SlideShare a Scribd company logo
1 of 62
Download to read offline
HOW TO CREATE
ADVOCACY AND
CONVERSATION

FRANK STRIEFLER




planning-ness conference   san francisco   october 17, 2009
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 shandwick
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
adventurous opinion leader
WHAT IS A
BRAND       socially well connected
            (50% vs. 12% non-advocates)


ADVOCATE?   expresses opinions and
            viewpoints
            (65% vs. 12%)

            continually discovers new content
            online

            has 2-1 impact on conversion
            compared to non-advocates

            50% of all advocates turn on their
            megaphone post purchase

            wants to be the first to know and
            spread the word on a specific
            topic

            needs an audience
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 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
RECOMMENDATIONS = $

the most recommended company in any given 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
REALITY TRUMPS
IMAGE
proportion of recommendations




        70%     prompted by
  expectation-beating product         2% by advertising
                  experience          prompted


                                -weber shanwick strategic planning
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
HOW?




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



  cultural        brand        business              audience
             +             +   objectives
                                               +      insights
  context        purpose



                                            = your brand story
2. DEFINE YOUR
ROLE IN
CULTURE
discover a purpose people
care about

commit to something
bigger than yourself

transcend beyond a
product-only relationship
3. CREATE
BETTER PRODUCTS
3. CREATE
BETTER PRODUCTS

        25   %   decline in quality association



     50      %   trust in brands has eroded by




 90%             erosion of brand differentiation

                                         -brandasset valuator 2008
LAKE WOBEGEON
SYNDROME


80%
of   CEOs think their brands offer a superior experience


                      only   8% of their consumers agree
                                                           - bain and co
4. CREATE
SUPERSATISFACTION &
EXCEED EXPECTATIONS
            innovate




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




                   © john winsor, alex bogusky
HOW?
1. DEFINE YOUR STORY

2. DEFINE YOUR ROLE IN CULTURE


3. CREATE BETTER PRODUCTS

4. CREATE SUPERSATISFACTION
   & EXCEED EXPECTATIONS

5. BAKE THE STORY INTO THE PRODUCT
ADVOCACY MUST BE THE FOCUS OF THE
ENTIRE ORGANIZATION




                        (NOT JUST MARKETING)
LEARN




Client + Wolff Olins   filename 000008   Page 23
LEARN FROM
OTHER SUCCESSES
LEARN FROM
BOOKS
LEARN FROM
OPINION PAPERS
LEARN FROM
‘MUST SUBSCRIBE’ BLOGS
LEARN FROM
THOUGHT LEADERS
BRAND
BEHAVIOR
MODEL



Client + Wolff Olins   filename 000008   Page 29
ADVOCACY
MODEL
ADVOCACY
MODEL


                 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
ADVOCACY
MODEL


               project your ideal world
           make your belief be their belief
                enroll fans & creators
           bring excitement to your cause
ADVOCACY
MODEL


                 demonstrate your vision & belief
              recruit members & drive participation
                  incentivize spreading the word
               create communities & p2p networks
                collaborate & find co-conspirators
           create tools for people to recruit their peers
                and let them want to work for you
ADVOCACY
MODEL


                     highlight your successes
                   create a sense of ownership
                  give some control to advocate
              celebrate activists for their contribution
           let people interact up, down, and sideways
           when critics come knocking, invite them in
               reward for feedback, participation &
                             advocacy
ADVOCACY
MODEL


             feed movement with fresh initiatives
               have no off times or dark times
           treat your advocates as your lifeblood
           do something buzzworthy over & over
                              again
                     listen, adapt & learn
ADVOCACY
MODEL
HOW TO
GET YOUR
BRAND INTO
THE
CONVERSATION?

