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Web 2.0 & Brand Advocacy

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A presentation on Web 2.0 and word of mouth marketing - how the database-backed social web can drive brand advocacy

A presentation on Web 2.0 and word of mouth marketing - how the database-backed social web can drive brand advocacy

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    Web 2.0 & Brand Advocacy Web 2.0 & Brand Advocacy Presentation Transcript

    • BRAND ADVOCACY UNLOCKING THE POTENTIAL OF WEB 2.0paul.marsden@clickadvisor.com clickadvisor insight for innovation
    • WEB 2.0 - THE DATABASE-BACKED SOCIAL WEB. SO WHAT (FOR BRANDS)?
    • WEB 2.0 ♡ Brand AdvocacyBRAND ADVOCACY + WEB 2.0 = MATCH MADE IN HEAVEN
    • Cults Sea SquirtsLake Wobegon Brainwashing
    • ? YOUR 2009SALARY ?BUT FIRST, LET’S TALK ABOUT YOUR SALARY: WILL IT GO UP NEXT YEAR?
    • YOU COULD TALK TO A CLAIRVOYANT
    • OR TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)
    • OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION
    • WOULD YOU RECOMMEND US?WOULD THEY RECOMMEND YOU?
    • 2003RECOMMENDATION RATES ARE LINKED TO GROWTH
    • “The most recommended company in its category grows 2.5x category average”
    • SO WHAT YOUR CLIENTS SAY ABOUT YOU DRIVES YOUR SALARY
    • NOT JUST BECAUSE CLIENTS WHO RECOMMEND YOU CREATE NEW CLIENTS...
    • BUT BECAUSE RECOMMENDING CLIENTS BUY MORE, MORE OFTEN, FOR MORE
    • “Personal recommendations are rated #1 influence on purchase decisions across B2B and B2C sectors”
    • NPS (Net Promoter Score) = Promoters (%) - Detractors (%) Likelihood you’d recommend...0 1 2 3 4 5 6 7 8 9 10 Detractor Passive Promoter THERE’S EVEN A VALIDATED RECOMMENDATION METRIC LINKED TO GROWTH IN OVER 40 SECTORS
    • “A 12% increase in NPScorrelates to a doubling of growth” (US)
    • “A 7 point increase in NPS correlates to a 1%increase in growth” (UK)
    • NPS: THE CFO-FRIENDLY RECOMMENDATION METRIC IS SPREADING FAST
    • “Two-thirds of the economy influenced by personal recommendations”
    • “1 in 3 people come to abrand through personal recommendation”
    • DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER
    • IT’S A SMALL WORLD BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER
    • RECOMMENDATIONS FLOW THOUGH SOCIAL NETWORKS CONNECTING EVERYBODY TO EVERYBODY BY SIX DEGREES
    • THIS IS NOT A SOCIAL NETWORK(IT’S A SOCIAL NETWORKING PLATFORM)
    • SOCIAL NETWORKS ARE PEOPLE NETWORKS AND MAKE UP MARKETING’S MOST POWERFUL MEDIA: RECOMMENDATION MEDIA
    • WEB 2.0 STRATEGY:IGNITE RECOMMENDATIONS
    • HOW?
    • NOTHING TO DO WITH VIRALS
    • 2% proportion of recommendations prompted by advertisingAND ADS DON’T MAKE RECOMMENDATIONS
    • BROCHUREWARE IS NOT THE ANSWER
    • NOTHING TO DO WITH ASTROTURFING (FAKE GRASSROOTS)
    • SO HOW DOES WEB 2.0IGNITE RECOMMENDATIONMEDIA?
    • 1. WEB 2.0 ASINNOVATIONPLATFORM
    • 70% proportion of recommendations prompted by expectation-beating product experienceTHE KEY TO DRIVING RECOMMENDATION: BEATING EXPECTATIONS
    • RECOMMENDATION FORMULA = EXPERIENCE/EXPECTATION
    • “Something remarkable is worth talkingabout. Worth noticing. Exceptional. New.Interesting. It’s a Purple Cow. Boring stuff isinvisible. It’s a brown cow. … Remarkablemarketing is the art of building things worthnoticing right into your product or service.”Seth Godin RECOMMENDATIONS DRIVEN BY REMARKABLE PRODUCT EXPERIENCE
    • 80% of CEOs think their brandoffers a superior experience... LAKE WOBEGON SYNDROME
    • LAKE WOBEGON SYNDROME
    • ...8% of their customers agreeLAKE WOBEGON SYNDROME
    • WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
    • WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
    • WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
    • WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
    • WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
