SXSW 2014 - The Future of Marketing: Advocacy
 

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The Future of Marketing: Advocacy - A Case Study Approach to Understanding What Works. ...

The Future of Marketing: Advocacy - A Case Study Approach to Understanding What Works.

We’ve all heard the stats - Advocacy & Word of Mouth are more authentic and effective than traditional paid media. The challenge is scaling Advocacy so that you can reach as many people as mass media marketing does. In 2013, we finally saw the emergence of influencer and advocacy marketing as a scalable marketing channel. Brands can now harness the untapped power of their employees, customers & fans to promote their brands.

Research from Forrester and Edelman’s trust barometer has shown that customers will trust peers or a company’s employees for advice on their next purchases far more than advertisements or direct marketing.

By empowering employees & customer to be advocates and influencers who promote your brand, you can grow awareness, reach & revenue.

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SXSW 2014 - The Future of Marketing: Advocacy Presentation Transcript

  • 1. The Future of Marketing: Advocacy A Case Study Approach to Understanding What Works Sunday, March 9 9:30AM - 10:30AM Hilton Austin Downtown Salon E - 500 E 4th St
  • 2. The Future of Marketing: Advocacy The focus of this session is utilizing case studies and experiences building and operating different advocacy programs to understand and discover the potential of advocacy Agenda – SXSW Session: Sunday, March 9th, 2014 Agenda & Approach • Introduction • The Past, Present, and Future • Understanding Advocacy… • Why is Advocacy Important? • Types of Advocacy • Drivers & Motivators • Case Studies • Looking into the Future…
  • 3. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… The consumer's new role: "from isolated to connected, from unaware to informed, from passive to active." "Co-Creating Unique Value with Customers," author Venkat Ramaswamy
  • 4. The Future of Marketing: Advocacy Do you remember when marketing was so much simpler? Understanding Advocates in the Market Today…
  • 5. The Future of Marketing: Advocacy Do you remember when marketing was so much simpler? Understanding Advocates in the Market Today… Choose a compelling message… …and deliver it through a few communication channels that reached the masses… Drink heavily at lunch… Smoke a lot…
  • 6. The Future of Marketing: Advocacy Even the Early Digital Days Were Less Complicated… Understanding Advocates in the Market Today… Choose a compelling message… …and deliver it through a few communication channels that reached the masses… Drink heavily at lunch… Smoke a lot…
  • 7. The Future of Marketing: Advocacy Even the Early Digital Days Were Less Complicated… Understanding Advocates in the Market Today…
  • 8. The Future of Marketing: Advocacy Even the Internet advertising days were great… Understanding Advocates in the Market Today… Not A Normal Consumer…. WARNING
  • 9. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Fast Forward to 2014…
  • 10. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Fast Forward to 2014… Media Fragmentation & Overload
  • 11. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Fast Forward to 2014… Ad Effectiveness
  • 12. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Fast Forward to 2014… The Collective Value is Tremendous…. 100 friends x 5000 emp 500K Reach
  • 13. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Fast Forward to 2014… Mobile & Wearable Tech
  • 14. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich Fast Forward to 2014… Declining Trust
  • 15. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Fast Forward to 2014… Declining Engagement Less Than 1% Facebook Fans Engage with Brands
  • 16. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Fast Forward to 2014… Easy to Hide Behind the Digital Wall
  • 17. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Fast Forward to 2014… Customer Relationship Scaling Customers are fragmented and distracted… They each receive up to 4,500 commercial messages a day. There is a need to empower influential voices in the market Brands can’t operate a 1:1 relationship with every customer
  • 18. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Fast Forward to 2014… Influencers are Becoming Trust Merchants Influencer: • Transactional • Quick Impact • No Loyalty • Expensive
  • 19. The Future of Marketing: Advocacy What is going on in the marketplace today? How can brands cut through the noise and make an impact without breaking the bank? Understanding Advocates in the Market Today… Operational Drivers of Large Scale Influencer & Advocate Management Social & Earned Media Strategy Highly Fragmented Audiences Complicated Marketing Messages Difficulty in Building True Consumer Engagement Fans Advocates Influencers
  • 20. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Brand Advocates Can Become a Valuable Asset… How do you define the difference between… Influencer: • Transactional • Quick Impact • No Loyalty • Expensive Advocate: • True Relationship • Longer Process • Extreme Loyalty • Not Motivated by $ • Larger Number • Smaller Audience
  • 21. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… So What Is a Brand Advocate? Loyalty, Trust and Enthusiasm are Core to Advocate
  • 22. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… What Does An Advocate Look Like? Advocates Influencers Fans and Followers Semi-pro content creators Content bloggers/enthusiasts who expect to be paid Social Publishers Enthusiasts looking for content and non-cash social currency Super fans Brand advocates seeking Brand perks and recognition
  • 23. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Why Are Advocates So Important?
  • 24. The Future of Marketing: Advocacy Understanding Advocates in the Market Today…
  • 25. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… What Types of Brand Advocates Are There? Loyalty, Trust and Enthusiasm are Core to Advocate Employees Partners Teams & Orgs Customers
