chris.reed@brewdigital.com<br />@chris_reed<br />
Advocates?<br />The power of the people – why what they say counts<br />Cultivating brand advocates to support you through...
What I’m going to cover…<br />How everything has changed<br />And how everything remains the same<br />The importance of a...
Everything’s changed? Or not?<br />Public relations is the discipline which looks after your reputation, with the aim of e...
A quick canter through ……the history of comms<br />
1981/2. ZX Spectrum V BBC Micro<br />Channel 4 launched<br />Mass media started a decline<br />
Relationships between PRs and journalists (previously our clients’ biggest advocates) have changed<br />
Has who consumers trust changed?<br />Source: Nielsen Global Trust In Advertising Survey / Base: Europe, which includes: A...
But have they really changed?<br />66% of the economy is influenced by personal recommendations - McKinsey& Company<br />2...
If I tell my Facebook friends about your brand, it's not because I like your brand, but rather because I like my friends<b...
PR = social media marketing?<br />Enable others to advocate for your business by creating compelling content, designed to ...
Your audience is now your channel<br />Create content which makes people feel like laughing out loud, feel loved, feel cle...
Enabling advocacy through content<br />You can’t buy advocacy.<br />You can only earn it.<br />
Enabling advocacy through content<br />But it’s helped by transparency, passion, a service mentality and helpfulness<br />
We’re now in an era of nodes, net promoter score and propagation planning<br />
So what’s the value of an advocate<br />$3.60<br />Vitrue, April 2010<br />
So what’s the value of an advocate<br />$136.38<br />Syncapse, June 2010<br />
Reputation-enhancing<br />Monitor and defend your reputation online: for people and for spiders<br />Customer service is n...
Transparency leads to advocacy<br />
Advocacy in crisis comms<br />
TV Licensing EGs<br />In 2008, the community of fans for US TV Series, Jericho, badgered CBS to recommission the programme...
In 2010, the community of fans for a TV advertisement in the UK decided how a relationship would pan out<br />
The Great Schlep mobilised young Jews to persuade their retired family in Florida to vote for Obama<br />
Build relationships<br />Relationships featuring PRs and stakeholders have always been reciprocal<br />Relationships betwe...
Build relationships<br />People like people who like what they like<br />Experiences make great talking points<br />
Build relationships<br />Listen with passion<br />Engage with understanding<br />Create great experiences<br />Help by sol...
Your audience is now your channel<br />Create content which makes people feel like laughing out loud, feel loved, feel cle...
Define the specificsSales increase? Reputation improvement? Customer service?Measure the outputssocial mentions, links, vi...
chris.reed@brewdigital.com<br />@chris_reed<br />
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Advocacy and crisis communications - social media and PR

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  • Followers, friends, retweets, commenters, comments,
  • But it’s helped by transparency, passion, a service mentality and a genuine desire to be helpful
  • But it’s helped by transparency, passion, a service mentality and a genuine desire to be helpful
  • An era of nodes, Net Promoter Score and Propogation planning
  • Like a lot of things in PR… it’s hard to quantify.Net Promoter Score increasingly popular and people are trying to put a $ value on it
  • Fans spend an average of $70 more than non fansAuthority v volumeAssumptions:  The methodologies for estimating the value of a Facebook fan rely on a host of assumptions, but every audience, brand and program is unique. For example, the value of a fan for big-ticket items cannot be the same as a fan for lower-consideration items.  All fans are not equal:  Every individual has a unique social graph and a unique voice.  I might be considered influential on topics of social media and marketing, but my opinion on floor mops might hold little influence within my set of friends and followers. One’s value as an influencer varies from category to category.  Acquisition matters:  How a fan is acquired makes a difference.  A fan that organically “likes” a brand has more potential value than one that is encouraged to click the “like” button in exchange for a coupon or some Farmville bucks. Cause and effect:  Which came first, the chicken or the egg?   Do Facebook fans spend more, or do people who spend more become fans?  If the former, then Facebook fans are generating new value, but if the latter is true then Facebook fandom merely reflects existing value rather than creating new value for brands.
  • Monsters, the Great Schlep
  • 78 % of Jews voted for Obama, cf 74% for Kerry Obama a won Florida
  • Only play the ROI game on a level playing field.
