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BRAND ADVOCACY UNLOCKING THE POTENTIAL OF WEB 2.0 clickadvisor insight for innovation [email protected]

Web 2.0 & Brand Advocacy

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Page 1: Web 2.0 & Brand Advocacy

BRAND ADVOCACYUNLOCKING THE POTENTIAL OF WEB 2.0

clickadvisorinsight for [email protected]

Page 2: Web 2.0 & Brand Advocacy

WEB 2.0 - THE DATABASE-BACKED SOCIAL WEB. SO WHAT (FOR BRANDS)?

Page 3: Web 2.0 & Brand Advocacy

BRAND ADVOCACY + WEB 2.0 = MATCH MADE IN HEAVEN

WEB 2.0

Brand Advocacy♡

Page 4: Web 2.0 & Brand Advocacy

Cults Sea Squirts

Lake Wobegon Brainwashing

Page 5: Web 2.0 & Brand Advocacy

BUT FIRST, LET’S TALK ABOUT YOUR SALARY: WILL IT GO UP NEXT YEAR?

2009?

?

YOUR SALARY

Page 6: Web 2.0 & Brand Advocacy

YOU COULD TALK TO A CLAIRVOYANT

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OR TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)

Page 8: Web 2.0 & Brand Advocacy

OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION

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WOULD YOU RECOMMEND

US?WOULD THEY RECOMMEND YOU?

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RECOMMENDATION RATES ARE LINKED TO GROWTH

2003

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“The most recommended company in its category

grows 2.5x category average”

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SO WHAT YOUR CLIENTS SAY ABOUT YOU DRIVES YOUR SALARY

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NOT JUST BECAUSE CLIENTS WHO RECOMMEND YOU CREATE NEW CLIENTS...

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BUT BECAUSE RECOMMENDING CLIENTS BUY MORE, MORE OFTEN, FOR MORE

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“Personal recommendations are rated #1 influence on purchase decisions across

B2B and B2C sectors”

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THERE’S EVEN A VALIDATED RECOMMENDATION METRICLINKED TO GROWTH IN OVER 40 SECTORS

Likelihood you’d recommend...

0 1 2 3 4 5 6 7 8 9 10

PromoterPassiveDetractor

NPS (Net Promoter Score) = Promoters (%) - Detractors (%)

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“A 12% increase in NPS correlates to a doubling

of growth” (US)

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“A 7 point increase in NPS correlates to a 1%

increase in growth” (UK)

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NPS: THE CFO-FRIENDLY RECOMMENDATION METRIC IS SPREADING FAST

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“Two-thirds of the economy influenced by personal

recommendations”

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“1 in 3 people come to a brand through personal

recommendation”

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DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER

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BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER

IT’S A SMALL WORLD

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RECOMMENDATIONS FLOW THOUGH SOCIAL NETWORKS CONNECTING EVERYBODY TO EVERYBODY BY SIX DEGREES

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THIS IS NOT A SOCIAL NETWORK(IT’S A SOCIAL NETWORKING PLATFORM)

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SOCIAL NETWORKS ARE PEOPLE NETWORKS AND MAKE UP MARKETING’S MOST POWERFUL MEDIA: RECOMMENDATION MEDIA

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WEB 2.0 STRATEGY:IGNITE RECOMMENDATIONS

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HOW?

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NOTHING TO DO WITH VIRALS

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AND ADS DON’T MAKE RECOMMENDATIONS

2% proportion of recommendations prompted by advertising

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BROCHUREWARE IS NOT THE ANSWER

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NOTHING TO DO WITH ASTROTURFING (FAKE GRASSROOTS)

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SO HOW DOES WEB 2.0 IGNITE RECOMMENDATION MEDIA?

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1. WEB 2.0 AS INNOVATION PLATFORM

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THE KEY TO DRIVING RECOMMENDATION: BEATING EXPECTATIONS

70% proportion of recommendations prompted by expectation-beating product experience

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RECOMMENDATION FORMULA = EXPERIENCE/EXPECTATION

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RECOMMENDATIONS DRIVEN BY REMARKABLE PRODUCT EXPERIENCE

“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.”

Seth Godin

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LAKE WOBEGON SYNDROME

80% of CEOs think their brand offers a superior experience...

