Simply Zesty Conall Presentation


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  • In a world of overwhelming noise Where once there were a few channels 1’ooos Where information is everywhere But this knowledge has created cynicism of the world about us Individuals are relying less on traditional channels and more on ‘others’ This has immense implications for how business communicates with it’s audiences
  • And the most powerful communication between individuals is advocacy. That’s right the advocates. The people who are willing to stand on top of a soapbox – real or virtual – to take a stand, tell you their opinion…and something more. To make a recommendation. Advocates are everywhere today. We instinctively know who they are.
  • They are the believers….they are passionate…
  • They wear the colors…in more ways than one…
  • They speak out…because they are personally involved.
  • They stand on a virtual soapbox…because they are not afraid to make their opinions known. (Which they do, often.)
  • They influence what we buy….They consider it their job to recommend brands and products to their peers. They listen to different voices and pass them along with their recommendations.
  • They can change the game because they have the platform—and the credibility—to persuade and engage.
  • They can change the game because they have the platform—and the credibility—to persuade and engage.
  • the value of any one customer does not reside only in what that person buys…how your customer feels about you and your brand and what they’re prepared to tell others about you can influence your revenues and profits just as much
  • Our European Advocacy Study survey engaged 4,000 consumers living in the U.K., Germany, Spain and Italy about brand advocacy. We learned that value of brand advocacy is remarkably constant across product categories -- from cars to mobile phones, spirits to personal computers. The survey findings also revealed that nearly 40% of European brand users are acquired via advocacy, and importantly, half of advocacy activities result in brand trial.
  • Advocacy is authentic. It’s not built top-down but bottom-up. Not later or last minute. But from the beginning – because that’s where it can best grow and develop, add value to your communications, create meaningful bonds of trust, expand your network in the right way, and more. So part of the advocacy imperative—an important part—is making sure advocacy can be made a central part of your communications program from inception. Said another way, at the heart from the start.
  • Putting advocacy to work from the start for your brand, company or issue requires a different approach to communications planning. It also requires us to think differently too… To think not only about audiences but about who the key advocates are among them. To think not only about mobilizing advocacy. But taking measures to protect against badvocacy. To think about not just creating key messages but truly engaging ideas that can ignite advocacy across the range of communications. We call this process Advocacy Ignition. It’s comprehensive. It starts by defining a single winnable outcome and leads to an engagement campaign that drives measurable results. Chief among those we hope will be growth over time.
  • Full details about Advocacy Ignition and its tools and resources are available in the full Advocacy Ignition presentation, also available on the Hub. Please also see the Hub for useful fact sheets.
  • Simply Zesty Conall Presentation

    1. 1. <ul><li>Conall McDevitt </li></ul><ul><li>MCIPR MPRII </li></ul>
    2. 2. What is reputation? <ul><li>Reputation is the opinion (more technically, a social evaluation) of the public toward a person, a group of people, or an organisation. It is an important factor in many fields, such as business, online communities or social status. </li></ul><ul><li>The opinion, supposition or view of one about something, the common or general estimate of a person with respect to character or other qualities, the relative estimation or esteem in which a person is held, the honor or credit of a particular person, one’s good name, good report, or fame in ... </li></ul><ul><li>The strategic standing of the organisation in the eyes of its customers </li></ul>
    3. 3. In a world of overwhelming noise… How do you manage it?
    4. 5. ‘ The line it is drawn The curse it is cast The slow one now Will later be fast As the present now Will later be past The order is Rapidly fadin'. And the first one now Will later be last For the times they are a-changin'. Bob Dylan
    5. 7. They are the believers
    6. 8. They wear the colors
    7. 9. They speak out
    8. 10. They stand on a virtual soapbox
    9. 11. They influence what we buy
    10. 12. They Pull Others Along
    11. 13. They can change everything They can change everything
    12. 14. Twitter trends
    13. 15. They can change everything
    14. 16. Rise of mass advocacy <ul><li>With people turning to each other (vs. traditional authorities) for information and advice globally, advocacy has become the most powerful source of influence and communication </li></ul>ADVOCATES INFLUENTIALS OPINION ELITES BADVOCATES Source: Weber Shandwick’s New Wave of Advocacy™ global research study in nine countries with KRC Research <ul><li>Share advice </li></ul><ul><li>Make recommendations </li></ul><ul><li>Make their loyalty visible </li></ul><ul><li>Wide reach/connectivity </li></ul><ul><li>Fast speed-to-decision </li></ul><ul><li>Take action </li></ul>MORE THAN JUST WORD-OF-MOUTH 45% 20%
