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The Power of,[object Object],Brand Advocates,[object Object]
The Power of Brand Advocates,[object Object],LBi Client Afternoon - 21 April 2010,[object Object],Last updated on 2 May 2010,[object Object]
Agenda,[object Object],What’s a Brand Advocate?,[object Object],Customers as Brand Advocates,[object Object],Why are Advocates so interesting?,[object Object],From Brand Loyalist to Advocate…,[object Object],Some Cases,[object Object],Employees as Brand Ambassadors,[object Object]
The Brand Advocate,[object Object]
http://www.youtube.com/watch?v=fW8amMCVAJQ,[object Object]
True Fans & Brand Advocates,[object Object]
1. What’s Brand Advocate?,[object Object],A customer… ,[object Object],[object Object]
who will talk favorably about a brand to their acquaintances
who can help generate brand awareness
who can influence purchase intentionsThey have always been there …BUTnever had much chance to be heard.,[object Object],Times have changed:,[object Object],[object Object]
Fast & Cheap
Global reach
Easy to use,[object Object]
The interconnected consumers,[object Object],[object Object]
Today, influence is widespread!
Influential ≠ influencing
Average network = 190 followers,[object Object]
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,[object Object]
4. From Brand Loyalist to Advocate…,[object Object],Identify and mobilize your advocates,[object Object],Find your brand loyalist,[object Object],Give exclusive access and special privileges,[object Object],Respond quickly to their comments and feedback,[object Object],Monitor and reach out proactively,[object Object],Give brand loyalists a voice (Empowerment),[object Object]
Loving,[object Object],Your Brand,[object Object]
It no longer matters what YOU say ! ,[object Object],In 2010, your brand is determined by: what you do who you are ,[object Object],what THEY say.,[object Object]
Some cases,[object Object],Hot & Spicy,[object Object]
Case 1. Jericho - Protest,[object Object],In the season finale, a character replies "Nuts!" to a demand that the beleaguered town of Jericho surrender.,[object Object],Network channel CBS cancelled the television series “Jericho”...,[object Object],Fans protested and created a community,[object Object],They worked together and did send 25 ton of peanuts to CBS.,[object Object],CBS decided to continue broadcasting Jericho.,[object Object],http://abcnews.go.com/Business/FunMoney/story?id=3214156&page=1,[object Object]

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The power of brand advocates

Notas del editor

  1. Looser + 2 followers = 1 hero + 2 followers + communityYou’ll become a looser if you don’t join the community
  2. This is who we will be talking about: ‘True Fans’
  3. It used to be that what companies said about themselves (on their website, press releases, ..) that defined what the company was.Nowadays, who you are is determined by what your customers say about you, and how you act.
  4. CBS wanted to cancel the tv series Jericho due to insufficient viewership. The show, however, has a big and fanatic community who worked together to collect 25 tons of peanuts (= link to the last episode). CBS decided to broadcast 7 new episodes..http://abcnews.go.com/Business/FunMoney/story?id=3214156&page=1
  5. http://mashable.com/2009/10/21/expedition206/
  6. = simple example that show all kinds of companies can harvest benefits of engaging their community of fans.. http://www.radian6.com/our-customers/cirque-du-soleil/
  7. Mark Malkoff's tried to visit all 171 New York City stores in the same day. He made a little film about the experience, which you can watch online.http://www.youtube.com/watch?v=CwYxuV2dVzw
  8. We all should strive in becoming the next Starbucks. But ofcourse it’s not that easy, right . What we’re talking about here is the creation of loyalty; this is how advocates are created.So how to converse people into brand advocates?:Prospects -> CustomersCustomers -> Evangelists(next slide: HOW can you make the conversion?)
  9. 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.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.URL : http://www.youtube.com/watch?v=eH3GH7Pn_eANot real use yet of real Brand Advocates, but just imagine the potential when you would invite your loyal customers to participate in a similar campaign.
  10. The volume of support from Toyota owners in social channels has pleasantly surprised them.  They’ve increased the fans on the Toyota brand Facebook page by about 22% since late January.  Now they plan to build on that by rewarding and reinforcing loyalty through several initiatives over the coming months.Toyota currently has four Facebook pages: one for the Toyota brand and pages for our Prius, 4Runner, and Sienna vehicles.  They also have Toyota accounts on YouTube and Twitter.  This year they’ve also created a Toyota community on Digg and Toyota Conversations, a platform which aggregates tweets about Toyota and enables them to respond to the highest volume posts.URL : http://www.toyotaconversations.com/http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/
  11. The volume of support from Toyota owners in social channels has pleasantly surprised them.  They’ve increased the fans on the Toyota brand Facebook page by about 22% since late January.  Now they plan to build on that by rewarding and reinforcing loyalty through several initiatives over the coming months.Toyota currently has four Facebook pages: one for the Toyota brand and pages for our Prius, 4Runner, and Sienna vehicles.  They also have Toyota accounts on YouTube and Twitter.  This year they’ve also created a Toyota community on Digg and Toyota Conversations, a platform which aggregates tweets about Toyota and enables them to respond to the highest volume posts.URL : http://www.toyotaconversations.com/http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/
  12. 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.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.URL : http://www.youtube.com/watch?v=eH3GH7Pn_eANot real use yet of real Brand Advocates, but just imagine the potential when you would invite your loyal customers to participate in a similar campaign.
  13. 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.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.URL : http://www.youtube.com/watch?v=eH3GH7Pn_eANot real use yet of real Brand Advocates, but just imagine the potential when you would invite your loyal customers to participate in a similar campaign.
  14. 2500 employees. Savvy employees to respond to Twitter posts. Best Buy began piloting Twelforce, 2500 employees that answer consumer questions on lineBest Buy engages their employees for online customer service via twitter: ‘Twelpforce’http://www.socialmediaexaminer.com/how-best-buy-manages-2100-employees-on-twitter-video/