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LAKE WOBEGON SYNDROME

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LAKE WOBEGON SYNDROME

...8% of their customers agree

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WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)

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WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)

Page 43: Web 2.0 & Brand Advocacy

WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)

Page 44: Web 2.0 & Brand Advocacy

WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)

Page 45: Web 2.0 & Brand Advocacy

WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)

Page 46: Web 2.0 & Brand Advocacy

E-COMMERCE ENABLED INNOVATION PLATFORMS

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BRAND AS INNOVATION/CUSTOMISATION PLATFORM

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2. WEB 2.0 AS VALUE DELIVERY PLATFORM

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BRANDED UTILITY

WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

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“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” Nick Law CCO R/GA

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WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

Page 52: Web 2.0 & Brand Advocacy

WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

Page 53: Web 2.0 & Brand Advocacy

WEB 2.0 AS VALUE-DELIVERY PLATFORMTHE SEA SQUIRT IMPERATIVE (SOLVE A PROBLEM OR EAT YOUR BRAIN)

Page 54: Web 2.0 & Brand Advocacy

WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS

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WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)

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INSTANT GRATIFICATION

WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)

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INSTANT GRATIFICATIONSIMPLIFICATION

WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)

Page 58: Web 2.0 & Brand Advocacy

INSTANT GRATIFICATIONSIMPLIFICATION

COGITO CONSOLANS

WEB 2.0 AS VALUE-DELIVERY PLATFORMHELP ME, ENTERTAIN ME AND OR MAKE ME FEEL GOOD (EMOTIONAL VALUE)

Page 59: Web 2.0 & Brand Advocacy

WEB 2.0 AS VALUE-DELIVERY PLATFORMTHE RISE OF BRANDED MARKETPLACES?

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3. WEB 2.0 AS ENGAGEMENT PLATFORM

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WEB 2.0 AS ENGAGEMENT PLATFORMDIALOGUE NOT MONOLOGUE

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WEB 2.0 AS ENGAGEMENT PLATFORMBRAND ADVISORY BOARDS

Page 63: Web 2.0 & Brand Advocacy

Sneak Peek VIP Vote Inside Scoop+ +

WEB 2.0 AS ENGAGEMENT PLATFORMBRAND ADVISORY BOARDS

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WEB 2.0 AS ENGAGEMENT PLATFORMDIALOGUE DRIVES ADVOCACY

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WEB 2.0 AS ENGAGEMENT PLATFORMTHE HAWTHORNE EFFECT

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WEB 2.0 AS ENGAGEMENT PLATFORMBREWTOPIA: BUILDING A BRAND ON ENGAGEMENT

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WEB 2.0 AS ENGAGEMENT PLATFORMIGNITING RECOMMENDATIONS THROUGH ENGAGEMENT

WEB 2.0

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Propensity to Recommend (NPS)

WEB 2.0 AS ENGAGEMENT PLATFORMIGNITING RECOMMENDATIONS THROUGH ENGAGEMENT

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WEB 2.0 AS ENGAGEMENT PLATFORM: WHAT’S NEXT?

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ENGAGEMENT ADVERTISING?

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ENGAGEMENT ADVERTISING?

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SUMMARY

Page 73: Web 2.0 & Brand Advocacy

RECOMMENDATION RATES DRIVE GROWTH

EXPECTATION-BEATING PRODUCT EXPERIENCES

DRIVE RECOMMENDATIONS

WEB 2.0 CAN HELP BRANDS DELIVER

EXPECTATION-BEATING PRODUCT EXPERIENCES

BEYOND COMMSWEB 2.0 AS A PLATFORM

INNOVATIONVALUE DELIVERY

ENGAGEMENT

Page 74: Web 2.0 & Brand Advocacy

Cults Sea Squirts

Lake Wobegon Brainwashing

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IF YOU REMEMBER JUST ONE THING...

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IF YOU REMEMBER JUST ONE THING...

WHATEVER YOU DO, MAKE SURE IT’S WORTH TALKING ABOUT

Page 77: Web 2.0 & Brand Advocacy

For reprints/research enquiries: [email protected] +44 777 95 77 248

clickadvisorinsight for innovation

Page 78: Web 2.0 & Brand Advocacy

clickadvisorinsight for innovation

About Clickadvisor★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing

technology to help brands do market-led innovation

★ Instead of running traditional groups and interviews, we uncover needs, opportunities and solutions using online idea and design contests

★ Innovation Idea Contests

★ Trendspotting Contests

★ Brand Naming Contests

★ Pack/Cover Design Contests

★ Our idea and design contests help brands do collaborative innovation, delivering creative insight fast and cost-effectively

Page 79: Web 2.0 & Brand Advocacy

clickadvisorinsight for innovation

About the SpeakerPaul Marsden is director at clickadvisor.com, a digital insight agency specialising in innovation

An experienced market researcher, career highlights to date include:

★ Product management, sales and market research at Astra Zeneca★ PhD in social psychology (social influence) - development of online

research tool featured in The New Scientist★ Led London School of Economics team validating the link between

brand advocacy and sales growth - worked on innovation research projects for BBC, LVMH, Nokia, Economist, and Unilever

★ Co-founded two successful digital marketing agencies (Spheeris (online communication) and Brainjuicer (online research))

★ Co-authored popular business book ‘Connected Marketing’

Paul’s latest venture, clickadvisor.com, helps brands do collaborative innovation through brand-sponsored idea and design contests

Page 80: Web 2.0 & Brand Advocacy

clickadvisorinsight for innovation

FlipsideA reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster