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Brand Advocacy: More talk. More action.
Leo Rayman, 31-Mar-09
Agenda
What is Advocacy, why is it important and why now?
Advocacy + Influence
Case Study 1: Connected TV
Advocacy: The new brand mantra
Case Study 2: The Watchmen
Advocacy : a practical approach
Conclusions
What is Advocacy?
Advocacy (n): the act of pleading for,
supporting, or recommending a brand, cause
or idea by a trusted third party
Advocacy sits easily with PR
Journalist Lobbyist
Advertising: Remarkable Creativity
“Have you seen that Dog / Robot / Gorilla?”
Direct Marketing: Remarkable Propositions
“Free Sky+ When You Recommend A Friend”
PR: Remarkable stories
Why is Advocacy important?
Source: Dr Paul Marsden, LSE.
Advocacy predicts revenue growth
5 categories
4 European markets
4000 interviews online
Advocacy research
More than 1/3rd of European
consumers are influenced by
another consumer’s
recommendation
Alcohol
Auto
PC
Mobile
All
Categories
TV
46.4%
48.1%
31.0%
32.1%
Europe*
24.7%
37.3%
Source: Weber Shandwick European Advocacy Research
More often than not, the
recommendation leads to a sale
Alcohol
Auto
PC
Mobile
All
Categories
TV
71.8%
42.7%
53.1%
55.6%
Europe*
50.1%
55.1%
Source: Weber Shandwick European Advocacy Research
Think roaming bands of Otaku
1 1.5 2 2.5 3 3.5 4 4.5
Take part in market research
Pass on samples
Submit feedback on brand's website
Post a review online
Advise the brand on product / …
Attend a brand event
Download podcasts or videos to get …
Post videos on Youtube
Advocates participate more
Source: Weber Shandwick UK research October 2008
T-Mobile Flashmob, Liverpool Street Station, London
Herd Theory: People like to fit in.
People buy famous brands
Source: Les Binet, IPA Datamine
The exponential growth of Twitter
Why is Advocacy important
now?
2%
2%
52%
30%
15%
Much less likely
Somewhat more likely
Neither more nor less likely
Somewhat more likely
Much more likely
Recession drives reliance on WOM
Source: Weber Shandwick UK research October 2008
Q. ARE YOU MORE LIKELY TO REFER TO A FRIEND WHEN MAKING A PURCHASE
Advocacy + Influence
Trusted sources
Family Friends Media Authorities Commercial
59% 19% 12% 7% 2%
Source: Jon Leach, Pattern Recognition
Brands
Manufacturer Websites
8%Retailers
10%
TV/Radio Progs11%
Advertising11%
Press18%
Online communities
19%
Advocates23%
Source: Weber Shandwick Online Consumer Technology Survey November 2009
Influence Profile
8.40
6.80
6.40
5.80
4.60
0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00
Word of Mouth (someone you know)
Word of Mouth (from Internet supported by others)
News Story
Word of Mouth (from Internet, in isolation)
Advertising
Source: Jon Leach, Pattern Recognition
What influences purchase decisions?
The question you must be
asking…
Yes, yes... But how do you get
people talking?
Case Study 1
Windows Media Center
Microsoft Confidential
Microsoft Confidential
“TV on Your PC challenge”
Microsoft Confidential
News
Connecting people more deeply
to their passions and interests
Microsoft Confidential
A common motivation: News Junkies
Microsoft Confidential
MSNBC News beta
Microsoft Confidential
Browse, search, and watch
Microsoft Confidential
1. Identify Targets
2. Recruit
3. Ignite
4. Expand
How the programme works
Microsoft Confidential
How does it spread?
Microsoft Confidential
What did they say about it?
Advocacy: The new brand
mantra
How it used to be (…still is?)
New brand
mantra
Nice
Useful
EducateConnect
Entertain
Nice
Entertain
Useful
Educate
Connect
Case Study 2: The Watchmen
Traditional film trailer and website
Brand experience gimmick
Sharable content, badging and community
Widget
Wallpapers and Screensavers
Mobile Application
Playstation® Home: virtual Q&A
Social Network Profile Pics
Super-rich back story
Super-rich back story
Super-rich back story
Friendfeed content aggregation
Advocacy: Some practicalities
Your Story
Cultural Trends
Brand Positioning
Audience Insights
Weber Shandwick’s Inline Campaign Builder
Advocacy Ethics
1.Thou shalt be
Honest
2.Thou shalt be
Relevant
3.Thou shalt be
Nice
Tack så mycket
Slides available on slideshare.net
Twitter: leorayman
lrayman@webershandwick.com
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