Client + Wolff Olins   filename 000008   Page 37
NO CHILD
LEFT BEHIND ACT
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
IT’S TIME FOR MARKETERS TO
ADAPT NEW BEHAVIORS




                             -@wilsh
6 DEGREES TRUMPS
TIPPING POINT




WATTS
VS.
GLADWELL
NETWORKS MAKE UP MARKETING’S MOST POWERFUL
MEDIA:   RECOMMENDATION MEDIA




                                     -paul marsden
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, business in social media study, 2008
ETHICS
IN SOCIAL MEDIA


be honest
be personal
be generous
be supportive
stay real-time
be responsive
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)
ADD VALUE
TO THE CONVERSATION

be useful

enable sharing

be entertaining

provide knowledge

enable connections

enhance the experience

encourage community building
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
UNDERSTAND YOUR
AUDIENCE
forrester’s social technographics ladder




                                              Add credit
                                           -forester research
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
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 features, tools and technologies, yet fail to
understand the behaviors of their own customers
online. as a result they, miss the mark.”
-jeremiah owyang
“it’s not about social media.
       it’s about social idea.”
                        –gareth kay
“the magic of social media is not what
happens in social media, but what
happens outside of it because of it.”
-paul isakson
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 center           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
WORKSHOP
4 groups
1 brand
1 group leader




Client + Wolff Olins   filename 000008   Page 58
SHARING
5 min / group




Client + Wolff Olins   filename 000008   Page 59
Client + Wolff Olins
                       ?
                       filename 000008   Page 60
AND IF YOU ONLY REMEMBER ONE THING



                              DO SOMETHING




                       AWESOME
                        PEOPLE WANT TO TALK ABOUT

Client + Wolff Olins                 filename 000008    Page 61
A VERY BIG
THANK
YOU


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

More Related Content

What's hot

BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of ...
BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of ...BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of ...
BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of ...BMAChicago
 
Brand experience examples and best practices
Brand experience examples and best practicesBrand experience examples and best practices
Brand experience examples and best practicesJack Morton Worldwide
 
The Brand in the Boardroom: Making the case for investment in brand by Joanna...
The Brand in the Boardroom: Making the case for investment in brand by Joanna...The Brand in the Boardroom: Making the case for investment in brand by Joanna...
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
 
What’s The big ideaL?
What’s The big ideaL?What’s The big ideaL?
What’s The big ideaL?Ogilvy
 
Brand Experience Design
Brand Experience DesignBrand Experience Design
Brand Experience DesignStudio Science
 
Do's & Don'ts Of Social Media Marketing
Do's & Don'ts Of Social Media MarketingDo's & Don'ts Of Social Media Marketing
Do's & Don'ts Of Social Media MarketingMichael J Roach
 
Effective Conversational Marketing
Effective Conversational MarketingEffective Conversational Marketing
Effective Conversational MarketingBraden Kelley
 
The Evolving Role of Advertising
The Evolving Role of AdvertisingThe Evolving Role of Advertising
The Evolving Role of AdvertisingVCU Brandcenter
 
Getting your brand to awesome: a short guide to brand strategy in the digital...
Getting your brand to awesome: a short guide to brand strategy in the digital...Getting your brand to awesome: a short guide to brand strategy in the digital...
Getting your brand to awesome: a short guide to brand strategy in the digital...Simon Pearce
 
Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
Webinar: Did PuppyMonkeyBaby Win the Super Bowl?Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
Webinar: Did PuppyMonkeyBaby Win the Super Bowl?Ogilvy Consulting
 
Brand experience research and insights
Brand experience research and insightsBrand experience research and insights
Brand experience research and insightsJack Morton Worldwide
 
Consumer engagement and brand experience research
Consumer engagement and brand experience researchConsumer engagement and brand experience research
Consumer engagement and brand experience researchJack Morton Worldwide
 
Brand Box 1 - Know Your Business - The Marketer's Ultimate Toolkit
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitBrand Box 1 - Know Your Business - The Marketer's Ultimate Toolkit
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
 
