How to create advocacy and conversation, Planning-ness 2009

Frank Striefler
Frank StrieflerSVP of Strategic Planning at INNOCEAN USA
HOW TO CREATE
ADVOCACY AND
CONVERSATION

FRANK STRIEFLER




planning-ness conference   san francisco   october 17, 2009
8.45 am – 10.15 am
40 min practical tips
20 min workshop
15 min sharing
15 min q&a
WHAT    WE WILL COVER
what is brand advocacy
why is it relevant
what it takes
how to create conversations
WHAT?




Client + Wolff Olins   filename 000008   Page 4
WHAT IS
BRAND ADVOCACY?

brand advocacy. [brand ad-vuh-kuh-see]
n.




                                     -weber shandwick
WHAT IS A
BRAND
ADVOCATE?
an advocate convinces others to
purchase through independent credibility

defends & supports your brand

puts his own reputation on the line

provides unsolicited praise and
suggestions of improvement

forgives occasional sub-par seasons
or dips in product experience/service

does not want to be bought
adventurous opinion leader
WHAT IS A
BRAND       socially well connected
            (50% vs. 12% non-advocates)


ADVOCATE?   expresses opinions and
            viewpoints
            (65% vs. 12%)

            continually discovers new content
            online

            has 2-1 impact on conversion
            compared to non-advocates

            50% of all advocates turn on their
            megaphone post purchase

            wants to be the first to know and
            spread the word on a specific
            topic

            needs an audience
WHY?




Client + Wolff Olins   filename 000008   Page 8
PEER ENDORSEMENT
Let’s add nice graph with stats on how people rely on peer endorsement

TRUMPS ADS
With advertising ranking low in terms of ‘influence’


what influences purchase decisions?




                                            wom is # 1 purchase decision influencer
                                 even opinions of strangers online trump advertising
                                                                         -weber shanwick strategic planning
RECOMMENDATIONS = $

the most recommended company in any given category grows 2.5x the
category average
- bain and co

2/3rds of the economy is influenced by personal recommendations
- mckinsey and co

1 in 3 people come to a brand through a personal recommendation
- weber shandwick

31% of brand advocates have increased spending at their primary retailer
- ibm
REALITY TRUMPS
IMAGE
proportion of recommendations




        70%     prompted by
  expectation-beating product         2% by advertising
                  experience          prompted


                                -weber shanwick strategic planning
RECESSION DRIVES RELIANCE
ON WOM
are you more likely to refer to a friend when making a purchase
(during a recession)?




                      and accelerates the changes already happening
                                              -weber shanwick strategic planning
HOW?




Client + Wolff Olins   filename 000008   Page 13
1. DEFINE YOUR
STORY



  cultural        brand        business              audience
             +             +   objectives
                                               +      insights
  context        purpose



                                            = your brand story
2. DEFINE YOUR
ROLE IN
CULTURE
discover a purpose people
care about

commit to something
bigger than yourself

transcend beyond a
product-only relationship
3. CREATE
BETTER PRODUCTS
3. CREATE
BETTER PRODUCTS

        25   %   decline in quality association



     50      %   trust in brands has eroded by




 90%             erosion of brand differentiation

                                         -brandasset valuator 2008
LAKE WOBEGEON
SYNDROME


80%
of   CEOs think their brands offer a superior experience


                      only   8% of their consumers agree
                                                           - bain and co
4. CREATE
SUPERSATISFACTION &
EXCEED EXPECTATIONS
            innovate




                       -© wolff olins
STORY
5. BAKE THE
INTO THE PRODUCT




                   © john winsor, alex bogusky
HOW?
1. DEFINE YOUR STORY

2. DEFINE YOUR ROLE IN CULTURE


3. CREATE BETTER PRODUCTS

4. CREATE SUPERSATISFACTION
   & EXCEED EXPECTATIONS

5. BAKE THE STORY INTO THE PRODUCT
ADVOCACY MUST BE THE FOCUS OF THE
ENTIRE ORGANIZATION




                        (NOT JUST MARKETING)
LEARN




Client + Wolff Olins   filename 000008   Page 23
LEARN FROM
OTHER SUCCESSES
LEARN FROM
BOOKS
LEARN FROM
OPINION PAPERS
LEARN FROM
‘MUST SUBSCRIBE’ BLOGS
LEARN FROM
THOUGHT LEADERS
BRAND
BEHAVIOR
MODEL



