Simply Zesty Conall Presentation

www.oconallstreet.com
Conall McDevitt
MCIPR MPRII

What is reputation?
Reputation is the opinion (more technically, a social evaluation) of the public toward a person, a group of people, or an organisation. It is an important factor in many fields, such as business, online communities or social status.
The opinion, supposition or view of one about something, the common or general estimate of a person with respect to character or other qualities, the relative estimation or esteem in which a person is held, the honor or credit of a particular person, one’s good name, good report, or fame in ...
The strategic standing of the organisation in the eyes of its customers

In a world of overwhelming noise… How do you manage it?

‘ The line it is drawn The curse it is cast The slow one now Will later be fast As the present now Will later be past The order is Rapidly fadin'. And the first one now Will later be last For the times they are a-changin'. Bob Dylan

They are the believers

They wear the colors

They speak out

They stand on a virtual soapbox

They influence what we buy

They Pull Others Along

They can change everything They can change everything

Twitter trends

They can change everything

Rise of mass advocacy
With people turning to each other (vs. traditional authorities) for information and advice globally, advocacy has become the most powerful source of influence and communication
ADVOCATES INFLUENTIALS OPINION ELITES BADVOCATES Source: Weber Shandwick’s New Wave of Advocacy™ global research study in nine countries with KRC Research
Share advice
Make recommendations
Make their loyalty visible
Wide reach/connectivity
Fast speed-to-decision
Take action
MORE THAN JUST WORD-OF-MOUTH 45% 20%

Advocacy delivers impact its competitors Advocates can help a company grow an average rate of Source: Bain & Co

...And drives business growth Source: Weber Shandwick’s European Advocacy Study with Paul Marsden

The battle lines
Traditional Marketing
Public Relations
Advertising
Marketing Communications
Advocacy
Capturing conversation
Influencing group think
Seeding debate
Media
Newspapers
TV
Radio
New Media (Social and Digital)
Web
Blogs
Digital social networks

Why advocacy is important
We need to think differently to deliver results
WE MUST NOW ALSO… WE STILL NEED TO… Tell our own story Communicate the right message Deliver public relations programs Maximize traditional media Enlist advocates early Activate communities of people Launch advocacy campaigns Increase channels of engagement

How we can ignite advocacy in all that we do CORPORATE PUBLIC AFFAIRS B2B CONSUMER Area of Practice

five-step process A comprehensive strategic planning process to develop ideas to harness the most powerful sources of advocacy—from the start
Insights
What insights do we discover about the marketplace, target audience/s, and how advocacy occurs to shape powerful communications?
How do we counter badvocacy?
MEASUREMENT INSIGHT DISCOVERY IGNITION PLATFORM ENGAGEMENT CAMPAIGN WINNABLE OUTCOME
Objectives
Where is the client organization now?
Where does it want to be?
What should the focus of the campaign be?
Ideas
What is the simple, smart powerful idea that cuts through to ignite advocacy?
What is the creative expression and set of messages that communicate it?
Development
Which creative programs will inspire audience engagement and ignite advocacy?
Execution
How will we activate the programs and execute with a high level of excellence?
Evaluation
How did the campaign measure up?
Where does opportunity still exist?

tools and resources Powerful approaches and value-added tools guide the development and implementation of idea-driven integrated campaigns Advocacy Dynamics MEASUREMENT INSIGHT DISCOVERY IGNITION PLATFORM ENGAGEMENT CAMPAIGN WINNABLE OUTCOME Focalpoint Firestorm Surround Sound ARROW
Insights
Client (e.g., brand, organization, etc.)
Communications
Culture
Community of interest
Hubs of advocacy
Advocates
Objectives
Opportunities
Challenges
Communication goals
Definitions of success
Ideas
Strategic ignition statement
Creative idea or expression
Key messages and support
Development
Creative content and programs
Cross-discipline
Execution
Activation plans
Allocation
Evaluation
Measurement of outcome

What activities were performed? Did you reach your target audience? Did your key messages resonate? What business results did you achieve? What is the dollar value of your PR efforts?
Activity Mix
Media Relations
Financial Relations
Web Relations
Grass Roots
Multicultural
Employee Communications
And more…
Articles
Readers
Bloggers
Web site hits
Event attendees
Participating employees
Advocates
Tone
Message adoption
Industry reports
And spur:
WOM
Pass along
Supportive behaviors
Share of Advocacy
Market share
Behavioral shifts
Partner recruitment
Employee satisfaction
Category creation
Revenue/sales
Stock price
ROI Indicators
Key Performance Indicators
PR Agency Spend
Sales Increase
Ad Equivalency

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