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
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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
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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
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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
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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
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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
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SHARING 5 min / group
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Client + Wolff Olins ?
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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