HOW TO CREATE
ADVOCACY AND
CONVERSATION


frank striefler &
thas naseemuddeen

Planning-ness Conference   San Francisco   ...
8.45 am – 10.15 am
40 min practical tips
20 min workshop
15 min sharing
15 min q&a
WHAT    WE WILL COVER
what is brand advocacy
why is it relevant
what it takes
how to create conversations
WHAT?




Client + Wolff Olins   filename 000008   Page 4
WHAT IS
BRAND ADVOCACY?

brand advocacy. [brand ad-vuh-kuh-see]
n.




                                     -weber shandwi...
WHAT IS A
BRAND
ADVOCATE?
an advocate convinces others to
purchase through independent credibility

defends & supports you...
adventurous opinion leaders
WHAT IS A
BRAND        socially well connected
             (50% vs. 12% non-advocates)


ADVO...
WHY?




Client + Wolff Olins   filename 000008   Page 8
PEER ENDORSEMENT
Let’s add nice graph with stats on how people rely on peer endorsement

TRUMPS ADS
With advertising ranki...
RECOMMENDATIONS = $

the most recommended company in its category grows 2.5x the category
average
- bain and co

2/3rds of...
RECOMMENDATIONS = $
proportion of recommendations




       70%
   prompted by expectation-
  beating product experience
...
RECESSION DRIVES RELIANCE
ON WOM
are you more likely to refer to a friend when making a purchase
(during a recession)?



...
HOW?




Client + Wolff Olins   filename 000008   Page 13
1. DEFINE YOUR
STORY



  cultural        brand        business              audience
             +             +   objec...
2. DEFINE YOUR
ROLE IN
CULTURE
discover a purpose in our
culture that you care about

commit to something
bigger than your...
3. CREATE
BETTER PRODUCTS
3. CREATE
BETTER PRODUCTS




            trust in brands has eroded by 50%

            25 % of decline of quality associ...
LAKE WOBEGEON
SYNDROME


80%
of   CEOs think their brands offer a superior experience



                      only   8% o...
4. CREATE
DELIGHTING EXPERIENCES &
EXCEED EXPECTATIONS
            innovate




                       -© wolff olins
STORY
5. BAKE THE
INTO THE PRODUCT




                   -© john winsor, alex bogusky
6. ADVOCACY MUST BE THE FOCUS OF THE
ENTIRE ORGANIZATION




                         (NOT JUST MARKETING)
LEARN




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LEARN FROM
OTHER SUCCESSES
LEARN FROM
BOOKS
LEARN FROM
OPINION PAPERS
LEARN FROM
BLOGGERS
LEARN FROM
THOUGHT LEADERS
BRAND
BEHAVIOR
MODEL



Client + Wolff Olins   filename 000008   Page 28
ADVOCACY
   MODEL
                                                            align
                                      ...
ADVOCACY
TOOLS




authentic advocacy          brand space              branded utility            mobilizing tweeters
eng...
HOW TO
GET YOUR
BRAND INTO
THE
CONVERSATION?

Client + Wolff Olins   filename 000008   Page 31
NO CHILD
LEFT BEHIND ACT
AUDIENCE BEHAVIOR SHOULD
INFORM BRAND BEHAVIOR

                           “a revolution doesn’t
                         ...
IT’S TIME FOR MARKETERS TO
ADAPT NEW BEHAVIORS




                             -@wilsh
6 DEGREES VS.
TIPPING POINT
SOCIAL MEDIA IS
WOM ON STEROIDS
SOCIAL MEDIA HAS TAKEN OVER PORN AS THE
#1 ACTIVITY ON THE WEB
95% OF SOCIAL MEDIA USERS BELIEVE A COMPANY
SHOULD HAVE A PRESENCE IN SOCIAL MEDIA




                          -cone, bu...
NETWORKS MAKE UP MARKETING’S MOST POWERFUL
MEDIA:   RECOMMENDATION MEDIA
“the magic of social media is not what
happens in social media, but what
happens outside of it because of it.”
-paul isaks...
ADD VALUE
TO THE CONVERSATION

be entertaining

be useful

enhance the experience

enable connections

enable sharing

pro...
ETHICS
IN SOCIAL MEDIA



be honest
be personal
be generous
be supportive
stay real-time
be transparent
be collaborative
e...
DON’TS
STEALTH MARKETING any practice designed to deceive people about
the involvement of your company

SHILLING paying pe...
SELECT YOUR
AUDIENCE
define sub-culture & individuals based on

_credibility with the main market
_affinity with the cause...
UNDERSTAND THE
DYNAMIC
influence ripples + social media fragmentation
UNDERSTAND THE
LANDSCAPE
the conversation prism




                         -brian solis & jesse thomas
FIND THE
RIGHT PLATFORMS




       realize that not every platform is right for you
DON’T FAIL TO PLAN YOUR
SOCIAL MEDIA STRATEGY




                          © ahtgroup.com




                           ...
Don’t start with the platforms

DON’T
START WITH PLATFORMS
“(when it comes to social media) companies focus on
the feature...
“it’s not about social media.
       it’s about social idea.”
                        –gareth kay
“have a social mission,
not just a commercial proposition.”
                             -gareth kay
WORKSHOP
4 groups
1 brand
1 group leader




