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

Microsoft Confidential

1

Arial Bold 24ptArial Regular 20pt

ADVOCACY More talk. More action.


2


Contents

What is Advocacy, why is it important

now?

Advocacy & Influence

The new brand mantra

A practical approach to Advocacy

Conclusions


3


Why is there a need for Advocacy today?

“The Break Up”

http://www.youtube.com/watch?v=RZDXfB0Rd4Q


4

Arial Bold 24ptArial Regular 20ptWhat is Advocacy?


5


Advocacy: the act of pleading for,

supporting, or recommending a

brand, cause or idea by a trusted

third party


6


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

Advertising: Remarkable Creativity


7


Direct Marketing: Remarkable Propositions

“Free Sky+ When You Recommend A Friend”


8

Arial Bold 24ptArial Regular 20ptArial Bold 24ptArial Regular 20pt

PR: Remarkable stories


9

Arial Bold 24ptArial Regular 20ptWhy is Advocacy important?


10


Advocacy predicts revenue growth


11


Advocacy research

4,000 interviews online

4 European markets

5 categories


12


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


13

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


14


Talk

ed a

bout

(%)

Favourability (NPS%)

Remarkable brands do better


15


Advocates participate more

Source: Weber Shandwick UK research October 2008


16


Source: Les Binet, IPA Datamine


17


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


18



19


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


20



21

Arial Bold 24ptArial Regular 20ptAdvocacy & Influence


22


We trust people, more than we trust companies

Brands

Source: Jon Leach, Pattern Recognition


23


Influence Profile


24


What influences purchase decisions?


25


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


26


Case Study 1

Windows Media Center



How the programme works


NewsNews

Connecting people more deeply to their passions and interests


A common motivation: News Junkies


“TV on Your PC challenge”


MSNBC News beta


Browse, search, and watch


How does it spread?


What did they say about it?


http://www.blogpulse.com/index.html


38


Remarkable Advocacy Model

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


39



40


Nice Listen more, show respect.


41


Entertain

Reward people for their attention.


42


Useful Solve peoples’ problems. Help them.


43


Educate

Help people learn new skills.


44


Connect

Connect people and ideas.


45

Arial Bold 24ptArial Regular 20ptAdvocacy: Some practicalities


46


“Yes we can!”


47


Weber Shandwick’s Inline 4C’s process

Conversations

ContentConnections

Communities


48




Business

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