Post on 15-Sep-2014
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HOW TO CREATE ADVOCACY AND CONVERSATION
FRANK STRIEFLER
san francisco planning-ness conference 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
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WHAT?
WHAT IS BRAND ADVOCACY?
brand advocacy. [brand ad-vuh-kuh-see]
n.
-weber shandwick
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
WHAT IS A BRAND ADVOCATE?
WHAT IS A BRAND ADVOCATE?
adventurous opinion leader
socially well connected (50% vs. 12% non-advocates)
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
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WHY?
Let’s add nice graph with stats on how people rely on peer endorsement With advertising ranking low in terms of ‘influence’
wom is # 1 purchase decision influencer even opinions of strangers online trump advertising
PEER ENDORSEMENT
TRUMPS ADS what influences purchase decisions?
-weber shanwick strategic planning
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
RECOMMENDATIONS = $
70% prompted by
expectation-beating product experience
2% prompted by advertising
-weber shanwick strategic planning
REALITY TRUMPS IMAGE
proportion of recommendations
RECESSION DRIVES RELIANCE ON WOM
and accelerates the changes already happening
are you more likely to refer to a friend when making a purchase (during a recession)?
-weber shanwick strategic planning
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HOW?
business objectives
audience insights
cultural context
+ + +
= your brand story
brand purpose
1. DEFINE YOUR STORY
discover a purpose people care about
commit to something bigger than yourself
transcend beyond a product-only relationship
2. DEFINE YOUR ROLE IN
CULTURE
3. CREATE BETTER PRODUCTS
3. CREATE BETTER PRODUCTS
-brandasset valuator 2008
50% trust in brands has eroded by
25% decline in quality association
90% erosion of brand differentiation
80% of CEOs think their brands offer a superior experience
only 8% of their consumers agree
LAKE WOBEGEON SYNDROME
- bain and co
innovate
4. CREATE SUPERSATISFACTION &
EXCEED EXPECTATIONS
-© wolff olins
5. BAKE THE STORY INTO THE PRODUCT
© john winsor, alex bogusky
5. BAKE THE STORY INTO THE PRODUCT
1. DEFINE YOUR STORY
4. CREATE SUPERSATISFACTION & EXCEED EXPECTATIONS
3. CREATE BETTER PRODUCTS
2. DEFINE YOUR ROLE IN CULTURE
HOW?
ADVOCACY MUST BE THE FOCUS OF THE
ENTIRE ORGANIZATION
(NOT JUST MARKETING)
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LEARN
LEARN FROM OTHER SUCCESSES
LEARN FROM BOOKS
LEARN FROM OPINION PAPERS
LEARN FROM ‘MUST SUBSCRIBE’ BLOGS
LEARN FROM THOUGHT LEADERS
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BRAND BEHAVIOR 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
ADVOCACY MODEL
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HOW TO GET YOUR BRAND INTO THE CONVERSATION?
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
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)
ETHICS IN SOCIAL MEDIA
be useful
enable sharing
be entertaining
provide knowledge
enable connections
enhance the experience
encourage community building
ADD VALUE TO THE CONVERSATION
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
Add credit
UNDERSTAND YOUR AUDIENCE
-forester research
forrester’s social technographics ladder
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
“(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
DON’T START WITH PLATFORMS
“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
authentic advocacy engaged corporate citizen tribal communications sponsored brand fests organized fan events innovation center branded contact cards customer service perkonomics content aggregators
brand space branded community branded bootcamp empathy space product customization co-created products open source products sampling/seeding internal communication creative contest
branded utility branded blogs blogger outreach avatar branding branded online community branded virtual world mobile concierge service webisodes/podcasts recruiting 1%ers consumer communities
mobilizing tweeters incentivizing p2p sharing branded social groups branded skins alternate reality game user rating & reviews flickrtising branded social networking brand journalism widgets
ADVOCACY TOOLS
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WORKSHOP 4 groups 1 brand 1 group leader
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SHARING 5 min / group
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?
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DO SOMETHING
AWESOME PEOPLE WANT TO TALK ABOUT
AND IF YOU ONLY REMEMBER ONE THING
A VERY BIG THANK YOU
CONTACT INFO: FRANK@STRIEFLER.COM @FRANKINLALALAND HTTP://WWW.LINKEDIN.COM/IN/STRIEFLER