This document discusses harnessing consumer advocacy to fuel brand growth. It outlines that consumers are influenced more by recommendations from other consumers than by brands directly. The document proposes that brands can activate existing advocates and create new ones by understanding the roles the brand and consumer play in each other's lives, identifying actions that drive advocacy, and creating momentum through social media to ignite conversations. It provides examples of how analyzing brand actions and improving key drivers of advocacy through initiatives can increase a brand's advocacy score, qualified leads, market share, and revenues. Finally, it outlines best practices for creating an effective social media strategy to build brand communities and momentum around advocacy.
10. Higher
in profit and lower in
acquisition costs
10
11. Are you )))
activating your
advocates?
Consumers mention 56 brands in conversation a week.
1 in 3 people come to a brand through a recommendation.
Customers referred by loyal customers have 37% higher retention rate.
11
12. How can you do it?
1)
ROLES
Understand the role the brand plays
in the consumers life and the role the
consumer plays for your brand.
)))
3)
MOMENTUM 2)
Create momentum, get people
talking more and ignite ACTION
conversation about your brand. Identify the actions the brand
must take to increase advocates
and ultimately growth.
12
13. 1)
Qualify your buyer base
TRUE ADVOCACY SCORE = %Advocates - %Critics
Determine what “brand
actions” are driving active
advocates and active critics.
SHAREHOLDER
EVANGELIST
RECOMMENDER
REPEAT SATISFIED
ADVOCATES BUYERS CRITICS
MARGINAL
CUSTOMER
DISSATISFIED
CUSTOMER
ACTIVELY
AGAINST
13
14. 2)
Identify Improvement Actions
Regression analyses across more than 30 categories, 300
brands and more than 33,000 customers
Drivers of True Advocacy™ Potential Actions
Illustrative
Keep it Fresh
Stay in Touch • Improve / evolve existing CRM solutions
• Execute targeted marketing
Be Transparent
• Improve call-center response and support
Be Exciting • Ensure consistent cross-channel
Share a POV experience and messaging
Spend Q-Time
Be Empathetic • Assess and revise pricing policies
Support Them • Improve loyalty and rewards programs
Give More • Implement CSR initiatives
• Wrap products with free services that
Be Authentic create immersive customer experiences
14
15. Results: CPG Beverage
• A CPG company held the #4 position within a flat market
• Our study revealed poor performance on several critical drivers
• Improvement initiatives were identified and executed
• A robust advocacy activation program was initiated in three phases
Advocacy* Qualified Leads
Brand X Brand X
+80%
All Competitors All Competitors
+29% +28%
+24%
+9%
+8%
+1%
-11% -6% -6%
Loyalty Advocacy Momentum Market Share Revenues
22squared Friendship Model Research *Change in advocate population (trade/end-consumer) vs. average of all tracked competitors
15
16. 3)
Creating Momentum
Company B
Company E Company F
Company G
Company A
Company D
Company C
FADING STABLE GROWING
Stopped Talking To Bored to Talk Talking
16
17. Social Media
The catalyst for building momentum and
the forum for igniting advocates.
Rule # 1...
17
18. NOT social
media
an advertising platform...
Think of it as a value delivery platform.
18
19. “If I tell my Facebook friends about your
brand, it’s not because I like your brand, but
rather because I like my friends.”
- Mike Arauz, UnderCurrent
19
36. Lack of agenda and plan
No objective = no success
What to measure and how to measure it
36
37. Metrics: Advocacy is the end.
Fans/Followers
Shared pages
Embeds
Posts
Social Bookmarks
Mentions
Content Uploads
Comments
ADVOCACY
Tweet : Retweet
Impressions Downloads
Sentiment Registrations
Views Time spent
Search Rank Repeat Visits
Unique Visits Subscribe
ENGAGEMENT
37
38. Lack of agenda and plan
No objective = no success
What to measure and how to measure it
Lack of content, narrative, calendar etc.
Failure to listen and learn
Overlook reach: networks & relationships
Under-estimate people power needed
38
41. Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)
41
42. Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, of consumers
44% not brands)
follow brands on
Experiences (that spark advocacy) twitter for deals...
37% fan brands on
Facebook for deals
Utilities (that make the brand useful) Razorfish Feed Report, 09
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)
42
43. Where do you fit into
the social graph?
?
What will our “fans” want
to do the most of?
• Post Comments • Use Cool Apps/Widgets
• Post Images• Post Videos • Get Advice (from us or friends)
• Play Games, Quizzes... Win or Get Free Stuff
•
• Promotional/Research Driven Posts/Engagement Opt.
43
44. Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)
44
45. Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
65% of consumers
Experiences (that spark advocacy) have had an online
experience that
Utilities (that make the brand useful) changed their
perception about a
Earn vs. Buy (each brand earns fans in their own way)
brand...97% claimed
that experience
Listen (so you know what will work) influence their
purchase
Razorfish Feed Report, 09
45
46. Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)
46
47. Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)
47
48. Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)
48
50. Objectives and
7 Steps to a social media strategy.
Audiences
Engage Communities
& Influencers Stage out
narrative
Establish metrics,
tools and method
for calculating ROI
ID Social
Platforms
Develop mktg.
Develop plan/determine fit
content plan with other media