advocacy marketing - amazon s3€¦ · instagram story amy posts on instagram to thank us for our...
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AdvocacyMarketing
Developingyourbrandstorythroughthepowerofadvocacy
Summary:• WhatisAdvocacymarketing?• TheAdvocacymarketingmodel• Creatinganecosystem• LeadingwithyourP’s:PeopleandPurpose• Casestudies• CreatingthetoolsforAdvocacy• ThevalueofAdvocacymarketing• Howcanyouhelpdriveadvocacy?
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OutWiththeOld…
TheAdvocacyModel
1:1
PersonalInfluence
RippleInfluence
MassCommunication
Waste
Target
“ReachFewtoconvert
Exponentially”
“ReachManytoconvertasmallPercentage”
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CreatinganEcosystem
LeadingWithYourP’s
BRAND
Whydoweexist? Whodowedoitfor?Why/Who
Purpose People
Motivation
TheThingUndertheThing
What’syourmission?Whatmakesyoudifferentfromcompetitors?Whywouldpeoplechooseyou?Whatvoiddoyourconsumershavethatneedstobefilled?
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WhyTrustMatters
Source:EdelmanTrustBarometer2016
68%
ofpeoplebuyproductsandservicesfrom
companiestheytrust
88%
ofcustomerswillbemoreloyaltoacompanythatalignswithwhat
theycareabout.
59%
ofconsumerswouldrecommendacompanytheytrusttoafriend.Sobusinessesshouldbepayingattentiontothefact
thathigh-trustcompaniesare2.5xmorelikelytobehigh
performingrevenueorganizations.
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CaseStudy
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AdvocacyComestoLife
WereachouttothankAmyforincludingusinher
Instagramstory
AmyPostsonInstagramtothankusforour
surprise!
Herfriendstalkaboutus&shedirectsthemtobuy
ourproducts
Amyhas23Kfollowers,allofwhommaysee
herpost
CaseStudy:Patagonia
30%Increasein
Sales
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CaseStudy:SoDelicious
Theresultwasa
52%reductioninnegativeShareof
Voice
TheToolsforAdvocacy
Consumer
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InfluencerAdvocacy
• 8kfollowersà30k+• Featuredusin46Instagramstoriesand51photos
• Totalimpressions:1,552,000
• Totalcost:2breadboxesandlotsoflove❤💕💓💖
TheValueofAdvocacy
2008 2009 2010 2011 2012 2013 2014
Brand“X”Sales
BeganBuildingHolisticAdvocacyMarketingStrategy
acrosstheorganization
Drivenbyvelocities
0
0.1
0.2
0.3
Brand"X" Competitor1Competitor2Competitor3
FacebookWeightedEngagementRate
Socialmediapresencesmashesthecompetitioncontinuouslyandbuiltrealadvocatesforthebrand
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WhatCanYouDo?
• Everydecisionmatters• Followyourbrand!• Createyourculture• YOUbetheadvocate
C” Awarenessisfine,but
ADVOCACYwilltakeyourbusinesstothenextlevel.
JoeTripodi,CMO,TheCoca-ColaCompany
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