Published on October 8, 2009
Advocacy, Badvocacy & Upsetting Apple Carts Inbound Marketing Summit, Dallas Presented October 8, 2009 Tim Marklein, firstname.lastname@example.org Twitter: @tmarklein Slide 1 -- October 8, 2009
AFTER YESTERDAY: Dead PR Guy from Mars… Do I Suck? Presented October 8, 2009 Tim Marklein, email@example.com Twitter: @tmarklein Slide 2 -- October 8, 2009
Smackdown time • PR isn’t dead. Advertising isn’t dead. They’re evolving. • Social media doesn’t replace traditional media. They will work together. • Inbound marketing doesn’t replace outbound marketing. They will work together. • … But there is a powerful new force at play: Customers are in charge, and advocacy takes center stage. Slide 3 -- October 8, 2009
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 More than just word-of-mouth… 45% ADVOCATES High intensity (9%) Sharing advice Low intensity (36%) Making recommendations 20% Making their loyalty visible BADVOCATES Reaching out broadly Making fast decisions INFLUENTIALS Taking action OPINION ELITES Slide 12 -- October 8, 2009 Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007
The ultimate Advocacy Advocates can help a company grow an average rate of their competitors Slide 13 -- October 8, 2009 Source: Bain & Company
Sounds great, right? Be careful what you wish for… Slide 14 -- October 8, 2009
…“badvocates” are everywhere, too… Slide 15 -- October 8, 2009
…and they wield significant influence Slide 16 -- October 8, 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 “Inside” Advocacy Sources “Outside” Advocacy Sources DAY-TO-DAY HUB EXPERT HUB ? ? ? ? SOCIAL HUB MEGA HUB Slide 17 -- October 8, 2009
Apple Cart #1. Marketing Channels We can’t assume or pretend they’re linear “Inside” Advocacy Sources “Outside” Advocacy Sources DAY-TO-DAY HUB EXPERT HUB Experts Sales Trade show Home E-mail Reps Telephone Podcasts Customer Service Work Vertical place Business Media Lifestyle SMS Media Media Pundits Mobile Brand WOM Authors Phone Website Social Blogs Branded Organizations Celebrity Entertainment Community Search VOD Print Direct Groups Mail Cable Social Clubs Social Broadcast Television Networks Television Branded Opinion Sites Radio Applications Business Internet TV Organizations Video games ARG’s SOCIAL HUB MEGA HUB Slide 18 -- October 8, 2009 Source: Weber Shandwick & KRC Research
Apple Cart #2. Targeting & Prioritization Customers aren’t necessarily who they seem SALES THOUGHT: Eric = $500K IT budget THE REALITY: Eric = $76M IT impact inside, $200M total in 40 companies $500,000 IT Budget
Apple Cart #3. Engagement Methods Traditional marketing needs to adapt or suffer Traditional marketing Advocacy marketing • Create collateral • Identify advocates • Send direct mail • Engage advocates • Buy media • Manage relationships • Attend events • Have conversations • Create events • Activate communities • Buy more media • Create great content • Conduct PR • Syndicate content • Write case studies • Tell many stories, one • Buy more media at a time, synchronized, • Tell one story to mass through many voices, to markets or big groups “micro” markets Slide 20 -- October 8, 2009
Apple Cart #4. Legal and Regulatory Controls Prepare and engage like humans, not lawyers Slide 21 -- October 8, 2009
Apple Cart #5. Measurement “Insight” doesn’t live in silos, aggregation is key Media Media Web Keyword Analysis Analysis Analytics Analysis (traditional) (social) (site) (search) WOM Brand Customer Employee Analysis Tracking Satisfaction Satisfaction (surveys) (surveys) (surveys) (surveys) Lead Gen Events & Analyst Data & Ind. Awards & Sales data DM data Reports & Scorecards (CRM) (CRM) (third party) (third party) Source: Weber Shandwick Measurement & Strategy practice – Slide 22 -- October 8, 2009 ARROW Measurement Suite, February 2009
Apple Cart #5. 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 Source: Weber Shandwick Measurement & Strategy Slide 23 -- October 8, 2009 practice, “Inline” measurement framework
Apple Cart #5. Measurement Advocacy isn’t all digital, but it can be measured Low Volume / High Quality High Volume / High Quality Nationwide Prudential Industry All State Average Quality of Advocacy (%) State Farm Metric Score Industry Share of Conversation 10% 4% Net Favorability -62% 18% Net Recommendation -24% 29% Propensity to Relay 31% 50% AIG Low Volume / Low Quality High Volume / Low Quality Share of Conversation (%) Source: Weber Shandwick Measurement & Strategy analysis, Slide 24 -- October 8, 2009 based on Keller Fay TalkTrackTM survey data Jan’08-Dec’08
Apple Cart #6. Budgeting Program/headcount ratios aren’t “socialized” One scenario… Transition: Target: 30% traditional 25% traditional headcount headcount Traditional: 45% traditional 35% headcount 55% traditional program program 65% program 30% “social” or 15% “social” or “Advocacy” “Advocacy” engagement engagement Slide 25 -- October 8, 2009
Apple Cart #7. Organizational Structures Traditional marketing needs to adapt or suffer One scenario… CMO Organization CMO Organization • Director, Advertising • Director, Community A • Director, Marcom • Director, Community B • Director, Web • Director, Community C • Director, PR • Director, Content Dev. • Director, Events • Director, Online • Director, Ops/CRM Experiences • Advertising Agency • Director, Analytics • Direct Mktg Agency • “Functional” specialists • PR Agency • “Strategic” agencies • Events Agency • “Functional” agencies Slide 26 -- October 8, 2009
Thank You!!! Email: firstname.lastname@example.org Blog: www.allaboutadvocacy.com Twitter: @tmarklein - 27 -
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