inbound marketing summit boston tim marklein oct809
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"Advocacy, Badvocacy & Upsetting Apple Carts" presentation at Inbound Marketing Summit 2009 in Boston -- presented by Tim Marklein, Executive VP of Measurement & Strategy, Weber ShandwickTRANSCRIPT
Advocacy, Badvocacy& Upsetting Apple Carts
Slide 1 -- October 8, 2009
Presented October 8, 2009Tim Marklein, [email protected]: @tmarklein
& Upsetting Apple CartsInbound Marketing Summit, Boston
AFTER YESTERDAY:
Dead PR Guy from Mars…
Slide 2 -- October 8, 2009
Presented October 8, 2009Tim Marklein, [email protected]: @tmarklein
Dead PR Guy from Mars…Do I Suck?
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 alongThey pull others alongThey pull others alongThey pull others along
They can change everything
Advocacy is the new wave for marketing
Sharing advice
Making recommendations
Making their loyalty visible
More than justword-of-mouth…ADVOCATES45%
High intensity (9%)Low intensity (36%)
Making their loyalty visible
Reaching out broadly
Making fast decisions
Taking actionINFLUENTIALS
OPINION ELITES
BADVOCATES20%
Slide 12 -- October 8, 2009 Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007
The ultimate Advocacy
Advocates canhelp 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 ChannelsWe need to re-think channels, reach, influence
“Inside” Advocacy Sources “Outside” Advocacy Sources
EXPERT HUBDAY-TO-DAY HUB
? ?
SOCIAL HUB MEGA HUB
? ?? ?
Slide 17 -- October 8, 2009
EXPERT HUBDAY-TO-DAY HUB
Apple Cart #1. Marketing ChannelsWe can’t assume or pretend they’re linear
HomeTrade show
Podcasts
BusinessMedia
VerticalMedia Lifestyle
Media
Workplace
SMS
Telephone
Pundits
Experts SalesReps
Customer Service
“Inside” Advocacy Sources “Outside” Advocacy Sources
SOCIAL HUB MEGA HUB
SocialNetworks
Blogs
VOD Direct Mail
Internet TV
Authors
Opinion Sites
Branded Entertainment
Radio
Broadcast Television
Cable Television
Branded Applications
BrandWebsite
SocialOrganizations
CommunityGroups
BusinessOrganizations
Social Clubs
Celebrity
WOMMobilePhone
Search
Video gamesARG’s
Slide 18 -- October 8, 2009 Source: Weber Shandwick & KRC Research
Apple Cart #2. Targeting & PrioritizationCustomers 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 MethodsTraditional marketing needs to adapt or suffer
Traditional marketing
• Create collateral• Send direct mail• Buy media• Attend events
Advocacy marketing
• Identify advocates• Engage advocates• Manage relationships• Have conversations• Attend events
• Create events• Buy more media• Conduct PR• Write case studies• Buy more media• Tell one story to mass
markets or big groups
• Have conversations• Activate communities• Create great content• Syndicate content• Tell many stories, one
at a time, synchronized, through many voices, to “micro” markets
Slide 20 -- October 8, 2009
Apple Cart #4. Legal and Regulatory ControlsPrepare and engage like humans, not lawyers
Slide 21 -- October 8, 2009
MediaAnalysis
(traditional)
MediaAnalysis(social)
WebAnalytics
(site)
KeywordAnalysis(search)
WOM Brand Customer Employee
Apple Cart #5. Measurement“Insight” doesn’t live in silos, aggregation is key
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 2009Slide 22 -- October 8, 2009
Apple Cart #5. MeasurementNew 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 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 23 -- October 8, 2009Source: Weber Shandwick Measurement & Strategy
practice, “Inline” measurement framework
Apple Cart #5. MeasurementAdvocacy isn’t all digital, but it can be measured
Industry Average
State Farm
All State
Prudential
Nationwide
High Volume / High QualityLow Volume / High QualityQ
ualit
y of
Adv
ocac
y (%
)
Metric Score Industry
Share of Conversation 10% 4%
Source: Weber Shandwick Measurement & Strategy analysis, based on Keller Fay TalkTrackTM survey data Jan’08-Dec’08
AIG
High Volume / Low QualityLow Volume / Low Quality
Share of Conversation (%)
Qua
lity
of A
dvoc
acy
(%)
Share of Conversation 10% 4%
Net Favorability -62% 18%
Net Recommendation -24% 29%
Propensity to Relay 31% 50%
Slide 24 -- October 8, 2009
Apple Cart #6. BudgetingProgram/headcount ratios aren’t “socialized”
Traditional:Traditional:
Transition:30% traditional
headcount
Transition:30% traditional
headcount
Target:25% traditional
headcount
Target:25% traditional
headcount
One scenario…
Traditional:35% headcount65% program
Traditional:35% headcount65% program
headcount55% traditional
program15% “social” or
“Advocacy” engagement
headcount55% traditional
program15% “social” or
“Advocacy” engagement
45% traditional program
30% “social” or “Advocacy”
engagement
45% traditional program
30% “social” or “Advocacy”
engagement
Slide 25 -- October 8, 2009
Apple Cart #7. Organizational StructuresTraditional marketing needs to adapt or suffer
CMO Organization• Director, Advertising• Director, Marcom• Director, Web
CMO Organization• Director, Community A• Director, Community B• Director, Community C
One scenario…
• Director, Web• Director, PR• Director, Events• Director, Ops/CRM• Advertising Agency• Direct Mktg Agency• PR Agency• Events Agency
• Director, Community C• Director, Content Dev.• Director, Online
Experiences• Director, Analytics• “Functional” specialists• “Strategic” agencies• “Functional” agencies
Slide 26 -- October 8, 2009