Client + Wolff Olins   filename 000008   Page 29
ADVOCACY
MODEL
ADVOCACY
MODEL


                 define a clear brand purpose
              get your whole company onboard
           stand for something bigger than yourself
           create delightful products & experiences
              let your people become your first
                           advocates
ADVOCACY
MODEL


               project your ideal world
           make your belief be their belief
                enroll fans & creators
           bring excitement to your cause
ADVOCACY
MODEL


                 demonstrate your vision & belief
              recruit members & drive participation
                  incentivize spreading the word
               create communities & p2p networks
                collaborate & find co-conspirators
           create tools for people to recruit their peers
                and let them want to work for you
ADVOCACY
MODEL


                     highlight your successes
                   create a sense of ownership
                  give some control to advocate
              celebrate activists for their contribution
           let people interact up, down, and sideways
           when critics come knocking, invite them in
               reward for feedback, participation &
                             advocacy
ADVOCACY
MODEL


             feed movement with fresh initiatives
               have no off times or dark times
           treat your advocates as your lifeblood
           do something buzzworthy over & over
                              again
                     listen, adapt & learn
ADVOCACY
MODEL
HOW TO
GET YOUR
BRAND INTO
THE
CONVERSATION?

Client + Wolff Olins   filename 000008   Page 37
NO CHILD
LEFT BEHIND ACT
AUDIENCE BEHAVIOR SHOULD
INFORM BRAND BEHAVIOR


                   “a revolution doesn’t
                   happen when the
                   society adopts new
                   tools. It happens when
                   society adopts new
                   behaviors.”
                   - clay shirky
IT’S TIME FOR MARKETERS TO
ADAPT NEW BEHAVIORS




                             -@wilsh
6 DEGREES TRUMPS
TIPPING POINT




WATTS
VS.
GLADWELL
NETWORKS MAKE UP MARKETING’S MOST POWERFUL
MEDIA:   RECOMMENDATION MEDIA




                                     -paul marsden
SOCIAL MEDIA IS
WOM ON STEROIDS
SOCIAL MEDIA HAS TAKEN OVER PORN AS THE
#1 ACTIVITY ON THE WEB
95% OF SOCIAL MEDIA USERS BELIEVE A COMPANY
SHOULD HAVE A PRESENCE IN SOCIAL MEDIA




                          -cone, business in social media study, 2008
ETHICS
IN SOCIAL MEDIA


be honest
be personal
be generous
be supportive
stay real-time
be responsive
be transparent
be collaborative
ensure relevancy
be a good listener
participate actively
dump the salesman persona
operate in a spirit of truth & honesty
invest more time, love and passion (and less bucks)
ADD VALUE
TO THE CONVERSATION

be useful

enable sharing

be entertaining

provide knowledge

enable connections

enhance the experience

encourage community building
DON’TS
STEALTH MARKETING any practice designed to deceive people about
the involvement of your company

SHILLING paying people to talk about product

INFILTRATING using fake identities to promote your product

SPAM sending bulk or unsolicited email or other messages without clear,
voluntary permission

COMMENT SPAM using automated software to post unrelated /
inappropriate comments to online communities

DEFACEMENT vandalizing or damaging property to promote your
product

FALSIFICATION knowingly disseminating false/misleading information
UNDERSTAND YOUR
AUDIENCE
forrester’s social technographics ladder




                                              Add credit
                                           -forester research
UNDERSTAND THE
DYNAMIC
influence ripples + social media fragmentation
UNDERSTAND THE
LANDSCAPE
the conversation prism




                         -brian solis & jesse thomas
FIND THE
RIGHT PLATFORMS
realize that not every platform is right for you
PLAN YOUR
SOCIAL MEDIA STRATEGY




                        © ahtgroup.com
Don’t start with the platforms

DON’T
START WITH PLATFORMS

“(when it comes to social media) companies focus on
the features, tools and technologies, yet fail to
understand the behaviors of their own customers
online. as a result they, miss the mark.”
-jeremiah owyang
“it’s not about social media.
       it’s about social idea.”
                        –gareth kay
“the magic of social media is not what
happens in social media, but what
happens outside of it because of it.”
-paul isakson
ADVOCACY
TOOLS




authentic advocacy          brand space              branded utility            mobilizing tweeters
engaged corporate citizen   branded community        branded blogs              incentivizing p2p sharing
tribal communications       branded bootcamp         blogger outreach           branded social groups
sponsored brand fests       empathy space            avatar branding            branded skins
organized fan events        product customization    branded online community   alternate reality game
innovation center           co-created products      branded virtual world      user rating & reviews
branded contact cards       open source products     mobile concierge service   flickrtising
customer service            sampling/seeding         webisodes/podcasts         branded social networking
perkonomics                 internal communication   recruiting 1%ers           brand journalism
content aggregators         creative contest         consumer communities       widgets
WORKSHOP
4 groups
1 brand
1 group leader




