Planningness

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A great presentation by Frank Striefler about the changing role of brands and their relationship to people.

Published in: Design, Business, Technology

Planningness

  1. 1. HOW TO CREATE ADVOCACY AND CONVERSATION FRANK STRIEFLER 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 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. 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 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. 11. REALITY TRUMPS IMAGE proportion of recommendations 70% prompted by expectation-beating product 2% by advertising experience 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 people 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 25 % decline in quality association 50 % trust in brands has eroded by 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 - bain and co
  19. 19. 4. CREATE SUPERSATISFACTION & EXCEED EXPECTATIONS innovate -© wolff olins
  20. 20. STORY 5. BAKE THE INTO THE PRODUCT © john winsor, alex bogusky
  21. 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. 22. ADVOCACY MUST BE THE FOCUS OF THE ENTIRE ORGANIZATION (NOT JUST MARKETING)
  23. 23. LEARN Client + Wolff Olins filename 000008 Page 23
  24. 24. LEARN FROM OTHER SUCCESSES
  25. 25. LEARN FROM BOOKS
  26. 26. LEARN FROM OPINION PAPERS
  27. 27. LEARN FROM ‘MUST SUBSCRIBE’ BLOGS
  28. 28. LEARN FROM THOUGHT LEADERS
  29. 29. BRAND BEHAVIOR MODEL Client + Wolff Olins filename 000008 Page 29
  30. 30. ADVOCACY MODEL
  31. 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. 32. ADVOCACY MODEL project your ideal world make your belief be their belief enroll fans & creators bring excitement to your cause
  33. 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. 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. 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
  36. 36. ADVOCACY MODEL
  37. 37. HOW TO GET YOUR BRAND INTO THE CONVERSATION? Client + Wolff Olins filename 000008 Page 37
  38. 38. NO CHILD LEFT BEHIND ACT
  39. 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. 40. IT’S TIME FOR MARKETERS TO ADAPT NEW BEHAVIORS -@wilsh
  41. 41. 6 DEGREES TRUMPS TIPPING POINT WATTS VS. GLADWELL
  42. 42. NETWORKS MAKE UP MARKETING’S MOST POWERFUL MEDIA: RECOMMENDATION MEDIA -paul marsden
  43. 43. SOCIAL MEDIA IS WOM ON STEROIDS
  44. 44. SOCIAL MEDIA HAS TAKEN OVER PORN AS THE #1 ACTIVITY ON THE WEB
  45. 45. 95% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA -cone, business in social media study, 2008
  46. 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. 47. ADD VALUE TO THE CONVERSATION be useful enable sharing be entertaining provide knowledge enable connections enhance the experience encourage community building
  48. 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. 49. UNDERSTAND YOUR AUDIENCE forrester’s social technographics ladder Add credit -forester research
  50. 50. UNDERSTAND THE DYNAMIC influence ripples + social media fragmentation
  51. 51. UNDERSTAND THE LANDSCAPE the conversation prism -brian solis & jesse thomas
  52. 52. FIND THE RIGHT PLATFORMS realize that not every platform is right for you
  53. 53. PLAN YOUR SOCIAL MEDIA STRATEGY © ahtgroup.com
  54. 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. 55. “it’s not about social media. it’s about social idea.” –gareth kay
  56. 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. 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. 58. WORKSHOP 4 groups 1 brand 1 group leader Client + Wolff Olins filename 000008 Page 58
  59. 59. SHARING 5 min / group Client + Wolff Olins filename 000008 Page 59
  60. 60. Client + Wolff Olins ? filename 000008 Page 60
  61. 61. AND IF YOU ONLY REMEMBER ONE THING DO SOMETHING AWESOME PEOPLE WANT TO TALK ABOUT Client + Wolff Olins filename 000008 Page 61
  62. 62. A VERY BIG THANK YOU CONTACT INFO: FRANK@STRIEFLER.COM @FRANKINLALALAND HTTP://WWW.LINKEDIN.COM/IN/STRIEFLER

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