    15. 17. Advocacy delivers impact its competitors Advocates can help a company grow an average rate of Source: Bain & Co
    16. 18. ...And drives business growth Source: Weber Shandwick’s European Advocacy Study with Paul Marsden
    17. 19. The battle lines <ul><li>Traditional Marketing </li></ul><ul><ul><li>Public Relations </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Marketing Communications </li></ul></ul><ul><li>Advocacy </li></ul><ul><ul><li>Capturing conversation </li></ul></ul><ul><ul><li>Influencing group think </li></ul></ul><ul><ul><li>Seeding debate </li></ul></ul><ul><li>Media </li></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><li>New Media (Social and Digital) </li></ul><ul><ul><li>Web </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Digital social networks </li></ul></ul>
    18. 20. Why advocacy is important <ul><li>We need to think differently to deliver results </li></ul>WE MUST NOW ALSO… WE STILL NEED TO… Tell our own story Communicate the right message Deliver public relations programs Maximize traditional media Enlist advocates early Activate communities of people Launch advocacy campaigns Increase channels of engagement
    19. 21. How we can ignite advocacy in all that we do CORPORATE PUBLIC AFFAIRS B2B CONSUMER Area of Practice
    20. 27. five-step process A comprehensive strategic planning process to develop ideas to harness the most powerful sources of advocacy—from the start <ul><li>Insights </li></ul><ul><li>What insights do we discover about the marketplace, target audience/s, and how advocacy occurs to shape powerful communications? </li></ul><ul><li>How do we counter badvocacy? </li></ul>MEASUREMENT INSIGHT DISCOVERY IGNITION PLATFORM ENGAGEMENT CAMPAIGN WINNABLE OUTCOME <ul><li>Objectives </li></ul><ul><li>Where is the client organization now? </li></ul><ul><li>Where does it want to be? </li></ul><ul><li>What should the focus of the campaign be? </li></ul><ul><li>Ideas </li></ul><ul><li>What is the simple, smart powerful idea that cuts through to ignite advocacy? </li></ul><ul><li>What is the creative expression and set of messages that communicate it? </li></ul><ul><li>Development </li></ul><ul><li>Which creative programs will inspire audience engagement and ignite advocacy? </li></ul><ul><li>Execution </li></ul><ul><li>How will we activate the programs and execute with a high level of excellence? </li></ul><ul><li>Evaluation </li></ul><ul><li>How did the campaign measure up? </li></ul><ul><li>Where does opportunity still exist? </li></ul>
    21. 28. tools and resources Powerful approaches and value-added tools guide the development and implementation of idea-driven integrated campaigns Advocacy Dynamics MEASUREMENT INSIGHT DISCOVERY IGNITION PLATFORM ENGAGEMENT CAMPAIGN WINNABLE OUTCOME Focalpoint Firestorm Surround Sound ARROW <ul><li>Insights </li></ul><ul><li>Client (e.g., brand, organization, etc.) </li></ul><ul><li>Communications </li></ul><ul><li>Culture </li></ul><ul><li>Community of interest </li></ul><ul><li>Hubs of advocacy </li></ul><ul><li>Advocates </li></ul><ul><li>Objectives </li></ul><ul><li>Opportunities </li></ul><ul><li>Challenges </li></ul><ul><li>Communication goals </li></ul><ul><li>Definitions of success </li></ul><ul><li>Ideas </li></ul><ul><li>Strategic ignition statement </li></ul><ul><li>Creative idea or expression </li></ul><ul><li>Key messages and support </li></ul><ul><li>Development </li></ul><ul><li>Creative content and programs </li></ul><ul><li>Cross-discipline </li></ul><ul><li>Execution </li></ul><ul><li>Activation plans </li></ul><ul><li>Allocation </li></ul><ul><li>Evaluation </li></ul><ul><li>Measurement of outcome </li></ul>
    22. 29. What activities were performed? Did you reach your target audience? Did your key messages resonate? What business results did you achieve? What is the dollar value of your PR efforts? <ul><li>Activity Mix </li></ul><ul><li>Media Relations </li></ul><ul><li>Financial Relations </li></ul><ul><li>Web Relations </li></ul><ul><li>Grass Roots </li></ul><ul><li>Multicultural </li></ul><ul><li>Employee Communications </li></ul><ul><li>And more… </li></ul><ul><li>Articles </li></ul><ul><li>Readers </li></ul><ul><li>Bloggers </li></ul><ul><li>Web site hits </li></ul><ul><li>Event attendees </li></ul><ul><li>Participating employees </li></ul><ul><li>Advocates </li></ul><ul><li>Tone </li></ul><ul><li>Message adoption </li></ul><ul><li>Industry reports </li></ul><ul><li>And spur: </li></ul><ul><li>WOM </li></ul><ul><li>Pass along </li></ul><ul><li>Supportive behaviors </li></ul><ul><li>Share of Advocacy </li></ul><ul><li>Market share </li></ul><ul><li>Behavioral shifts </li></ul><ul><li>Partner recruitment </li></ul><ul><li>Employee satisfaction </li></ul><ul><li>Category creation </li></ul><ul><li>Revenue/sales </li></ul><ul><li>Stock price </li></ul><ul><li>ROI Indicators </li></ul><ul><li>Key Performance Indicators </li></ul><ul><li>PR Agency Spend </li></ul><ul><li>Sales Increase </li></ul><ul><li>Ad Equivalency </li></ul>
    23. 30.