Client + Wolff Olins   filename 000008   Page 58
SHARING
5 min / group




Client + Wolff Olins   filename 000008   Page 59
Client + Wolff Olins
                       ?
                       filename 000008   Page 60
AND IF YOU ONLY REMEMBER ONE THING



                              DO SOMETHING




                       AWESOME
                        PEOPLE WANT TO TALK ABOUT

Client + Wolff Olins                 filename 000008    Page 61
A VERY BIG
THANK
YOU


CONTACT INFO:
FRANK@STRIEFLER.COM
@FRANKINLALALAND
HTTP://WWW.LINKEDIN.COM/IN/STRIEFLER
1 of 62

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How to create advocacy and conversation, Planning-ness 2009

  • 1. HOW TO CREATE ADVOCACY AND CONVERSATION FRANK STRIEFLER planning-ness conference san francisco october 17, 2009
  • 2. 8.45 am – 10.15 am 40 min practical tips 20 min workshop 15 min sharing 15 min q&a
  • 3. WHAT WE WILL COVER what is brand advocacy why is it relevant what it takes how to create conversations
  • 4. WHAT? Client + Wolff Olins filename 000008 Page 4
  • 5. WHAT IS BRAND ADVOCACY? brand advocacy. [brand ad-vuh-kuh-see] n. -weber shandwick
  • 6. WHAT IS A BRAND ADVOCATE? an advocate convinces others to purchase through independent credibility defends & supports your brand puts his own reputation on the line provides unsolicited praise and suggestions of improvement forgives occasional sub-par seasons or dips in product experience/service does not want to be bought
  • 7. adventurous opinion leader WHAT IS A BRAND socially well connected (50% vs. 12% non-advocates) ADVOCATE? expresses opinions and viewpoints (65% vs. 12%) continually discovers new content online has 2-1 impact on conversion compared to non-advocates 50% of all advocates turn on their megaphone post purchase wants to be the first to know and spread the word on a specific topic needs an audience
  • 8. WHY? Client + Wolff Olins filename 000008 Page 8
  • 9. PEER ENDORSEMENT Let’s add nice graph with stats on how people rely on peer endorsement TRUMPS ADS With advertising ranking low in terms of ‘influence’ what influences purchase decisions? wom is # 1 purchase decision influencer even opinions of strangers online trump advertising -weber shanwick strategic planning
  • 10. RECOMMENDATIONS = $ the most recommended company in any given category grows 2.5x the category average - bain and co 2/3rds of the economy is influenced by personal recommendations - mckinsey and co 1 in 3 people come to a brand through a personal recommendation - weber shandwick 31% of brand advocates have increased spending at their primary retailer - ibm
  • 11. REALITY TRUMPS IMAGE proportion of recommendations 70% prompted by expectation-beating product 2% by advertising experience prompted -weber shanwick strategic planning
  • 12. RECESSION DRIVES RELIANCE ON WOM are you more likely to refer to a friend when making a purchase (during a recession)? and accelerates the changes already happening -weber shanwick strategic planning
  • 13. HOW? Client + Wolff Olins filename 000008 Page 13
  • 14. 1. DEFINE YOUR STORY cultural brand business audience + + objectives + insights context purpose = your brand story
  • 15. 2. DEFINE YOUR ROLE IN CULTURE discover a purpose people care about commit to something bigger than yourself transcend beyond a product-only relationship
  • 17. 3. CREATE BETTER PRODUCTS 25 % decline in quality association 50 % trust in brands has eroded by 90% erosion of brand differentiation -brandasset valuator 2008
  • 18. LAKE WOBEGEON SYNDROME 80% of CEOs think their brands offer a superior experience only 8% of their consumers agree - bain and co
  • 19. 4. CREATE SUPERSATISFACTION & EXCEED EXPECTATIONS innovate -© wolff olins
  • 20. STORY 5. BAKE THE INTO THE PRODUCT © john winsor, alex bogusky
  • 21. HOW? 1. DEFINE YOUR STORY 2. DEFINE YOUR ROLE IN CULTURE 3. CREATE BETTER PRODUCTS 4. CREATE SUPERSATISFACTION & EXCEED EXPECTATIONS 5. BAKE THE STORY INTO THE PRODUCT
  • 22. ADVOCACY MUST BE THE FOCUS OF THE ENTIRE ORGANIZATION (NOT JUST MARKETING)
  • 23. LEARN Client + Wolff Olins filename 000008 Page 23
  • 29. BRAND BEHAVIOR MODEL Client + Wolff Olins filename 000008 Page 29
  • 31. ADVOCACY MODEL define a clear brand purpose get your whole company onboard stand for something bigger than yourself create delightful products & experiences let your people become your first advocates
  • 32. ADVOCACY MODEL project your ideal world make your belief be their belief enroll fans & creators bring excitement to your cause
