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