Brand+Advocacy

BRAND ADVOCACY UNLOCKING THE POTENTIAL OF WEB 2.0

Paul Marsden PhD paul.marsden@clickadvisor.com

WEB 2.0 - THE DATABASE-BACKED SOCIAL WEB. SO WHAT (FOR BRANDS)?

WEB 2.0

♡ Brand Advocacy

BRAND ADVOCACY + WEB 2.0 = MATCH MADE IN HEAVEN

Cults

Sea Squirts

Lake Wobegon

Brainwashing

?

YOUR 2009 ?

SALARY BUT FIRST, LET’S TALK ABOUT YOUR SALARY: WILL IT GO UP NEXT YEAR?

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?

2003

RECOMMENDATION RATES ARE LINKED TO GROWTH

“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�

NPS (Net Promoter Score) = Promoters (%) - Detractors (%)

Likelihood you’d recommend...

0

1

2

Detractor

3

4

5

6

Passive

7

8

9

10

Promoter

THERE’S EVEN A VALIDATED RECOMMENDATION METRIC LINKED TO GROWTH IN OVER 40 SECTORS

“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

IT’S A SMALL WORLD

BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER

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

2%

proportion of recommendations prompted by advertising

AND ADS DON’T MAKE RECOMMENDATIONS

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

70%

proportion of recommendations prompted by expectation-beating product experience

THE KEY TO DRIVING RECOMMENDATION: BEATING EXPECTATIONS

RECOMMENDATION FORMULA = EXPERIENCE/EXPECTATION

“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

RECOMMENDATIONS DRIVEN BY REMARKABLE PRODUCT EXPERIENCE

80% of CEOs think their brand oers a superior experience...

LAKE WOBEGON SYNDROME

LAKE WOBEGON SYNDROME

...8% of their customers agree

LAKE WOBEGON SYNDROME

WEB 2.0 AS INNOVATION PLATFORM CROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)

WEB 2.0 AS INNOVATION PLATFORM CROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)

WEB 2.0 AS INNOVATION PLATFORM CROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)

WEB 2.0 AS INNOVATION PLATFORM CROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)

WEB 2.0 AS INNOVATION PLATFORM CROWDSOURCING (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

BR

D E D AN

Y T I L I T U

WEB 2.0 AS VALUE-DELIVERY PLATFORM BRANDED 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 PLATFORM BRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

WEB 2.0 AS VALUE-DELIVERY PLATFORM BRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

WEB 2.0 AS VALUE-DELIVERY PLATFORM THE SEA SQUIRT IMPERATIVE (SOLVE A PROBLEM OR EAT YOUR BRAIN)

WEB 2.0 AS VALUE-DELIVERY PLATFORM BRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

WEB 2.0 AS VALUE-DELIVERY PLATFORM DELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE

INSTANT GRATIFICATION

WEB 2.0 AS VALUE-DELIVERY PLATFORM DELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE

INSTANT GRATIFICATION SIMPLIFICATION

WEB 2.0 AS VALUE-DELIVERY PLATFORM DELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE

INSTANT GRATIFICATION SIMPLIFICATION COGITO CONSOLANS

WEB 2.0 AS VALUE-DELIVERY PLATFORM DELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE

WEB 2.0 AS VALUE-DELIVERY PLATFORM THE RISE OF BRANDED MARKETPLACES?

3. WEB 2.0 AS ENGAGEMENT PLATFORM

WEB 2.0 AS ENGAGEMENT PLATFORM DIALOGUE NOT MONOLOGUE

WEB 2.0 AS ENGAGEMENT PLATFORM BRAND ADVISORY BOARDS

Sneak Peek

+

VIP Vote

+

Inside Scoop

WEB 2.0 AS ENGAGEMENT PLATFORM BRAND ADVISORY BOARDS

WEB 2.0 AS ENGAGEMENT PLATFORM DIALOGUE DRIVES ADVOCACY

WEB 2.0 AS ENGAGEMENT PLATFORM THE HAWTHORNE EFFECT

WEB 2.0 AS ENGAGEMENT PLATFORM BUILDING A BRAND ON ENGAGEMENT

WEB 2.0

WEB 2.0 AS ENGAGEMENT PLATFORM IGNITING RECOMMENDATIONS THROUGH ENGAGEMENT

Propensity to Recommend (NPS)

WEB 2.0 AS ENGAGEMENT PLATFORM IGNITING 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 COMMS WEB 2.0 AS A PLATFORM INNOVATION VALUE DELIVERY ENGAGEMENT

Cults

Sea Squirts

Lake Wobegon

Brainwashing

IF YOU REMEMBER JUST ONE THING...

WHATEVER YOU DO, MAKE SURE IT’S WORTH TALKING ABOUT IF YOU REMEMBER JUST ONE THING...

CO-CREATING BRAND FUTURES

FOR REPRINTS/ENQUIRIES - PAUL.MARSDEN@CLICKADVISOR.COM - T: +44 777 95 77 248

Paul Marsden Paul 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.

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Paul Marsden (Flipside) A reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster.

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Acknowledgements Photos - 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

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