Advocacy In a Social World

Advocacy in a Social World #BzzAgent @davebalter

Man Groomer

The Evolution of Word of Mouth A long, long, long time ago…

The last decade…
Outposts
New connections
Always on
Real-time
Your Weak Ties
Scale
Social Marketing A long, long, long time…

Social Media has overtaken porn as the #1 media on the Web

Coca Cola spent roughly on advertising last year $2.44 billion

“ While TV is still an important medium for promoting our brands, many of our recent advertising campaigns and promotions have also utilized online facilities such as Facebook and YouTube more” -6.6% = $121M

The Social cycle 1. The experiences 2. The platforms 3. The advocates

The EXPERIENCES

Viral COEFFICIENT

Threewords.me God.com Satan.com

100,000 to 4,000,000 users in 15 months

The PLATFORMS

X X X July 2008

2005 2006 2007 NOV. 2009 DEC. 2009 APRIL 2010 Facebook PRIVACY POLICY No personal information will be available … limit the information displayed … unless you alter your privacy settings. The default privacy setting is set to “everyone.” Therefore do not have privacy settings. Access to General Information about you.

The ADVOCATES

Tipping Point was “Influence 1.0” Influence 2.0 “ Topic” State Behavior is Not Static Tracked By Our Social Behaviors The Tipping Point + The Social Media Network connector connects people to each other maven connects people through sharing knowledge salesman uses knowledge to engage and persuade

Source: Jakob Nielsen, Participation Inequality: Encouraging More Users to Participate Heed the 1% Rule 167,113 of Amazon’s book reviews were contributed by just a few “top-100″ reviewers. 25M users of Facebook Causes App…185,000 donations: .7% Over 50% of all the Wikipedia edits are done by just .7% of the users … 524 people. 1% CREATORS 9% EDITORS 90% AUDIENCE

4 Methods for CREATING ADVOCATES

METHOD #1: Generate Status

“ I just looked at my followers number and said to myself ‘ where did all these people come from?’ ”

Welcome to the Social Media Boy Scouts

Farmville North of 80 Million Users 17 Million Daily Active Users

METHOD #2: Offer Incredible Value

METHOD #3: Make it Scarce

PATTY: BONELESS PORK (PORK, WATER, SALT, DEXTROSE, CITRIC ACID, BHA, TBHQ). SAUCE: WATER, HIGH FRUCTOSE CORN SYRUP, TOMATO PASTE, DISTILLED VINEGAR, MOLASSES, NATURAL SMOKE FLAVOR, MODIFIED FOOD STARCH, SALT, SUGAR, SOYBEAN OIL, SPICES, ONION*, MUSTARD FLOUR, GARLIC *, XANTHAN GUM, CARAMEL COLOR, SODIUM BENZOATE (PRESERVATIVE), NATURAL FLAVOR (VEGETABLE SOURCE), CORN OIL. *DEHYDRATED PICKLE SLICES BUN: FLOUR (WHEAT FLOUR BLEACHED AND ENRICHED WITH THIAMINE, RIBOFLAVIN, NIACIN, IRON, FOLIC ACID, MALTED BARLEY FLOUR), WATER, HIGH FRUCTOSE CORN SYRUP, YEAST, VEGETABLE OIL (PARTIALLY HYDROGENATED SOYBEAN OIL, COTTONSEED OIL). CONTAINS 2 PERCENT OR LESS OF DEXTROSE, FUMARIC ACID, CALCIUM SULPHATE, SALT, ACETIC ACID, SOY FLOUR, MONOCALCIUM PHOSPHATE, AMMONIUM SULPHATE, CORNSTARCH, FUNGAL PROTEASE, NATURAL CULTURE, AMMONIUM CHLORIDE, ASCORBIC ACID, AZODICARBOMIDE, MONO- AND DIGLYCERIDES, PROPIONIC ACID, PHOSPHORIC ACID, CORN FLOUR, CALCIUM PEROXIDE, CALCIUM PROPIONATE, DICETYL TARTARIC ACID ESTERS OF MONO- AND DIGLYCERIDES, ETHOXYLATED MONO- AND DIGLYCERIDES. McRib Nutritonal Info 490 calories, 220 calories from fat, 25 g fat, 8 g saturated fat, 75 mg cholesterol, 1040 mb sodium, 44 g carbohydrates, 2 g fiber, 24 g protein, 11 g sugars. What Am I Eating?

METHOD #4: Provide Exclusivity (or Access)

What’s Happening On Quora? Facebook co-founder Dustin Moskovitz offers his opinion of the movie The Social Network. Google Images product manager Nate Smith explains how color image search works. Foursquare's head of business development talks about what it's like to work for founder Dennis Crowley.. AOL co-founder Steve Case answers how much it cost to mail everyone those CDs back in the 1990s.

$121,000,000

You CAN Measure Social to Shopper We start by looking at how many people are reached

You CAN Measure Social to Shopper Then we look at the online volume, sentiment, and share of voice Brand X Brand X BzzCampaign Period

You CAN Measure Social to Shopper And then we tie it to product sales in participating markets

Ty’s Ten (WOM) Tips 1. Reasonable Price 2. Keep it Secretive 3. Surprise People 4. Limit Production 5. Avoid Large Chains 6. Simplicity 7. Personalization 8. Variety 9. Retirements 10. Risk

Thank You About.me/davebalter

Advocacy In a Social World

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