  • 26. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Employees are a Great Advocacy Group! These two items have the same volume, but do they have the same surface? A bag of marbles has ~300% more surface area of a softball. Corporate Marketing Employees
  • 27. The Future of Marketing: Advocacy There are many different types of advocates and they all play a role in the advocate ecosystems. Brands should segment their advocates into groups. Breaking Down the Advocates & Fans Into Deeper Segments Brands are empoweringand tapping into the many different types of market voicesto build and operate engagement communities. Eachof these segments can offer tangible and measurable ROI for the brand. Market Voices Reach Influence Mass Significant Viral Large High Trust Category Engaged Brand Peers Unlimited Influencer Amplifier Connector Fanatic Relationships
  • 28. The Future of Marketing: Advocacy Where Are The Passionate Voices? Social Media & Self Publishing has created a rich market of fanatics and amplifiers The Long Tail of the Social Web Big Media Mid-tail Influencers Passionate Voices Fans & Followers 650MM Active Social Voices Where can you find these influencers, amplifiers and fans?
  • 29. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… What Value Can Advocates Offer? Their Interest and Engagement in Your Brand is Key… Amplify Content Product Reviews Content Syndication User Groups References Produce Content Market Support Referrals Opinion/Survey Market Intel
  • 30. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… What Differentiates Advocates vs. Fans?
  • 31. The Future of Marketing: Advocacy What are the primary drivers for brand advocates and fans to continue a direct relationship by advocating and sharing content on behalf of the brand? Overview of the Operational Components to Influencer Marketing % Advocate Strong Motivation Drivers Recognition Access Rewards 73% 63% 56% • Thank You recognition • Viewed as good advocate • Identified as value add • Called on to help out • Invited into program • Exclusive membership • Access to unique content • Authentic relationships • Increased levels in program • Prizes & gifts • Branded products & swag • Virtual rewards
  • 32. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… Most businesses treat the transaction or sale as the pinnacle of the relationship. Brands must think about the Neighborly Relationship – need to be human… • Interact • Listen • Respond Communication One Way  Good Improving Bad! The Problem Today…
  • 33. The Future of Marketing: Advocacy Advocates like being recognized for their insights and contribution to the brand. They enjoy being seen as experts and well informed in the category or products. Motivators for Advocates & Fans are Different… 75.2% 58.3% 41.1% 30.1% 21.2% 16.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% Recognized as category expert being well informed and connected to brand Brand and followers recognize my value & contribution % Strongly Agree – Brand Motivation Advocate Fan Web User Source: Dunnhumby 2011
  • 34. The Future of Marketing: Advocacy Understanding Advocates in the Market Today… How to Get to Sustained Advocacy…
  • 35. The Future of Marketing: Advocacy Advocates like being recognized for their insights and contribution to the brand. They enjoy being seen as experts and well informed in the category or products. Motivators for Advocates & Fans are Different… 75.2% 58.3% 41.1% 30.1% 21.2% 16.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% Recognized as category expert being well informed and connected to brand Brand and followers recognize my value & contribution % Strongly Agree – Brand Motivation Advocate Fan Web User Source: Dunnhumby 2011
  • 36. The Future of Marketing: Advocacy The goals and objectives behind any incentives built into your ambassador program should be tied to building a sustainable relationship with advocates Overview of the Operational Components to Influencer Marketing Building active brand ambassadors through an authentic relationship between your brand and your fans/advocates can activate and empower your membership to become involved and hyper loyal! Rewards & Incentives Gifts & Prizes Events & Concerts Merchandise Industry Events Digital Rewards Charitable Donations Travel Tickets Special Experiences
  • 37. The Future of Marketing: Advocacy Building relationships with influencers NOW is key when faces with a crisis or issue. Brands are able to leverage the relationship to help diffuse or broadcast responses. Establish Your Advocacy Program and Scale Identify Constituents Engage & Amplify Empower social thresholds and segmentation Share & Broadcast content & messages Active to generate advocacy
  • 38. The Future of Marketing: Advocacy Building relationships with influencers NOW is key when faces with a crisis or issue. Brands are able to leverage the relationship to help diffuse or broadcast responses. Broadcast and Empower the Advocates Text Message SMS Alert Smart Phone Message Email or Social Message Browser Extension Desktop Alert
  • 39. All Content Company Confidential ©2014 Dynamic Signal 39 United Nations: Giving Tuesday Launched November 2012 Case Study: Giving Tuesday – Small Number of people generated awareness and was able to launch this program across the Globe…
  • 40. All Content Company Confidential ©2014 Dynamic Signal 40 United Nations: Giving Tuesday Launched November 2012 Case Study: Giving Tuesday – Small Number of people generated awareness and was able to launch this program across the Globe…
  • 41. All Content Company Confidential ©2014 Dynamic Signal 41 United Nations: Giving Tuesday Launched November 2012 Second Year for Giving Tuesday initiative; Expanded from powering influencer community (’12) to full Global Media (‘13) Giving Tuesday Community #GivingTuesday became a global trend… more than 500K social mentions /100MM+ impressions in 24hrs – USA Today Technology News
  • 42. The Future of Marketing: Advocacy Understanding Advocates in the Market Today…