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Harnessing the power of consumer
 advocacy to fuel efficient growth




            Art Ash, Deloitte
       Brandon Murphy, 22squared
2
3
))) Brands




             4
Friendship Actions build...




                              5
Advocacy
       which sparks...




                         6
Conversations   that lead to...




                                  7
Recommendations
           that turn into...




                               8
Sales   which are usually...




                               9
Higher
   in profit and lower in
   acquisition costs




                            10
Are you                                               )))
 activating your
 advocates?
Consumers mention 56 brands in conversation a week.

1 in 3 people come to a brand through a recommendation.

Customers referred by loyal customers have 37% higher retention rate.




                                                                    11
How can you do it?
                                 1)
                                      ROLES
                                      Understand the role the brand plays
                                      in the consumers life and the role the
                                      consumer plays for your brand.




                                              )))
3)
 MOMENTUM                                                   2)
     Create momentum, get people
     talking more and ignite                                  ACTION
     conversation about your brand.                           Identify the actions the brand
                                                              must take to increase advocates
                                                              and ultimately growth.



                                                                                           12
1)
Qualify your buyer base
TRUE ADVOCACY SCORE = %Advocates - %Critics


                                            Determine what “brand
                                            actions” are driving active
                                            advocates and active critics.
SHAREHOLDER

              EVANGELIST
                           RECOMMENDER



                                         REPEAT   SATISFIED
       ADVOCATES                            BUYERS                       CRITICS

                                                              MARGINAL
                                                              CUSTOMER
                                                                         DISSATISFIED
                                                                          CUSTOMER
                                                                                        ACTIVELY
                                                                                        AGAINST




                                                                                                   13
2)
Identify Improvement Actions
Regression analyses across more than 30 categories, 300
brands and more than 33,000 customers



   Drivers of True Advocacy™              Potential Actions
                                          Illustrative

   Keep it Fresh
   Stay in Touch                          •   Improve / evolve existing CRM solutions
                                          •   Execute targeted marketing
 Be Transparent
                                          •   Improve call-center response and support
     Be Exciting                          •   Ensure consistent cross-channel
    Share a POV                               experience and messaging
  Spend Q-Time
  Be Empathetic                           •   Assess and revise pricing policies
  Support Them                            •   Improve loyalty and rewards programs
      Give More                           •   Implement CSR initiatives
                                          •   Wrap products with free services that
   Be Authentic                               create immersive customer experiences




                                                                                         14
Results: CPG Beverage
 •   A CPG company held the #4 position within a flat market
 •   Our study revealed poor performance on several critical drivers
 •   Improvement initiatives were identified and executed
 •   A robust advocacy activation program was initiated in three phases


               Advocacy*                                                                    Qualified Leads
     Brand X                                                                   Brand X
                    +80%
  All Competitors                                                             All Competitors




                                  +29%                                                    +28%
  +24%
                                                                                                                               +9%
                       +8%
                                            +1%

        -11%                                                                                        -6%                                  -6%
 Loyalty        Advocacy        Momentum                                            Market Share                             Revenues



                             22squared Friendship Model Research   *Change in advocate population (trade/end-consumer) vs. average of all tracked competitors
                                                                                                                                                                15
3)
Creating Momentum

                                                     Company B




                           Company E    Company F
                                                     Company G

   Company A

               Company D



    Company C




  FADING                     STABLE                 GROWING
  Stopped Talking             To Bored to Talk          Talking



                                                                   16
Social Media
The catalyst for building momentum and
the forum for igniting advocates.


Rule # 1...




                                         17
NOT              social
                 media


an advertising platform...

Think of it as a value delivery platform.

                                            18
“If I tell my Facebook friends about your
brand, it’s not because I like your brand, but
rather because I like my friends.”


                       - Mike Arauz, UnderCurrent




                                                    19
Social Media allows us to market
 with people instead of at them




                                   20
It’s a SOCIAL thing


                      21
...you can’t control it


                          22
...you can’t ignore it


                         23
It must be...

Authentic
                24
It must be...

