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Igniting Advocacy
Through Social Media




                  Brandon Murphy, 22squared
                  Art Ash, Deloitte
1 2 3
           A strategic platform
               for advocacy
                                            Ways to activate
                                            in social media
                                                                          Examples of
                                                                         good execution

                       Actions that       Social actions that increase   Brands that employ
                   increase advocates   brand discussions by 74% over    practical actions in
                     by 10% or more     traditional digital engagement      social media.




Copyright © 2010 22squared
Simple Look at Change




        Reach           Organic Reach
       Awareness        Relationships
        Selling         Conversation
More True



 Awareness                   Advocacy




             Advocacy Loop
Blur Pma Chicago - Igniting Advocacy Through Social Media
1 2 3
           A strategic platform
               for advocacy
                                            Ways to activate
                                            in social media
                                                                          Examples of
                                                                         good execution

                       Actions that       Social actions that increase   Brands that employ
                   increase advocates   brand discussions by 53% over    practical actions in
                     by 10% or more        non-social digital tactics       social media.




Copyright © 2010 22squared
Committed/Few           High Organic Reach/
                reasons to talk           Efficient Spend

                                                             But we need
 ADVOCACY




                                                             strategies to make
                                                             it sustainable
            Low Organic Reach/          Temporary Buzz/
             Inefficient Spend            Good or Bad




                             AMPLIFICATION
Adapted from Steve Knox, CEO, Tremor
... we must create

                             relationships
                             worth talking about.


Copyright © 2010 22squared
Authenticity
                                                                                     Transparency
                 Chemistry
                                                   Original, real and
                                                   distinctly meaningful             Be honest and have
                 Create a visceral spark or                                          clear intentions
                 a gut reaction

                                                        People             Brands
                                                                                                 Empathy
           Inspiration                                                                           Understand their needs,
           Motivates you to be di erent                                                          desires and lives,
           or better.
                                                                   :
             Stay In Touch                                                                          Support
             Build anticipation, add value                                                          Be helpful, useful act
             & communicate.                                                                         on their behalf.


                                                                                           Quality Time
                       Give Over Take                     Share a P.O.V.                   Provide talk-worthy
                       Provide value and meaning                                           immersive experiences.
                       beyond the money spent.            Common lifestyle, belief
                                                          system or attitude.


Copyright © 2010 22squared
-15                    Transparency



                                                       WHAT IF...
                                            Advocacy

                                            10%
-16                    Authenticity



-18                    Empathy
       category mean



-10                    Shared POV



-10                    Supportive



 -8                    Communicates with me



-15                    Quality time



 -11                   Get more than give


-30                    Chemistry
THIS...

        10%   advocacy
              increase




                                       =
                 incremental
    355k
                                           $10MM
                 advocates/month




                     conversations
                                               annually
   710k              (1-2/month)




                         incremental
$828k                    sales/month




                                                                           11
                                                   Copyright © 2010 22squared
WHAT IF...                           Florida’s Natural’s advocates were more active?




                    Florida’s Natural Before


                             :   .5/wk
                                                           =    $10 MM


                    Florida’s Natural on the Friendship Model


                             :       1.5/wk
                                                           = $30MM     incremental revenue/yr



Copyright © 2010 22squared
Raise the
-15                   Transparency
                                     question...
                                      Where does
                                       your juice
                                      come from?


-16                   Authenticity
      category mean




                                                    Where it comes from is as
                                                    important as where it goes

-18                   Empathy




-10                   Shared POV
Results // Over twelve month period
                               Advocacy*                                                                               Sales
        Florida’s Natural                                                                    Florida’s Natural
                                                        +80%
       All Competitors                                                                       All Competitors




                                                                                                      +28%
                                +24%
                                                                                                                               +9%
                                                                 +8%


                                        -11%                                                                     -6%                 -6%

                                 Loyalty             Advocacy                                    Market Share              Revenues

*Change in advocate population (trade/end-consumer) vs. average of all tracked competitors




         22squared Friendship Model Research
1 2 3
           A strategic platform
               for advocacy
                                            Ways to activate
                                            in social media
                                                                          Examples of
                                                                         good execution

                       Actions that       Social actions that increase   Brands that employ
                   increase advocates   brand discussions by 74% over    practical actions in
                     by 10% or more     traditional digital engagement      social media.




Copyright © 2010 22squared
Scale that’s hard to ignore



                                                                                   400MM          270MM +
                                                                                 55 mins/day     Subscribers




                                                                                  2nd largest   75MM accounts
                                                                                 search engine 50MM tweets/day




 http://techcrunch.com/2010/03/15/hitwise-says-facebook-most-popular-u-s-site/
?
But what does participating
     in social media get me
Our Study // How social media actions drive advocacy
    Control group of            Customers who follow the brand on              Customers creating content like
    recent customers             Twitter, fan the brand on Facebook             posting videos, pictures, status
                                   or belong to a Facebook group.           updates, tweets, blog posts or even
                                                                                              custom products.




