Advocacy, “Badvocacy” and
Upsetting Apple Carts
Inbound Marketing Summit, Dallas
Presented May 27, 2009
Tim Marklein, tmarklein@webershandwick.com
Twitter: @tmarklein
Slide 1 -- May 27, 2009

They are the believers

They wear the colors

They speak out

They stand on a virtual soapbox

They influence what we buy

They pull others along
They pull others along

They can change everything

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

The ultimate Advocacy
Advocates can
help a company grow an
average rate of
their competitors
Slide 11 -- May 27, 2009 Source: Bain & Company

Sounds great, right?
Be careful what you wish for…
Slide 12 -- May 27, 2009

…“badvocates” are everywhere, too…
Slide 13 -- May 27, 2009

…and they wield significant influence
Slide 14 -- May 27, 2009 Source: Weber Shandwick’s New Wave of
Advocacy™ with KRC Research, March 2007

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

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

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

Apple Cart #3. Legal and Regulatory Controls
Prepare and engage like humans, not lawyers
Slide 18 -- May 27, 2009

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

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

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

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

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

Thank You!!!
Email:
tmarklein@webershandwick.com
Blog:
www.allaboutadvocacy.com
Twitter:
@tmarklein
- 24 -