Personal
                25
It must be...

Transparent
                26
It must be...

Inclusive
                27
It must be...

Honest
                28
It must be...

Funny
                29
It must be...
Conversational

                 30
most of all...

Bring Value
                 31
figure out what this means



    +Value=
Brand     Consumer              Social Connections
          (advocate)            (result of advocacy)




                                                       32
PROPAGATE
Light the fuse




                 33
34
7 Common Pitfalls of social media.
                                     35
Lack of agenda and plan
No objective = no success
What to measure and how to measure it




                                        36
Metrics: Advocacy is the end.

                                    Fans/Followers
                    Shared pages
                                    Embeds
                    Posts
                                    Social Bookmarks
                    Mentions
                                    Content Uploads
                    Comments
         ADVOCACY
                                    Tweet : Retweet



                    Impressions       Downloads
                    Sentiment         Registrations
                    Views             Time spent
                    Search Rank       Repeat Visits
                    Unique Visits     Subscribe

                            ENGAGEMENT
                                                       37
Lack of agenda and plan
No objective = no success
What to measure and how to measure it
Lack of content, narrative, calendar etc.
Failure to listen and learn
Overlook reach: networks & relationships
Under-estimate people power needed



                                            38
39
7 Learnings for social media success.




                                        40
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)



                                                            41
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, of consumers
                                       44% not brands)
                                          follow brands on
Experiences (that spark advocacy)         twitter for deals...
                                          37% fan brands on
                                          Facebook for deals
Utilities (that make the brand useful)          Razorfish Feed Report, 09



Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)



                                                                        42
Where do you fit into
the social graph?
                                                               ?
What will our “fans” want
to do the most of?
• Post Comments • Use Cool Apps/Widgets
• Post Images• Post Videos • Get Advice (from us or friends)
• Play Games, Quizzes... Win or Get Free Stuff
                      •
• Promotional/Research Driven Posts/Engagement Opt.




                                                                   43
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)



                                                            44
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
                                         65% of consumers
Experiences (that spark advocacy)        have had an online
                                         experience that
Utilities (that make the brand useful)   changed their
                                         perception about a
Earn vs. Buy (each brand earns fans in their own way)
                                         brand...97% claimed
                                         that experience
Listen (so you know what will work)      influence their
                                         purchase
                                               Razorfish Feed Report, 09




                                                                           45
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)



                                                            46
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)



                                                            47
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)



                                                            48
49
Objectives and
                    7 Steps to a social media strategy.
Audiences


         Engage Communities
         & Influencers            Stage out
                                  narrative



                                                    Establish metrics,
                                                    tools and method
                                                    for calculating ROI

                      ID Social
                      Platforms

                                              Develop mktg.
                              Develop         plan/determine fit
                              content plan    with other media
)))   )))
Advocacy Workshops




     1
                    Meet with us – we would be honored to spend a half-day with
                    you to review and share the ten most important tenets of
                    Consumer Advocacy and understand how companies across
                    a multitude categories have achieved above average growth




     2
                    Share with us - potential products, brands and categories
                    that you might be interested in applying Consumer
                    Advocacy analysis to help grow your business


                    Work with us - allow us to conduct a social media audit

     3              beyond the usual buzz metrics to show you how to
                    optimize your social media presence to mobilize
                    advocates and build your community online.