      Recent
                              Engage              Participate           Contribute                Create
     Customers




     Customers who have been engaged by
     the brand with things like: Augmented            Customers who freely offer product
     reality, microsites, online games, mobile               feedback and input via polls,
                       apps and online videos.          reviews, forums and applications.


N = 2250
Advocacy // Discussions initiated in past 12 months

                                                                     74%
  number of                                         10.0              MORE         9.0
                                                                      5.3
  discussions
   initiated
                                  5.9                                              66%
                                                      54%            55%
                                  46%
           3.8
           27%

            Control            Engagement           Participation   Contribution   Creation

  Source: 2010 Brand Involvement Study, 22squared
So how much do you think
                          ?
you’re leaving on the table
1 2 3
           A strategic platform
               for advocacy
                                            Ways to activate
                                            in social media
                                                                          Examples of
                                                                         good execution

                       Actions that       Social actions that increase   Brands that employ
                   increase advocates   brand discussions by 74% over    practical actions in
                     by 10% or more     traditional digital engagement      social media.




Copyright © 2010 22squared
A menu for examples...
   Participation                            Creation                         Contribution
     Acquire and earn                       Enable fans and                 Enable a broader base of
   fans and participate                    followers to create              fans to contribute to your
      actively in the                      content about your              brand, products, packaging
      conversation.                       brand on your behalf.                   and marketing.




  % of people who initiated discussions       # of discussions motivated
Participation:
                               @DellOutlet
Best Buy - Twelpforce


                                             @JetBlue




          Buffalo Wild Wings
                   Facebook
Creation:                        Ford - Fiesta Movement


Pringles - Facebook, 3 million




           Skittles                             HBO - True Blood
Contribution:
                           My Starbucks Idea

                                               Nike ID & Nike Running
Vitamin Water - Facebook
Top 6 to do’s
  1. Develop an overall advocacy strategy to drive and measure social actions.

  2. Create a new organizational model for social media: Responsibility tends to fall
     between current structures.

  3. Develop a long-term approach because it doesn’t work on the short-term
     marketing and PR campaign time-frames, it’s about building relationships.

  4. Don’t treat it like another marketing channel: true ROI comes from content
     sharing + talking with and listening directly to consumers

  5. Equal parts playbook and plan: Social media can’t exist in a 12-month calendar
     plan alone, it must have a playbook and a gameplan..one that has a content
     calendar but also ways to enable fast reaction and opportunistic actions.

  6. Have clear objectives and clearer metrics: advertising is measured in purchased
     exposures, social media is measured in interactions and organic reach


                                                                                  Copyright © 2010 22squared
Thanks
Brandon Murphy, 22squared
brandon.murphy@22squared.com
Twitter: @brmurphy

Art Ash, Deloitte
aash@deloitte.com


                               Copyright © 2010 22squared

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Blur Pma Chicago - Igniting Advocacy Through Social Media

