Brand Advocacy & Advertising

Slide 1: BRAND ADVOCACY AND CONTAGIOUS ADVERTISING paul.marsden@clickadvisor.com clickadvisor insight for innovation

Slide 2: Cults Sea Squirts Lake Wobegon Mind Viruses

Slide 3: ? YOUR 2009 SALARY ? BUT FIRST, LET’S TALK ABOUT YOUR SALARY: WILL IT GO UP NEXT YEAR?

Slide 4: YOU COULD TALK TO A CLAIRVOYANT

Slide 5: OR TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)

Slide 6: OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION

Slide 7: WOULD YOU RECOMMEND US? WOULD THEY RECOMMEND YOU?

Slide 8: 2003 RECOMMENDATION RATES ARE LINKED TO GROWTH

Slide 9: “The most recommended company in its category grows 2.5x category average”

Slide 10: SO WHAT YOUR CLIENTS SAY ABOUT YOU DRIVES YOUR SALARY

Slide 11: NOT JUST BECAUSE CLIENTS WHO RECOMMEND YOU CREATE NEW CLIENTS...

Slide 12: BUT BECAUSE RECOMMENDING CLIENTS BUY MORE, MORE OFTEN, FOR MORE

Slide 13: “Personal recommendations are rated #1 influence on purchase decisions across B2B and B2C sectors”

Slide 14: NPS (Net Promoter Score) = Promoters (%) - Detractors (%) Likelihood you’d recommend... 0 1 2 3 4 5 6 7 8 9 10 Detractor Passive Promoter THERE’S EVEN A VALIDATED RECOMMENDATION METRIC LINKED TO GROWTH IN OVER 40 SECTORS

Slide 15: “A 12% increase in NPS correlates to a doubling of growth” (US)

Slide 16: “A 7 point increase in NPS correlates to a 1% increase in growth” (UK)

Slide 17: NPS: THE CFO-FRIENDLY RECOMMENDATION METRIC IS SPREADING FAST

Slide 18: “Two-thirds of the economy influenced by personal recommendations”

Slide 19: “1 in 3 people come to a brand through personal recommendation”

Slide 20: THE NEW MARKETING IMPERATIVE: IGNITE RECOMMENDATION NETWORKS!

Slide 21: “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 PURPLE COW MARKETING PRODUCTS THAT ADVERTISE THEMSELVES BECAUSE THEY ARE REMARKABLE

Slide 22: 80% of CEOs think their brands deliver a superior experience... SOURCE BAIN & CO 2007

Slide 23: ...8% of their brand users agree SOURCE BAIN & CO 2007 LAKE WOBEGON EFFECT OVERESTIMATING OURSELVES

Slide 24: BUT WHAT ABOUT ADVERTISING?

Slide 25: “50% of people who say they would recommend, haven’t yet recommended” SOURCE WEBER SHANDWICK 2008 A NEW ROLE FOR ADVERTISING: ACTIVATING ADVOCACY

Slide 26: Creating Activating + Awareness Advocacy CONTAGIOUS ADVERTISING CREATING AWARENESS & ACTIVATING ADVOCACY

Slide 27: CONTAGIOUS ADVERTISING WE’RE GOING TO HAVE TO DO THINGS DIFFERENTLY...

Slide 28: ...LIKE CREATING REMARKABLE ADS WITH A REAL “WOW EFFECT”

Slide 29: ...LIKE CREATING REMARKABLE ADS THAT IGNITE CONVERSATIONS

Slide 30: LOV-9 (List of [Core Consumer] Values) Belonging Excitement Fun Relationships Fulfilment Respect Accomplishment Security Self-respect Source - Kahle, Beatty and Homer 1986 ...LIKE CREATING REMARKABLE ADS ABOUT THINGS THAT MATTER TO PEOPLE

Slide 31: IT’S A NEW ROLE FOR ADVERTISING AND WE’RE STILL FINDING OUR WAY...

Slide 32: BUT HERE’S AN INTERESTING SOURCE OF CREATIVE INSIGHT: SOCIAL CONTAGION - THE SCIENCE OF INFECTIOUS IDEAS

Slide 33: EVER NOTICED HOW SOME IDEAS ARE CONTAGIOUS?

Slide 34: EVER NOTICED HOW SOME IDEAS ARE CONTAGIOUS?

Slide 35: EVER NOTICED HOW SOME IDEAS ARE CONTAGIOUS?

Slide 36: EVER NOTICED HOW SOME IDEAS ARE CONTAGIOUS?

Slide 37: SMILE AND THE WORLD SMILES WITH YOU...