Lessons Learned From 10 Years of Creative Business Ideas - Presentation
Lessons Learned From 10 Years of Creative Business Ideas - PresentationLessons Learned From 10 Years of Creative Business Ideas - Presentation
Lessons Learned From 10 Years of Creative Business Ideas - PresentationEuro RSCG Worldwide
 
10 Social Best Practices from the Best Social Brands of 2013
10 Social Best Practices from the Best Social Brands of 201310 Social Best Practices from the Best Social Brands of 2013
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
 
Spark the insight to growing brands
Spark   the insight to growing brandsSpark   the insight to growing brands
Spark the insight to growing brandsPaddy Rangappa
 

What's hot (20)

BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of ...
BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of ...BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of ...
BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of ...
 
Brand experience examples and best practices
Brand experience examples and best practicesBrand experience examples and best practices
Brand experience examples and best practices
 
The Brand in the Boardroom: Making the case for investment in brand by Joanna...
The Brand in the Boardroom: Making the case for investment in brand by Joanna...The Brand in the Boardroom: Making the case for investment in brand by Joanna...
The Brand in the Boardroom: Making the case for investment in brand by Joanna...
 
What’s The big ideaL?
What’s The big ideaL?What’s The big ideaL?
What’s The big ideaL?
 
Brand Experience Design
Brand Experience DesignBrand Experience Design
Brand Experience Design
 
Do's & Don'ts Of Social Media Marketing
Do's & Don'ts Of Social Media MarketingDo's & Don'ts Of Social Media Marketing
Do's & Don'ts Of Social Media Marketing
 
Effective Conversational Marketing
Effective Conversational MarketingEffective Conversational Marketing
Effective Conversational Marketing
 
Resilient Brand Workshop
Resilient Brand Workshop Resilient Brand Workshop
Resilient Brand Workshop
 
The Evolving Role of Advertising
The Evolving Role of AdvertisingThe Evolving Role of Advertising
The Evolving Role of Advertising
 
Getting your brand to awesome: a short guide to brand strategy in the digital...
Getting your brand to awesome: a short guide to brand strategy in the digital...Getting your brand to awesome: a short guide to brand strategy in the digital...
Getting your brand to awesome: a short guide to brand strategy in the digital...
 
Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
Webinar: Did PuppyMonkeyBaby Win the Super Bowl?Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
 
Brand experience research and insights
Brand experience research and insightsBrand experience research and insights
Brand experience research and insights
 
Building A Modern Brand
Building A Modern BrandBuilding A Modern Brand
Building A Modern Brand
 
Consumer engagement and brand experience research
Consumer engagement and brand experience researchConsumer engagement and brand experience research
Consumer engagement and brand experience research
 
Brand Box 1 - Know Your Business - The Marketer's Ultimate Toolkit
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitBrand Box 1 - Know Your Business - The Marketer's Ultimate Toolkit
Brand Box 1 - Know Your Business - The Marketer's Ultimate Toolkit
 
Why corporates need a purpose
Why corporates need a purposeWhy corporates need a purpose
Why corporates need a purpose
 
Essentials of branding
Essentials of brandingEssentials of branding
Essentials of branding
 
Lessons Learned From 10 Years of Creative Business Ideas - Presentation
Lessons Learned From 10 Years of Creative Business Ideas - PresentationLessons Learned From 10 Years of Creative Business Ideas - Presentation
Lessons Learned From 10 Years of Creative Business Ideas - Presentation
 
10 Social Best Practices from the Best Social Brands of 2013
10 Social Best Practices from the Best Social Brands of 201310 Social Best Practices from the Best Social Brands of 2013
10 Social Best Practices from the Best Social Brands of 2013
 
Spark the insight to growing brands
Spark   the insight to growing brandsSpark   the insight to growing brands
Spark the insight to growing brands
 

Viewers also liked

Brand Advocacy: More Talk. More Action
Brand Advocacy: More Talk. More ActionBrand Advocacy: More Talk. More Action
Brand Advocacy: More Talk. More ActionLeo Rayman
 
