Colin Byrne Advocacy

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  • Colin Byrne Advocacy

    1. 1. Arial Bold 24pt Arial Regular 20pt ADVOCACY More talk. More action.
    2. 2. Arial Bold 24pt Arial Regular 20pt Contents <ul><li>What is Advocacy, why is it important now? </li></ul><ul><li>Advocacy & Influence </li></ul><ul><li>The new brand mantra </li></ul><ul><li>A practical approach to Advocacy </li></ul><ul><li>Conclusions </li></ul>
    3. 3. Arial Bold 24pt Arial Regular 20pt Why is there a need for Advocacy today? “The Break Up”
    4. 4. Arial Bold 24pt Arial Regular 20pt What is Advocacy?
    5. 5. Arial Bold 24pt Arial Regular 20pt <ul><li>Advocacy : the act of pleading for, supporting, or recommending a brand, cause or idea by a trusted third party </li></ul>
    6. 6. Arial Bold 24pt Arial Regular 20pt “ Have you seen that Meerkat / Robot / Gorilla?” Advertising: Remarkable Creativity
    7. 7. Arial Bold 24pt Arial Regular 20pt Direct Marketing: Remarkable Propositions “ Free Sky+ When You Recommend A Friend”
    8. 8. Arial Bold 24pt Arial Regular 20pt Arial Bold 24pt Arial Regular 20pt PR: Remarkable stories
    9. 9. Arial Bold 24pt Arial Regular 20pt Why is Advocacy important?
    10. 10. Arial Bold 24pt Arial Regular 20pt Advocacy predicts revenue growth
    11. 11. Arial Bold 24pt Arial Regular 20pt Advocacy research 4,000 interviews online 4 European markets 5 categories
    12. 12. 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
    13. 13. 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
    14. 14. Arial Bold 24pt Arial Regular 20pt Talked about (%) Favourability (NPS%) Remarkable brands do better
    15. 15. Arial Bold 24pt Arial Regular 20pt Advocates participate more Source: Weber Shandwick UK research October 2008
    16. 16. Arial Bold 24pt Arial Regular 20pt Source: Les Binet, IPA Datamine
    17. 17. Arial Bold 24pt Arial Regular 20pt Why is Advocacy important now?- The newly emerging role of advocacy in the downturn
    18. 18. Arial Bold 24pt Arial Regular 20pt
    19. 19. 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
    20. 20. Arial Bold 24pt Arial Regular 20pt
    21. 21. Arial Bold 24pt Arial Regular 20pt Advocacy & Influence
    22. 22. Arial Bold 24pt Arial Regular 20pt We trust people, more than we trust companies Brands Source: Jon Leach, Pattern Recognition
    23. 23. Arial Bold 24pt Arial Regular 20pt Influence Profile
    24. 24. Arial Bold 24pt Arial Regular 20pt What influences purchase decisions?
    25. 25. Arial Bold 24pt Arial Regular 20pt Yes, yes... But how do you get people talking?
    26. 26. Arial Bold 24pt Arial Regular 20pt Case Study 1
    27. 27. Windows Media Center
    28. 29. How the programme works
    29. 30. News Connecting people more deeply to their passions and interests
    30. 31. A common motivation: News Junkies
    31. 32. <ul><li>“ TV on Your PC challenge” </li></ul>
    32. 33. MSNBC News beta
    33. 34. Browse, search, and watch
    34. 35. How does it spread?
    35. 36. What did they say about it?
    36. 38. Arial Bold 24pt Arial Regular 20pt Remarkable Advocacy Model <ul><li>“ Remarkable (adj.): Stands-out, worthy of comment, worthy of note or attention.” </li></ul>
    37. 39. Arial Bold 24pt Arial Regular 20pt
    38. 40. Arial Bold 24pt Arial Regular 20pt Listen more, show respect. Nice
    39. 41. Arial Bold 24pt Arial Regular 20pt Reward people for their attention. Entertain
    40. 42. Arial Bold 24pt Arial Regular 20pt Solve peoples’ problems. Help them. Useful
    41. 43. Arial Bold 24pt Arial Regular 20pt Help people learn new skills. Educate
    42. 44. Arial Bold 24pt Arial Regular 20pt Connect people and ideas. Connect
    43. 45. Arial Bold 24pt Arial Regular 20pt Advocacy: Some practicalities
    44. 46. Arial Bold 24pt Arial Regular 20pt “ Yes we can!”
    45. 47. Arial Bold 24pt Arial Regular 20pt Weber Shandwick’s Inline 4C’s process Conversations Content Connections Communities
    46. 48. Arial Bold 24pt Arial Regular 20pt
    47. 49. Arial Bold 24pt Arial Regular 20pt

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