SXSW 2014 - The Future of Marketing: Advocacy

The Future of Marketing: Advocacy
A Case Study Approach to Understanding What Works
Sunday, March 9
9:30AM - 10:30AM
Hilton Austin Downtown
Salon E - 500 E 4th St

The focus of this session is utilizing case studies and experiences building and operating
different advocacy programs to understand and discover the potential of advocacy
Agenda – SXSW Session: Sunday, March 9th, 2014
Agenda & Approach
• Introduction
• The Past, Present, and Future
• Understanding Advocacy…
• Why is Advocacy Important?
• Types of Advocacy
• Drivers & Motivators
• Case Studies
• Looking into the Future…

Understanding Advocates in the Market Today…
The consumer's new role: "from isolated to
connected, from unaware to informed,
from passive to active."
"Co-Creating Unique Value with Customers,"
author Venkat Ramaswamy

Do you remember when marketing was so much simpler?

Do you remember when marketing was so much simpler?
Choose a compelling message…
…and deliver it through a few
communication channels that
reached the masses…
Drink heavily at lunch…
Smoke a lot…

Even the Early Digital Days Were Less Complicated…
Choose a compelling
message…
…and deliver it through a few
communication channels that
reached the masses…
Drink heavily at lunch…
Smoke a lot…

Even the Early Digital Days Were Less Complicated…

Even the Internet advertising days were great…
Not A Normal Consumer….
WARNING

Fast Forward to 2014…

Media Fragmentation & Overload

Ad Effectiveness

The Collective Value is Tremendous….
100 friends x 5000 emp
500K Reach

Mobile & Wearable Tech

76%
of consumers don’t believe that
companies tell the truth in
advertisements
Yankelowich
Declining Trust

Declining Engagement
Less Than
1% Facebook
Fans Engage
with Brands

Easy to Hide Behind the Digital Wall

Customer Relationship Scaling
Customers are fragmented and
distracted… They each receive up
to 4,500 commercial messages a
day.
There is a need to empower
influential voices in the market
Brands can’t operate a 1:1
relationship with every customer

Influencers are Becoming Trust Merchants
Influencer:
• Transactional
• Quick Impact
• No Loyalty
• Expensive

What is going on in the marketplace today? How can brands cut through the noise and
make an impact without breaking the bank?
Operational Drivers of Large Scale Influencer & Advocate Management
Social &
Earned
Media
Strategy
Highly Fragmented
Audiences
Complicated
Marketing Messages
Difficulty in Building True
Consumer Engagement
Fans
Advocates
Influencers

Brand Advocates Can Become a Valuable Asset…
How do you define the difference between…
Influencer:
• Transactional
• Quick Impact
• No Loyalty
• Expensive
Advocate:
• True Relationship
• Longer Process
• Extreme Loyalty
• Not Motivated by $
• Larger Number
• Smaller Audience

So What Is a Brand Advocate?
Loyalty, Trust and Enthusiasm are Core to Advocate

What Does An Advocate Look Like?
Advocates
Influencers
Fans and
Followers
Semi-pro content creators
Content bloggers/enthusiasts who
expect to be paid
Social Publishers
Enthusiasts looking for content and
non-cash social currency
Super fans
Brand advocates seeking Brand perks
and recognition

Why Are Advocates So Important?

What Types of Brand Advocates Are There?
Loyalty, Trust and Enthusiasm are Core to Advocate
Employees
Partners
Teams & Orgs
Customers

Employees are a Great Advocacy Group!
These two items have the same volume, but do they have the same surface?
A bag of marbles has ~300% more surface area of a softball.
Corporate Marketing Employees

There are many different types of advocates and they all play a role in the
advocate ecosystems. Brands should segment their advocates into groups.
Breaking Down the Advocates & Fans Into Deeper Segments
Brands are empoweringand tapping into the many different types of market voicesto build and operate
engagement communities. Eachof these segments can offer tangible and measurable ROI for the brand.
Market
Voices
Reach
Influence
Mass
Significant
Viral
Large
High Trust
Category
Engaged
Brand
Peers
Unlimited
Influencer Amplifier Connector Fanatic Relationships

Where Are The Passionate Voices?
Social Media & Self Publishing has created a rich market of fanatics and amplifiers
The Long Tail of the Social Web
Big Media
Mid-tail
Influencers
Passionate
Voices
Fans & Followers
650MM Active
Social Voices
Where can you find these influencers, amplifiers and fans?

What Value Can Advocates Offer?
Their Interest and Engagement in Your Brand is Key…
Amplify Content Product Reviews Content Syndication User Groups References
Produce Content Market Support Referrals Opinion/Survey Market Intel

What Differentiates Advocates vs. Fans?

What are the primary drivers for brand advocates and fans to continue a direct
relationship by advocating and sharing content on behalf of the brand?
Overview of the Operational Components to Influencer Marketing
% Advocate Strong Motivation Drivers
Recognition Access Rewards
73% 63% 56%
• Thank You recognition
• Viewed as good advocate
• Identified as value add
• Called on to help out
• Invited into program
• Exclusive membership
• Access to unique content
• Authentic relationships
• Increased levels in program
• Prizes & gifts
• Branded products & swag
• Virtual rewards

Most businesses treat the
transaction or sale as the
pinnacle of the relationship.
Brands must think about the
Neighborly Relationship – need
to be human…
• Interact
• Listen
• Respond
Communication One Way 
Good
Improving
Bad!
The Problem Today…

Advocates like being recognized for their insights and contribution to the brand.
They enjoy being seen as experts and well informed in the category or products.
Motivators for Advocates & Fans are Different…
75.2%
58.3%
41.1%
30.1%
21.2%
16.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Recognized as category expert being well informed
and connected to brand
Brand and followers recognize my value &
contribution
% Strongly Agree – Brand Motivation
Advocate Fan Web User
Source: Dunnhumby 2011

How to Get to Sustained Advocacy…

The goals and objectives behind any incentives built into your ambassador
program should be tied to building a sustainable relationship with advocates
Overview of the Operational Components to Influencer Marketing
Building active brand ambassadors through an authentic relationship between your brand and your
fans/advocates can activate and empower your membership to become involved and hyper loyal!
Rewards & Incentives
Gifts & Prizes Events & Concerts Merchandise Industry Events
Digital Rewards Charitable Donations Travel Tickets Special Experiences

Building relationships with influencers NOW is key when faces with a crisis or issue.
Brands are able to leverage the relationship to help diffuse or broadcast responses.
Establish Your Advocacy Program and Scale
Identify Constituents Engage & Amplify Empower
social thresholds and segmentation Share & Broadcast content & messages Active to generate advocacy

Building relationships with influencers NOW is key when faces with a crisis or issue.
Brands are able to leverage the relationship to help diffuse or broadcast responses.
Broadcast and Empower the Advocates
Text Message
SMS Alert
Smart Phone
Message
Email or Social
Message
Browser Extension
Desktop Alert

All Content Company Confidential ©2014 Dynamic Signal 39
United Nations: Giving Tuesday
Launched November 2012
Case Study: Giving Tuesday – Small Number of people generated
awareness and was able to launch this program across the Globe…

Case Study: Giving Tuesday – Small Number of people generated
awareness and was able to launch this program across the Globe…

Second Year for Giving Tuesday initiative; Expanded from powering
influencer community (’12) to full Global Media (‘13)
Giving Tuesday Community
#GivingTuesday became a global trend… more than
500K social mentions /100MM+ impressions in
24hrs
– USA Today Technology News

SXSW 2014 - The Future of Marketing: Advocacy

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