The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
12. She’s a consumer.
He’s an advertiser.
All she wants is genuine a ection.
All he gives is loyalty reduction.
If you haven’t seen this video, you’re missing out...it’s brilliant. http://ub0.cc/77/4f
Source: Microsoft Digital Advertising Solutions
25. [ ]
“You can make more friends in two
months by being interested in other
people than in two years by making
other people interested in you.”
- Dale Carnegie
87. Have a purpose that’s bigger than
your product or service.
88. Position Purpose
(Blue Ocean)
(better/best)
GOOD
Not good, Horizontal
not di erent Di erentiation
(badly positioned) Di erent & irrelevant
DIFFERENT
* ZAG, Marty Nuemeier + Blue Ocean Strategy, HBR 2004
90. Create experiences worthy of
participation and word of mouth.
>
Alternative Reality Game: Find the
new ad. Win a solid gold dice.
Facebook Group for hints.
91. Marketing is the product: create
things people can use and make
their lives better.
>
Hear your run. See your
run. Connect with runners.
90% reco rate
92. Do things for consumers,
and enable consumers to do
things for others.
93. Give customers a role in
helping the brand succeed,
allow them to participate
and they will advocate.
98. ropagation Process
1)
CREATIVE
STIMULUS
Images
Audio Assets
Video Assets
Product
Brand
What can we share
that is interesting?
Plan for the content
you don’t have.
AdSpace Pioneers (Reworked) by Griffin Farley
99. ropagation Process
1) 2)
CREATIVE MARKET
STIMULUS INTELLIGENCE
Images
Identify Fan Cultures
Audio Assets
Uncover Connection
Video Assets
& Dialogue Points
Product
Brand
What can we share
What innovator/ early
that is interesting?
adopter tribe can we
Plan for the content connect with?
you don’t have.
AdSpace Pioneers (Reworked) by Griffin Farley
100. ropagation Process
1) 2) 3)
CREATIVE MARKET IDEA
STIMULUS INTELLIGENCE PROPAGATION
Images
Blogger Outreach
Identify Fan Cultures
Audio Assets
Tribe Mobilization
Uncover Connection
Video Assets
Public Relations
& Dialogue Points
Product
Brand
How do we share
What can we share
What innovator/ early the idea?
that is interesting?
adopter tribe can we
How do we get fans
Plan for the content connect with?
to work for us?
you don’t have.
AdSpace Pioneers (Reworked) by Griffin Farley
101. ropagation Process
1) 2) 3) 4)
CREATIVE MARKET IDEA PARTICIPATORY
STIMULUS INTELLIGENCE PROPAGATION PLATFORM
Images YouTube Uploads
Blogger Outreach
Identify Fan Cultures
Audio Assets Website
Tribe Mobilization
Uncover Connection
Video Assets Mobile
Public Relations
& Dialogue Points
Product Blog
Brand
How do we share
What can we share
Build the platform
What innovator/ early the idea?
that is interesting?
and feed it with
adopter tribe can we
How do we get fans
Plan for the content interesting content.
connect with?
to work for us?
you don’t have.
AdSpace Pioneers (Reworked) by Griffin Farley
102. ropagation Process
1) 2) 3) 4) 5)
CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK
STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS
Images Email Accounts
YouTube Uploads
Blogger Outreach
Identify Fan Cultures
Audio Assets Voicemail
Website
Tribe Mobilization
Uncover Connection
Video Assets Facebook
Mobile
Public Relations
& Dialogue Points
Product MySpace
Blog
Brand
How do we share
What can we share
Monitor the
Build the platform
What innovator/ early the idea?
that is interesting?
feedback and
and feed it with
adopter tribe can we
How do we get fans
Plan for the content participation.
interesting content.
connect with?
to work for us?
you don’t have.
AdSpace Pioneers (Reworked) by Griffin Farley
103. FOR MORE ... GO HERE
Propagationplanning.com
A blog by Gri n Farley
Sr. Planner @ 22squared
114. About 22squared
22squared: one of the largest independent, privately-owned advertising agencies (we
use the term loosely) in the U.S. We provide strategic and creative advertising services
across multiple business verticals. O ering an empirical approach to building brand
advocacy called the Friendship Model, we specialize in communications that drive
business growth by building strong relationships with customers. The number 22squared
represents the exponential power of brand advocacy as well as the average number of
friends a person makes throughout his or her life. 22squared is located in Atlanta, GA and
Tampa, FL. For more information, visit 22squared.com.
Created by : Brandon Murphy | brandon.murphy@22squared.com