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Brand Advocacy By Tom Doctoroff

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Brand Advocacy By Tom Doctoroff

  1. 1. DrivingBrand Advocacy推动品牌倡导A JWT Presentation智威汤逊洞察报告 1
  2. 2. A new media landscape 媒体新景观 2
  3. 3. Digital becomes the most influential channel 数码成为最具影响力的渠道 1. Digital: 83% % accessing daily 2. Radio: 52% 日访问率 3. TV: 51% 1. Digital: 82% 1. Digital: 69% 2. TV: 52% 2. TV: 62% 1. TV: 75% 3. Radio: 49% 3. Radio: 42% 2. Digital: 42% 3. Newspaper: 35% 1. TV: 70% 2. Digital: 62% 1. Digital: 56% 3. Radio: 31% 2. TV: 39% 1. TV: 64% 3. Newspaper: 32% 2. Digital: 57% 1. TV: 68% 3. Newspaper: 46% 2. Digital: 53% 3. Radio: 44% 1. Newspaper: 56% 2. TV: 41% 3. Radio: 37% 1. Digital: 61% 2. TV: 54% 1. TV: 61% 3. Radio: 38% 2. Radio: 59% 3. Newspaper: 38% 3
  4. 4. Consumers have many choices 消费者拥有多种选择 4
  5. 5. Consumers have shorter attention span 消费者的注意力持续时间更短 One screen Multiple screens 一个屏幕 多个屏幕 5
  6. 6. Reminder: TV is Alive and Well 不要忘记:电视依然健在 6
  7. 7. We need to find the new orderBrands compete in share of time 品牌间竞争的是时间份额Share of Voice Share of Time 广告占有率 时间占有率 7
  8. 8. 我们创作那些人们愿意花时间的作品创意越好,人们愿意在它上面花的时间就越多 8
  9. 9. clicks bounce rate online buzzWOM linksforward unique visitorstime spent fans 9
  10. 10. 10
  11. 11. A brand idea is a long term relationship between consumers and brands 品牌意念是消费者与品牌间的长期关联 11
  12. 12. Brand Consistency: The Golden Rule 品牌一致性:黄金法则 12
  13. 13. Brand Consistency: The Golden Rule 品牌一致性:黄金法则 2008 2011 4th 2nd Profit : 1.7 billions 3rd 4th Profit : 400 millions 13
  14. 14. A new brand communication model: Advocacy一种全新的品牌传播模式:倡导 Efluencers: The new disciples 网络影响者:新信徒 Netizens: Power to the people 网民:人民的力量14
  15. 15. A new brand communication model: advocacy 一种全新的品牌传播模式:倡导 15
  16. 16. Shift in priorities: Building a sustaining relationship 优先次序转变:建立可持续的关系Source: Friendship Model by Brandon Murphy 16
  17. 17. Shift in marketing: Creating spreadable content 市场转变:创造易散播的内容Source: Friendship Model by Brandon Murphy 17
  18. 18. Top down 自上而下 Target consumers 目标消费者 Capture share 占据份额 Market domination 市场支配 Penetrate markets 市场渗透 Launch competitive 发起战斗18 attack 进攻
  19. 19. Bottom up自下而上 19
  20. 20. Top down自上而下 20
  21. 21. Bottom up自下而上 21
  22. 22. Top down自上而下 22
  23. 23. Bottom up 自下而上 23
  24. 24. Key wordSPREAD 关键词:传播 24
  25. 25. The brand idea:P/E salvation 品牌意念: 救世真理 25
  26. 26. A mission:to spread the light使命: 傳扬真理 26
  27. 27. Convert believers into advocates 把信徒变成传教士 Brand advocacy [n] the act of pleading, supporting or recommending a brand or idea by a trusted third party 品牌倡导 (名词)一个信任的第三方,对某品牌或者意念维护、支持或者推荐的行为Source: weber shandwick 27
  28. 28. New channels, New ways 新渠道,新方法 28
  29. 29. Obama’s Election Campaign Idea 奥巴马的竞选活动主题 29
  30. 30. 30
  31. 31. Timely updates on Facebook & Youtubetwitter, blog & mobile to recruit new supporters推特,博客和手机的即时更新 “脸书”和Youtube招募新支持者 Online fund-raising Advocacy tools to 网上募款 spread the word 拥护工具散播言论 31