2014zambezitrendforecast 140205182732-phpapp02
2014zambezitrendforecast 140205182732-phpapp022014zambezitrendforecast 140205182732-phpapp02
2014zambezitrendforecast 140205182732-phpapp02Frank Striefler
 
INFOGRAPHIC: Listening to Data Talk
INFOGRAPHIC: Listening to Data Talk INFOGRAPHIC: Listening to Data Talk
INFOGRAPHIC: Listening to Data Talk eric chun
 
Marketing shifts in the digital age
Marketing shifts in the digital ageMarketing shifts in the digital age
Marketing shifts in the digital ageFrank Striefler
 
The Friendship Model: How to build brand advocacy in a consumer-driven world.
The Friendship Model: How to build brand advocacy in a consumer-driven world.The Friendship Model: How to build brand advocacy in a consumer-driven world.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
 
Advocacy By Dr. Debra Brosius
Advocacy By Dr. Debra BrosiusAdvocacy By Dr. Debra Brosius
Advocacy By Dr. Debra Brosiusatocmarketing
 
BU Paris - A MONTH OF IDEAS - May/June 2016
BU Paris - A MONTH OF IDEAS - May/June 2016BU Paris - A MONTH OF IDEAS - May/June 2016
BU Paris - A MONTH OF IDEAS - May/June 2016BRAND UNION PARIS
 
Identica Insight 11 Wearable Technology
Identica Insight 11 Wearable TechnologyIdentica Insight 11 Wearable Technology
Identica Insight 11 Wearable TechnologyMichael Nash
 
Luxottica wholesale
Luxottica wholesaleLuxottica wholesale
Luxottica wholesaleJenny Tang
 
BU Paris - A MONTH OF IDEAS - October 2015
BU Paris - A MONTH OF IDEAS - October 2015BU Paris - A MONTH OF IDEAS - October 2015
BU Paris - A MONTH OF IDEAS - October 2015BRAND UNION PARIS
 
Work Samples 05052016 v1 SHORT
Work Samples 05052016 v1 SHORTWork Samples 05052016 v1 SHORT
Work Samples 05052016 v1 SHORTMichael Nash
 
Identica insight 01 Sexy Ugly
Identica insight 01 Sexy UglyIdentica insight 01 Sexy Ugly
Identica insight 01 Sexy UglyMichael Nash
 
7 Questions About Your M+A
7 Questions About Your M+A7 Questions About Your M+A
7 Questions About Your M+AMargaret Molloy
 
Identica Bitesize 170114 Health on the Horizon
Identica Bitesize 170114 Health on the HorizonIdentica Bitesize 170114 Health on the Horizon
Identica Bitesize 170114 Health on the HorizonMichael Nash
 

Viewers also liked (20)

The power of brand advocates
The power of brand advocatesThe power of brand advocates
The power of brand advocates
 
Brand Advocacy: More Talk. More Action
Brand Advocacy: More Talk. More ActionBrand Advocacy: More Talk. More Action
Brand Advocacy: More Talk. More Action
 
2014zambezitrendforecast 140205182732-phpapp02
2014zambezitrendforecast 140205182732-phpapp022014zambezitrendforecast 140205182732-phpapp02
2014zambezitrendforecast 140205182732-phpapp02
 
Corruption in the system
Corruption in the systemCorruption in the system
Corruption in the system
 
INFOGRAPHIC: Listening to Data Talk
INFOGRAPHIC: Listening to Data Talk INFOGRAPHIC: Listening to Data Talk
INFOGRAPHIC: Listening to Data Talk
 
Marketing shifts in the digital age
Marketing shifts in the digital ageMarketing shifts in the digital age
Marketing shifts in the digital age
 
Guerrilla Marketing
Guerrilla MarketingGuerrilla Marketing
Guerrilla Marketing
 
The Friendship Model: How to build brand advocacy in a consumer-driven world.
The Friendship Model: How to build brand advocacy in a consumer-driven world.The Friendship Model: How to build brand advocacy in a consumer-driven world.
The Friendship Model: How to build brand advocacy in a consumer-driven world.
 
