How to create advocacy and conversation, Planning-ness 2009

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