  32. 32. Results: He won Yes, he did 结果:他成功了 是的,他做到了32
  33. 33. Cadbury’s Brand IdeaProducers of Joy 吉百利的品牌意念 欢乐的制造者 33
  34. 34. 4 millionsviewings on Youtube Youtube上点击观看率 34
  35. 35. “Raise” a phenomenon 形成一种现象 CO-CREATE & PASS ALONG 再创造并传递下去The world’s largest communal Eyebrow dance with 6000 remix videos created in 8 hours 35
  36. 36. “Raise” a phenomenon 形成一种现象 American rapper US celebrity Kanye West blogger Perez Hilton TALK, SHARE & CONNECT 交谈,分享,连接 - Twitted by world famous celebrity- One-minute remix video by Lily Allen, the host of ”British got talent”, shown on TV 36
  37. 37. “Raise” the sales 促进销售 老实说,我就是冲着这个片子买这个巧克力的,不好吃也无所谓,这个 广告太屌了 传奇!!! 37
  38. 38. The one number that you need to grow 你需要提升的一个数字 Number of Advocates* 倡导者数量“How likely is it that you would recommend our company to a friend or colleague”Source: Harvard business review 38
  39. 39. Growth of leader in recommendation vs. category average (250%) 被推荐最多的品牌的增长 VS.品类平均增长(250%) Growth增长 Example of Car Rental Companies 1999 to 2002 以租车公司为例 20% Enterprise 企业 No. of advocates 40% 倡导者数量Source: Harvard businessco Source: mckinsey and review 39
  40. 40. Online presence increases purchase Interest interest (84%) 兴趣 网络的存在提高了购买兴趣(84%) People recommendations result in Intent purchase intent (33%) 意图 大众推荐作用于购买意图(33%)Source: weber shandwick/ bain and co 40
  41. 41. Digital WOM impact on every step of purchasing decision 数码口碑影响购买决策的每个步骤 我看到很多人在网上谈论 上网本 我看到他们在讨论很 多品牌 看看别人怎么的使用 经验,我就知道怎么 好好用我的上网本了 我应该在网上讨论最 多的品牌中选择 根据推荐,我将选择 这个Source: CIC 谁可以推荐我最需要 的上网本? 41
  42. 42. 92%Digital consumers only buy aproduct if opinion leadersor bloggers have written apositive review92%的网民只买那些被意见领袖或者版主写了好评的产品 42
  43. 43. Chinese consumers have a higher dependency on digital WOM 中国消费者更加依赖网络口碑Source: CIC 43
  44. 44. Golden Rules of Brand Advocacy品牌倡导的黄金法则 44
  45. 45. Two levels of brand advocacy 品牌倡导的两个层阶 Efluencers Opinion leader advocacy 网络红人 舆论领导者倡导 Netizens Consumer advocacy 网民 消费者倡导 45
  46. 46. OPINION LEADER ADVOCACY 舆论领导者倡导 46
  47. 47. Targeting Efluencers 目标:网络领导者1 Identify the right opinion leaders 找到对的舆论领导者2 Tap into their motivation 利用他们的动机3 Be responsive to online dynamics 时时保持网上互动 47
  48. 48. 1 Identity the right advocates 找到正确的倡导者 48
  49. 49. Opportunity to target efluencers to increase share of online buzz 以网络影响者为目标来增加网络舆论的份额Mapping of online efluencer 画出网络影响人分布图Example from mobile phone category 以手机品类为例Source CIC 49
  50. 50. Who are the efluencers? 谁是网络影响者?Grassroot celebrity: Sister Lotus Grassroot celebrity: Feng Jie 草根明星: 芙蓉姐姐 草根明星: 凤姐 50
  51. 51. Who are the efluencers? 谁是网络影响者?No. 1 weibo blogger & celebrity: No. 2 weibo blogger & Yao Chen celebrity: Little S 明星、微博女王:姚晨 明星、微博排名第二:小S 51
  52. 52. Who are the efluencers? 谁是网络影响者?Online fashion guru: Han Writer, blogger & car racer: Huohuo Han Han 网上潮人:韩火火 作家、博主、赛车手:韩寒 52
  53. 53. Who are the efluencers? 谁是网络影响者? Trends Media Group publisher Mobile expert, With 350K fans Ranked most influential individual in 手机专家,粉丝数35万 automotive media weibo –Liang Chao Hui时尚传媒集团出版人,微博上最具影响力的个人 Zui Xi You (weibo name) 汽车媒体 -- 梁朝辉 最西游(网名) 53
