Harnessing the power of consumer
advocacy to fuel efficient growth
Art Ash, Deloitte
Brandon Murphy, 22squared

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))) Brands
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Friendship Actions build...
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Advocacy
which sparks...
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Conversations that lead to...
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Recommendations
that turn into...
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Sales which are usually...
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Higher
in profit and lower in
acquisition costs
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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.
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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.
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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.
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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
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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
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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
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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
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Social Media
The catalyst for building momentum and
the forum for igniting advocates.
Rule # 1...
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NOT social
media
an advertising platform...
Think of it as a value delivery platform.
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“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
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Social Media allows us to market
with people instead of at them
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It’s a SOCIAL thing
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...you can’t control it
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...you can’t ignore it
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It must be...
Authentic
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It must be...
Personal
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It must be...
Transparent
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It must be...
Inclusive
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It must be...
Honest
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It must be...
Funny
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It must be...
Conversational
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most of all...
Bring Value
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figure out what this means
+Value=
Brand Consumer Social Connections
(advocate) (result of advocacy)
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PROPAGATE
Light the fuse
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7 Common Pitfalls of social media.
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Lack of agenda and plan
No objective = no success
What to measure and how to measure it
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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
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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
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7 Learnings for social media success.
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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)
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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)
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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.
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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)
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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
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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)
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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)
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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)
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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

))) )))

Advocacy Workshops
1
Meet with us – we would be honored to spend a half-day with
you to review and share the ten most important tenets of
Consumer Advocacy and understand how companies across
a multitude categories have achieved above average growth
2
Share with us - potential products, brands and categories
that you might be interested in applying Consumer
Advocacy analysis to help grow your business
Work with us - allow us to conduct a social media audit
3 beyond the usual buzz metrics to show you how to
optimize your social media presence to mobilize
advocates and build your community online.
52 22squared Friendship Model Research. Copyright © 2009 Deloitte Development LLC. All rights reserved.

email: aash@deloitte.com Twitter: @brmurphy
22squared, one of the largest independent advertising agencies in the U.S.,
About Deloitte provides strategic marketing and creative services across multiple industries.
Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member
firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about Believing today’s consumer is far more influenced by what a brand does than
for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its member firms. what it says, the agency applies its proprietary Friendship Model to assess the
Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP relationship between brands and consumers and determine actions to optimize
and its subsidiaries.
it. With this intelligence, 22squared develops marketing and advertising that
Copyright © 2009 Deloitte Development LLC. All rights reserved. motivates consumers to advocate on behalf of the brand, leveraging the power
Member of Deloitte Touche Tohmatsu
of peer persuasion and ultimately increasing revenue.
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