  • 33. ADVOCACY MODEL demonstrate your vision & belief recruit members & drive participation incentivize spreading the word create communities & p2p networks collaborate & find co-conspirators create tools for people to recruit their peers and let them want to work for you
  • 34. ADVOCACY MODEL highlight your successes create a sense of ownership give some control to advocate celebrate activists for their contribution let people interact up, down, and sideways when critics come knocking, invite them in reward for feedback, participation & advocacy
  • 35. ADVOCACY MODEL feed movement with fresh initiatives have no off times or dark times treat your advocates as your lifeblood do something buzzworthy over & over again listen, adapt & learn
  • 37. HOW TO GET YOUR BRAND INTO THE CONVERSATION? Client + Wolff Olins filename 000008 Page 37
  • 39. AUDIENCE BEHAVIOR SHOULD INFORM BRAND BEHAVIOR “a revolution doesn’t happen when the society adopts new tools. It happens when society adopts new behaviors.” - clay shirky
  • 40. IT’S TIME FOR MARKETERS TO ADAPT NEW BEHAVIORS -@wilsh
  • 41. 6 DEGREES TRUMPS TIPPING POINT WATTS VS. GLADWELL
  • 42. NETWORKS MAKE UP MARKETING’S MOST POWERFUL MEDIA: RECOMMENDATION MEDIA -paul marsden
  • 43. SOCIAL MEDIA IS WOM ON STEROIDS
  • 44. SOCIAL MEDIA HAS TAKEN OVER PORN AS THE #1 ACTIVITY ON THE WEB
  • 45. 95% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA -cone, business in social media study, 2008
  • 46. ETHICS IN SOCIAL MEDIA be honest be personal be generous be supportive stay real-time be responsive be transparent be collaborative ensure relevancy be a good listener participate actively dump the salesman persona operate in a spirit of truth & honesty invest more time, love and passion (and less bucks)
  • 47. ADD VALUE TO THE CONVERSATION be useful enable sharing be entertaining provide knowledge enable connections enhance the experience encourage community building
  • 48. DON’TS STEALTH MARKETING any practice designed to deceive people about the involvement of your company SHILLING paying people to talk about product INFILTRATING using fake identities to promote your product SPAM sending bulk or unsolicited email or other messages without clear, voluntary permission COMMENT SPAM using automated software to post unrelated / inappropriate comments to online communities DEFACEMENT vandalizing or damaging property to promote your product FALSIFICATION knowingly disseminating false/misleading information
  • 49. UNDERSTAND YOUR AUDIENCE forrester’s social technographics ladder Add credit -forester research
  • 50. UNDERSTAND THE DYNAMIC influence ripples + social media fragmentation
  • 51. UNDERSTAND THE LANDSCAPE the conversation prism -brian solis & jesse thomas
  • 52. FIND THE RIGHT PLATFORMS realize that not every platform is right for you
  • 53. PLAN YOUR SOCIAL MEDIA STRATEGY © ahtgroup.com
  • 54. Don’t start with the platforms DON’T START WITH PLATFORMS “(when it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. as a result they, miss the mark.” -jeremiah owyang
  • 55. “it’s not about social media. it’s about social idea.” –gareth kay
  • 56. “the magic of social media is not what happens in social media, but what happens outside of it because of it.” -paul isakson
  • 57. ADVOCACY TOOLS authentic advocacy brand space branded utility mobilizing tweeters engaged corporate citizen branded community branded blogs incentivizing p2p sharing tribal communications branded bootcamp blogger outreach branded social groups sponsored brand fests empathy space avatar branding branded skins organized fan events product customization branded online community alternate reality game innovation center co-created products branded virtual world user rating & reviews branded contact cards open source products mobile concierge service flickrtising customer service sampling/seeding webisodes/podcasts branded social networking perkonomics internal communication recruiting 1%ers brand journalism content aggregators creative contest consumer communities widgets
  • 58. WORKSHOP 4 groups 1 brand 1 group leader Client + Wolff Olins filename 000008 Page 58
  • 59. SHARING 5 min / group Client + Wolff Olins filename 000008 Page 59
  • 60. Client + Wolff Olins ? filename 000008 Page 60
  • 61. AND IF YOU ONLY REMEMBER ONE THING DO SOMETHING AWESOME PEOPLE WANT TO TALK ABOUT Client + Wolff Olins filename 000008 Page 61
  • 62. A VERY BIG THANK YOU CONTACT INFO: FRANK@STRIEFLER.COM @FRANKINLALALAND HTTP://WWW.LINKEDIN.COM/IN/STRIEFLER