  54. 54. 2 Tap into their motivation 利用动机 54
  55. 55. Different types of efluencers 各种不同的网络影响者 55
  56. 56. Two Core Motivations 两大核心动机 Display “coolness” 晒“酷” 56
  57. 57. Two Core Motivations 两大核心动机 Display “coolness” 晒“酷” Show off knowledge 晒“知识” 57
  58. 58. Show off knowledge 晒“知识” 58
  59. 59. For now, brands are low in the pecking order among social network topics 目前,在社交网络话题中,关于品牌的话题排名靠后 59
  60. 60. Reminder: Better products are the best advocacy tool 不要忘记:好的产品是最好的倡导工具 70% Recommendation prompted by expectation-beating product experience 70%的推荐来自于产品使用经验 60
  61. 61. Efluencers have strong urge to demonstrate their product experience and knowledge 网络影响者有强烈的欲望来展示他们的产品经验和产品知识 61
  62. 62. Brand sponsored knowledge platform: To be or not to be, big difference 品牌赞助的知识平台:生存还是死亡,区别很大 • brand 62
  63. 63. VW: A platform forcar project The people’s geeks 大众汽车:人民的汽车项目 “科学怪人”的平台 63
  64. 64. Display “coolness” 晒“酷” 64
  65. 65. External payoff is relatively more important in emerging markets 对于发展中市场,外在的回报更加重要 More Important „Appeal to „Want to be me‟ seen‟ 吸引我 想被看到 USA China Japan Thailand UK India HK Korea Europe HK Korea UK China USA India Europe Thailand Japan Less Category bonding importance of statements indexed against average for Important emotional affinity driver, consumer goods average Source: analysis of the BrandZ database 65
  66. 66. Online showoff (晒):strong desire to stand out 想要脱颖而出的强烈愿望 66
  67. 67. Converse: showoff your creativity 匡威:晒出你的创意 67
  68. 68. MUJI: showoff your lifestyle 无印良品:晒出你的生活态度 68
  69. 69. 3 Listen & follow their conversation 倾听并遵从他们的谈话 69
  70. 70. Even the Chinese president is listening to online BBS, why aren’t you? 即使是国家主席也在关注BBS上的言论,为什么你不呢? 70
  71. 71. Digital WOM: a double-edged sword 数码口碑:双刃剑 71
  72. 72. Mengniu: online suicide 2,760,000 蒙牛:网上自掘坟墓 72
  73. 73. Better: online platform facilitate Toyota Recall 较好的:网上平台方便丰田召回 Social media Recall info online check 社交网落 召回信息网上查询 Recall micro site 召回的微型网站 Online conversation with consumers 网上与消费者对话 73
  74. 74. CONSUMER ADVOCACY 消费者倡导 74
  75. 75. Internet plays a more important and emotional role in Asia, especially China 互联网在亚洲,尤其是在中国扮演者一个更重要的更感性的角色 HIGH Pivotal关键的 Commoditised:商品化的: Makes my life more efficient让我的 CONSUMPTION Is the centre of my life 高消费 是我生活的中心 生活更有效率 LOW HIGH INVOLVEMENT INVOLVEMENT 低参与 高参与 LOW Functional起作用的 Aspirational有抱负的 It helps me to be productive CONSUMPTION 低消费 Helps me achieve my goals 它帮助我事半功倍 帮助我实现目标Source: Digital Life Report by TNS 75
  76. 76. More than internet users 不仅仅是互联网用户 76
  77. 77. Netizen 77
