Web 2.0 & Brand Advocacy

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

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)

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 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?

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

Web 2.0 & Brand Advocacy

by UX/UI DESIGN BUREAU on Apr 14, 2012

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