This document discusses brand advocacy and why it is important for companies. It argues that advocacy is critical now because word-of-mouth recommendations strongly influence consumer purchase decisions, especially during an economic recession. The document provides two case studies, one on how Microsoft engaged advocates to promote its Windows Media Center and another on how the movie The Watchmen engaged advocates through various online and social media strategies. It concludes by discussing practical considerations for companies looking to develop advocacy programs, including understanding audiences, cultural trends, and positioning stories in an ethical manner.
2. 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
12. 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
13. 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
15. 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
21. 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
25. 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