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?
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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?
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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?
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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

16. 3. CREATE
BETTER PRODUCTS

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
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24. LEARN FROM
OTHER SUCCESSES

25. LEARN FROM
BOOKS

26. LEARN FROM
OPINION PAPERS

27. LEARN FROM
‘MUST SUBSCRIBE’ BLOGS

28. LEARN FROM
THOUGHT LEADERS

29. BRAND
BEHAVIOR
MODEL
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30. ADVOCACY
MODEL

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

36. ADVOCACY
MODEL

37. HOW TO
GET YOUR
BRAND INTO
THE
CONVERSATION?
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38. NO CHILD
LEFT BEHIND ACT

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
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59. SHARING
5 min / group
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60. Client + Wolff Olins
?
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61. AND IF YOU ONLY REMEMBER ONE THING
DO SOMETHING
AWESOME
PEOPLE WANT TO TALK ABOUT
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62. A VERY BIG
THANK
YOU
CONTACT INFO:
FRANK@STRIEFLER.COM
@FRANKINLALALAND
HTTP://WWW.LINKEDIN.COM/IN/STRIEFLER