Igniting Advocacy
Through Social Media




                  Brandon Murphy, 22squared
                  Art Ash, Deloitte
1 2 3
           A strategic platform
               for advocacy
                                            Ways to acti...
Simple Look at Change




        Reach           Organic Reach
       Awareness        Relationships
        Selling     ...
More True



 Awareness                   Advocacy




             Advocacy Loop
1 2 3
           A strategic platform
               for advocacy
                                            Ways to acti...
Committed/Few           High Organic Reach/
                reasons to talk           Efficient Spend

                   ...
... we must create

                             relationships
                             worth talking about.


Copyrig...
Authenticity
                                                                                     Transparency
           ...
-15                    Transparency



                                                       WHAT IF...
                 ...
THIS...

        10%   advocacy
              increase




                                       =
                 incre...
WHAT IF...                           Florida’s Natural’s advocates were more active?




                    Florida’s Nat...
Raise the
-15                   Transparency
                                     question...
                            ...
Results // Over twelve month period
                               Advocacy*                                              ...
1 2 3
           A strategic platform
               for advocacy
                                            Ways to acti...
Scale that’s hard to ignore



                                                                                   400MM   ...
?
But what does participating
     in social media get me
Our Study // How social media actions drive advocacy
    Control group of            Customers who follow the brand on    ...
Advocacy // Discussions initiated in past 12 months

                                                                     ...
So how much do you think
                          ?
you’re leaving on the table
1 2 3
           A strategic platform
               for advocacy
                                            Ways to acti...
A menu for examples...
   Participation                            Creation                         Contribution
     Acqu...
Participation:
                               @DellOutlet
Best Buy - Twelpforce


                                        ...
Creation:                        Ford - Fiesta Movement


Pringles - Facebook, 3 million




           Skittles          ...
Contribution:
                           My Starbucks Idea

                                               Nike ID & Nike ...
Top 6 to do’s
  1. Develop an overall advocacy strategy to drive and measure social actions.

  2. Create a new organizati...
Thanks
Brandon Murphy, 22squared
brandon.murphy@22squared.com
Twitter: @brmurphy

Art Ash, Deloitte
aash@deloitte.com


  ...
Blur Pma Chicago - Igniting Advocacy Through Social Media
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Blur Pma Chicago - Igniting Advocacy Through Social Media

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How to develop a strategy for advocacy and put it to action in social media. Talks about the marketing ROI on social media actions with best-in-class examples in the space.

