use yet of real Brand Advocates, but just imagine the potential when you would invite your loyal customers to participate in a similar campaign.
- 2500 employees. Savvy employees to respond to Twitter posts. Best Buy began piloting Twelforce, 2500 employees that answer consumer questions on lineBest Buy engages their employees for online customer service via twitter: ‘Twelpforce’http://www.socialmediaexaminer.com/how-best-buy-manages-2100-employees-on-twitter-video/