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Colin Byrne Advocacy

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Iryna Kepych
Iryna Kepych

The document discusses the importance of advocacy and provides strategies for effective advocacy. It defines advocacy as supporting or recommending a brand through a trusted third party. Advocacy is important because over a third of consumers are influenced by recommendations from others. Remarkable brands that are talked about and have high favorability do better. The document then provides a case study example and outlines a remarkable advocacy model of being nice, entertaining, useful, educational, and connecting people. It concludes with discussing practical strategies for advocacy using conversations, content, connections, and communities.

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Arial Bold 24pt Arial Regular 20pt ADVOCACY More talk. More action.
Arial Bold 24pt Arial Regular 20pt Contents What is Advocacy, why is it important now? Advocacy & Influence The new brand mantra A practical approach to Advocacy Conclusions
Arial Bold 24pt Arial Regular 20pt Why is there a need for Advocacy today? “The Break Up”
Arial Bold 24pt Arial Regular 20pt What is Advocacy?
Arial Bold 24pt Arial Regular 20pt Advocacy : the act of pleading for, supporting, or recommending a brand, cause or idea by a trusted third party
Arial Bold 24pt Arial Regular 20pt “ Have you seen that Meerkat / Robot / Gorilla?” Advertising: Remarkable Creativity
Arial Bold 24pt Arial Regular 20pt Direct Marketing: Remarkable Propositions “ Free Sky+ When You Recommend A Friend”
Arial Bold 24pt Arial Regular 20pt Arial Bold 24pt Arial Regular 20pt PR: Remarkable stories
Arial Bold 24pt Arial Regular 20pt Why is Advocacy important?
Arial Bold 24pt Arial Regular 20pt Advocacy predicts revenue growth
Arial Bold 24pt Arial Regular 20pt Advocacy research 4,000 interviews online 4 European markets 5 categories
Arial Bold 24pt Arial Regular 20pt Spirits Auto PC Mobile All Categories TV 46.4% 48.1% 31.0% 32.1% Europe 24.7% 37.3% More than 1/3rd of European consumers are influenced by another consumer’s recommendation Source: Weber Shandwick European Advocacy Research
Arial Bold 24pt Arial Regular 20pt More often than not, the recommendation leads to a sale Spirits Auto PC Mobile All Categories TV 71.8% 42.7% 53.1% 55.6% Europe 50.1% 55.1% Source: Weber Shandwick European Advocacy Research
Arial Bold 24pt Arial Regular 20pt Talked about (%) Favourability (NPS%) Remarkable brands do better
Arial Bold 24pt Arial Regular 20pt Advocates participate more Source: Weber Shandwick UK research October 2008
Arial Bold 24pt Arial Regular 20pt Source: Les Binet, IPA Datamine
Arial Bold 24pt Arial Regular 20pt Why is Advocacy important now?- The newly emerging role of advocacy in the downturn
Arial Bold 24pt Arial Regular 20pt
Arial Bold 24pt Arial Regular 20pt Recession increases reliance on Word Of Mouth Q. ARE YOU MORE LIKELY TO REFER TO A FRIEND WHEN MAKING A PURCHASE? Source: Weber Shandwick UK research October 2008
Arial Bold 24pt Arial Regular 20pt
Arial Bold 24pt Arial Regular 20pt Advocacy & Influence
Arial Bold 24pt Arial Regular 20pt We trust people, more than we trust companies Brands Source: Jon Leach, Pattern Recognition
Arial Bold 24pt Arial Regular 20pt Influence Profile
Arial Bold 24pt Arial Regular 20pt What influences purchase decisions?
Arial Bold 24pt Arial Regular 20pt Yes, yes... But how do you get people talking?
Arial Bold 24pt Arial Regular 20pt Case Study 1
Windows Media Center
How the programme works
News Connecting people more deeply to their passions and interests
A common motivation: News Junkies
“ TV on Your PC challenge”
MSNBC News beta
Browse, search, and watch
How does it spread?
What did they say about it?
Arial Bold 24pt Arial Regular 20pt Remarkable Advocacy Model “ Remarkable (adj.): Stands-out, worthy of comment, worthy of note or attention.”
Arial Bold 24pt Arial Regular 20pt
Arial Bold 24pt Arial Regular 20pt Listen more, show respect. Nice
Arial Bold 24pt Arial Regular 20pt Reward people for their attention. Entertain
Arial Bold 24pt Arial Regular 20pt Solve peoples’ problems. Help them. Useful
Arial Bold 24pt Arial Regular 20pt Help people learn new skills. Educate
Arial Bold 24pt Arial Regular 20pt Connect people and ideas. Connect
Arial Bold 24pt Arial Regular 20pt Advocacy: Some practicalities
Arial Bold 24pt Arial Regular 20pt “ Yes we can!”
Arial Bold 24pt Arial Regular 20pt Weber Shandwick’s Inline 4C’s process Conversations Content Connections Communities
Arial Bold 24pt Arial Regular 20pt
Arial Bold 24pt Arial Regular 20pt