    • E-COMMERCE ENABLED INNOVATION PLATFORMS
    • BRAND AS INNOVATION/CUSTOMISATION PLATFORM
    • 2. WEB 2.0 AS VALUEDELIVERY PLATFORM
    • TIL ITY U AN DED BR WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
    • “[Nike+] is not an advertising idea, its a technology idea. We are delivering a product, an application.” Nick Law CCO R/GA
    • WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
    • WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
    • WEB 2.0 AS VALUE-DELIVERY PLATFORMTHE SEA SQUIRT IMPERATIVE (SOLVE A PROBLEM OR EAT YOUR BRAIN)
    • WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
    • WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)
    • INSTANT GRATIFICATION WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)
    • INSTANT GRATIFICATIONSIMPLIFICATION WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)
    • INSTANT GRATIFICATIONSIMPLIFICATIONCOGITO CONSOLANS WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)
    • WEB 2.0 AS VALUE-DELIVERY PLATFORMTHE RISE OF BRANDED MARKETPLACES?
    • 3. WEB 2.0 ASENGAGEMENTPLATFORM
    • WEB 2.0 AS ENGAGEMENT PLATFORM DIALOGUE NOT MONOLOGUE
    • WEB 2.0 AS ENGAGEMENT PLATFORM BRAND ADVISORY BOARDS
    • Sneak Peek + VIP Vote + Inside Scoop WEB 2.0 AS ENGAGEMENT PLATFORM BRAND ADVISORY BOARDS
    • WEB 2.0 AS ENGAGEMENT PLATFORM DIALOGUE DRIVES ADVOCACY
    • WEB 2.0 AS ENGAGEMENT PLATFORM THE HAWTHORNE EFFECT
    • WEB 2.0 AS ENGAGEMENT PLATFORMBREWTOPIA: BUILDING A BRAND ON ENGAGEMENT
    • WEB 2.0 WEB 2.0 AS ENGAGEMENT PLATFORMIGNITING RECOMMENDATIONS THROUGH ENGAGEMENT
    • Propensity to Recommend (NPS) WEB 2.0 AS ENGAGEMENT PLATFORMIGNITING RECOMMENDATIONS THROUGH ENGAGEMENT
    • WEB 2.0 AS ENGAGEMENT PLATFORM: WHAT’S NEXT?
    • ENGAGEMENT ADVERTISING?
    • ENGAGEMENT ADVERTISING?
    • SUMMARY
    • EXPECTATION-BEATING RECOMMENDATION PRODUCT EXPERIENCESRATES DRIVE GROWTH DRIVE RECOMMENDATIONS BEYOND COMMS WEB 2.0 CAN HELP WEB 2.0 AS A PLATFORM BRANDS DELIVER INNOVATIONEXPECTATION-BEATING VALUE DELIVERYPRODUCT EXPERIENCES ENGAGEMENT
    • Cults Sea SquirtsLake Wobegon Brainwashing
    • IF YOU REMEMBER JUST ONE THING...
    • WHATEVER YOU DO,MAKE SURE IT’S WORTHTALKING ABOUT IF YOU REMEMBER JUST ONE THING...
    • clickadvisor insight for innovationFor reprints/research enquiries: paul.marsden@clickadvisor.com +44 777 95 77 248
    • About Clickadvisor★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing technology to help brands do market-led innovation★ Instead of running traditional groups and interviews, we uncover needs, opportunities and solutions using online idea and design contests ★ Innovation Idea Contests ★ Trendspotting Contests ★ Brand Naming Contests ★ Pack/Cover Design Contests★ Our idea and design contests help brands do collaborative innovation, delivering creative insight fast and cost-effectively clickadvisor insight for innovation
    • About the SpeakerPaul Marsden is director at clickadvisor.com, a digital insight agencyspecialising in innovationAn experienced market researcher, career highlights to date include:★ Product management, sales and market research at Astra Zeneca★ PhD in social psychology (social influence) - development of online research tool featured in The New Scientist★ Led London School of Economics team validating the link between brand advocacy and sales growth - worked on innovation research projects for BBC, LVMH, Nokia, Economist, and Unilever★ Co-founded two successful digital marketing agencies (Spheeris (online communication) and Brainjuicer (online research))★ Co-authored popular business book ‘Connected Marketing’Paul’s latest venture, clickadvisor.com, helps brands do collaborativeinnovation through brand-sponsored idea and design contests clickadvisor insight for innovation
    • FlipsideA reformed bodybuilder, Paul is a divingfanatic and a qualified divemaster clickadvisor insight for innovation