here is my (low res) presentation from the planning-ness conference in SF: http://planningness.com/
big thank you to mark lewis & his team for putting together such a great conference.
also big shout out to brian chandra for making it smarter and prettier (linkedin.com/in/brianchandra)
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
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
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
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)
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
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
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
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