  • 1. Igniting Advocacy Through Social Media Brandon Murphy, 22squared Art Ash, Deloitte
  • 2. 1 2 3 A strategic platform for advocacy Ways to activate in social media Examples of good execution Actions that Social actions that increase Brands that employ increase advocates brand discussions by 74% over practical actions in by 10% or more traditional digital engagement social media. Copyright © 2010 22squared
  • 3. Simple Look at Change Reach Organic Reach Awareness Relationships Selling Conversation
  • 4. More True Awareness Advocacy Advocacy Loop
  • 6. 1 2 3 A strategic platform for advocacy Ways to activate in social media Examples of good execution Actions that Social actions that increase Brands that employ increase advocates brand discussions by 53% over practical actions in by 10% or more non-social digital tactics social media. Copyright © 2010 22squared
  • 7. Committed/Few High Organic Reach/ reasons to talk Efficient Spend But we need ADVOCACY strategies to make it sustainable Low Organic Reach/ Temporary Buzz/ Inefficient Spend Good or Bad AMPLIFICATION Adapted from Steve Knox, CEO, Tremor
  • 8. ... we must create relationships worth talking about. Copyright © 2010 22squared
  • 9. Authenticity Transparency Chemistry Original, real and distinctly meaningful Be honest and have Create a visceral spark or clear intentions a gut reaction People Brands Empathy Inspiration Understand their needs, Motivates you to be di erent desires and lives, or better. : Stay In Touch Support Build anticipation, add value Be helpful, useful act & communicate. on their behalf. Quality Time Give Over Take Share a P.O.V. Provide talk-worthy Provide value and meaning immersive experiences. beyond the money spent. Common lifestyle, belief system or attitude. Copyright © 2010 22squared
  • 10. -15 Transparency WHAT IF... Advocacy 10% -16 Authenticity -18 Empathy category mean -10 Shared POV -10 Supportive -8 Communicates with me -15 Quality time -11 Get more than give -30 Chemistry
  • 11. THIS... 10% advocacy increase = incremental 355k $10MM advocates/month conversations annually 710k (1-2/month) incremental $828k sales/month 11 Copyright © 2010 22squared
  • 12. WHAT IF... Florida’s Natural’s advocates were more active? Florida’s Natural Before : .5/wk = $10 MM Florida’s Natural on the Friendship Model : 1.5/wk = $30MM incremental revenue/yr Copyright © 2010 22squared
  • 13. Raise the -15 Transparency question... Where does your juice come from? -16 Authenticity category mean Where it comes from is as important as where it goes -18 Empathy -10 Shared POV
  • 14. Results // Over twelve month period Advocacy* Sales Florida’s Natural Florida’s Natural +80% All Competitors All Competitors +28% +24% +9% +8% -11% -6% -6% Loyalty Advocacy Market Share Revenues *Change in advocate population (trade/end-consumer) vs. average of all tracked competitors 22squared Friendship Model Research
  • 15. 1 2 3 A strategic platform for advocacy Ways to activate in social media Examples of good execution Actions that Social actions that increase Brands that employ increase advocates brand discussions by 74% over practical actions in by 10% or more traditional digital engagement social media. Copyright © 2010 22squared
  • 16. Scale that’s hard to ignore 400MM 270MM + 55 mins/day Subscribers 2nd largest 75MM accounts search engine 50MM tweets/day http://techcrunch.com/2010/03/15/hitwise-says-facebook-most-popular-u-s-site/
  • 17. ? But what does participating in social media get me
  • 18. Our Study // How social media actions drive advocacy Control group of Customers who follow the brand on Customers creating content like recent customers Twitter, fan the brand on Facebook posting videos, pictures, status or belong to a Facebook group. updates, tweets, blog posts or even custom products. Recent Engage Participate Contribute Create Customers Customers who have been engaged by the brand with things like: Augmented Customers who freely offer product reality, microsites, online games, mobile feedback and input via polls, apps and online videos. reviews, forums and applications. N = 2250
  • 19. Advocacy // Discussions initiated in past 12 months 74% number of 10.0 MORE 9.0 5.3 discussions initiated 5.9 66% 54% 55% 46% 3.8 27% Control Engagement Participation Contribution Creation Source: 2010 Brand Involvement Study, 22squared
  • 20. So how much do you think ? you’re leaving on the table
  • 21. 1 2 3 A strategic platform for advocacy Ways to activate in social media Examples of good execution Actions that Social actions that increase Brands that employ increase advocates brand discussions by 74% over practical actions in by 10% or more traditional digital engagement social media. Copyright © 2010 22squared
  • 22. A menu for examples... Participation Creation Contribution Acquire and earn Enable fans and Enable a broader base of fans and participate followers to create fans to contribute to your actively in the content about your brand, products, packaging conversation. brand on your behalf. and marketing. % of people who initiated discussions # of discussions motivated
  • 23. Participation: @DellOutlet Best Buy - Twelpforce @JetBlue Buffalo Wild Wings Facebook
  • 24. Creation: Ford - Fiesta Movement Pringles - Facebook, 3 million Skittles HBO - True Blood
  • 25. Contribution: My Starbucks Idea Nike ID & Nike Running Vitamin Water - Facebook
  • 26. Top 6 to do’s 1. Develop an overall advocacy strategy to drive and measure social actions. 2. Create a new organizational model for social media: Responsibility tends to fall between current structures. 3. Develop a long-term approach because it doesn’t work on the short-term marketing and PR campaign time-frames, it’s about building relationships. 4. Don’t treat it like another marketing channel: true ROI comes from content sharing + talking with and listening directly to consumers 5. Equal parts playbook and plan: Social media can’t exist in a 12-month calendar plan alone, it must have a playbook and a gameplan..one that has a content calendar but also ways to enable fast reaction and opportunistic actions. 6. Have clear objectives and clearer metrics: advertising is measured in purchased exposures, social media is measured in interactions and organic reach Copyright © 2010 22squared
  • 27. Thanks Brandon Murphy, 22squared brandon.murphy@22squared.com Twitter: @brmurphy Art Ash, Deloitte aash@deloitte.com Copyright © 2010 22squared