Web 2.0 & Brand Advocacy

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A presentation on Web 2.0 and word of mouth marketing - how the database-backed social web can drive brand advocacy

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Web 2.0 & Brand Advocacy

  1. 1. BRAND ADVOCACY UNLOCKING THE POTENTIAL OF WEB 2.0paul.marsden@clickadvisor.com clickadvisor insight for innovation
  2. 2. WEB 2.0 - THE DATABASE-BACKED SOCIAL WEB. SO WHAT (FOR BRANDS)?
  3. 3. WEB 2.0 ♡ Brand AdvocacyBRAND ADVOCACY + WEB 2.0 = MATCH MADE IN HEAVEN
  4. 4. Cults Sea SquirtsLake Wobegon Brainwashing
  5. 5. ? YOUR 2009SALARY ?BUT FIRST, LET’S TALK ABOUT YOUR SALARY: WILL IT GO UP NEXT YEAR?
  6. 6. YOU COULD TALK TO A CLAIRVOYANT
  7. 7. OR TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)
  8. 8. OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION
  9. 9. WOULD YOU RECOMMEND US?WOULD THEY RECOMMEND YOU?
  10. 10. 2003RECOMMENDATION RATES ARE LINKED TO GROWTH
  11. 11. “The most recommended company in its category grows 2.5x category average”
  12. 12. SO WHAT YOUR CLIENTS SAY ABOUT YOU DRIVES YOUR SALARY
  13. 13. NOT JUST BECAUSE CLIENTS WHO RECOMMEND YOU CREATE NEW CLIENTS...
  14. 14. BUT BECAUSE RECOMMENDING CLIENTS BUY MORE, MORE OFTEN, FOR MORE
  15. 15. “Personal recommendations are rated #1 influence on purchase decisions across B2B and B2C sectors”
  16. 16. NPS (Net Promoter Score) = Promoters (%) - Detractors (%) Likelihood you’d recommend...0 1 2 3 4 5 6 7 8 9 10 Detractor Passive Promoter THERE’S EVEN A VALIDATED RECOMMENDATION METRIC LINKED TO GROWTH IN OVER 40 SECTORS
  17. 17. “A 12% increase in NPScorrelates to a doubling of growth” (US)
  18. 18. “A 7 point increase in NPS correlates to a 1%increase in growth” (UK)
  19. 19. NPS: THE CFO-FRIENDLY RECOMMENDATION METRIC IS SPREADING FAST
  20. 20. “Two-thirds of the economy influenced by personal recommendations”
  21. 21. “1 in 3 people come to abrand through personal recommendation”
  22. 22. DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER
  23. 23. IT’S A SMALL WORLD BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER
  24. 24. RECOMMENDATIONS FLOW THOUGH SOCIAL NETWORKS CONNECTING EVERYBODY TO EVERYBODY BY SIX DEGREES
  25. 25. THIS IS NOT A SOCIAL NETWORK(IT’S A SOCIAL NETWORKING PLATFORM)
  26. 26. SOCIAL NETWORKS ARE PEOPLE NETWORKS AND MAKE UP MARKETING’S MOST POWERFUL MEDIA: RECOMMENDATION MEDIA
  27. 27. WEB 2.0 STRATEGY:IGNITE RECOMMENDATIONS
  28. 28. HOW?
  29. 29. NOTHING TO DO WITH VIRALS
  30. 30. 2% proportion of recommendations prompted by advertisingAND ADS DON’T MAKE RECOMMENDATIONS
  31. 31. BROCHUREWARE IS NOT THE ANSWER
  32. 32. NOTHING TO DO WITH ASTROTURFING (FAKE GRASSROOTS)
  33. 33. SO HOW DOES WEB 2.0IGNITE RECOMMENDATIONMEDIA?
  34. 34. 1. WEB 2.0 ASINNOVATIONPLATFORM
  35. 35. 70% proportion of recommendations prompted by expectation-beating product experienceTHE KEY TO DRIVING RECOMMENDATION: BEATING EXPECTATIONS
  36. 36. RECOMMENDATION FORMULA = EXPERIENCE/EXPECTATION
  37. 37. “Something remarkable is worth talkingabout. Worth noticing. Exceptional. New.Interesting. It’s a Purple Cow. Boring stuff isinvisible. It’s a brown cow. … Remarkablemarketing is the art of building things worthnoticing right into your product or service.”Seth Godin RECOMMENDATIONS DRIVEN BY REMARKABLE PRODUCT EXPERIENCE
  38. 38. 80% of CEOs think their brandoffers a superior experience... LAKE WOBEGON SYNDROME
  39. 39. LAKE WOBEGON SYNDROME
  40. 40. ...8% of their customers agreeLAKE WOBEGON SYNDROME
  41. 41. WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
  42. 42. WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
  43. 43. WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
  44. 44. WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
  45. 45. WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
  46. 46. E-COMMERCE ENABLED INNOVATION PLATFORMS
  47. 47. BRAND AS INNOVATION/CUSTOMISATION PLATFORM
