This document discusses how brands can leverage web 2.0 technologies to ignite brand advocacy and drive growth. It argues that expectation-beating product experiences are key to driving recommendations from customers, and that web 2.0 provides platforms for innovation, value delivery, and customer engagement that can help brands exceed expectations. Specifically, web 2.0 allows brands to crowdsource innovation, provide digital utilities and services, and foster dialogue to build advocacy. This engagement increases customers' propensity to recommend the brand and positively impacts growth.

1. BRAND ADVOCACY
UNLOCKING THE POTENTIAL OF WEB 2.0
clickadvisor
insight for innovation
paul.marsden@clickadvisor.com

2. WEB 2.0 - THE DATABASE-BACKED SOCIAL WEB. SO WHAT (FOR BRANDS)?

3. BRAND ADVOCACY + WEB 2.0 = MATCH MADE IN HEAVEN
WEB 2.0
Brand Advocacy
♡

4. Cults Sea Squirts
Lake Wobegon Brainwashing

5. BUT FIRST, LET’S TALK ABOUT YOUR SALARY: WILL IT GO UP NEXT YEAR?
2009
?
?
YOUR
SALARY

6. YOU COULD TALK TO A CLAIRVOYANT

7. OR TALK TO YOUR BOSS (“TALK”IS A GREAT EUPHEMISM, ISN’T IT?)

8. OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION

9. WOULD YOU
RECOMMEND
US?
WOULD THEY RECOMMEND YOU?

10. RECOMMENDATION RATES ARE LINKED TO GROWTH
2003

11. “The most recommended
company in its category
grows 2.5x category
average”

12. SO WHAT YOUR CLIENTS SAY ABOUT YOU DRIVES YOUR SALARY

13. NOT JUST BECAUSE CLIENTS WHO RECOMMEND YOU CREATE NEW CLIENTS...

14. BUT BECAUSE RECOMMENDING CLIENTS BUY MORE, MORE OFTEN, FOR MORE

15. “Personal recommendations
are rated #1 influence on
purchase decisions across
B2B and B2C sectors”

16. THERE’S EVEN A VALIDATED RECOMMENDATION METRIC
LINKED TO GROWTH IN OVER 40 SECTORS
Likelihood you’d recommend...
0 1 2 3 4 5 6 7 8 9 10
Promoter
Passive
Detractor
NPS (Net Promoter Score) =
Promoters (%) - Detractors (%)

17. “A 12% increase in NPS
correlates to a doubling
of growth”(US)

18. “A 7 point increase in
NPS correlates to a 1%
increase in growth”(UK)

19. NPS: THE CFO-FRIENDLY RECOMMENDATION METRIC IS SPREADING FAST

20. “Two-thirds of the economy
influenced by personal
recommendations”

21. “1 in 3 people come to a
brand through personal
recommendation”

22. DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER

23. BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER
IT’S A SMALL
WORLD

24. RECOMMENDATIONS FLOW THOUGH SOCIAL NETWORKS CONNECTING
EVERYBODY TO EVERYBODY BY SIX DEGREES

25. THIS IS NOT A SOCIAL NETWORK
(IT’S A SOCIAL NETWORKING PLATFORM)

26. SOCIAL NETWORKS ARE PEOPLE NETWORKS AND MAKE UP MARKETING’S
MOST POWERFUL MEDIA: RECOMMENDATION MEDIA

27. WEB 2.0 STRATEGY:
IGNITE RECOMMENDATIONS

28. HOW?

29. NOTHING TO DO WITH VIRALS

30. AND ADS DON’T MAKE RECOMMENDATIONS
2%proportion of recommendations
prompted by advertising

31. BROCHUREWARE IS NOT THE ANSWER

32. NOTHING TO DO WITH ASTROTURFING (FAKE GRASSROOTS)

33. SO HOW DOES WEB 2.0
IGNITE RECOMMENDATION
MEDIA?

34. 1. WEB 2.0 AS
INNOVATION
PLATFORM

35. THE KEY TO DRIVING RECOMMENDATION: BEATING EXPECTATIONS
70%proportion of
recommendations prompted
by expectation-beating
product experience

36. RECOMMENDATION FORMULA = EXPERIENCE/EXPECTATION

37. RECOMMENDATIONS DRIVEN BY REMARKABLE PRODUCT EXPERIENCE
“Something remarkable is worth talking
about. Worth noticing. Exceptional. New.
Interesting. It’s a Purple Cow. Boring stuff is
invisible. It’s a brown cow. … Remarkable
marketing is the art of building things worth
noticing right into your product or service.”
Seth Godin

