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Planningness

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A great presentation by Frank Striefler about the changing role of brands and their relationship to people.

A great presentation by Frank Striefler about the changing role of brands and their relationship to people.

Published in Design , Business , Technology
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  • 1. HOW TO CREATE ADVOCACY AND CONVERSATION FRANK STRIEFLER planning-ness conference san francisco october 17, 2009
  • 2. 8.45 am – 10.15 am 40 min practical tips 20 min workshop 15 min sharing 15 min q&a
  • 3. WHAT WE WILL COVER what is brand advocacy why is it relevant what it takes how to create conversations
  • 4. WHAT? Client + Wolff Olins filename 000008 Page 4
  • 5. WHAT IS BRAND ADVOCACY? brand advocacy. [brand ad-vuh-kuh-see] n. -weber shandwick
  • 6. WHAT IS A BRAND ADVOCATE? an advocate convinces others to purchase through independent credibility defends & supports your brand puts his own reputation on the line provides unsolicited praise and suggestions of improvement forgives occasional sub-par seasons or dips in product experience/service does not want to be bought
  • 7. adventurous opinion leader WHAT IS A BRAND socially well connected (50% vs. 12% non-advocates) ADVOCATE? expresses opinions and viewpoints (65% vs. 12%) continually discovers new content online has 2-1 impact on conversion compared to non-advocates 50% of all advocates turn on their megaphone post purchase wants to be the first to know and spread the word on a specific topic needs an audience
  • 8. WHY? Client + Wolff Olins filename 000008 Page 8
  • 9. PEER ENDORSEMENT Let’s add nice graph with stats on how people rely on peer endorsement TRUMPS ADS With advertising ranking low in terms of ‘influence’ what influences purchase decisions? wom is # 1 purchase decision influencer even opinions of strangers online trump advertising -weber shanwick strategic planning
  • 10. RECOMMENDATIONS = $ the most recommended company in any given category grows 2.5x the category average - bain and co 2/3rds of the economy is influenced by personal recommendations - mckinsey and co 1 in 3 people come to a brand through a personal recommendation - weber shandwick 31% of brand advocates have increased spending at their primary retailer - ibm
  • 11. REALITY TRUMPS IMAGE proportion of recommendations 70% prompted by expectation-beating product 2% by advertising experience prompted -weber shanwick strategic planning
  • 12. RECESSION DRIVES RELIANCE ON WOM are you more likely to refer to a friend when making a purchase (during a recession)? and accelerates the changes already happening -weber shanwick strategic planning
  • 13. HOW? Client + Wolff Olins filename 000008 Page 13
  • 14. 1. DEFINE YOUR STORY cultural brand business audience + + objectives + insights context purpose = your brand story
  • 15. 2. DEFINE YOUR ROLE IN CULTURE discover a purpose people care about commit to something bigger than yourself transcend beyond a product-only relationship
  • 16. 3. CREATE BETTER PRODUCTS
  • 17. 3. CREATE BETTER PRODUCTS 25 % decline in quality association 50 % trust in brands has eroded by 90% erosion of brand differentiation -brandasset valuator 2008
  • 18. LAKE WOBEGEON SYNDROME 80% of CEOs think their brands offer a superior experience only 8% of their consumers agree - bain and co
  • 19. 4. CREATE SUPERSATISFACTION & EXCEED EXPECTATIONS innovate -© wolff olins
  • 20. STORY 5. BAKE THE INTO THE PRODUCT © john winsor, alex bogusky
  • 21. HOW? 1. DEFINE YOUR STORY 2. DEFINE YOUR ROLE IN CULTURE 3. CREATE BETTER PRODUCTS 4. CREATE SUPERSATISFACTION & EXCEED EXPECTATIONS 5. BAKE THE STORY INTO THE PRODUCT
  • 22. ADVOCACY MUST BE THE FOCUS OF THE ENTIRE ORGANIZATION (NOT JUST MARKETING)
  • 23. LEARN Client + Wolff Olins filename 000008 Page 23
  • 24. LEARN FROM OTHER SUCCESSES
  • 25. LEARN FROM BOOKS
  • 26. LEARN FROM OPINION PAPERS
  • 27. LEARN FROM ‘MUST SUBSCRIBE’ BLOGS
  • 28. LEARN FROM THOUGHT LEADERS
  • 29. BRAND BEHAVIOR MODEL Client + Wolff Olins filename 000008 Page 29
  • 30. ADVOCACY MODEL
  • 31. ADVOCACY MODEL define a clear brand purpose get your whole company onboard stand for something bigger than yourself create delightful products & experiences let your people become your first advocates
  • 32. ADVOCACY MODEL project your ideal world make your belief be their belief enroll fans & creators bring excitement to your cause
