brand+advocacy
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Brand+AdvocacyTRANSCRIPT
WEB 2.0 - THE DATABASE-BACKED SOCIAL WEB. SO WHAT (FOR BRANDS)?
BRAND ADVOCACY + WEB 2.0 = MATCH MADE IN HEAVEN
WEB 2.0
Brand Advocacy♡
Cults Sea Squirts
Lake Wobegon Brainwashing
BUT FIRST, LET’S TALK ABOUT YOUR SALARY: WILL IT GO UP NEXT YEAR?
2009?
?
YOUR SALARY
YOU COULD TALK TO A CLAIRVOYANT
OR TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)
OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION
WOULD YOU RECOMMEND
US?WOULD THEY RECOMMEND YOU?
RECOMMENDATION RATES ARE LINKED TO GROWTH
2003
“The most recommended company in its category
grows 2.5x category average”
SO WHAT YOUR CLIENTS SAY ABOUT YOU DRIVES YOUR SALARY
NOT JUST BECAUSE CLIENTS WHO RECOMMEND YOU CREATE NEW CLIENTS...
BUT BECAUSE RECOMMENDING CLIENTS BUY MORE, MORE OFTEN, FOR MORE
“Personal recommendations are rated #1 influence on purchase decisions across
B2B and B2C sectors”
THERE’S EVEN A VALIDATED RECOMMENDATION METRICLINKED TO GROWTH IN OVER 40 SECTORS
Likelihood you’d recommend...
0 1 2 3 4 5 6 7 8 9 10
PromoterPassiveDetractor
NPS (Net Promoter Score) = Promoters (%) - Detractors (%)
“A 12% increase in NPS correlates to a doubling
of growth” (US)
“A 7 point increase in NPS correlates to a 1%
increase in growth” (UK)
NPS: THE CFO-FRIENDLY RECOMMENDATION METRIC IS SPREADING FAST
“Two-thirds of the economy influenced by personal
recommendations”
“1 in 3 people come to a brand through personal
recommendation”
DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER
BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER
IT’S A SMALL WORLD
RECOMMENDATIONS FLOW THOUGH SOCIAL NETWORKS CONNECTING EVERYBODY TO EVERYBODY BY SIX DEGREES
THIS IS NOT A SOCIAL NETWORK(IT’S A SOCIAL NETWORKING PLATFORM)
SOCIAL NETWORKS ARE PEOPLE NETWORKS AND MAKE UP MARKETING’S MOST POWERFUL MEDIA: RECOMMENDATION MEDIA
WEB 2.0 STRATEGY:IGNITE RECOMMENDATIONS
HOW?
NOTHING TO DO WITH VIRALS
AND ADS DON’T MAKE RECOMMENDATIONS
2% proportion of recommendations prompted by advertising
BROCHUREWARE IS NOT THE ANSWER
NOTHING TO DO WITH ASTROTURFING (FAKE GRASSROOTS)
SO HOW DOES WEB 2.0 IGNITE RECOMMENDATION MEDIA?
1. WEB 2.0 AS INNOVATION PLATFORM
THE KEY TO DRIVING RECOMMENDATION: BEATING EXPECTATIONS
70% proportion of recommendations prompted by expectation-beating product experience
RECOMMENDATION FORMULA = EXPERIENCE/EXPECTATION
RECOMMENDATIONS DRIVEN BY REMARKABLE PRODUCT EXPERIENCE
“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.”
Seth Godin
LAKE WOBEGON SYNDROME
80% of CEOs think their brand offers a superior experience...
