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Colin Byrne Advocacy

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Colin Byrne Advocacy Colin Byrne Advocacy Presentation Transcript

  • Arial Bold 24pt Arial Regular 20pt ADVOCACY More talk. More action.
  • Arial Bold 24pt Arial Regular 20pt Contents
    • What is Advocacy, why is it important now?
    • Advocacy & Influence
    • The new brand mantra
    • A practical approach to Advocacy
    • Conclusions
  • Arial Bold 24pt Arial Regular 20pt Why is there a need for Advocacy today? “The Break Up” View slide
  • Arial Bold 24pt Arial Regular 20pt What is Advocacy? View slide
  • Arial Bold 24pt Arial Regular 20pt
    • Advocacy : the act of pleading for, supporting, or recommending a brand, cause or idea by a trusted third party
  • Arial Bold 24pt Arial Regular 20pt “ Have you seen that Meerkat / Robot / Gorilla?” Advertising: Remarkable Creativity
  • Arial Bold 24pt Arial Regular 20pt Direct Marketing: Remarkable Propositions “ Free Sky+ When You Recommend A Friend”
  • Arial Bold 24pt Arial Regular 20pt Arial Bold 24pt Arial Regular 20pt PR: Remarkable stories
  • Arial Bold 24pt Arial Regular 20pt Why is Advocacy important?
  • Arial Bold 24pt Arial Regular 20pt Advocacy predicts revenue growth
  • Arial Bold 24pt Arial Regular 20pt Advocacy research 4,000 interviews online 4 European markets 5 categories
  • Arial Bold 24pt Arial Regular 20pt Spirits Auto PC Mobile All Categories TV 46.4% 48.1% 31.0% 32.1% Europe 24.7% 37.3% More than 1/3rd of European consumers are influenced by another consumer’s recommendation Source: Weber Shandwick European Advocacy Research
  • Arial Bold 24pt Arial Regular 20pt More often than not, the recommendation leads to a sale Spirits Auto PC Mobile All Categories TV 71.8% 42.7% 53.1% 55.6% Europe 50.1% 55.1% Source: Weber Shandwick European Advocacy Research
  • Arial Bold 24pt Arial Regular 20pt Talked about (%) Favourability (NPS%) Remarkable brands do better
  • Arial Bold 24pt Arial Regular 20pt Advocates participate more Source: Weber Shandwick UK research October 2008
  • Arial Bold 24pt Arial Regular 20pt Source: Les Binet, IPA Datamine
  • Arial Bold 24pt Arial Regular 20pt Why is Advocacy important now?- The newly emerging role of advocacy in the downturn
  • Arial Bold 24pt Arial Regular 20pt
  • Arial Bold 24pt Arial Regular 20pt Recession increases reliance on Word Of Mouth Q. ARE YOU MORE LIKELY TO REFER TO A FRIEND WHEN MAKING A PURCHASE? Source: Weber Shandwick UK research October 2008
  • Arial Bold 24pt Arial Regular 20pt
  • Arial Bold 24pt Arial Regular 20pt Advocacy & Influence
  • Arial Bold 24pt Arial Regular 20pt We trust people, more than we trust companies Brands Source: Jon Leach, Pattern Recognition
  • Arial Bold 24pt Arial Regular 20pt Influence Profile
  • Arial Bold 24pt Arial Regular 20pt What influences purchase decisions?
  • Arial Bold 24pt Arial Regular 20pt Yes, yes... But how do you get people talking?
  • Arial Bold 24pt Arial Regular 20pt Case Study 1
  • Windows Media Center
  •  
  • How the programme works
  • News Connecting people more deeply to their passions and interests
  • A common motivation: News Junkies
    • “ TV on Your PC challenge”
  • MSNBC News beta
  • Browse, search, and watch
  • How does it spread?
  • What did they say about it?
  •  
  • Arial Bold 24pt Arial Regular 20pt Remarkable Advocacy Model
    • “ Remarkable (adj.): Stands-out, worthy of comment, worthy of note or attention.”
  • Arial Bold 24pt Arial Regular 20pt
  • Arial Bold 24pt Arial Regular 20pt Listen more, show respect. Nice
  • Arial Bold 24pt Arial Regular 20pt Reward people for their attention. Entertain
  • Arial Bold 24pt Arial Regular 20pt Solve peoples’ problems. Help them. Useful
  • Arial Bold 24pt Arial Regular 20pt Help people learn new skills. Educate
  • Arial Bold 24pt Arial Regular 20pt Connect people and ideas. Connect
  • Arial Bold 24pt Arial Regular 20pt Advocacy: Some practicalities
  • Arial Bold 24pt Arial Regular 20pt “ Yes we can!”
  • Arial Bold 24pt Arial Regular 20pt Weber Shandwick’s Inline 4C’s process Conversations Content Connections Communities
  • Arial Bold 24pt Arial Regular 20pt
  • Arial Bold 24pt Arial Regular 20pt