Slide 38: CRY AND THEY’LL CRY WITH YOU TOO

Slide 39: CONTAGIOUS EATING DISORDERS

Slide 40: CONTAGIOUS SUICIDE

Slide 41: CONTAGIOUS AGGRESSION

Slide 42: PSYCHOLOGISTS CALL THIS INFECTIOUS SPREAD “SOCIAL CONTAGION”

Slide 43: “MEDIA CONTAGION” IS A TYPE OF SOCIAL CONTAGION DIFFUSED BY MEDIA

Slide 44: NO SUCCESSFUL SOLUTION NO POSITIVE USER IMAGE NO SIMPLISTIC EXPLANATION NOHOW TO INFO NO SENSATIONALIST COPY/IMAGERY AND THERE ARE PUBLIC HEALTH GUIDELINES TO STOP “MEDIA CONTAGION” HAPPENING

Slide 45: SUCCESSFUL SOLUTION POSITIVE USER IMAGE SIMPLISTIC EXPLANATION HOW TO INFO SENSATIONALIST COPY/IMAGERY ADVERTISERS CAN REVERSE ENGINEER THESE GUIDELINES TO CREATE CONTAGIOUS ADS AND MAKE MEDIA CONTAGION HAPPEN

Slide 46: LAW OF THE FEW POWER OF CONTEXT STICKINESS FACTOR AND HERE’S THREE MORE CONTAGIOUS INSIGHTS FROM THE SCIENCE OF INFECTIOUS IDEAS

Slide 47: CONTAGIOUS INSIGHT #1 LAW OF THE FEW - ADS THAT TARGET OPINION LEADERS

Slide 48: CONTAGIOUS INSIGHT #1 LAW OF THE FEW - ADS THAT TARGET OPINION LEADERS

Slide 49: Sneak Peek + VIP Vote + Inside Scoop CONTAGIOUS INSIGHT #1 LAW OF THE FEW - ADS THAT TARGET OPINION LEADERS

Slide 50: TARGET THE CONTEXT, NOT THE CONSUMER CONTAGIOUS INSIGHT #2 - THE POWER OF CONTEXT ADS THAT TARGET CONTEXTS (TIME AND PLACE) INSTEAD OF CONSUMERS

Slide 51: CONTAGIOUS INSIGHT #3 THE STICKINESS FACTOR - ADS THAT ARE PSYCHOLOGICALLY STICKY

Slide 52: CONTAGIOUS INSIGHT #3- THE STICKINESS FACTOR ADS THAT ARE PSYCHOLOGICALLY STICKY - ADS WITH A WOW EFFECT

Slide 53: CONTAGIOUS INSIGHT #3- THE STICKINESS FACTOR ADS THAT ARE PSYCHOLOGICALLY STICKY - ADS THAT SOLVE MY PROBLEM

Slide 54: CONTAGIOUS INSIGHT #3- THE STICKINESS FACTOR ADS THAT ARE PSYCHOLOGICALLY STICKY - RELEVANT & CLARIFYING

Slide 55: PERSONAL CONTRARIAN ANXIETIES HOW TO COUNTERINTUITIVE DAVID & GOLIATH GLITZ AND GLAM ASPIRATIONAL AVALANCHE READY TO ROLL CONTAGIOUS INSIGHT #3- THE STICKINESS FACTOR ADS THAT ARE PSYCHOLOGICALLY STICKY - STORIES WITH A POINT OF VIEW

Slide 56: AUTHORITY MAJORITY SCARCITY LIKEABILITY CONSISTENCY RECIPROCITY CONTAGIOUS INSIGHT #3- THE STICKINESS FACTOR ADS THAT ARE PSYCHOLOGICALLY STICKY - ADS WE CAN THINSLICE

Slide 57: INSTANT GRATIFICATION SIMPLIFICATION COGITO CONSOLANS CONTAGIOUS INSIGHT #3- THE STICKINESS FACTOR ADS THAT ARE PSYCHOLOGICALLY STICKY - ADS WITH EMOTIONAL APPEAL

Slide 58: EXPECTATION-BEATING RECOMMENDATION EXPERIENCES DRIVE RATES DRIVE GROWTH RECOMMENDATIONS REMARKABLE ADS INFECTIOUS IDEAS CAN ACTIVATE ADVOCACY BY HELP CREATE IGNITING CONTAGIOUS CAMPAIGNS CONVERSATIONS & ACTIVATE ADVOCACY

Slide 59: Cults Sea Squirts Lake Wobegon Mind Viruses

Slide 60: IF YOU REMEMBER JUST ONE THING...

Slide 61: WHATEVER YOU DO, MAKE SURE IT’S WORTH TALKING ABOUT IF YOU REMEMBER JUST ONE THING...

Slide 62: clickadvisor insight for innovation For reprints/research enquiries: paul.marsden@clickadvisor.com +44 777 95 77 248

Slide 63: 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 clickadvisor insight for innovation

Slide 64: About the Speaker Paul 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 clickadvisor insight for innovation

Slide 65: Flipside A reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster clickadvisor insight for innovation