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The Power of
Brand Advocates
The Power of Brand Advocates
LBi Client Afternoon - 21 April 2010
Last updated on 2 May 2010
Agenda1. What’s a Brand Advocate?
2. Customers as Brand Advocates
3. Why are Advocates so interesting?
4. From Brand Loyalist to Advocate…
5. Some Cases
6. Employees as Brand Ambassadors
The Brand Advocate
http://www.youtube.com/watch?v=fW8amMCVAJQ
True Fans & Brand Advocates
1. What’s Brand Advocate?
A customer… • who has favorable perceptions of a brand
• who will talk favorably about a brand to their acquaintances
• who can help generate brand awareness
• who can influence purchase intentions
Times have changed:
• Many tools available
• Fast & Cheap
• Global reach
• Easy to use
They have always been there … BUT
never had much chance to be heard.
2. Customers as Brand Advocates
They want to convert othersoften as well:- Innovators (2%)- Early Adopters (13%)
They express their love for your brand to others
The interconnected consumers
• Only the rich & famous used to be influential• Today, influence is widespread!• Influential ≠ influencing• Average network = 190 followers
3. Why are Advocates so interesting?
• 14% trust online ads (Forrester)
• 94% trust Word of Mouth (Forrester)
• Advocates will thrive your community
• When advocates talk, brands grow
• Average network = 190 followers
• 1.000 advocates=190K direct reach
• 40% consumers recommend brands (ComScore)
• 60% advocates believe that good brands are worth talking about.
• 67% of US economy impacted by Word of Mouth (Mc Kinsey & Co)
• 70% conversations include recommendation (Keller Fay)
• 85% tried to contact supplier before complaining (Nielsen)
• 90% of advocates write something positive about purchase experience
Passionatepeople
4. From Brand Loyalist to Advocate…
1. Identify and mobilize your advocates
2. Find your brand loyalist
3. Give exclusive access and special privileges
4. Respond quickly to their comments and feedback
5. Monitor and reach out proactively
6. Give brand loyalists a voice (Empowerment)
LovingYour Brand
It no longer matters what YOU say !
In 2010, your brand is determined by: what you do who you are
what THEY say.
Some casesHot & Spicy
1. Network channel CBS cancelled the television series “Jericho”...
2. Fans protested and created a community
3. They worked together and did send 25 ton of peanuts to CBS.
4. CBS decided to continue broadcasting Jericho.
In the season finale, a character replies "Nuts!"
to a demand that the beleaguered town of
Jericho surrender.
Case 1. Jericho - Protest
http://abcnews.go.com/Business/FunMoney/story?id=3214156&page=1
Case 2. Coca-Cola - Happiness Ambassadors
The campaign “Expedition 206” sent three 20-somethings (selected social media influentials!) to 206 countries and territories where Coca-Cola is sold in 2010, stocked with laptops, video cameras, smartphones and plenty of other gadgetry, in order to document for the masses their search for happiness.
http://www.expedition206.com
1. To promote their 2009 summer campaign, Cirque du Soleil fully relied
on social media.
2. They listened to their community and used the learned insights to
build excitement for future shows.
3. Fans and followers were given exclusive content and special
discounts.
Case 3. Cirque du Soleil – Getting insights
www.171starbucks.comCase 4. Starbucks – 171 in Manhattan
http://www.youtube.com/watch?v=CwYxuV2dVzw
Case 5. Starbucks – My Starbucks Idea
www.mystarbucksidea.com
www.twitter.com/MyStarbucksidea
Case 6. Carlton Draught – The Big Ad
Within two weeks, it had been seen by over one million viewers in 132
countries. This campaign was widely covered in the press. The viral
release of the "Big Ad" was so successful that the company reduced its
television media budget so as not to overexpose the advertisement.
The "Big Ad" is a television
advertisement for Carlton Draught
pale lager. They used viral
marketing techniques to promote
the advertisement before it was
broadcast on television.
http://www.youtube.com/watch?v=eH3GH7Pn_eA
Case 7. Toyota Conversations
They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.
Case 7. Toyota Conversations - Some statements...
http://www.toyotaconversations.com/http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/
ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing initiatives we know are important. Over time we will definitely evaluate our efforts in order to determine how they are impacting key metrics. Those results will become the new benchmarks for future initiatives, and ultimately the foundation for measuring ROI
In the first 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz.
Some of our models, such as Prius, have entrenched communities of enthusiasts with whom we engage, as they’re authentic brand advocates.
Case 8. Pepsi - Refresh Everything
Pepsi decided to shelve its 23M$ Super Bowl commercials & instead
dedicate that money to Social Media.
Pepsi is now embracing
a bottoms up approach
where grassroots
activism replaces over
the top commercials
seeking to create
positive brand
associations with Pepsi.
Case 8. Pepsi - Refresh Everything
Objectives :
1) Create an ongoing dialog where Pepsi
is communicating with its advocates
2) Associate its brand in a new way with
the rest of the population of soda
drinkers.
http://www.refresheverything.com/http://www.facebook.com/refresheverything
What the soda giant needs to do is engage its customers and advocates
where they already are: Facebook, Twitter, Blogs and social communities
where the vast majority of interactions take place. A page view on a
corporate web site, while a good thing, simply can’t compare in terms of
brand building to customer advocates out on the social web.
And what about your employees?
The most overlooked segment of potential brand building
are your employees!
They are out there in the world interacting with people every day
(Ogilvy & Mather)
6. Employees as Brand Ambassadors
Employees paid to work officially as your Evangelists
Extra motivated Employees
http://twitter.com/twelpforce
http://www.youtube.com/watch?v=25zcavXj97I
http://bbyconnect.appspot.com
Case 9. Best Buy - Twelpforce
We found our Ambassador
... hope you have too!
Identify your own Brand Advocates & Brand Ambassadors
and start a conversation with them first!
Some questions to get you started…
How important are “influencers” in your overall social strategy?
Do you target them?
Try to identify them?
On which platforms are they active?
Have special programs for them?
How will you reward them?
Can you reinforce their loyalty?
Believable Brands
Building
Do you know other great Brand Advocacy Cases?Let us know and we’ll add them to this presentation!
Thanks…
Talk to you soon!www.twitter.com/LBi_Belgiumwww.lbigroup.be
http://www.youtube.com/watch?v=T3zEsN49TBU