Social Advocacy- The Next Big Thing. People Trust People More Than Brands™

VTransform™ Digital Services LLP. @AjitNair
Social Advocacy- The Next Big Thing
People Trust People More Than Brands™

Context
1) Digital context and Social advocacy
2) Sizing and Seizing Social Advocacy opportunity
3) Branches to the business model

Digital Context

Digital Medium
 Indian Context: 27% Internet penetration
 expected to double over the next 5 years
 Unique Mobile users at 650 million while total internet base is 370
million
 All mobile users CAN join the internet cloud
 Mobile will lead internet penetration and social media subscription
 Video and live streaming enabled thru data speed
 Large screens will deliver high quality internet experience
 any where/anytime

1. 2 way communication.
2. Pull Vs Push– Customer leads or controls
3. Relationship based- Brands listen to customers; Customers are
shedding inhibition and sharing their experience on social media
4. Better Targeting– Cost effective
5. Without any border/limit- Vast Geographical Reach
6. Customized in terms of content & customer segment
7. Measurable– atleast in some part or thru surrogate parameters
The Digital Marketing Difference

The After Digital ( AD) Era
 Customer has come to occupy the center stage.
 Listen to the conversations- Brand has Opportunity to
listen to customer conversations.
 Target the customer with relevance and at the right
time
 Blue tooth speaker when customer is buying/has
bought laptop online (Related Products Targeting/
Location based geo fencing)
 Factor customer feedback.
 Use outcomes to create business rules
 Internet creates level playing field
• Small brand handicap is reduced

Why Social Advocacy
 Customers filter out or discount what the brand has to say
 Customers value objective/experience based views and opinion
 Brands will have to deliver superior service/ experience
 And go beyond that to
 create a platform to mobilize and channelize POSITIVE
customer experience
 contain/mitigate NEGATIVE experience.
 Brands can leverage their employees and engage with influencers,
experts and other stakeholders to propagate brand message thru
Social Channels- Where Social Advocacy Tools will play a big role

Sizing of Social Advocacy Market opportunity

Creating A Social Advocacy Product
 Social Advocacy Product- For creating a platform for propagating
brand story on social media .
 Using employees and customers as social ambassadors.
 Curated content shared in known circles, can go beyond
Employees to Consumers themselves and set of influencers based
on cues from various social networks.
 Social Advocacy Product has to be an all-in-one advocate
marketing platform for enterprises.
 Social Advocacy Product App to be designed to work across
different stakeholders-employees, channels, customers.
(Currently the focus is largely employees- Should Go Beyond
Employees)
 APP that integrates to Social media with built-in analytics
 Opportunity to build rewards based on propagation or conversion

Modular levels to the Social Advocacy App– The Buying Process
1) Provide information related to products & services to customers.
2) Get Customer Profile Information.
3) Research/comparative information for customers- usage /benchmarking etc.
4) Create Use cases- Areas Of Application
5) Adjunct and accessories-Related Products
6) Provide ALL info thru App
7) Create customer account in website and CRM
8) Facilitate posting in social media thru App.
9) In-App Transaction
10) Bring all the influencers together Example: Unilever, Oreo
http://dmresourcecenter.com/unit-1/social-consumer-advocacy/

Modular levels to the App– USAGE Stage
1) How to use; Optimisation
2) Cross-sell/ Up-sell
3) Reward points and Club membership that is based
on usage and interaction level
4) Referral
5) Blogs by customers
6) Define Customer Buying Process
7) Track Buying by Referred Customers

Social Advocacy Market
 Who are potential customers for Social Advocacy App/Product
 Any Corporate/enterprise?
 Important to define the order of priority to improve productivity
and systematically penetrate the market (which segments to
target- based on degree of importance for the segment)
 Over time many brands may adopt Social Advocacy and it is possible
many of them will break the expected order of adoption
 However look at possible early adopters and within that prioritize
based on
• Potential business
• Potential Demonstration/propagation value

Social Advocacy Early adopters
 Parameter-1
 Product and Service brands with large customer base and large
employee base
 Propagation assumes greater significance
 Parameter-2
 Products and services with high unit price or high life time value
(CLV)
 High stakes- Means High Customer Value
 Long Usage cycle
 Parameter-3
 New products/services.
 High risk
 Don’t know how it works. Feedback is very useful

Social Advocacy Early adopters
 Parameter-4
 High involvement/indulgence products ( PC, Laptops, Bikes,
Music Systems, New Phones etc.- High correlation between
value of item/ tech product to involvement)
 Interesting and important to share
 Parameter-5
 Outcome is very important
 Checking out the best doctor for a Particular Specialization
or Best college for a course
This list of parameters is just indicative as a compass to define the
early adopters

Early adopters category
1) Leisure and Travel Industry
a. Hotel Chain
b. Radio Taxi
c. Airlines
d. Time share holiday marketers
2) Automobile Industry
3) Telecom
4) Consumer durable
5) Hospital
6) Education
7) E-Commerce
8) Tech Products

App- Build An Irresistible Business Model
1)Free look-in period
2)Offer APP free and charge monthly usage charges based on
number of customers/revenue or KPI relevant to the
marketer.
3) Customized
4) Data analytics support

Business Approach
 Seed the market and demonstrate capabilities
 Remove entry cost
 Kill inertia

Operational aspects to tapping the market
 Organisation Structure- How it Can pan out?
 Prospect listing and organising teams -by vertical/
geography.
 Corporate product team at HQ to look at business
development by vertical.
 Sales team to be organised by geography/ vertical
 Tech team to support & customize
 Service Team for Relationship management.

Operational aspects to tapping the market
 Combination of high impact PULL campaign, supported by
Skype selling
 Generate awareness/pull
 E-Mail campaign
 Advertise in digital media
 Modern approach to direct Sales
 After securing permission send video to create
hook/interest- whats app videos
 One-to-one tele-conferencing
 Close sales remotely and then engage face-face for
deployment

Long term Customer- Acquisition model
1) Demonstrate expertise in designing App based on
a. Understanding of Customer usage behaviour across
category
b. Modular structure– Mix and match
2) Direct marketing team- Key Account Managers-
Organize by vertical.
3) Sell thru Digital Marketing Agencies- They also can
utilize this tool by selling it to their clients.

Lateral Expansion

Lateral Expansion
1) Create and Own - Brand Research Portal
a. Research customer disposition and usage
behaviour for a category– Syndicate Research
b. Supplementary questions for specific brands
c. Reward Customers for participation

Lateral Expansion
2) Create and own Social Media Portal
a. Brand exchange portal for hosting
information- (Direct Brand & Customer
Exchange Portal)- More like an affiliate
marketing & beyond that.

Thank You

Social Advocacy- The Next Big Thing. People Trust People More Than Brands™

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