38. LAKE WOBEGON SYNDROME
80% of CEOs think their brand
offers a superior experience...

39. LAKE WOBEGON SYNDROME

40. LAKE WOBEGON SYNDROME
...8% of their customers agree

41. WEB 2.0 AS INNOVATION PLATFORM
CROWDSOURCING (INNOVATING WITH INSTEAD OF‘FOR’YOUR MARKET)

42. WEB 2.0 AS INNOVATION PLATFORM
CROWDSOURCING (INNOVATING WITH INSTEAD OF‘FOR’YOUR MARKET)

43. WEB 2.0 AS INNOVATION PLATFORM
CROWDSOURCING (INNOVATING WITH INSTEAD OF‘FOR’YOUR MARKET)

44. WEB 2.0 AS INNOVATION PLATFORM
CROWDSOURCING (INNOVATING WITH INSTEAD OF‘FOR’YOUR MARKET)

45. WEB 2.0 AS INNOVATION PLATFORM
CROWDSOURCING (INNOVATING WITH INSTEAD OF‘FOR’YOUR MARKET)

46. E-COMMERCE ENABLED INNOVATION PLATFORMS

47. BRAND AS INNOVATION/CUSTOMISATION PLATFORM

48. 2. WEB 2.0 AS VALUE
DELIVERY PLATFORM

49. BRANDED UTILITY
WEB 2.0 AS VALUE-DELIVERY PLATFORM
BRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

50. “[Nike+] is not an advertising idea, it's a technology idea. We are delivering a
product, an application.”Nick Law CCO R/GA

51. WEB 2.0 AS VALUE-DELIVERY PLATFORM
BRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

52. WEB 2.0 AS VALUE-DELIVERY PLATFORM
BRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

53. WEB 2.0 AS VALUE-DELIVERY PLATFORM
THE SEA SQUIRT IMPERATIVE (SOLVE A PROBLEM OR EAT YOUR BRAIN)

54. WEB 2.0 AS VALUE-DELIVERY PLATFORM
BRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

55. WEB 2.0 AS VALUE-DELIVERY PLATFORM
HELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)

56. INSTANT GRATIFICATION
WEB 2.0 AS VALUE-DELIVERY PLATFORM
HELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)

57. INSTANT GRATIFICATION
SIMPLIFICATION
WEB 2.0 AS VALUE-DELIVERY PLATFORM
HELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)

58. INSTANT GRATIFICATION
SIMPLIFICATION
COGITO CONSOLANS
WEB 2.0 AS VALUE-DELIVERY PLATFORM
HELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)

59. WEB 2.0 AS VALUE-DELIVERY PLATFORM
THE RISE OF BRANDED MARKETPLACES?

60. 3. WEB 2.0 AS
ENGAGEMENT
PLATFORM

61. WEB 2.0 AS ENGAGEMENT PLATFORM
DIALOGUE NOT MONOLOGUE

62. WEB 2.0 AS ENGAGEMENT PLATFORM
BRAND ADVISORY BOARDS

63. Sneak Peek VIP Vote Inside Scoop
+ +
WEB 2.0 AS ENGAGEMENT PLATFORM
BRAND ADVISORY BOARDS

64. WEB 2.0 AS ENGAGEMENT PLATFORM
DIALOGUE DRIVES ADVOCACY

65. WEB 2.0 AS ENGAGEMENT PLATFORM
THE HAWTHORNE EFFECT

66. WEB 2.0 AS ENGAGEMENT PLATFORM
BREWTOPIA: BUILDING A BRAND ON ENGAGEMENT

67. WEB 2.0 AS ENGAGEMENT PLATFORM
IGNITING RECOMMENDATIONS THROUGH ENGAGEMENT
WEB 2.0

68. Propensity to Recommend (NPS)
WEB 2.0 AS ENGAGEMENT PLATFORM
IGNITING RECOMMENDATIONS THROUGH ENGAGEMENT

69. WEB 2.0 AS ENGAGEMENT PLATFORM: WHAT’S NEXT?

70. ENGAGEMENT ADVERTISING?

71. ENGAGEMENT ADVERTISING?

72. SUMMARY

73. RECOMMENDATION
RATES DRIVE GROWTH
EXPECTATION-BEATING
PRODUCT EXPERIENCES
DRIVE
RECOMMENDATIONS
WEB 2.0 CAN HELP
BRANDS DELIVER
EXPECTATION-BEATING
PRODUCT EXPERIENCES
BEYOND COMMS
WEB 2.0 AS A PLATFORM
INNOVATION
VALUE DELIVERY
ENGAGEMENT

74. Cults Sea Squirts
Lake Wobegon Brainwashing

75. IF YOU REMEMBER JUST ONE THING...

76. IF YOU REMEMBER JUST ONE THING...
WHATEVER YOU DO,
MAKE SURE IT’S WORTH
TALKING ABOUT

77. For reprints/research enquiries: paul.marsden@clickadvisor.com +44 777 95 77 248
clickadvisor
insight for innovation

78. clickadvisor
insight for innovation
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

79. clickadvisor
insight for innovation
About the Speaker
Paul Marsden is director at clickadvisor.com, a digital insight agency
specialising in innovation
An 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 collaborative
innovation through brand-sponsored idea and design contests

80. clickadvisor
insight for innovation
Flipside
A reformed bodybuilder, Paul is a diving
fanatic and a qualified divemaster