  • Advocacy and crisis communications - social media and PR

    1. 1. chris.reed@brewdigital.com<br />@chris_reed<br />
    2. 2. Advocates?<br />The power of the people – why what they say counts<br />Cultivating brand advocates to support you through the good and bad<br />A look at brand advocates in action<br />
    3. 3. What I’m going to cover…<br />How everything has changed<br />And how everything remains the same<br />The importance of advocates in both publicity generation and reputation management<br />A few real life examples<br />
    4. 4. Everything’s changed? Or not?<br />Public relations is the discipline which looks after your reputation, with the aim of earning understanding and support and influencing opinion and behaviour.<br />It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics<br />
    5. 5. A quick canter through ……the history of comms<br />
    6. 6.
    7. 7.
    8. 8.
    9. 9.
    10. 10.
    11. 11.
    12. 12. 1981/2. ZX Spectrum V BBC Micro<br />Channel 4 launched<br />Mass media started a decline<br />
    13. 13.
    14. 14. Relationships between PRs and journalists (previously our clients’ biggest advocates) have changed<br />
    15. 15.
    16. 16. Has who consumers trust changed?<br />Source: Nielsen Global Trust In Advertising Survey / Base: Europe, which includes: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Slovak, Spain, Sweden, Switzerland, UK Nov 08<br />
    17. 17. But have they really changed?<br />66% of the economy is influenced by personal recommendations - McKinsey& Company<br />20% of consumers are key influencers of purchasing activities of 74% of the pop - Gartner<br />Consumers mention 56 brands in conversation per week - Keller Fay<br />Each peer recommendation reaches 150 people on the social web – Forrester<br />40% of advocates answer, comment, or give opinions online several times each week - Yahoo! and Comscore<br />
    18. 18. If I tell my Facebook friends about your brand, it's not because I like your brand, but rather because I like my friends<br />Mike Arauz<br />
    19. 19. PR = social media marketing?<br />Enable others to advocate for your business by creating compelling content, designed to share<br />Monitor, defend and enhance your reputation online: for people and for spiders<br />Build relationships especially when you don’t need them<br />
    20. 20. Your audience is now your channel<br />Create content which makes people feel like laughing out loud, feel loved, feel clever, feel inspired, and feel like passing on<br />Solve people’s problems. Proudly<br />Be in it for the long term, not for a quick win<br />
    21. 21. Enabling advocacy through content<br />You can’t buy advocacy.<br />You can only earn it.<br />
    22. 22. Enabling advocacy through content<br />But it’s helped by transparency, passion, a service mentality and helpfulness<br />
    23. 23.
    24. 24.
    25. 25.
    26. 26. We’re now in an era of nodes, net promoter score and propagation planning<br />
    27. 27. So what’s the value of an advocate<br />$3.60<br />Vitrue, April 2010<br />
    28. 28. So what’s the value of an advocate<br />$136.38<br />Syncapse, June 2010<br />
    29. 29. Reputation-enhancing<br />Monitor and defend your reputation online: for people and for spiders<br />Customer service is now totally transparent<br />Your genuine fans will stick up for you<br />2011 will see Google and Bing going big on ‘social’ search, as well as ‘Live’.<br />Google’s algorithm now demotes brands with critical forum comments<br />
    30. 30. Transparency leads to advocacy<br />
    31. 31. Advocacy in crisis comms<br />
    32. 32.
    33. 33.
    34. 34.
    35. 35.
    36. 36. TV Licensing EGs<br />In 2008, the community of fans for US TV Series, Jericho, badgered CBS to recommission the programme by delivering 20 tonnes of nuts to their offices. They did.<br />
    37. 37. In 2010, the community of fans for a TV advertisement in the UK decided how a relationship would pan out<br />
    38. 38. The Great Schlep mobilised young Jews to persuade their retired family in Florida to vote for Obama<br />
    39. 39. Build relationships<br />Relationships featuring PRs and stakeholders have always been reciprocal<br />Relationships between advertisers and media owners have always been transactional<br />
    40. 40. Build relationships<br />People like people who like what they like<br />Experiences make great talking points<br />
    41. 41. Build relationships<br />Listen with passion<br />Engage with understanding<br />Create great experiences<br />Help by solving problems<br />
    42. 42. Your audience is now your channel<br />Create content which makes people feel like laughing out loud, feel loved, feel clever, feel inspired, and feel like passing on<br />Solve people’s problems. Proudly<br />Be in it for the long term, not for a quick win<br />
    43. 43.
    44. 44. Define the specificsSales increase? Reputation improvement? Customer service?Measure the outputssocial mentions, links, views, engagement, followers and friendsEvaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase<br />
    45. 45. chris.reed@brewdigital.com<br />@chris_reed<br />
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