Research and strategies for building brand advocacy.

3. “World War” I: 1960 - 1994
Source: Tom Wolzien, Sandford C. Berstein & Co.

4. “World War” II: 1995 - 2005
Source: Tom Wolzien, Sandford C. Berstein & Co.

5. Armageddon: 2006 - Present

6. DNA of Advocacy

8. We’re talking…
Joe: Sure thing! What are some of your thoughts?
andrew eklund: Here is my speedtest results. http://www.speedtest.net/my-result/
3921992924
Joe: Ouch.
andrew eklund: What's "normal"?
Joe: I'm not sure what's normal, but it varies depending upon which generation of technology
the plane is using, how many users are on and the proximity to the towers.
andrew eklund: I wish there was a way to ping that prior to logging in and paying for it. I
get why you might not want to do that from a financial standpoint, but you end up being not
as much of an advocate for the service.
andrew eklund: Plus, pretty much as a monopoly, you can "get away with it." I get that too,
but there should be more transparency around that.
Joe: I understand. I'll most definitely get this passed along to our tech team.

9. We’re solving…
Joe: If you'd like, I can get you a code for a free pass on your next flight.
andrew eklund: I wouldn't mind that. Thank you. Thanks for the help.
Joe: You're welcome. Just one moment while I grab that for you.
Joe: 2kdybhst324cc7
andrew eklund: Thanks for the help. I'll copy the code for tomorrow.
Joe: You're welcome.
Is there anything else I can help you with today?
andrew eklund: Nope. Good to go.
Joe: Great! Have an awesome day Andrew!

10. Advocacy…

11. INSTAGRAM WINS?
Facebook
Acquires
Instagram

12. INSTAGRAM WINS.

13. =
(This slide meant to be humorous.)

14. People Lust for
One Another
• Social Networks
• Aggregators
• Apps

15. Q: How many times do you need to be exposed to something to believe that it is true?
Source: 2013 Edelman Trust Barometer
3 Times
35%
1 Time
4%
10+ Times
12%
6-9 Times
6%
2 Times
14%
4-5 Times
29%
64%
need
to
be
exposed
3-­‐5
times
before
they
believe
something
is
true
The War on Trust
CUSTOMERS DO NOT TRUST BRANDS

16. 53%
52%
43%
36%
52%
67%
66%
62%
Academic or expert
Technical expert in the company
A person like yourself
Financial or industry analyst
NGO representative
Regular employee
CEO
Government official or regulator
Trust
is
higher
for
experts
and
peers
when
forming
opinions
about
brands
Source: 2014 Edelman Trust Barometer
The War on Trust
THEY TRUST EXPERTS & PEOPLE LIKE THEM

17. What Went Wrong?
BRAND
CONTENT
99%
#1: Brands using social media as a broadcast channel.

18. What Went Wrong?
SOCIAL
5.5
DISPLAY
1.8
SEO
1.1
PPC &
REFERRAL
1.5
DIRECT
0.9
AWARENESS CONSIDERATION INTENT PURCHASE
#2: Not understanding the role of social in your
customer’s decision journey.
Source: Google Analytics, Ciceron Client

19. The Consequence
Source: SocialBakers

20. The Real Opportunity of Social Media
BRAND
CONTENT
1%

21. Advocates
share
more
12X
advocate
sharing
vs.
fan
sharing
Advocate
audiences
trust
friends
10X
audience
engagement
of
advocate
content
vs.
paid
branded
content
Advocates
create
the
most
engaging
content
7X
advocate
engagement
of
advocate
content
vs.
brand
owned
content
Source: SocialChorus, 2014
Why Are Advocates Important?

22. Define the Business Opportunity
SHOULD YOU FOCUS ON FAN GROWTH OR ADVOCATE ACTIVATION?
INPUT Advocacy
Identified Advocates 500
Potential Reach per Month
50% Advocate Participation & Share Rate
* 350 Avg. Social Network Size * 12 Posts 525,000
Total Clicks to Site
1% Clickthrough Rate 5,250
Site Conversion Rate 2.5%
Potential Sales 131
Potential Monthly Revenue
$300 Average Revenue $39,375
Annual Total Revenue $472,500
INPUT Public FB Page
Facebook Fans 100,000
Fans Reached per Month
5% Avg. Fans Reached per Post
X 12 Posts per Month 60,000
Total Clicks to Site
1% Clickthrough Rate 600
Site Conversion Rate 2%
Potential Sales 12
Potential Monthly Revenue
$300 Average Revenue $3,600
Annual Revenue Potential $43,200

23. Identify and Profile Your Current Brand Advocates
Identify Advocates
Append & Overlay Sales Data
IDENTIFY ACTIVATE SCALE OPTIMIZE

24. 24
3.6% Engagement Rate
11% of fans Reached
10.5% Engagement Rate
10% of fans Reached
20% Engagement Rate
15% of fans Reached
Create Relevant Content to Engage Advocates
IDENTIFY ACTIVATE SCALE OPTIMIZE

25. Use Technology to Bring Scale to,
NOT Replace, Human Relationships
IDENTIFY ACTIVATE SCALE OPTIMIZE

26. Measure Results and Optimize Program
IDENTIFY ACTIVATE SCALE OPTIMIZE

27. Change Required to be Successful in a Social World
BRAND
CONTENT
99%
BRAND
CONTENT
1%

28. The Efficacy of Expert Content

29. Where brands are investing
(Do you like these infographics? We do too.)

31. We build brand advocacy.
Thank You