This document discusses how brands can use social media to increase advocacy. It provides data showing that social actions like following a brand on Twitter or participating in a Facebook group can increase brand discussions by up to 74% compared to traditional digital engagement. Examples are given of brands that have successfully used participation, creation, and contribution on social media to motivate discussions. The top recommendations for brands are to develop an advocacy strategy for social media with clear objectives and metrics and treat it as a long-term relationship-building channel rather than just another marketing outlet.

1. Igniting Advocacy
Through Social Media
Brandon Murphy, 22squared
Art Ash, Deloitte

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. Simple Look at Change
Reach Organic Reach
Awareness Relationships
Selling Conversation

4. More True
Awareness Advocacy
Advocacy Loop

6. 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

7. 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

8. ... we must create
relationships
worth talking about.
Copyright © 2010 22squared

9. 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

10. -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

11. THIS...
10% advocacy
increase
=
incremental
355k
$10MM
advocates/month
conversations
annually
710k (1-2/month)
incremental
$828k sales/month
11
Copyright © 2010 22squared

12. 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

13. 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

14. 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

15. 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

16. 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/

17. ?
But what does participating
in social media get me

18. 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

19. 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

20. So how much do you think
?
you’re leaving on the table

21. 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

22. 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

23. Participation:
@DellOutlet
Best Buy - Twelpforce
@JetBlue
Buffalo Wild Wings
Facebook

24. Creation: Ford - Fiesta Movement
Pringles - Facebook, 3 million
Skittles HBO - True Blood

25. Contribution:
My Starbucks Idea
Nike ID & Nike Running
Vitamin Water - Facebook

26. 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

27. Thanks
Brandon Murphy, 22squared
brandon.murphy@22squared.com
Twitter: @brmurphy
Art Ash, Deloitte
aash@deloitte.com
Copyright © 2010 22squared