Inbound Marketing Summit Dallas tmarklein "Advocacy, Badvocacy & Upsetting Apple Carts"


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Social media has clearly moved beyond the experimentation stage. Big brands and little brands are diving into the pool. But are they ready for all the change in store? And are there larger forces at work?

In reality, social media is just the tip of a broader movement. Advocacy and "badvocacy" are dictating the future for marketers and communicators. Apple carts of tradition are being tossed in at least six key areas: marketing channels, engagement methods, legal and regulatory controls, measurement, budgeting and organizational structures. This session will share research, insights and lessons learned from work with hundreds of clients.


Tim Marklein - Weber Shandwick
Executive VP, Measurement & Strategy

Published in: Business, Technology
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Inbound Marketing Summit Dallas tmarklein "Advocacy, Badvocacy & Upsetting Apple Carts"

  1. 1. Advocacy, “Badvocacy” and Upsetting Apple Carts Inbound Marketing Summit, Dallas Presented May 27, 2009 Tim Marklein, Twitter: @tmarklein Slide 1 -- May 27, 2009
  2. 2. They are the believers
  3. 3. They wear the colors
  4. 4. They speak out
  5. 5. They stand on a virtual soapbox
  6. 6. They influence what we buy
  7. 7. They pull others along They pull others along
  8. 8. They can change everything
  9. 9. Advocacy is the new wave for marketing More than just word-of-mouth… 45% ADVOCATES High intensity (9%) Sharing advice Low intensity (36%) Making recommendations Making their loyalty visible 20% BADVOCATES Reaching out broadly Making fast decisions INFLUENTIALS Taking action OPINION ELITES Slide 10 -- May 27, 2009 Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007
  10. 10. The ultimate Advocacy Advocates can help a company grow an average rate of their competitors Slide 11 -- May 27, 2009 Source: Bain & Company
  11. 11. Sounds great, right? Be careful what you wish for… Slide 12 -- May 27, 2009
  12. 12. …“badvocates” are everywhere, too… Slide 13 -- May 27, 2009
  13. 13. …and they wield significant influence Slide 14 -- May 27, 2009 Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007
  14. 14. Apple Cart #1. Marketing Channels We need to re-think channels, reach, influence “Inside” Advocacy Sources “Outside” Advocacy Sources DAY-TO-DAY HUB EXPERT HUB ? ? ? ? SOCIAL HUB MEGA HUB Slide 15 -- May 27, 2009
  15. 15. Apple Cart #1. Marketing Channels We can’t assume or pretend they’re linear “Inside” Advocacy Sources “Outside” Advocacy Sources DAY-TO-DAY HUB EXPERT HUB Experts Sales Trade show Home E-mail Reps Telephone Podcasts Customer Service Work Vertical place Business Media Lif estyle SMS Media Media Pundits Mobile Brand WOM Authors Phone Website Social Blogs Branded Celebrity Organizations Entertainment Community Search VOD Print Direct Groups Mail Cable Social Clubs Social Broadcast Television Networks Television Branded Opinion Sites Radio Applications Business Internet TV Organizations ARG’s Video games SOCIAL HUB MEGA HUB Slide 16 -- May 27, 2009 Source: Weber Shandwick & KRC Research
  16. 16. Apple Cart #2. Engagement Methods Traditional marketing needs to adapt or suffer Traditional marketing Advocacy marketing • Create collateral • Identify advocates • Send direct mail • Engage advocates • Buy media • Manage relationships • Attend events • Have conversations • Create events • Activate communities • Buy more media • Create great content • Conduct PR • Syndicate content • Write case studies • Tell many stories, one • Buy more media at a time, synchronized, • Tell one story to mass through many voices, to markets or big groups “micro” markets Slide 17 -- May 27, 2009
  17. 17. Apple Cart #3. Legal and Regulatory Controls Prepare and engage like humans, not lawyers Slide 18 -- May 27, 2009
  18. 18. Apple Cart #4. Measurement “Insight” doesn’t live in silos, aggregation is key Media Media Web Keyword Analysis Analysis Analytics Analysis (traditional) (social) (site) (search) WOM Brand Customer Employee Analysis Tracking Satisfaction Satisfaction (surveys) (surveys) (surveys) (surveys) Lead Gen Events & Analyst Data & Ind. Awards & Sales data DM data Reports & Scorecards (CRM) (CRM) (third party) (third party) Source: Weber Shandwick Measurement & Strategy practice – Slide 19 -- May 27, 2009 ARROW Measurement Suite, February 2009
  19. 19. Apple Cart #4. Measurement New metrics emerging, old metrics challenged measures: Assess how content is accessed, shared, adapted, amplified across various sites and media properties measures: Assess the volume, engagement, sentiment and reach of content shared via the web. measures: Assess the paid and organic search rankings for company content, brands and keyword associations measures: Assess the volume, engagement, feedback and reach of content shared via company’s web properties measures: Analyze volume, content, sentiment of conversations about company/brands across sites, media measures: Assess audience, reach and “touch points” of company content/conversations across sites, media • Outcome measures: Assess how the content, conversation and community measures correlate with desired outcomes Source: Weber Shandwick Measurement & Strategy Slide 20 -- May 27, 2009 practice, “Inline” measurement framework
  20. 20. Apple Cart #4. Measurement Advocacy isn’t all digital, but it can be measured Low Volume / High Quality High Volume / High Quality Nationwide Prudential Industry All State Average Quality of Advocacy (%) State Farm Metric Score Industry Share of Conversation 10% 4% Net Favorability -62% 18% Net Recommendation -24% 29% Propensity to Relay 31% 50% AIG Low Volume / Low Quality High Volume / Low Quality Share of Conversation (%) Source: Weber Shandwick Measurement & Strategy analysis, Slide 21 -- May 27, 2009 based on Keller Fay TalkTrack TM survey data Jan’08-Dec’08
  21. 21. Apple Cart #5. Budgeting Program/headcount ratios aren’t “socialized” One scenario… Transition: Target: 30% traditional 25% traditional headcount headcount Traditional: 45% traditional 35% headcount 55% traditional program program 65% program 30% “social” or 15% “social” or “Advocacy” “Advocacy” engagement engagement Slide 22 -- May 27, 2009
  22. 22. Apple Cart #6. Organizational Structures Traditional marketing needs to adapt or suffer One scenario… CMO Organization CMO Organization • Director, Advertising • Director, Community A • Director, Marcom • Director, Community B • Director, Web • Director, Community C • Director, PR • Director, Content Dev. • Director, Events • Director, Online • Director, Ops/CRM Experiences • Advertising Agency • Director, Analytics • Direct Mktg Agency • “Functional” specialists • PR Agency • “Strategic” agencies • Events Agency • “Functional” agencies Slide 23 -- May 27, 2009
  23. 23. Thank You!!! Email: Blog: Twitter: @tmarklein - 24 -