52   22squared Friendship Model Research.               Copyright © 2009 Deloitte Development LLC. All rights reserved.
email: aash@deloitte.com                                                                                          Twitter: @brmurphy




                                                                                                           22squared, one of the largest independent advertising agencies in the U.S.,
About Deloitte                                                                                            provides strategic marketing and creative services across multiple industries.
Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member
firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about      Believing today’s consumer is far more influenced by what a brand does than
for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its member firms.      what it says, the agency applies its proprietary Friendship Model to assess the
Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP   relationship between brands and consumers and determine actions to optimize
and its subsidiaries.
                                                                                                          it. With this intelligence, 22squared develops marketing and advertising that
Copyright © 2009 Deloitte Development LLC. All rights reserved.                                          motivates consumers to advocate on behalf of the brand, leveraging the power
Member of Deloitte Touche Tohmatsu
                                                                                                                       of peer persuasion and ultimately increasing revenue.
                                                                                                                                                                                       53

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Brand Advocacy and Social Media - 2009 GMA Conference

  • 1. Harnessing the power of consumer advocacy to fuel efficient growth Art Ash, Deloitte Brandon Murphy, 22squared
  • 2. 2
  • 3. 3
  • 6. Advocacy which sparks... 6
  • 7. Conversations that lead to... 7
  • 8. Recommendations that turn into... 8
  • 9. Sales which are usually... 9
  • 10. Higher in profit and lower in acquisition costs 10
  • 11. Are you ))) activating your advocates? Consumers mention 56 brands in conversation a week. 1 in 3 people come to a brand through a recommendation. Customers referred by loyal customers have 37% higher retention rate. 11
  • 12. How can you do it? 1) ROLES Understand the role the brand plays in the consumers life and the role the consumer plays for your brand. ))) 3) MOMENTUM 2) Create momentum, get people talking more and ignite ACTION conversation about your brand. Identify the actions the brand must take to increase advocates and ultimately growth. 12
  • 13. 1) Qualify your buyer base TRUE ADVOCACY SCORE = %Advocates - %Critics Determine what “brand actions” are driving active advocates and active critics. SHAREHOLDER EVANGELIST RECOMMENDER REPEAT SATISFIED ADVOCATES BUYERS CRITICS MARGINAL CUSTOMER DISSATISFIED CUSTOMER ACTIVELY AGAINST 13
  • 14. 2) Identify Improvement Actions Regression analyses across more than 30 categories, 300 brands and more than 33,000 customers Drivers of True Advocacy™ Potential Actions Illustrative Keep it Fresh Stay in Touch • Improve / evolve existing CRM solutions • Execute targeted marketing Be Transparent • Improve call-center response and support Be Exciting • Ensure consistent cross-channel Share a POV experience and messaging Spend Q-Time Be Empathetic • Assess and revise pricing policies Support Them • Improve loyalty and rewards programs Give More • Implement CSR initiatives • Wrap products with free services that Be Authentic create immersive customer experiences 14
  • 15. Results: CPG Beverage • A CPG company held the #4 position within a flat market • Our study revealed poor performance on several critical drivers • Improvement initiatives were identified and executed • A robust advocacy activation program was initiated in three phases Advocacy* Qualified Leads Brand X Brand X +80% All Competitors All Competitors +29% +28% +24% +9% +8% +1% -11% -6% -6% Loyalty Advocacy Momentum Market Share Revenues 22squared Friendship Model Research *Change in advocate population (trade/end-consumer) vs. average of all tracked competitors 15
  • 16. 3) Creating Momentum Company B Company E Company F Company G Company A Company D Company C FADING STABLE GROWING Stopped Talking To Bored to Talk Talking 16
  • 17. Social Media The catalyst for building momentum and the forum for igniting advocates. Rule # 1... 17
  • 18. NOT social media an advertising platform... Think of it as a value delivery platform. 18
  • 19. “If I tell my Facebook friends about your brand, it’s not because I like your brand, but rather because I like my friends.” - Mike Arauz, UnderCurrent 19
  • 20. Social Media allows us to market with people instead of at them 20
  • 21. It’s a SOCIAL thing 21
