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Idea PlatformsDiamond in the Web 2.0 Rough
Dr Paul MarsdenDigital Ethnographer
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Syzygy Research / Web 2.0
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Dave Balter Bzzagent.com
Scott Cook* Intuit Simon Guild MTV Europe
Jeff Howe* Wired Jeffrey Kalmikoff Threadless
Victoria Kartashova Syzygy Steve Knox P&G
(Vocalpoint) Martin Oetting European School of
Management Mary Ralles P&G (Connect +
Develop) Katarina Skoberne OpenAd Dwayne
Spradlin InnoCentive Don Tapscott* Wikinomics
Kelly Thompson iStockphoto
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Brand Autism
CatLitters
SeaSquirts
YourSalary
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Web 2.0 / The Participatory Web
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Web 2.0 / The Participatory Web
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Web 1.0 - Connecting pages
Web 2.0 - Connecting pEOPLE
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Web 2.0 / The Participatory Web / Content Sharing
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Web 2.0 / The Participatory Web / Content Sharing
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Web 2.0 / The Participatory Web / Content Sharing
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Web 2.0 / The Participatory Web / Content Sharing
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!!!!???
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Web 2.0 / The Participatory Web / Content Sharing
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Web 2.0 / The Participatory Web / Content Sharing
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Web 2.0 / A Commercial Desert?
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Adding Web 2.0 tools to our Web 1.0 mix...
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i @ $information communication commerce
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Information / Brochureware + User Reviews
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i
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Communication / Search+Display (Ads) + User Forums
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@
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Communication / Lead Generation + User Selling
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$
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Is that it? (not much for a so-called media revolution...)
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We can use Web 2.0 tools to drive sales!
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By turning users into brand advocates
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Advocacy drives Sales
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WOULD YOU RECOMMEND
US?
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Advocacy drives Sales
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WOULD YOU RECOMMEND
US?
What your customers say about you is more important than what you say
about yourself
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Advocacy drives sales
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WOULD YOU RECOMMEND
US?
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0 1 2 3 4 5 6 7 8 9 10
Detractors Passives Promoters
Likelihood you’d recommend us?
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How do we use Web 2.0 to drive advocacy?
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First, the Economics of Advocacy
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First, the Economics of Advocacy
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+
-
+-
Pro
fitab
le C
usto
mer
s
Happy Customers
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First, the Economics of Advocacy
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+
-
+-
Pro
fitab
le C
usto
mer
s
Happy Customers
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First, the Economics of Advocacy
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Pro
fitab
le C
usto
mer
s
+
-
Happy Customers +-
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First, the Economics of Advocacy
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Pro
fitab
le C
usto
mer
s
+
-
Happy Customers +-PromotersPassivesDetractors
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First, the Economics of Advocacy
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Pro
fitab
le C
usto
mer
s
+
-
Happy Customers +-PromotersPassivesDetractors
Detainees
MissionariesAgnosticsInsurgents
AngelCandidates
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First, the Economics of Advocacy
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Pro
fitab
le C
usto
mer
s
+
-
Happy Customers +-PromotersPassivesDetractors
Detainees
MissionariesAgnosticsInsurgents
AngelCandidates
Angels
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First, the Economics of Advocacy
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Pro
fitab
le C
usto
mer
s
+
-
Happy Customers +-PromotersPassivesDetractors
Detainees
MissionariesAgnosticsInsurgents
AngelCandidates
Angels
Advocacy Angels
Drive Growth
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Customer Advocates →1/3 Total Brand Acquisition
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10% of customersDrive 30% Sales
to New Customers
How Can We Help them?
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Now, the Psychology of Advocacy
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Now, the Psychology of Advocacy
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Customer Advocacy Trumps
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Advocacy / Effect of Expectation-beating Experience
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Advocacy Needs to Be Activated
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50% of those who would recommend
don’t yet do so
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Advocacy / Solve My Problem (Or East Your Brain)
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the sea squirt principle
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Advocacy / Remarkable Solutions to my Problems
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Advocacy / Remarkable Solutions to my Problems
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But Wait / Solutions to Which Problems?
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The Sally-Anne TestBrand Autism
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But Wait / Solutions to Which Problems?
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The Sally-Anne Test
Imagine two children, Sally and Anne, playing together:
Brand Autism
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But Wait / Solutions to Which Problems?
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The Sally-Anne Test
Imagine two children, Sally and Anne, playing together:
Sally has a basket; Anne has a box.
Brand Autism
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But Wait / Solutions to Which Problems?
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The Sally-Anne Test
Imagine two children, Sally and Anne, playing together:
Sally has a basket; Anne has a box.
Sally puts a marble in her basket and then leaves.
Brand Autism
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But Wait / Solutions to Which Problems?
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The Sally-Anne Test
Imagine two children, Sally and Anne, playing together:
Sally has a basket; Anne has a box.
Sally puts a marble in her basket and then leaves.
While Sally is away and cannot watch, Anne takes the marble out of Sally's basket and puts it into her box.
Brand Autism
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But Wait / Solutions to Which Problems?
