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Brand Advocacy and Social Media - 2009 GMA Conference
Businesses must strategically align behind creating advocates for their brands. This presentations shows companies how to focus on advocacy and spark it with social media. It was given in partnership between 22squared and Deloitte at the 2009 GMA Social Media Conference in New York.
Businesses must strategically align behind creating advocates for their brands. This presentations shows companies how to focus on advocacy and spark it with social media. It was given in partnership between 22squared and Deloitte at the 2009 GMA Social Media Conference in New York.
Are you ))) activating your
advocates? Consumers mention 56 brands in conversation a week. 1 in 3 people come to a brand through a recommendation. Customers referred by loyal customers have 37% higher retention rate. 11
How can you do it?
1) ROLES Understand the role the brand plays in the consumers life and the role the consumer plays for your brand. ))) 3) MOMENTUM 2) Create momentum, get people talking more and ignite ACTION conversation about your brand. Identify the actions the brand must take to increase advocates and ultimately growth. 12
1) Qualify your buyer base
TRUE ADVOCACY SCORE = %Advocates - %Critics Determine what “brand actions” are driving active advocates and active critics. SHAREHOLDER EVANGELIST RECOMMENDER REPEAT SATISFIED ADVOCATES BUYERS CRITICS MARGINAL CUSTOMER DISSATISFIED CUSTOMER ACTIVELY AGAINST 13
2) Identify Improvement Actions Regression
analyses across more than 30 categories, 300 brands and more than 33,000 customers Drivers of True Advocacy™ Potential Actions Illustrative Keep it Fresh Stay in Touch • Improve / evolve existing CRM solutions • Execute targeted marketing Be Transparent • Improve call-center response and support Be Exciting • Ensure consistent cross-channel Share a POV experience and messaging Spend Q-Time Be Empathetic • Assess and revise pricing policies Support Them • Improve loyalty and rewards programs Give More • Implement CSR initiatives • Wrap products with free services that Be Authentic create immersive customer experiences 14
Results: CPG Beverage • A
CPG company held the #4 position within a flat market • Our study revealed poor performance on several critical drivers • Improvement initiatives were identified and executed • A robust advocacy activation program was initiated in three phases Advocacy* Qualified Leads Brand X Brand X +80% All Competitors All Competitors +29% +28% +24% +9% +8% +1% -11% -6% -6% Loyalty Advocacy Momentum Market Share Revenues 22squared Friendship Model Research *Change in advocate population (trade/end-consumer) vs. average of all tracked competitors 15
3) Creating Momentum Company B
Company E Company F Company G Company A Company D Company C FADING STABLE GROWING Stopped Talking To Bored to Talk Talking 16
“If I tell my Facebook
friends about your brand, it’s not because I like your brand, but rather because I like my friends.” - Mike Arauz, UnderCurrent 19
Metrics: Advocacy is the end.
Fans/Followers Shared pages Embeds Posts Social Bookmarks Mentions Content Uploads Comments ADVOCACY Tweet : Retweet Impressions Downloads Sentiment Registrations Views Time spent Search Rank Repeat Visits Unique Visits Subscribe ENGAGEMENT 37
Lack of agenda and plan
No objective = no success What to measure and how to measure it Lack of content, narrative, calendar etc. Failure to listen and learn Overlook reach: networks & relationships Under-estimate people power needed 38
Purpose (have a purpose over
a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) Experiences (that spark advocacy) Utilities (that make the brand useful) Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 41
Purpose (have a purpose over
a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, of consumers 44% not brands) follow brands on Experiences (that spark advocacy) twitter for deals... 37% fan brands on Facebook for deals Utilities (that make the brand useful) Razorfish Feed Report, 09 Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 42
Where do you fit into
the social graph? ? What will our “fans” want to do the most of? • Post Comments • Use Cool Apps/Widgets • Post Images• Post Videos • Get Advice (from us or friends) • Play Games, Quizzes... Win or Get Free Stuff • • Promotional/Research Driven Posts/Engagement Opt. 43
Purpose (have a purpose over
a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) Experiences (that spark advocacy) Utilities (that make the brand useful) Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 44
Purpose (have a purpose over
a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) 65% of consumers Experiences (that spark advocacy) have had an online experience that Utilities (that make the brand useful) changed their perception about a Earn vs. Buy (each brand earns fans in their own way) brand...97% claimed that experience Listen (so you know what will work) influence their purchase Razorfish Feed Report, 09 45
Purpose (have a purpose over
a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) Experiences (that spark advocacy) Utilities (that make the brand useful) Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 46
Purpose (have a purpose over
a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) Experiences (that spark advocacy) Utilities (that make the brand useful) Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 47
Purpose (have a purpose over
a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) Experiences (that spark advocacy) Utilities (that make the brand useful) Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 48
Objectives and 7 Steps to
a social media strategy. Audiences Engage Communities & Influencers Stage out narrative Establish metrics, tools and method for calculating ROI ID Social Platforms Develop mktg. Develop plan/determine fit content plan with other media