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How to create advocacy and conversation, Planning-ness 2009
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
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
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 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
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 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 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
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
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
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