Advocacy By Dr. Debra Brosius
Advocacy By Dr. Debra BrosiusAdvocacy By Dr. Debra Brosius
Advocacy By Dr. Debra Brosius
 
Melissa Andrada of Wolff Olins
Melissa Andrada of Wolff OlinsMelissa Andrada of Wolff Olins
Melissa Andrada of Wolff Olins
 
BU Paris - A MONTH OF IDEAS - May/June 2016
BU Paris - A MONTH OF IDEAS - May/June 2016BU Paris - A MONTH OF IDEAS - May/June 2016
BU Paris - A MONTH OF IDEAS - May/June 2016
 
Identica Insight 11 Wearable Technology
Identica Insight 11 Wearable TechnologyIdentica Insight 11 Wearable Technology
Identica Insight 11 Wearable Technology
 
The New Mainstream
The New MainstreamThe New Mainstream
The New Mainstream
 
Luxottica wholesale
Luxottica wholesaleLuxottica wholesale
Luxottica wholesale
 
BU Paris - A MONTH OF IDEAS - October 2015
BU Paris - A MONTH OF IDEAS - October 2015BU Paris - A MONTH OF IDEAS - October 2015
BU Paris - A MONTH OF IDEAS - October 2015
 
Work Samples 05052016 v1 SHORT
Work Samples 05052016 v1 SHORTWork Samples 05052016 v1 SHORT
Work Samples 05052016 v1 SHORT
 
Identica insight 01 Sexy Ugly
Identica insight 01 Sexy UglyIdentica insight 01 Sexy Ugly
Identica insight 01 Sexy Ugly
 
7 Questions About Your M+A
7 Questions About Your M+A7 Questions About Your M+A
7 Questions About Your M+A
 
Aol. Case Study
Aol. Case StudyAol. Case Study
Aol. Case Study
 
Identica Bitesize 170114 Health on the Horizon
Identica Bitesize 170114 Health on the HorizonIdentica Bitesize 170114 Health on the Horizon
Identica Bitesize 170114 Health on the Horizon
 

Similar to How to create advocacy and conversation, Planning-ness 2009

Social Branding - Create your Niche
Social Branding - Create your NicheSocial Branding - Create your Niche
Social Branding - Create your NicheKnowledge360
 
Integrated web marketing and Social media -explained
Integrated web marketing and Social media -explainedIntegrated web marketing and Social media -explained
Integrated web marketing and Social media -explainedShanq Web
 
Get In The Conversation For ABRA
Get In The Conversation For ABRAGet In The Conversation For ABRA
Get In The Conversation For ABRAN2Focus
 
Social mirror - why you need to be using social media for your business - Jan...
Social mirror - why you need to be using social media for your business - Jan...Social mirror - why you need to be using social media for your business - Jan...
Social mirror - why you need to be using social media for your business - Jan...Freelance Social Media Strategist
 
Turning Social Media into a Competitive Advantage
Turning Social Media into a Competitive AdvantageTurning Social Media into a Competitive Advantage
Turning Social Media into a Competitive AdvantageARC Science
 
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...the bureau, digital agency
 
WOM Marketing for businesses
WOM Marketing for businessesWOM Marketing for businesses
WOM Marketing for businessesEvangeline Leong
 
Content Creators for Good: A Brand Guide to Working with Influencers
Content Creators for Good: A Brand Guide to Working with InfluencersContent Creators for Good: A Brand Guide to Working with Influencers
Content Creators for Good: A Brand Guide to Working with InfluencersTara Nolan
 
