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Brand Advocacy: More Talk. More Action

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Leo Rayman, Strategic Planning Director of Weber Shandwick, reviews the latest Advocacy and Word of Mouth research before presenting practical ways for brands to create Advocacy.

Leo Rayman, Strategic Planning Director of Weber Shandwick, reviews the latest Advocacy and Word of Mouth research before presenting practical ways for brands to create Advocacy.

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  • 1. Brand Advocacy: More talk. More action. Leo Rayman, 31-Mar-09
  • 2. Agenda What is Advocacy, why is it important and why now?  Advocacy + Influence  Case Study 1: Connected TV  Advocacy: The new brand mantra  Case Study 2: The Watchmen  Advocacy : a practical approach  Conclusions 
  • 3. What is Advocacy?
  • 4. Advocacy (n): the act of pleading for,  supporting, or recommending a brand, cause or idea by a trusted third party
  • 5. Advocacy sits easily with PR Journalist Lobbyist
  • 6. Advertising: Remarkable Creativity “Have you seen that Dog / Robot / Gorilla?”
  • 7. Direct Marketing: Remarkable Propositions “Free Sky+ When You Recommend A Friend”
  • 8. PR: Remarkable stories
  • 9. Why is Advocacy important?
  • 10. Advocacy predicts revenue growth Source: Dr Paul Marsden, LSE.
  • 11. Advocacy research 4000 interviews online 4 European markets 5 categories
  • 12. Europe* All 37.3% Categories More than 1/3rd of European 24.7% TV consumers are influenced by another consumer’s 32.1% Mobile recommendation 31.0% PC 48.1% Auto 46.4% Alcohol Source: Weber Shandwick European Advocacy Research
  • 13. Europe* All 55.1% Categories 50.1% TV More often than not, the recommendation leads to a sale 55.6% Mobile 53.1% PC 42.7% Auto 71.8% Alcohol Source: Weber Shandwick European Advocacy Research
  • 14. Think roaming bands of Otaku
  • 15. Advocates participate more 1 1.5 2 2.5 3 3.5 4 4.5 Take part in market research Pass on samples Submit feedback on brand's website Post a review online Advise the brand on product /… Attend a brand event Download podcasts or videos to get… Post videos on Youtube Source: Weber Shandwick UK research October 2008
  • 16. T-Mobile Flashmob, Liverpool Street Station, London
  • 17. Herd Theory: People like to fit in.
  • 18. People buy famous brands Source: Les Binet, IPA Datamine
  • 19. The exponential growth of Twitter
  • 20. Why is Advocacy important now?
  • 21. Recession drives reliance on WOM Q. ARE YOU MORE LIKELY TO REFER TO A FRIEND WHEN MAKING A PURCHASE Much more likely 15% Somewhat more likely 30% Neither more nor less likely 52% Somewhat more likely 2% Much less likely 2% Source: Weber Shandwick UK research October 2008
  • 22. Advocacy + Influence
  • 23. Trusted sources Brands Family Friends Media Authorities Commercial 59% 19% 12% 7% 2%
  • 24. Influence Profile Manufacturer Websites Advocates 8% 23% Retailers 10% TV/Radio Progs 11% Online communities Advertising 19% 11% Press 18% Source: Weber Shandwick Online Consumer Technology Survey November 2009
  • 25. What influences purchase decisions? 0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 Word of Mouth (someone you 8.40 know) Word of Mouth (from Internet 6.80 supported by others) News Story 6.40 Word of Mouth (from 5.80 Internet, in isolation) Advertising 4.60 Source: Jon Leach, Pattern Recognition
  • 26. The question you must be asking…
  • 27. Yes, yes... But how do you get people talking?
  • 28. Case Study 1
  • 29. Windows Media Center
  • 30. Microsoft Confidential
  • 31. “TV on Your PC challenge” Microsoft Confidential
  • 32. Connecting people more deeply to their passions and interests News Microsoft Confidential
  • 33. A common motivation: News Junkies Microsoft Confidential
  • 34. MSNBC News beta Microsoft Confidential
  • 35. Browse, search, and watch Microsoft Confidential
  • 36. How the programme works 1. Identify Targets 4. Expand 2. Recruit 3. Ignite Microsoft Confidential
  • 37. How does it spread? Microsoft Confidential
  • 38. What did they say about it? Microsoft Confidential
  • 39. Google Search Volumes Microsoft Confidential
  • 40. Advocacy: The new brand mantra
  • 41. How it used to be (…still is?)
  • 42. Nice Entertain Useful New brand mantra Connect Educate
  • 43. Nice
  • 44. Entertain
  • 45. Useful
  • 46. Educate
  • 47. Connect
  • 48. Case Study 2: The Watchmen
  • 49. Traditional film trailer and website
  • 50. Brand experience gimmick
  • 51. Sharable content, badging and community
  • 52. Widget
  • 53. Wallpapers and Screensavers
  • 54. Mobile Application
  • 55. Playstation® Home: virtual Q&A
  • 56. Social Network Profile Pics
  • 57. Super-rich back story
  • 58. Super-rich back story
  • 59. Super-rich back story
  • 60. Friendfeed content aggregation
  • 61. Advocacy: Some practicalities
  • 62. Audience Insights Brand Positioning Cultural Trends Your Story
  • 63. Weber Shandwick’s Inline Campaign Builder
  • 64. Advocacy Ethics 1.Thou shalt be Honest 2.Thou shalt be Relevant 3.Thou shalt be
  • 65. Tack så mycket Slides available on slideshare.net Twitter: leorayman lrayman@webershandwick.com

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