Integrating Advocacy

Summer 2007

iris: An independent micro-network Fast, flexible and capable

Continuous Partial Attention • “Information Overload” (Alvin Toffler, 1970) • How do you break through the clutter? • Is this really The Strange Death of Modern Advertising? • Do only brutally simple ideas get through? • Does it really boil down to simplicity, brute force? • Is it really about this?

The Shift

Radiohead: Pay-as-you-please

Conversations Matter

Rethinking Pareto

The Authority of the Crowds • Shift in control of brand authority • No longer a monolithic voice from above • Steve Jobs was right …

Easy, right?

Cost $2 million. Lasted 2 weeks. Photos Video

Coke Zero: Australia

Walmart’s Hubtastic Flop Paid actors. Fake videos, even on the homepage. Scripted dialogue like, quot;I'll school my way by looking hot in my Wal-Mart clothes to school to catch a cute boy's eye. ...quot;

Want people to trust you? • Transparency • Creativity • Expression • Value • Choice • Control

Generating Talkability

The “Secret” Facebook Rate Card

Popular sponsored groups • Victoria's Secret “Pink” 350K members • • Apple Students 425K members • • Southwest Airlines (competition) 50K members • • Jeep 15K members • • H&M 20K members • • FOX News 17K members • • Contiki (travel) 37K members • • aerie by American Eagle 48K members •

Loyalty vs Advocacy Loyalty Advocacy • Amex • Conversations • Shell Plus Points • Dialogue • Bud Bucks, MyCoke • Ad-hoc focus groups Rewards and others • 8 million ways to earn frequent flier miles

Digital Reputation Management • More than PR, this is about active involvement • It often means going to where they are happening • The internet is a bit like this conference • Started with eBay buyer/seller reputations • Financial Services, Broadband providers, Plumbers, Automobiles, and even … • Travel and entertainment: MGM Signature From the Yellow Pages to this in just 5 years.

Stormhoek: Marketing Disruption • WOM, blogging and free PR, only • Targeted to online opinion leaders, not wine experts • 100 Geek Dinners, 100 Nights, 100 Conversations • True voice and transparency • Threshers: 800,000 coupon downloads • BBC, Times Online, C4 and many others carried story • Doubled sales in 12 months • Distribution deals with Tesco’s and others

Virgin Mobile: Trendy Sales • 1500 “insiders” • Shift in market perception • Cassandra Report “Trendsetter” status • Small audience/limited budget • Doubled sales forecasts • WOM beats TV for awareness • 10% of sales from WOM referrals • Research and Promotion • Product insight

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Integrating Advocacy

by George Nimeh on Oct 15, 2007

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