  78. 78. China is ranked as Top 3 in online engagement 中国在网上约会全球排名第三 % online users highly engaged Country % Country % Country % Country % 1.Egypt 56% 13.Italy 47% 25.USA 43% 37.Netherlands 33% 2.S Arabia 56% 14.Poland 46% 26.Tanzania 42% 38.Philippines 32% 3.China 54% 15.Thailand 46% 27.S Korea 42% 39.Norway 30% 4.Malaysia 53% 16.Argentina 45% 28.Portugal 40% 40.Sweden 27% 5.Turkey 52% 17.Vietnam 45% 29.Mexico 40% 41.Luxemburg 27% 6.S Africa 51% 18.Uganda 44% 30.Greece 38% 42.Finland 26% 7.Kenya 51% 19.Israel 44% 31.Canada 37% 43.Estonia 26% 8.Morocco 51% 20.Hong Kong 44% 32.Spain 37% 44.Denmark 25% 9.UAE 50% 21.UK 43% 33.Austria 36% 45.Indonesia 24% 10.Brazil 48% 22.Nigeria 43% 34.Belgium 36% 46.Japan 20% 11.France 48% 23.India 43% 35.Germany 36% 12.Singapore 47% 24.Russia 43% 36.Australia 35% 78Digital Engagement – See methodology pack Bases: All respondents 48804 78
  79. 79. Chinese Netizens are more active in social networking and hunger for info 中国网民在社交网络上更加活跃并更加渴求信息 80 71 70 60 54 54 55 50 50 46 46 40 39 30 30 24 20 10 0 social interest knowlegde browsing news China GlobalSource: TNS digital life reports 79
  80. 80. They are more active and creative than the west 比起西方,他们更具主动性和创造性 U.S.美国 China中国 Creators 创作者 Critics 评论者 Collectors 收藏者 Spectators 打酱油的 Inactive 僵尸粉Source: CIC 80
  81. 81. 81
  82. 82. Offline:regimentation & restriction 线下: 制度约束 82
  83. 83. Online: release & liberation 网络:释放和解脱 83
  84. 84. The role of internet: Power to the people 英特网所扮演的角色: 给人民以力量84
  85. 85. QQ groups for HP quality issue: Fight for our rights 惠普质量问题QQ群:维权!Consumer-initiated organization in QQ to negotiate with HP 消费者-开QQ群与惠普理论 85
  86. 86. Weibo: spurring societal change 微博:推动社会变革Online movement to save the Phoenix tree in Nanjing 拯救南京梧桐树线上活动 86
  87. 87. Weibo: spurring societal change 微博:推动社会变革 Online memorial for Shanghai fire “incident” 网上哀悼上海胶州路失火事件 87
  88. 88. Weibo: spurring societal change 微博:推动社会变革 Train accident in Wenzhou 温州动车脱轨事故 88
  89. 89. A long list of motivations 各种动机 Fun, pleasure娱乐,欢快 Knowledge, information知识,信息 Efficiency, control效率,控制 Sense of liberation, freedom, escape 解放思想,自由,逃避 Individuality, identity, independence 个性,身份,独立 Intelligent, thinking智能,思想 Social, connection, friendship社会,关系,友谊 Sense of belonging, acceptance归属感,认可 Self-actualization自我实现 Belief信仰 89
  90. 90. A long list of motivations 各种动机 Fun, pleasure娱乐,欢快 Knowledge, information知识,信息 Efficiency, Control效率,控制 Me我Sense of liberation, freedom, escape解放思想,自 由,逃避Individualality, identity, independence个性,身份 ,独立 We我们 Intelligent, thinking智能,思想 Social, connection, friendship社会,关系,友谊 Sense of belonging, acceptance归属感,认可 World世界 Self-actualization自我实现 Belief信仰 90
  91. 91. Me我 Express表现 Entertain娱乐 Enrich充电91
  92. 92. Tactic #1: Offer “fun utility” 策略1:提供有趣的实用工具 92
  93. 93. Tactic #2: Provide a platform to shine To 策略2:提供发光发亮的平台 93
  94. 94. We 我们 We share the passion We are friends We are proud We build the community 我们共享激情 我们是朋友 我们骄傲94 我们建立社团
  95. 95. Tactic #1: Connect to their passion 策略1:与他们的激情相联系 95
  96. 96. Tactic #2: Enhance offline relationships 策略2: 加强线下关系 96
  97. 97. Tactic #3: Build like-minded communities 策略3:建立志趣相投的社团 97
  98. 98. World 世界 Join the world Change the world 参与世界 改变世界98
  99. 99. Tactic #1: Be a part of greatness 策略1:成为伟大者的一员 99
  100. 100. 100

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