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  1. 1. Igniting Advocacy Through Social Media Brandon Murphy, 22squared Art Ash, Deloitte
  2. 2. 1 2 3 A strategic platform for advocacy Ways to activate in social media Examples of good execution Actions that Social actions that increase Brands that employ increase advocates brand discussions by 74% over practical actions in by 10% or more traditional digital engagement social media. Copyright © 2010 22squared
  3. 3. Simple Look at Change Reach Organic Reach Awareness Relationships Selling Conversation
  4. 4. More True Awareness Advocacy Advocacy Loop
  5. 5. 1 2 3 A strategic platform for advocacy Ways to activate in social media Examples of good execution Actions that Social actions that increase Brands that employ increase advocates brand discussions by 53% over practical actions in by 10% or more non-social digital tactics social media. Copyright © 2010 22squared
  6. 6. Committed/Few High Organic Reach/ reasons to talk Efficient Spend But we need ADVOCACY strategies to make it sustainable Low Organic Reach/ Temporary Buzz/ Inefficient Spend Good or Bad AMPLIFICATION Adapted from Steve Knox, CEO, Tremor
  7. 7. ... we must create relationships worth talking about. Copyright © 2010 22squared
  8. 8. Authenticity Transparency Chemistry Original, real and distinctly meaningful Be honest and have Create a visceral spark or clear intentions a gut reaction People Brands Empathy Inspiration Understand their needs, Motivates you to be di erent desires and lives, or better. : Stay In Touch Support Build anticipation, add value Be helpful, useful act & communicate. on their behalf. Quality Time Give Over Take Share a P.O.V. Provide talk-worthy Provide value and meaning immersive experiences. beyond the money spent. Common lifestyle, belief system or attitude. Copyright © 2010 22squared
  9. 9. -15 Transparency WHAT IF... Advocacy 10% -16 Authenticity -18 Empathy category mean -10 Shared POV -10 Supportive -8 Communicates with me -15 Quality time -11 Get more than give -30 Chemistry
  10. 10. THIS... 10% advocacy increase = incremental 355k $10MM advocates/month conversations annually 710k (1-2/month) incremental $828k sales/month 11 Copyright © 2010 22squared
  11. 11. WHAT IF... Florida’s Natural’s advocates were more active? Florida’s Natural Before : .5/wk = $10 MM Florida’s Natural on the Friendship Model : 1.5/wk = $30MM incremental revenue/yr Copyright © 2010 22squared
  12. 12. Raise the -15 Transparency question... Where does your juice come from? -16 Authenticity category mean Where it comes from is as important as where it goes -18 Empathy -10 Shared POV
  13. 13. Results // Over twelve month period Advocacy* Sales Florida’s Natural Florida’s Natural +80% All Competitors All Competitors +28% +24% +9% +8% -11% -6% -6% Loyalty Advocacy Market Share Revenues *Change in advocate population (trade/end-consumer) vs. average of all tracked competitors 22squared Friendship Model Research
  14. 14. 1 2 3 A strategic platform for advocacy Ways to activate in social media Examples of good execution Actions that Social actions that increase Brands that employ increase advocates brand discussions by 74% over practical actions in by 10% or more traditional digital engagement social media. Copyright © 2010 22squared
  15. 15. Scale that’s hard to ignore 400MM 270MM + 55 mins/day Subscribers 2nd largest 75MM accounts search engine 50MM tweets/day http://techcrunch.com/2010/03/15/hitwise-says-facebook-most-popular-u-s-site/
  16. 16. ? But what does participating in social media get me
  17. 17. Our Study // How social media actions drive advocacy Control group of Customers who follow the brand on Customers creating content like recent customers Twitter, fan the brand on Facebook posting videos, pictures, status or belong to a Facebook group. updates, tweets, blog posts or even custom products. Recent Engage Participate Contribute Create Customers Customers who have been engaged by the brand with things like: Augmented Customers who freely offer product reality, microsites, online games, mobile feedback and input via polls, apps and online videos. reviews, forums and applications. N = 2250
  18. 18. Advocacy // Discussions initiated in past 12 months 74% number of 10.0 MORE 9.0 5.3 discussions initiated 5.9 66% 54% 55% 46% 3.8 27% Control Engagement Participation Contribution Creation Source: 2010 Brand Involvement Study, 22squared
  19. 19. So how much do you think ? you’re leaving on the table
  20. 20. 1 2 3 A strategic platform for advocacy Ways to activate in social media Examples of good execution Actions that Social actions that increase Brands that employ increase advocates brand discussions by 74% over practical actions in by 10% or more traditional digital engagement social media. Copyright © 2010 22squared
  21. 21. A menu for examples... Participation Creation Contribution Acquire and earn Enable fans and Enable a broader base of fans and participate followers to create fans to contribute to your actively in the content about your brand, products, packaging conversation. brand on your behalf. and marketing. % of people who initiated discussions # of discussions motivated
  22. 22. Participation: @DellOutlet Best Buy - Twelpforce @JetBlue Buffalo Wild Wings Facebook
  23. 23. Creation: Ford - Fiesta Movement Pringles - Facebook, 3 million Skittles HBO - True Blood
  24. 24. Contribution: My Starbucks Idea Nike ID & Nike Running Vitamin Water - Facebook
  25. 25. Top 6 to do’s 1. Develop an overall advocacy strategy to drive and measure social actions. 2. Create a new organizational model for social media: Responsibility tends to fall between current structures. 3. Develop a long-term approach because it doesn’t work on the short-term marketing and PR campaign time-frames, it’s about building relationships. 4. Don’t treat it like another marketing channel: true ROI comes from content sharing + talking with and listening directly to consumers 5. Equal parts playbook and plan: Social media can’t exist in a 12-month calendar plan alone, it must have a playbook and a gameplan..one that has a content calendar but also ways to enable fast reaction and opportunistic actions. 6. Have clear objectives and clearer metrics: advertising is measured in purchased exposures, social media is measured in interactions and organic reach Copyright © 2010 22squared
  26. 26. Thanks Brandon Murphy, 22squared brandon.murphy@22squared.com Twitter: @brmurphy Art Ash, Deloitte aash@deloitte.com Copyright © 2010 22squared

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