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The Sally-Anne Test
Imagine two children, Sally and Anne, playing together:
Sally has a basket; Anne has a box.
Sally puts a marble in her basket and then leaves.
While Sally is away and cannot watch, Anne takes the marble out of Sally's basket and puts it into her box.
When Sally returns, where will she look for her marble?
Brand Autism
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But Wait / Solutions to Which Problems?
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Brand Autism
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But Wait / Solutions to Which Problems?
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80% of CEO’s believe their brand delivers a superior experience...
Brand Autism
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But Wait / Solutions to Which Problems?
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80% of CEO’s believe their brand delivers a superior experience...
...8% of their brand users agree
Brand Autism
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Web 2.0 Diagnostics / Identifying the Problems to Solve
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Idea Platforms / Identifying Problems to Solve
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Idea Platforms / Identifying Problems to Solve
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Idea Platforms / Identifying Problems to Solve
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Idea Platforms work as Advocacy Activators too
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Idea Platforms work as Advocacy Activators too
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Sales Effect
Propensity to Purchase + 50%Propensity to Recommend + 100%
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Idea Platforms work as Advocacy Activators too
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Branding Effect
Establishing efficient, choice-shaping associations with the brand name
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The Psychology of Participation / The Hawthorne Effect
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Hawthorne Plant Experiments on Worker Productivity
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Feedback on Brighter Factory Lighting
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Feedback on Even Brighter Factory Lighting
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Feedback on Softer Factory Lighting
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Feedback on No Factory Lighting
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Participants Advocated WHATEVER they Participated In...
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Was it something in the Hawthorne water?
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People are Social Animals and Like Participating
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People are Social Animals and Like Participating
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The Hawthorne EffectPositive Bias of
Participation
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Using the Hawthorne Effect to Get Yourself a Pay Rise
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Hey boss, can we ask you for some advice?
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Hawthorne Effect / A Real Problem for Researchers
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Hawthorne Effect / A Real Opportunity for Marketers
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Idea Platforms as Diamond in the Web 2.0 Rough
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CRM 2.0 / Engaging Profitable Promoters as Advisors
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CRM 2.0 / Engaging Profitable Promoters as Advisors
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CRM 2.0 / Engaging Profitable Promoters as Advisors
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InsideScoops
Sneak Peeks
VIP Votes
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Channel Marketing 2.0 / Virtual Advisory Boards
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VIRTUAL ADVISORY BOARDS
HELP you solve customer problems
HELP you ACTIVATE customer ADVOCACY
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Channel Marketing 2.0 / Virtual Advisory Boards
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Channel Marketing 2.0 / Virtual Advisory Boards
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Channel Marketing 2.0 / Virtual Advisory Boards
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FAME
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Channel Marketing 2.0 / Virtual Advisory Boards
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FAME
FORTUNE
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Channel Marketing 2.0 / Virtual Advisory Boards
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FAME
FORTUNE
FUN
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Channel Marketing 2.0 / Virtual Advisory Boards
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FAME
FORTUNE
FUN
FULFILLMENT
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Idea Platforms & Participatory Marketing / 10 Insights
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Idea Platforms & Participatory Marketing / 10 Insights
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1. Start Small2. Remember the 90:9:1 Rule3. Get the Motivational Mix Right4. Deal with Sturgeon’s Law5. Harness Joy’s Law6. KISS: Keep it Short & Simple7. Target Communities of Practice8. Manage the Process9. Get Legal Involved10.Promote the Platform
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Putting it all Together...
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1. Identify your Advocacy Angels
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Cus
tom
er V
alue +
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AngelsDetainees
MissionariesAgnosticsInsurgents
AngelCandidates
Customer Advocacy
PromotersPassivesDetractors
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1. Identify your Advocacy Angels
68
Cus
tom
er V
alue +
-
AngelsDetainees
MissionariesAgnosticsInsurgents
AngelCandidates
Customer Advocacy
PromotersPassivesDetractors
AngelsAngels
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2. Invite them onto a Special Advisory Board
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3. Offer a Compelling Benefit for Board Membership
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Board Room
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3. Offer a Compelling Benefit for Board Membership
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Board Room
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3. Offer a Compelling Benefit for Board Membership
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Board Room
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3. Offer a Compelling Benefit for Board Membership
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Board Room
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3. Offer a Compelling Benefit for Board Membership
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test drive couponcampaign artwork
viral link
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3. Offer a Compelling Benefit for Board Membership
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4. Promise Quick and Easy Participation
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5. Seek Board Advice on Doing Something Remarkable
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5. Seek Board Advice on Doing Something Remarkable
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5. Seek Board Advice on Doing Something Remarkable
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5. Seek Board Advice on Doing Something Remarkable
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5. Seek Board Advice on Doing Something Remarkable
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6. Launch Your Web 2.0 Advocacy Activator Solution
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7. Measure the Results and Smile
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sales
NPS
REFERRAL VALUE
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Idea Platforms / Diamond in the Web 2.0 Rough
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Whatever you do, make sure it’s worth talking about
Thank you