  • 32. figure out what this means +Value= Brand Consumer Social Connections (advocate) (result of advocacy) 32
  • 34. 34
  • 35. 7 Common Pitfalls of social media. 35
  • 36. Lack of agenda and plan No objective = no success What to measure and how to measure it 36
  • 37. Metrics: Advocacy is the end. Fans/Followers Shared pages Embeds Posts Social Bookmarks Mentions Content Uploads Comments ADVOCACY Tweet : Retweet Impressions Downloads Sentiment Registrations Views Time spent Search Rank Repeat Visits Unique Visits Subscribe ENGAGEMENT 37
  • 38. Lack of agenda and plan No objective = no success What to measure and how to measure it Lack of content, narrative, calendar etc. Failure to listen and learn Overlook reach: networks & relationships Under-estimate people power needed 38
  • 39. 39
  • 40. 7 Learnings for social media success. 40
  • 41. Purpose (have a purpose over a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) Experiences (that spark advocacy) Utilities (that make the brand useful) Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 41
  • 42. Purpose (have a purpose over a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, of consumers 44% not brands) follow brands on Experiences (that spark advocacy) twitter for deals... 37% fan brands on Facebook for deals Utilities (that make the brand useful) Razorfish Feed Report, 09 Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 42
  • 43. Where do you fit into the social graph? ? What will our “fans” want to do the most of? • Post Comments • Use Cool Apps/Widgets • Post Images• Post Videos • Get Advice (from us or friends) • Play Games, Quizzes... Win or Get Free Stuff • • Promotional/Research Driven Posts/Engagement Opt. 43
  • 44. Purpose (have a purpose over a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) Experiences (that spark advocacy) Utilities (that make the brand useful) Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 44
  • 45. Purpose (have a purpose over a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) 65% of consumers Experiences (that spark advocacy) have had an online experience that Utilities (that make the brand useful) changed their perception about a Earn vs. Buy (each brand earns fans in their own way) brand...97% claimed that experience Listen (so you know what will work) influence their purchase Razorfish Feed Report, 09 45
  • 46. Purpose (have a purpose over a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) Experiences (that spark advocacy) Utilities (that make the brand useful) Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 46
  • 47. Purpose (have a purpose over a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) Experiences (that spark advocacy) Utilities (that make the brand useful) Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 47
  • 48. Purpose (have a purpose over a positioning) Content (varying types grow communities, organize for it) Personality (communities are made of people, not brands) Experiences (that spark advocacy) Utilities (that make the brand useful) Earn vs. Buy (each brand earns fans in their own way) Listen (so you know what will work) 48
  • 49. 49
  • 50. Objectives and 7 Steps to a social media strategy. Audiences Engage Communities & Influencers Stage out narrative Establish metrics, tools and method for calculating ROI ID Social Platforms Develop mktg. Develop plan/determine fit content plan with other media
  • 51. ))) )))
  • 52. Advocacy Workshops 1 Meet with us – we would be honored to spend a half-day with you to review and share the ten most important tenets of Consumer Advocacy and understand how companies across a multitude categories have achieved above average growth 2 Share with us - potential products, brands and categories that you might be interested in applying Consumer Advocacy analysis to help grow your business Work with us - allow us to conduct a social media audit 3 beyond the usual buzz metrics to show you how to optimize your social media presence to mobilize advocates and build your community online. 52 22squared Friendship Model Research. Copyright © 2009 Deloitte Development LLC. All rights reserved.
  • 53. email: aash@deloitte.com Twitter: @brmurphy 22squared, one of the largest independent advertising agencies in the U.S., About Deloitte provides strategic marketing and creative services across multiple industries. Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about Believing today’s consumer is far more influenced by what a brand does than for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its member firms. what it says, the agency applies its proprietary Friendship Model to assess the Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP relationship between brands and consumers and determine actions to optimize and its subsidiaries. it. With this intelligence, 22squared develops marketing and advertising that Copyright © 2009 Deloitte Development LLC. All rights reserved. motivates consumers to advocate on behalf of the brand, leveraging the power Member of Deloitte Touche Tohmatsu of peer persuasion and ultimately increasing revenue. 53