Building the Army of Advocates, and What to do with Badvocates

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ADVOCACY More talk. More action.

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Contents

What is Advocacy, why is it important

now?

Advocacy & Influence

The new brand mantra

A practical approach to Advocacy

Conclusions

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Why is there a need for Advocacy today?

“The Break Up”

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Arial Bold 24ptArial Regular 20ptWhat is Advocacy?

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Advocacy: the act of pleading for,

supporting, or recommending a

brand, cause or idea by a trusted

third party

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“Have you seen that Meerkat / Robot / Gorilla?”

Advertising: Remarkable Creativity

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Direct Marketing: Remarkable Propositions

“Free Sky+ When You Recommend A Friend”

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PR: Remarkable stories

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Arial Bold 24ptArial Regular 20ptWhy is Advocacy important?

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Advocacy predicts revenue growth

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Advocacy research

4,000 interviews online

4 European markets

5 categories

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Spirits

Auto

PC

Mobile

AllCategories

TV

46.4%

48.1%

31.0%

32.1%

Europe

24.7%

37.3%

More than 1/3rd of European consumers are influenced by

another consumer’s recommendation

Source: Weber Shandwick European Advocacy Research

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Arial Bold 24ptArial Regular 20ptMore often than not, the

recommendation leads to a sale

Spirits

Auto

PC

Mobile

AllCategories

TV

71.8%

42.7%

53.1%

55.6%

Europe

50.1%

55.1%

Source: Weber Shandwick European Advocacy Research

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Talk

ed a

bout

(%)

Favourability (NPS%)

Remarkable brands do better

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Advocates participate more

Source: Weber Shandwick UK research October 2008

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Source: Les Binet, IPA Datamine

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Why is Advocacy important now?- The newly emerging role of advocacy in the downturn

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Recession increases reliance on Word Of Mouth

Q. ARE YOU MORE LIKELY TO REFER TO A FRIEND WHEN MAKING A PURCHASE?

Source: Weber Shandwick UK research October 2008

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Arial Bold 24ptArial Regular 20ptAdvocacy & Influence

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We trust people, more than we trust companies

Brands

Source: Jon Leach, Pattern Recognition

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Influence Profile

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What influences purchase decisions?

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Yes, yes... But how do you get people talking?

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Case Study 1

Windows Media Center

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How the programme works

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NewsNews

Connecting people more deeply to their passions and interests

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A common motivation: News Junkies

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“TV on Your PC challenge”

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MSNBC News beta

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Browse, search, and watch

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How does it spread?

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What did they say about it?

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Remarkable Advocacy Model

• “Remarkable (adj.): Stands-out, worthy of comment, worthy of note or attention.”

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Nice Listen more, show respect.

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Entertain

Reward people for their attention.

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Useful Solve peoples’ problems. Help them.

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Educate

Help people learn new skills.

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Connect

Connect people and ideas.

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Arial Bold 24ptArial Regular 20ptAdvocacy: Some practicalities

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“Yes we can!”

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Weber Shandwick’s Inline 4C’s process

Conversations

ContentConnections

Communities

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