LAKE WOBEGON SYNDROME
LAKE WOBEGON SYNDROME
...8% of their customers agree
WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
E-COMMERCE ENABLED INNOVATION PLATFORMS
BRAND AS INNOVATION/CUSTOMISATION PLATFORM
2. WEB 2.0 AS VALUE DELIVERY PLATFORM
BRANDED UTILITY
WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” Nick Law CCO R/GA
WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
WEB 2.0 AS VALUE-DELIVERY PLATFORMTHE SEA SQUIRT IMPERATIVE (SOLVE A PROBLEM OR EAT YOUR BRAIN)
WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
WEB 2.0 AS VALUE-DELIVERY PLATFORMDELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE
INSTANT GRATIFICATION
WEB 2.0 AS VALUE-DELIVERY PLATFORMDELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE
INSTANT GRATIFICATIONSIMPLIFICATION
WEB 2.0 AS VALUE-DELIVERY PLATFORMDELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE
INSTANT GRATIFICATIONSIMPLIFICATION
COGITO CONSOLANS
WEB 2.0 AS VALUE-DELIVERY PLATFORMDELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE
WEB 2.0 AS VALUE-DELIVERY PLATFORMTHE RISE OF BRANDED MARKETPLACES?
3. WEB 2.0 AS ENGAGEMENT PLATFORM
WEB 2.0 AS ENGAGEMENT PLATFORMDIALOGUE NOT MONOLOGUE
WEB 2.0 AS ENGAGEMENT PLATFORMBRAND ADVISORY BOARDS
Sneak Peek VIP Vote Inside Scoop+ +
WEB 2.0 AS ENGAGEMENT PLATFORMBRAND ADVISORY BOARDS
WEB 2.0 AS ENGAGEMENT PLATFORMDIALOGUE DRIVES ADVOCACY
WEB 2.0 AS ENGAGEMENT PLATFORMTHE HAWTHORNE EFFECT
WEB 2.0 AS ENGAGEMENT PLATFORMBUILDING A BRAND ON ENGAGEMENT
WEB 2.0 AS ENGAGEMENT PLATFORMIGNITING RECOMMENDATIONS THROUGH ENGAGEMENT
WEB 2.0
Propensity to Recommend (NPS)
WEB 2.0 AS ENGAGEMENT PLATFORMIGNITING RECOMMENDATIONS THROUGH ENGAGEMENT
WEB 2.0 AS ENGAGEMENT PLATFORM: THE NEXT STEP
ENGAGEMENT ADVERTISING?
ENGAGEMENT ADVERTISING?
SUMMARY
RECOMMENDATION RATES DRIVE GROWTH
EXPECTATION-BEATING PRODUCT EXPERIENCES
DRIVE RECOMMENDATIONS
WEB 2.0 CAN HELP BRANDS DELIVER
EXPECTATION-BEATING PRODUCT EXPERIENCES
BEYOND COMMSWEB 2.0 AS A PLATFORM
INNOVATIONVALUE DELIVERY
ENGAGEMENT
Cults Sea Squirts
Lake Wobegon Brainwashing
IF YOU REMEMBER JUST ONE THING...
IF YOU REMEMBER JUST ONE THING...
WHATEVER YOU DO, MAKE SURE IT’S WORTH TALKING ABOUT
clickadvisor
Paul MarsdenPaul Marsden, a market researcher specializing in brand advocacy and innovation, is a director at online brainstorming agency clickadvisor.
Career highlights to date
‣ Product management, sales and market research at Astra Zeneca‣ PhD in psychology (social influence -how people influence people),
development of online research tool featured in The New Scientist‣ Led London School of Economics team validating the link between
brand advocacy and sales growth - worked on brand advocacy projects for BBC, LVMH, Nokia, Economist, and Unilever‣ Co-founded two successful digital marketing agencies (Spheeris
(online PR) and Brainjuicer (online research))‣ Co-authored popular business book ‘Connected Marketing’
Paul’s latest venture, clickadvisor.com, is an online brainstorming site that helps brands do collaborative innovation with consumers.
clickadvisor
Paul Marsden (Flipside)A reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster.
clickadvisor
AcknowledgementsPhotos - iStockphoto http://www.slideshare.net/
Except front page Web 2.0 from flickr - Flynn Burhoe - http://www.flickr.com/photos/oceanflynn/315385916/
And “If people talked to you the way advertisers talked to you, they’d hit you in the face” cartoon by Hugh Macleod http://www.gapingvoid.com/Moveable_Type/archives/002843.html