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

“