What Marketing Can Learn From Vanilla Ice
What Marketing Can Learn From Vanilla IceWhat Marketing Can Learn From Vanilla Ice
What Marketing Can Learn From Vanilla Icepeteraharris
 
Social media mba alumni 260612
Social media mba alumni 260612Social media mba alumni 260612
Social media mba alumni 260612Brian Jørgensen
 
Social Media and Startups
Social Media and StartupsSocial Media and Startups
Social Media and StartupsEric Swain
 
www.DirectorofSearch.com
www.DirectorofSearch.comwww.DirectorofSearch.com
www.DirectorofSearch.comHenslee57
 
Social Media Defined For Entrepreneurs and Executives
Social Media Defined For Entrepreneurs and ExecutivesSocial Media Defined For Entrepreneurs and Executives
Social Media Defined For Entrepreneurs and ExecutivesStephen Jones
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business ToolRobin Low
 
An Introduction to Digital Marketing & Social Media
An Introduction to Digital Marketing & Social MediaAn Introduction to Digital Marketing & Social Media
An Introduction to Digital Marketing & Social Mediabizeez communications
 
Word of Mouth Marketing for the Direct Marketing Association
Word of Mouth Marketing for the  Direct Marketing AssociationWord of Mouth Marketing for the  Direct Marketing Association
Word of Mouth Marketing for the Direct Marketing AssociationWillow Baum
 
Why Healthcare Marketing Must Go Social
Why Healthcare Marketing Must Go SocialWhy Healthcare Marketing Must Go Social
Why Healthcare Marketing Must Go SocialEric Weaver
 

Similar to How to create advocacy and conversation, Planning-ness 2009 (20)

Social Branding - Create your Niche
Social Branding - Create your NicheSocial Branding - Create your Niche
Social Branding - Create your Niche
 
Integrated web marketing and Social media -explained
Integrated web marketing and Social media -explainedIntegrated web marketing and Social media -explained
Integrated web marketing and Social media -explained
 
Get In The Conversation For ABRA
Get In The Conversation For ABRAGet In The Conversation For ABRA
Get In The Conversation For ABRA
 
Social media brockville
Social media brockvilleSocial media brockville
Social media brockville
 
Social mirror - why you need to be using social media for your business - Jan...
Social mirror - why you need to be using social media for your business - Jan...Social mirror - why you need to be using social media for your business - Jan...
Social mirror - why you need to be using social media for your business - Jan...
 
Turning Social Media into a Competitive Advantage
Turning Social Media into a Competitive AdvantageTurning Social Media into a Competitive Advantage
Turning Social Media into a Competitive Advantage
 
Social media
Social mediaSocial media
Social media
 
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...
 
Social media 2013 short
Social media 2013 shortSocial media 2013 short
Social media 2013 short
 
WOM Marketing for businesses
WOM Marketing for businessesWOM Marketing for businesses
WOM Marketing for businesses
 
Content Creators for Good: A Brand Guide to Working with Influencers
Content Creators for Good: A Brand Guide to Working with InfluencersContent Creators for Good: A Brand Guide to Working with Influencers
Content Creators for Good: A Brand Guide to Working with Influencers
 
What Marketing Can Learn From Vanilla Ice
What Marketing Can Learn From Vanilla IceWhat Marketing Can Learn From Vanilla Ice
What Marketing Can Learn From Vanilla Ice
 
Social media mba alumni 260612
Social media mba alumni 260612Social media mba alumni 260612
Social media mba alumni 260612
 
Social Media and Startups
Social Media and StartupsSocial Media and Startups
Social Media and Startups
 
www.DirectorofSearch.com
www.DirectorofSearch.comwww.DirectorofSearch.com
www.DirectorofSearch.com
 
Social Media Defined For Entrepreneurs and Executives
Social Media Defined For Entrepreneurs and ExecutivesSocial Media Defined For Entrepreneurs and Executives
Social Media Defined For Entrepreneurs and Executives
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business Tool
 
