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Social media has clearly moved beyond the experimentation stage. Big brands and little brands are diving into the pool. But are they ready for all the change in store? And are there larger forces at work? In reality, social media is just the tip of a broader movement. Advocacy and "badvocacy" are dictating the future for marketers and communicators. Apple carts of tradition are being tossed in at least six key areas: marketing channels, engagement methods, legal and regulatory controls, measurement, budgeting and organizational structures. This session will share research, insights and lessons learned from work with hundreds of clients. Speakers: Tim Marklein - Weber Shandwick Executive VP, Measurement & Strategy
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Slide 1 -- May 27, 2009
Presented May 27, 2009
Tim Marklein, [email protected]
Twitter: @tmarklein
Advocacy, “Badvocacy” and
Upsetting Apple CartsInbound Marketing Summit, Dallas
They are the believers
They wear the colors
They speak out
They stand on a virtual soapbox
They influence what we buy
They pull others along
They pull others along
They can change everything
Advocacy is the new wave for marketing
Sharing advice
Making recommendations
Making their loyalty visible
Reaching out broadly
Making fast decisions
Taking action
More than just
word-of-mouth…ADVOCATES
INFLUENTIALS
OPINION ELITES
BADVOCATES
45%
20%
High intensity (9%)Low intensity (36%)
Slide 10 -- May 27, 2009 Source: Weber Shandwick’s New Wave of
Advocacy™ with KRC Research, March 2007
The ultimate Advocacy
their competitors
Advocates can
help a company grow an
average rate of
Slide 11 -- May 27, 2009 Source: Bain & Company
Sounds great, right?
Be careful what you wish for…
Slide 12 -- May 27, 2009
…“badvocates” are everywhere, too…
Slide 13 -- May 27, 2009
…and they wield significant influence
Slide 14 -- May 27, 2009 Source: Weber Shandwick’s New Wave of
Advocacy™ with KRC Research, March 2007
Apple Cart #1. Marketing Channels
We need to re-think channels, reach, influence
SOCIAL HUB MEGA HUB
“Inside” Advocacy Sources “Outside” Advocacy Sources
EXPERT HUBDAY-TO-DAY HUB
? ?
? ?Slide 15 -- May 27, 2009
SOCIAL HUB MEGA HUB
EXPERT HUBDAY-TO-DAY HUB
Apple Cart #1. Marketing Channels
We can’t assume or pretend they’re linear
Social
Networks
Blogs
HomeTrade show
Podcasts
VODDirect
Internet TV
Authors
Opinion Sites
Branded
Entertainment
Radio
Broadcast
Television
Cable
Television
Branded
Applications
Brand
Website
Business
Media
Vertical
Media Lifestyle
Media
Social
Organizations
Community
Groups
Business
Organizations
Social Clubs
Celebrity
Work
placeSMS
WOMMobile
Phone
Telephone
Search
Video gamesARG’s
Pundits
Experts Sales
Reps
Customer
Service
“Inside” Advocacy Sources “Outside” Advocacy Sources
Slide 16 -- May 27, 2009 Source: Weber Shandwick & KRC Research
Apple Cart #2. Engagement Methods
Traditional marketing needs to adapt or suffer
Traditional marketing
• Create collateral
• Send direct mail
• Buy media
• Attend events
• Create events
• Buy more media
• Conduct PR
• Write case studies
• Buy more media
• Tell one story to mass markets or big groups
Advocacy marketing
• Identify advocates
• Engage advocates
• Manage relationships
• Have conversations
• Activate communities
• Create great content
• Syndicate content
• Tell many stories, one at a time, synchronized, through many voices, to “micro” markets
Slide 17 -- May 27, 2009
Apple Cart #3. Legal and Regulatory Controls
Prepare and engage like humans, not lawyers
Slide 18 -- May 27, 2009
MediaAnalysis
(traditional)
MediaAnalysis(social)
WebAnalytics
(site)
KeywordAnalysis(search)
WOMAnalysis(surveys)
BrandTracking(surveys)
CustomerSatisfaction(surveys)
EmployeeSatisfaction(surveys)
Lead Gen& Sales data
(CRM)
Events &DM data(CRM)
Analyst Data & Reports
(third party)
Ind. Awards& Scorecards(third party)
Source: Weber Shandwick Measurement & Strategy practice –
ARROW Measurement Suite, February 2009
Apple Cart #4. Measurement
“Insight” doesn’t live in silos, aggregation is key
Slide 19 -- May 27, 2009
Apple Cart #4. Measurement
New metrics emerging, old metrics challenged
measures: Assess how content is accessed, shared, adapted, amplified across various sites and media properties
measures: Assess the volume, engagement, sentiment and reach of content shared via the web.
measures: Assess the paid and organic search rankings for company content, brands and keyword associations
measures: Assess the volume, engagement, feedback and reach of content shared via company’s web properties
measures: Analyze volume, content, sentiment of conversations about company/brands across sites, media
measures: Assess audience, reach and “touch points” of company content/conversations across sites, media
• Outcome measures: Assess how the content, conversation and community measures correlate with desired outcomes
Slide 20 -- May 27, 2009Source: Weber Shandwick Measurement & Strategy
practice, “Inline” measurement framework
Apple Cart #4. Measurement
Advocacy isn’t all digital, but it can be measured
Source: Weber Shandwick Measurement & Strategy analysis,
based on Keller Fay TalkTrackTM survey data Jan’08-Dec’08
AIG
Industry Average
State Farm
All State
Prudential
Nationwide
High Volume / High QualityLow Volume / High Quality
High Volume / Low QualityLow Volume / Low Quality
Share of Conversation (%)
Qu
ality
of A
dvo
ca
cy (
%)
Metric Score Industry
Share of Conversation 10% 4%
Net Favorability -62% 18%
Net Recommendation -24% 29%
Propensity to Relay 31% 50%
Slide 21 -- May 27, 2009
Apple Cart #5. Budgeting
Program/headcount ratios aren’t “socialized”
Traditional:
35% headcount
65% program
Transition:
30% traditional headcount
55% traditional program
15% “social” or “Advocacy” engagement
Target:
25% traditional headcount
45% traditional program
30% “social” or “Advocacy” engagement
Slide 22 -- May 27, 2009
One scenario…
Apple Cart #6. Organizational Structures
Traditional marketing needs to adapt or suffer
CMO Organization
• Director, Advertising
• Director, Marcom
• Director, Web
• Director, PR
• Director, Events
• Director, Ops/CRM
• Advertising Agency
• Direct Mktg Agency
• PR Agency
• Events Agency
CMO Organization
• Director, Community A
• Director, Community B
• Director, Community C
• Director, Content Dev.
• Director, Online Experiences
• Director, Analytics
• “Functional” specialists
• “Strategic” agencies
• “Functional” agencies
Slide 23 -- May 27, 2009
One scenario…