  • 33. ADVOCACY MODEL demonstrate your vision & belief recruit members & drive participation incentivize spreading the word create communities & p2p networks collaborate & find co-conspirators create tools for people to recruit their peers and let them want to work for you
  • 34. ADVOCACY MODEL highlight your successes create a sense of ownership give some control to advocate celebrate activists for their contribution let people interact up, down, and sideways when critics come knocking, invite them in reward for feedback, participation & advocacy
  • 35. ADVOCACY MODEL feed movement with fresh initiatives have no off times or dark times treat your advocates as your lifeblood do something buzzworthy over & over again listen, adapt & learn
  • 36. ADVOCACY MODEL
  • 37. HOW TO GET YOUR BRAND INTO THE CONVERSATION? Client + Wolff Olins filename 000008 Page 37
  • 38. NO CHILD LEFT BEHIND ACT
  • 39. AUDIENCE BEHAVIOR SHOULD INFORM BRAND BEHAVIOR “a revolution doesn’t happen when the society adopts new tools. It happens when society adopts new behaviors.” - clay shirky
  • 40. IT’S TIME FOR MARKETERS TO ADAPT NEW BEHAVIORS -@wilsh
  • 41. 6 DEGREES TRUMPS TIPPING POINT WATTS VS. GLADWELL
  • 42. NETWORKS MAKE UP MARKETING’S MOST POWERFUL MEDIA: RECOMMENDATION MEDIA -paul marsden
  • 43. SOCIAL MEDIA IS WOM ON STEROIDS
  • 44. SOCIAL MEDIA HAS TAKEN OVER PORN AS THE #1 ACTIVITY ON THE WEB
  • 45. 95% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA -cone, business in social media study, 2008
  • 46. ETHICS IN SOCIAL MEDIA be honest be personal be generous be supportive stay real-time be responsive be transparent be collaborative ensure relevancy be a good listener participate actively dump the salesman persona operate in a spirit of truth & honesty invest more time, love and passion (and less bucks)
  • 47. ADD VALUE TO THE CONVERSATION be useful enable sharing be entertaining provide knowledge enable connections enhance the experience encourage community building
  • 48. DON’TS STEALTH MARKETING any practice designed to deceive people about the involvement of your company SHILLING paying people to talk about product INFILTRATING using fake identities to promote your product SPAM sending bulk or unsolicited email or other messages without clear, voluntary permission COMMENT SPAM using automated software to post unrelated / inappropriate comments to online communities DEFACEMENT vandalizing or damaging property to promote your product FALSIFICATION knowingly disseminating false/misleading information
  • 49. UNDERSTAND YOUR AUDIENCE forrester’s social technographics ladder Add credit -forester research
  • 50. UNDERSTAND THE DYNAMIC influence ripples + social media fragmentation
  • 51. UNDERSTAND THE LANDSCAPE the conversation prism -brian solis & jesse thomas
  • 52. FIND THE RIGHT PLATFORMS realize that not every platform is right for you
  • 53. PLAN YOUR SOCIAL MEDIA STRATEGY © ahtgroup.com
  • 54. Don’t start with the platforms DON’T START WITH PLATFORMS “(when it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. as a result they, miss the mark.” -jeremiah owyang
  • 55. “it’s not about social media. it’s about social idea.” –gareth kay
  • 56. “the magic of social media is not what happens in social media, but what happens outside of it because of it.” -paul isakson
  • 57. ADVOCACY TOOLS authentic advocacy brand space branded utility mobilizing tweeters engaged corporate citizen branded community branded blogs incentivizing p2p sharing tribal communications branded bootcamp blogger outreach branded social groups sponsored brand fests empathy space avatar branding branded skins organized fan events product customization branded online community alternate reality game innovation center co-created products branded virtual world user rating & reviews branded contact cards open source products mobile concierge service flickrtising customer service sampling/seeding webisodes/podcasts branded social networking perkonomics internal communication recruiting 1%ers brand journalism content aggregators creative contest consumer communities widgets
  • 58. WORKSHOP 4 groups 1 brand 1 group leader Client + Wolff Olins filename 000008 Page 58
  • 59. SHARING 5 min / group Client + Wolff Olins filename 000008 Page 59
  • 60. Client + Wolff Olins ? filename 000008 Page 60
  • 61. AND IF YOU ONLY REMEMBER ONE THING DO SOMETHING AWESOME PEOPLE WANT TO TALK ABOUT Client + Wolff Olins filename 000008 Page 61
  • 62. A VERY BIG THANK YOU CONTACT INFO: FRANK@STRIEFLER.COM @FRANKINLALALAND HTTP://WWW.LINKEDIN.COM/IN/STRIEFLER