An Introduction to Digital Marketing & Social Media
An Introduction to Digital Marketing & Social MediaAn Introduction to Digital Marketing & Social Media
An Introduction to Digital Marketing & Social Media
 
Word of Mouth Marketing for the Direct Marketing Association
Word of Mouth Marketing for the  Direct Marketing AssociationWord of Mouth Marketing for the  Direct Marketing Association
Word of Mouth Marketing for the Direct Marketing Association
 
Why Healthcare Marketing Must Go Social
Why Healthcare Marketing Must Go SocialWhy Healthcare Marketing Must Go Social
Why Healthcare Marketing Must Go Social
 

Recently uploaded

Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeStephenKim86
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfLouis Malaybalay
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckHajeJanKamps
 
How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersFlyyx Tech
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryDennisViau
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024Nate Evans
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPanhandleOilandGas
 
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...BilalAhmed717
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptendeworku
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningNaval Singh
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"Adharsh45
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxShainaMaheshwari1
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianCDEEPANVITA
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneurramya202104
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondBoundify
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdfGiuseppe Tommasone
 
Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsWristbands Ireland
 

Recently uploaded (20)

Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness Gauge
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
 
How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K Subscribers
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the Industry
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 Final
 
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda Learning
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"
 
WAM Corporate Presentation Mar 12 2024_Video.pdf
WAM Corporate Presentation Mar 12 2024_Video.pdfWAM Corporate Presentation Mar 12 2024_Video.pdf
WAM Corporate Presentation Mar 12 2024_Video.pdf
 
WAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdfWAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdf
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya Cherian
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneur
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and Beyond
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdf
 
Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly Products
 

How to create advocacy and conversation, Planning-ness 2009

  • 1. HOW TO CREATE ADVOCACY AND CONVERSATION FRANK STRIEFLER planning-ness conference san francisco october 17, 2009
  • 2. 8.45 am – 10.15 am 40 min practical tips 20 min workshop 15 min sharing 15 min q&a
  • 3. WHAT WE WILL COVER what is brand advocacy why is it relevant what it takes how to create conversations
  • 4. WHAT? Client + Wolff Olins filename 000008 Page 4
  • 5. WHAT IS BRAND ADVOCACY? brand advocacy. [brand ad-vuh-kuh-see] n. -weber shandwick
  • 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. adventurous opinion leader WHAT IS A BRAND socially well connected (50% vs. 12% non-advocates) ADVOCATE? expresses opinions and viewpoints (65% vs. 12%) continually discovers new content online has 2-1 impact on conversion compared to non-advocates 50% of all advocates turn on their megaphone post purchase wants to be the first to know and spread the word on a specific topic needs an audience
  • 8. WHY? Client + Wolff Olins filename 000008 Page 8
  • 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. RECOMMENDATIONS = $ the most recommended company in any given 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. REALITY TRUMPS IMAGE proportion of recommendations 70% prompted by expectation-beating product 2% by advertising experience prompted -weber shanwick strategic planning
  • 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. HOW? Client + Wolff Olins filename 000008 Page 13
  • 14. 1. DEFINE YOUR STORY cultural brand business audience + + objectives + insights context purpose = your brand story
  • 15. 2. DEFINE YOUR ROLE IN CULTURE discover a purpose people care about commit to something bigger than yourself transcend beyond a product-only relationship
  • 17. 3. CREATE BETTER PRODUCTS 25 % decline in quality association 50 % trust in brands has eroded by 90% erosion of brand differentiation -brandasset valuator 2008
  • 18. LAKE WOBEGEON SYNDROME 80% of CEOs think their brands offer a superior experience only 8% of their consumers agree - bain and co
  • 19. 4. CREATE SUPERSATISFACTION & EXCEED EXPECTATIONS innovate -© wolff olins
  • 20. STORY 5. BAKE THE INTO THE PRODUCT © john winsor, alex bogusky
  • 21. HOW? 1. DEFINE YOUR STORY 2. DEFINE YOUR ROLE IN CULTURE 3. CREATE BETTER PRODUCTS 4. CREATE SUPERSATISFACTION & EXCEED EXPECTATIONS 5. BAKE THE STORY INTO THE PRODUCT
  • 22. ADVOCACY MUST BE THE FOCUS OF THE ENTIRE ORGANIZATION (NOT JUST MARKETING)
  • 23. LEARN Client + Wolff Olins filename 000008 Page 23
  • 29. BRAND BEHAVIOR MODEL Client + Wolff Olins filename 000008 Page 29
  • 31. ADVOCACY MODEL 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
  • 32. ADVOCACY MODEL project your ideal world make your belief be their belief enroll fans & creators bring excitement to your cause
  • 33. ADVOCACY MODEL demonstrate your vision & belief recruit members & drive participation incentivize spreading the word create communities & p2p networks collaborate & find co-conspirators create tools for people to recruit their peers and let them want to work for you
  • 34. ADVOCACY MODEL highlight your successes create a sense of ownership give some control to advocate celebrate activists for their contribution let people interact up, down, and sideways when critics come knocking, invite them in reward for feedback, participation & advocacy
  • 35. ADVOCACY MODEL feed movement with fresh initiatives have no off times or dark times treat your advocates as your lifeblood do something buzzworthy over & over again listen, adapt & learn
  • 37. HOW TO GET YOUR BRAND INTO THE CONVERSATION? Client + Wolff Olins filename 000008 Page 37
  • 39. 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
  • 40. IT’S TIME FOR MARKETERS TO ADAPT NEW BEHAVIORS -@wilsh
  • 41. 6 DEGREES TRUMPS TIPPING POINT WATTS VS. GLADWELL
  • 42. NETWORKS MAKE UP MARKETING’S MOST POWERFUL MEDIA: RECOMMENDATION MEDIA -paul marsden
  • 43. SOCIAL MEDIA IS WOM ON STEROIDS
  • 44. SOCIAL MEDIA HAS TAKEN OVER PORN AS THE #1 ACTIVITY ON THE WEB
  • 45. 95% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA -cone, business in social media study, 2008
  • 46. ETHICS IN SOCIAL MEDIA be honest be personal be generous be supportive stay real-time be responsive 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)
  • 47. ADD VALUE TO THE CONVERSATION be useful enable sharing be entertaining provide knowledge enable connections enhance the experience encourage community building
  • 48. 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
  • 49. UNDERSTAND YOUR AUDIENCE forrester’s social technographics ladder Add credit -forester research
  • 50. UNDERSTAND THE DYNAMIC influence ripples + social media fragmentation
  • 51. UNDERSTAND THE LANDSCAPE the conversation prism -brian solis & jesse thomas
  • 52. FIND THE RIGHT PLATFORMS realize that not every platform is right for you
  • 53. PLAN YOUR SOCIAL MEDIA STRATEGY © ahtgroup.com
  • 54. 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
  • 55. “it’s not about social media. it’s about social idea.” –gareth kay
  • 56. “the magic of social media is not what happens in social media, but what happens outside of it because of it.” -paul isakson
  • 57. 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 center 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
  • 58. WORKSHOP 4 groups 1 brand 1 group leader Client + Wolff Olins filename 000008 Page 58
  • 59. SHARING 5 min / group Client + Wolff Olins filename 000008 Page 59
  • 60. Client + Wolff Olins ? filename 000008 Page 60
  • 61. AND IF YOU ONLY REMEMBER ONE THING DO SOMETHING AWESOME PEOPLE WANT TO TALK ABOUT Client + Wolff Olins filename 000008 Page 61
  • 62. A VERY BIG THANK YOU CONTACT INFO: FRANK@STRIEFLER.COM @FRANKINLALALAND HTTP://WWW.LINKEDIN.COM/IN/STRIEFLER