Brand Advocacy: More talk. More
action. Leo Rayman, 31-Mar-09

Agenda What is Advocacy, why
is it important and why now?  Advocacy + Influence  Case Study 1: Connected TV  Advocacy: The new brand mantra  Case Study 2: The Watchmen  Advocacy : a practical approach  Conclusions 

What is Advocacy?

Advocacy (n): the act of
pleading for,  supporting, or recommending a brand, cause or idea by a trusted third party

Advocacy sits easily with PR
Journalist Lobbyist

Advertising: Remarkable Creativity “Have you
seen that Dog / Robot / Gorilla?”

Direct Marketing: Remarkable Propositions “Free
Sky+ When You Recommend A Friend”

PR: Remarkable stories

Why is Advocacy important?

Advocacy predicts revenue growth Source:
Dr Paul Marsden, LSE.

Advocacy research 4000 interviews online
4 European markets 5 categories

Europe* All 37.3% Categories More
than 1/3rd of European 24.7% TV consumers are influenced by another consumer’s 32.1% Mobile recommendation 31.0% PC 48.1% Auto 46.4% Alcohol Source: Weber Shandwick European Advocacy Research

Europe* All 55.1% Categories 50.1%
TV More often than not, the recommendation leads to a sale 55.6% Mobile 53.1% PC 42.7% Auto 71.8% Alcohol Source: Weber Shandwick European Advocacy Research

Think roaming bands of Otaku

Advocates participate more 1 1.5
2 2.5 3 3.5 4 4.5 Take part in market research Pass on samples Submit feedback on brand's website Post a review online Advise the brand on product /… Attend a brand event Download podcasts or videos to get… Post videos on Youtube Source: Weber Shandwick UK research October 2008

T-Mobile Flashmob, Liverpool Street Station,
London

Herd Theory: People like to
fit in.

People buy famous brands Source:
Les Binet, IPA Datamine

The exponential growth of Twitter

Why is Advocacy important
now?

Recession drives reliance on WOM
Q. ARE YOU MORE LIKELY TO REFER TO A FRIEND WHEN MAKING A PURCHASE Much more likely 15% Somewhat more likely 30% Neither more nor less likely 52% Somewhat more likely 2% Much less likely 2% Source: Weber Shandwick UK research October 2008

Advocacy + Influence

Trusted sources Brands Family Friends
Media Authorities Commercial 59% 19% 12% 7% 2%

Influence Profile Manufacturer Websites Advocates
8% 23% Retailers 10% TV/Radio Progs 11% Online communities Advertising 19% 11% Press 18% Source: Weber Shandwick Online Consumer Technology Survey November 2009

What influences purchase decisions? 0.00
1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 Word of Mouth (someone you 8.40 know) Word of Mouth (from Internet 6.80 supported by others) News Story 6.40 Word of Mouth (from 5.80 Internet, in isolation) Advertising 4.60 Source: Jon Leach, Pattern Recognition

The question you must be
asking…

Yes, yes... But how do
you get people talking?

Case Study 1

Windows Media Center

Microsoft Confidential

“TV on Your PC challenge”
Microsoft Confidential

Connecting people more deeply to
their passions and interests News Microsoft Confidential

A common motivation: News Junkies
Microsoft Confidential

MSNBC News beta
Microsoft Confidential

Browse, search, and watch Microsoft
Confidential

How the programme works 1.
Identify Targets 4. Expand 2. Recruit 3. Ignite Microsoft Confidential

How does it spread? Microsoft
Confidential

What did they say about
it? Microsoft Confidential

Google Search Volumes
Microsoft Confidential

Advocacy: The new brand
mantra

How it used to be
(…still is?)

Nice Entertain Useful New brand
mantra Connect Educate

Nice

Entertain

Useful

Educate

Connect

Case Study 2: The Watchmen

Traditional film trailer and website

Brand experience gimmick

Sharable content, badging and community

Widget

Wallpapers and Screensavers

Mobile Application

Playstation® Home: virtual Q&A

Social Network Profile Pics

Super-rich back story

Super-rich back story

Super-rich back story

Friendfeed content aggregation

Advocacy: Some practicalities

Audience Insights Brand Positioning Cultural
Trends Your Story

Weber Shandwick’s Inline Campaign Builder

Advocacy Ethics 1.Thou shalt be
Honest 2.Thou shalt be Relevant 3.Thou shalt be

Tack så mycket Slides available
on slideshare.net Twitter: leorayman lrayman@webershandwick.com