Client + Wolff Olins   filename 000008   Page 53
SHARING
5 min / group




Client + Wolff Olins   filename 000008   Page 54
Client + Wolff Olins
                       ?
                       filename 000008   Page 55
A VERY BIG
THANK
YOU


 CONTACT INFO:
 FRANK@STRIEFLER.COM
 @FRANKINLALALAND
 HTTP://WWW.LINKEDIN.COM/IN/STRIEFLER

Planni...
How to create advocacy and conversation, Planning-ness 2009
How to create advocacy and conversation, Planning-ness 2009
How to create advocacy and conversation, Planning-ness 2009
How to create advocacy and conversation, Planning-ness 2009
How to create advocacy and conversation, Planning-ness 2009
How to create advocacy and conversation, Planning-ness 2009
How to create advocacy and conversation, Planning-ness 2009
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How to create advocacy and conversation, Planning-ness 2009

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here is my (low res) presentation from the planning-ness conference in SF: http://planningness.com/

big thank you to mark lewis & his team for putting together such a great conference.

also big shout out to brian chandra for making it smarter and prettier (linkedin.com/in/brianchandra)

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Transcript of "How to create advocacy and conversation, Planning-ness 2009"

  1. 1. HOW TO CREATE ADVOCACY AND CONVERSATION frank striefler & thas naseemuddeen Planning-ness Conference San Francisco October 17, 2009
  2. 2. 8.45 am – 10.15 am 40 min practical tips 20 min workshop 15 min sharing 15 min q&a
  3. 3. WHAT WE WILL COVER what is brand advocacy why is it relevant what it takes how to create conversations
  4. 4. WHAT? Client + Wolff Olins filename 000008 Page 4
  5. 5. WHAT IS BRAND ADVOCACY? brand advocacy. [brand ad-vuh-kuh-see] n. -weber shandwick
  6. 6. WHAT IS A BRAND ADVOCATE? an advocate convinces others to purchase through independent credibility defends & supports your brand puts his own reputation on the line provides unsolicited praise and suggestions of improvement forgives occasional sub-par seasons or dips in product experience/service does not want to be bought
  7. 7. adventurous opinion leaders WHAT IS A BRAND socially well connected (50% vs. 12% non-advocates) ADVOCATES? express their opinions and viewpoints (65% vs. 12%) continually discover new content online 2-1 impact on conversion compared to non-advocates post purchase, 50% of all advocates turn on their megaphone want to be the first to know and spread the word on a specific topic needs an audience
  8. 8. WHY? Client + Wolff Olins filename 000008 Page 8
  9. 9. PEER ENDORSEMENT Let’s add nice graph with stats on how people rely on peer endorsement TRUMPS ADS With advertising ranking low in terms of ‘influence’ what influences purchase decisions? wom is # 1 purchase decision influencer even opinions of strangers online trump advertising -weber shanwick strategic planning
  10. 10. RECOMMENDATIONS = $ the most recommended company in its category grows 2.5x the category average - bain and co 2/3rds of the economy is influenced by personal recommendations - mckinsey and co 1 in 3 people come to a brand through a personal recommendation - weber shandwick 31% of brand advocates have increased spending at their primary retailer - ibm
  11. 11. RECOMMENDATIONS = $ proportion of recommendations 70% prompted by expectation- beating product experience 2% by advertising prompted -weber shanwick strategic planning
  12. 12. RECESSION DRIVES RELIANCE ON WOM are you more likely to refer to a friend when making a purchase (during a recession)? and accelerates the changes already happening -weber shanwick strategic planning
  13. 13. HOW? Client + Wolff Olins filename 000008 Page 13
  14. 14. 1. DEFINE YOUR STORY cultural brand business audience + + objectives + insights context purpose = your brand story
  15. 15. 2. DEFINE YOUR ROLE IN CULTURE discover a purpose in our culture that you care about commit to something bigger than yourself transcend beyond a product-only relationship
  16. 16. 3. CREATE BETTER PRODUCTS
  17. 17. 3. CREATE BETTER PRODUCTS trust in brands has eroded by 50% 25 % of decline of quality association 90% erosion of brand differentiation -brandasset valuator 2008
  18. 18. LAKE WOBEGEON SYNDROME 80% of CEOs think their brands offer a superior experience only 8% of their consumers agree
  19. 19. 4. CREATE DELIGHTING EXPERIENCES & EXCEED EXPECTATIONS innovate -© wolff olins
  20. 20. STORY 5. BAKE THE INTO THE PRODUCT -© john winsor, alex bogusky
  21. 21. 6. ADVOCACY MUST BE THE FOCUS OF THE ENTIRE ORGANIZATION (NOT JUST MARKETING)
  22. 22. LEARN Client + Wolff Olins filename 000008 Page 22
  23. 23. LEARN FROM OTHER SUCCESSES
  24. 24. LEARN FROM BOOKS
  25. 25. LEARN FROM OPINION PAPERS
  26. 26. LEARN FROM BLOGGERS
  27. 27. LEARN FROM THOUGHT LEADERS
  28. 28. BRAND BEHAVIOR MODEL Client + Wolff Olins filename 000008 Page 28
