Slide 1: The Power of Brand Advocates Slide 2: The Power of Brand Advocates Slide 3: Agenda What’s a Brand Advocate?
Customers as Brand Advocates
Why are Advocates so interesting?
From Brand Loyalist to Advocate…
Employees as Brand Ambassadors The Brand Advocate : The Brand Advocate True Fans & Brand Advocates : True Fans & Brand Advocates Slide 6: 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
Easy to use They have always been there … BUT never had much chance to be heard. Slide 7: 2. Customers as Brand Advocates They want to convert others
often as well:
- Innovators (2%)
- Early Adopters (13%) They express their love for
your brand to others Slide 8: The interconnected consumers Only the rich & famous used to be influential
Today, influence is widespread!
Influential ≠ influencing
Average network = 190 followers Slide 9: 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 Slide 10: Passionate people Slide 11: 4. From Brand Loyalist to Advocate… Identify and mobilize your advocates
Find your brand loyalist
Give exclusive access and special privileges
Respond quickly to their comments and feedback
Monitor and reach out proactively
Give brand loyalists a voice (Empowerment) Slide 12: Loving Your Brand It no longer matters what YOU say ! : It no longer matters what YOU say ! In 2010, your brand is determined by: what you do who you are
what THEY say. Slide 14: Some cases Hot & Spicy Slide 15: Network channel CBS cancelled the television series “Jericho”...
Fans protested and created a community
They worked together and did send 25 ton of peanuts to CBS.
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 Slide 16: 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 Slide 17: To promote their 2009 summer campaign, Cirque du Soleil fully relied on social media.
They listened to their community and used the learned insights to build excitement for future shows.
Fans and followers were given exclusive content and special discounts. Case 3. Cirque du Soleil – Getting insights Slide 18: www.171starbucks.com Case 4. Starbucks – 171 in Manhattan http://www.youtube.com/watch?v=CwYxuV2dVzw Slide 19: Case 5. Starbucks – My Starbucks Idea www.mystarbucksidea.com
www.twitter.com/MyStarbucksidea Slide 20: 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 Slide 21: 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. Slide 22: 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. Slide 23: 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. Slide 24: Case 8. Pepsi - Refresh Everything Objectives :
Create an ongoing dialog where Pepsi is communicating with its advocates
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) : 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) Slide 26: 6. Employees as Brand Ambassadors Employees paid to work officially as your Evangelists Extra motivated Employees Slide 27: http://twitter.com/twelpforce
http://bbyconnect.appspot.com Case 9. Best Buy - Twelpforce Slide 28: We found our Ambassador ... hope you have too! Identify your own Brand Advocates & Brand Ambassadors and start a conversation with them first! : Identify your own Brand Advocates & Brand Ambassadors and start a conversation with them first! Slide 30: 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? Slide 31: Believable Brands Building Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation! Slide 32: Thanks…