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

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”

Arial Bold 24pt Arial Regular 20pt What is Advocacy?

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

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

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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

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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”

“ 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.”

“ Remarkable (adj.): Stands-out, worthy of comment, worthy of note or attention.”

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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

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