  29. 29. ADVOCACY MODEL align define a clear brand purpose get your whole company onboard stand for something bigger than yourself create delightful products & experiences let your people become your first advocates (re)commit recruit feed movement with fresh initiatives project your ideal world have no off times or dark times treat your advocates as your lifeblood make your belief be their belief do something buzzworthy over & over again enroll fans & creators listen, adapt & learn bring excitement to your cause encourage ignite highlight your successes demonstrate your vision & belief create a sense of ownership recruit members & drive participation give some control to advocate incentivize spreading the word celebrate activists for their contribution create communities & p2p networks let people interact up, down, and sideways collaborate & find co-conspirators when critics come knocking, invite them in create tools for people to recruit their peers reward for feedback, participation & advocacy and let them want to work for you
  30. 30. ADVOCACY TOOLS authentic advocacy brand space branded utility mobilizing tweeters engaged corporate citizen branded community branded blogs incentivizing p2p sharing tribal communications branded bootcamp blogger outreach branded social groups sponsored brand fests empathy space avatar branding branded skins organized fan events product customization branded online community alternate reality game innovation centerpop-ups co-created products branded virtual world user rating & reviews branded contact cards open source products mobile concierge service flickrtising customer service sampling/seeding webisodes/podcasts branded social networking perkonomics internal communication recruiting 1%ers brand journalism content aggregators creative contest consumer communities widgets
  31. 31. HOW TO GET YOUR BRAND INTO THE CONVERSATION? Client + Wolff Olins filename 000008 Page 31
  32. 32. NO CHILD LEFT BEHIND ACT
  33. 33. AUDIENCE BEHAVIOR SHOULD INFORM BRAND BEHAVIOR “a revolution doesn’t happen when the society adopts new tools. It happens when society adopts new behaviors.” - clay shirky
  34. 34. IT’S TIME FOR MARKETERS TO ADAPT NEW BEHAVIORS -@wilsh
  35. 35. 6 DEGREES VS. TIPPING POINT
  36. 36. SOCIAL MEDIA IS WOM ON STEROIDS
  37. 37. SOCIAL MEDIA HAS TAKEN OVER PORN AS THE #1 ACTIVITY ON THE WEB
  38. 38. 95% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA -cone, business in social media study, 2008
  39. 39. NETWORKS MAKE UP MARKETING’S MOST POWERFUL MEDIA: RECOMMENDATION MEDIA
  40. 40. “the magic of social media is not what happens in social media, but what happens outside of it because of it.” -paul isakson
  41. 41. ADD VALUE TO THE CONVERSATION be entertaining be useful enhance the experience enable connections enable sharing provide knowledge encourage community building
  42. 42. ETHICS IN SOCIAL MEDIA be honest be personal be generous be supportive stay real-time be transparent be collaborative ensure relevancy be a good listener participate actively dump the salesman persona operate in a spirit of truth & honesty invest more time, love and passion (and less bucks)
  43. 43. DON’TS STEALTH MARKETING any practice designed to deceive people about the involvement of your company SHILLING paying people to talk about product INFILTRATING using fake identities to promote your product SPAM sending bulk or unsolicited email or other messages without clear, voluntary permission COMMENT SPAM using automated software to post unrelated / inappropriate comments to online communities DEFACEMENT vandalizing or damaging property to promote your product FALSIFICATION knowingly disseminating false/misleading information
  44. 44. SELECT YOUR AUDIENCE define sub-culture & individuals based on _credibility with the main market _affinity with the cause _willingness and persuasiveness (WIP) Add credit
  45. 45. UNDERSTAND YOUR AUDIENCE forrester’s social technographics ladder Add credit -forester research
  46. 46. UNDERSTAND THE DYNAMIC influence ripples + social media fragmentation
  47. 47. UNDERSTAND THE LANDSCAPE the conversation prism -brian solis & jesse thomas
  48. 48. FIND THE RIGHT PLATFORMS realize that not every platform is right for you
  49. 49. DON’T FAIL TO PLAN YOUR SOCIAL MEDIA STRATEGY © ahtgroup.com © ahtgroup.com
  50. 50. Don’t start with the platforms DON’T START WITH PLATFORMS “(when it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. as a result they, miss the mark.” -jeremiah owyang
  51. 51. “it’s not about social media. it’s about social idea.” –gareth kay
  52. 52. “have a social mission, not just a commercial proposition.” -gareth kay
  53. 53. WORKSHOP 4 groups 1 brand 1 group leader Client + Wolff Olins filename 000008 Page 53
  54. 54. SHARING 5 min / group Client + Wolff Olins filename 000008 Page 54
  55. 55. Client + Wolff Olins ? filename 000008 Page 55
  56. 56. A VERY BIG THANK YOU CONTACT INFO: FRANK@STRIEFLER.COM @FRANKINLALALAND HTTP://WWW.LINKEDIN.COM/IN/STRIEFLER Planning-ness Conference San Francisco October 17, 2009

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