More Related Content

Colin Byrne Advocacy

  • 1. Arial Bold 24pt Arial Regular 20pt ADVOCACY More talk. More action.
  • 2. Arial Bold 24pt Arial Regular 20pt Contents What is Advocacy, why is it important now? Advocacy & Influence The new brand mantra A practical approach to Advocacy Conclusions
  • 3. Arial Bold 24pt Arial Regular 20pt Why is there a need for Advocacy today? “The Break Up”
  • 4. Arial Bold 24pt Arial Regular 20pt What is Advocacy?
  • 5. Arial Bold 24pt Arial Regular 20pt Advocacy : the act of pleading for, supporting, or recommending a brand, cause or idea by a trusted third party
  • 6. Arial Bold 24pt Arial Regular 20pt “ Have you seen that Meerkat / Robot / Gorilla?” Advertising: Remarkable Creativity
  • 7. Arial Bold 24pt Arial Regular 20pt Direct Marketing: Remarkable Propositions “ Free Sky+ When You Recommend A Friend”
  • 8. Arial Bold 24pt Arial Regular 20pt Arial Bold 24pt Arial Regular 20pt PR: Remarkable stories
  • 9. Arial Bold 24pt Arial Regular 20pt Why is Advocacy important?
  • 10. Arial Bold 24pt Arial Regular 20pt Advocacy predicts revenue growth
  • 11. Arial Bold 24pt Arial Regular 20pt Advocacy research 4,000 interviews online 4 European markets 5 categories
  • 12. Arial Bold 24pt Arial Regular 20pt Spirits Auto PC Mobile All Categories TV 46.4% 48.1% 31.0% 32.1% Europe 24.7% 37.3% More than 1/3rd of European consumers are influenced by another consumer’s recommendation Source: Weber Shandwick European Advocacy Research
  • 13. Arial Bold 24pt Arial Regular 20pt More often than not, the recommendation leads to a sale Spirits Auto PC Mobile All Categories TV 71.8% 42.7% 53.1% 55.6% Europe 50.1% 55.1% Source: Weber Shandwick European Advocacy Research
  • 14. Arial Bold 24pt Arial Regular 20pt Talked about (%) Favourability (NPS%) Remarkable brands do better
  • 15. Arial Bold 24pt Arial Regular 20pt Advocates participate more Source: Weber Shandwick UK research October 2008
  • 16. Arial Bold 24pt Arial Regular 20pt Source: Les Binet, IPA Datamine
  • 17. Arial Bold 24pt Arial Regular 20pt Why is Advocacy important now?- The newly emerging role of advocacy in the downturn
  • 18. Arial Bold 24pt Arial Regular 20pt
  • 19. Arial Bold 24pt Arial Regular 20pt Recession increases reliance on Word Of Mouth Q. ARE YOU MORE LIKELY TO REFER TO A FRIEND WHEN MAKING A PURCHASE? Source: Weber Shandwick UK research October 2008
  • 20. Arial Bold 24pt Arial Regular 20pt
  • 21. Arial Bold 24pt Arial Regular 20pt Advocacy & Influence
  • 22. Arial Bold 24pt Arial Regular 20pt We trust people, more than we trust companies Brands Source: Jon Leach, Pattern Recognition
  • 23. Arial Bold 24pt Arial Regular 20pt Influence Profile
  • 24. Arial Bold 24pt Arial Regular 20pt What influences purchase decisions?
  • 25. Arial Bold 24pt Arial Regular 20pt Yes, yes... But how do you get people talking?
  • 26. Arial Bold 24pt Arial Regular 20pt Case Study 1
  • 28.
  • 30. News Connecting people more deeply to their passions and interests
  • 31. A common motivation: News Junkies
  • 32. “ TV on Your PC challenge”
  • 35. How does it spread?
  • 36. What did they say about it?
  • 37.
  • 38. Arial Bold 24pt Arial Regular 20pt Remarkable Advocacy Model “ Remarkable (adj.): Stands-out, worthy of comment, worthy of note or attention.”
  • 39. Arial Bold 24pt Arial Regular 20pt
  • 40. Arial Bold 24pt Arial Regular 20pt Listen more, show respect. Nice
  • 41. Arial Bold 24pt Arial Regular 20pt Reward people for their attention. Entertain
  • 42. Arial Bold 24pt Arial Regular 20pt Solve peoples’ problems. Help them. Useful
  • 43. Arial Bold 24pt Arial Regular 20pt Help people learn new skills. Educate
  • 44. Arial Bold 24pt Arial Regular 20pt Connect people and ideas. Connect
  • 45. Arial Bold 24pt Arial Regular 20pt Advocacy: Some practicalities
  • 46. Arial Bold 24pt Arial Regular 20pt “ Yes we can!”
  • 47. Arial Bold 24pt Arial Regular 20pt Weber Shandwick’s Inline 4C’s process Conversations Content Connections Communities
  • 48. Arial Bold 24pt Arial Regular 20pt
  • 49. Arial Bold 24pt Arial Regular 20pt