  48. 48. 2. WEB 2.0 AS VALUEDELIVERY PLATFORM
  49. 49. TIL ITY U AN DED BR WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
  50. 50. “[Nike+] is not an advertising idea, its a technology idea. We are delivering a product, an application.” Nick Law CCO R/GA
  51. 51. WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
  52. 52. WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
  53. 53. WEB 2.0 AS VALUE-DELIVERY PLATFORMTHE SEA SQUIRT IMPERATIVE (SOLVE A PROBLEM OR EAT YOUR BRAIN)
  54. 54. WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
  55. 55. WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)
  56. 56. INSTANT GRATIFICATION WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)
  57. 57. INSTANT GRATIFICATIONSIMPLIFICATION WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)
  58. 58. INSTANT GRATIFICATIONSIMPLIFICATIONCOGITO CONSOLANS WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)
  59. 59. WEB 2.0 AS VALUE-DELIVERY PLATFORMTHE RISE OF BRANDED MARKETPLACES?
  60. 60. 3. WEB 2.0 ASENGAGEMENTPLATFORM
  61. 61. WEB 2.0 AS ENGAGEMENT PLATFORM DIALOGUE NOT MONOLOGUE
  62. 62. WEB 2.0 AS ENGAGEMENT PLATFORM BRAND ADVISORY BOARDS
  63. 63. Sneak Peek + VIP Vote + Inside Scoop WEB 2.0 AS ENGAGEMENT PLATFORM BRAND ADVISORY BOARDS
  64. 64. WEB 2.0 AS ENGAGEMENT PLATFORM DIALOGUE DRIVES ADVOCACY
  65. 65. WEB 2.0 AS ENGAGEMENT PLATFORM THE HAWTHORNE EFFECT
  66. 66. WEB 2.0 AS ENGAGEMENT PLATFORMBREWTOPIA: BUILDING A BRAND ON ENGAGEMENT
  67. 67. WEB 2.0 WEB 2.0 AS ENGAGEMENT PLATFORMIGNITING RECOMMENDATIONS THROUGH ENGAGEMENT
  68. 68. Propensity to Recommend (NPS) WEB 2.0 AS ENGAGEMENT PLATFORMIGNITING RECOMMENDATIONS THROUGH ENGAGEMENT
  69. 69. WEB 2.0 AS ENGAGEMENT PLATFORM: WHAT’S NEXT?
  70. 70. ENGAGEMENT ADVERTISING?
  71. 71. ENGAGEMENT ADVERTISING?
  72. 72. SUMMARY
  73. 73. EXPECTATION-BEATING RECOMMENDATION PRODUCT EXPERIENCESRATES DRIVE GROWTH DRIVE RECOMMENDATIONS BEYOND COMMS WEB 2.0 CAN HELP WEB 2.0 AS A PLATFORM BRANDS DELIVER INNOVATIONEXPECTATION-BEATING VALUE DELIVERYPRODUCT EXPERIENCES ENGAGEMENT
  74. 74. Cults Sea SquirtsLake Wobegon Brainwashing
  75. 75. IF YOU REMEMBER JUST ONE THING...
  76. 76. WHATEVER YOU DO,MAKE SURE IT’S WORTHTALKING ABOUT IF YOU REMEMBER JUST ONE THING...
  77. 77. clickadvisor insight for innovationFor reprints/research enquiries: paul.marsden@clickadvisor.com +44 777 95 77 248
  78. 78. About Clickadvisor★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing technology to help brands do market-led innovation★ Instead of running traditional groups and interviews, we uncover needs, opportunities and solutions using online idea and design contests ★ Innovation Idea Contests ★ Trendspotting Contests ★ Brand Naming Contests ★ Pack/Cover Design Contests★ Our idea and design contests help brands do collaborative innovation, delivering creative insight fast and cost-effectively clickadvisor insight for innovation
  79. 79. About the SpeakerPaul Marsden is director at clickadvisor.com, a digital insight agencyspecialising in innovationAn experienced market researcher, career highlights to date include:★ Product management, sales and market research at Astra Zeneca★ PhD in social psychology (social influence) - development of online research tool featured in The New Scientist★ Led London School of Economics team validating the link between brand advocacy and sales growth - worked on innovation research projects for BBC, LVMH, Nokia, Economist, and Unilever★ Co-founded two successful digital marketing agencies (Spheeris (online communication) and Brainjuicer (online research))★ Co-authored popular business book ‘Connected Marketing’Paul’s latest venture, clickadvisor.com, helps brands do collaborativeinnovation through brand-sponsored idea and design contests clickadvisor insight for innovation
  80. 80. FlipsideA reformed bodybuilder, Paul is a divingfanatic and a qualified divemaster clickadvisor insight for innovation

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