"Advocacy, Badvocacy & Upsetting Apple Carts" presentation at Inbound Marketing Summit 2009 in Boston -- presented by Tim Marklein, Executive VP of Measurement & Strategy, Weber Shandwick

1. Advocacy, Badvocacy
& Upsetting Apple Carts
Inbound Marketing Summit, Boston
Presented October 8, 2009
Tim Marklein, tmarklein@webershandwick.com
Twitter: @tmarklein
Slide 1 -- October 8, 2009

2. AFTER YESTERDAY:
Dead PR Guy from Mars…
Do I Suck?
Presented October 8, 2009
Tim Marklein, tmarklein@webershandwick.com
Twitter: @tmarklein
Slide 2 -- October 8, 2009

3. Smackdown time
• PR isn’t dead. Advertising isn’t dead.
They’re evolving.
• Social media doesn’t replace traditional media.
They will work together.
• Inbound marketing doesn’t replace outbound marketing.
They will work together.
• … But there is a powerful new force at play:
Customers are in charge, and advocacy takes center stage.
Slide 3 -- October 8, 2009

5. They are the believers

6. They wear the colors

7. They speak out

8. They stand on a virtual soapbox

9. They influence what we buy

10. They pull others along
They pull others along

11. They can change everything

12. Advocacy is the new wave for marketing
More than just
word-of-mouth…
45% ADVOCATES
High intensity (9%) Sharing advice
Low intensity (36%)
Making recommendations
20% Making their loyalty visible
BADVOCATES
Reaching out broadly
Making fast decisions
INFLUENTIALS
Taking action
OPINION ELITES
Slide 12 -- October 8, 2009 Source: Weber Shandwick’s New Wave of
Advocacy™ with KRC Research, March 2007

13. The ultimate Advocacy
Advocates can
help a company grow an
average rate of
their competitors
Slide 13 -- October 8, 2009 Source: Bain & Company

14. Sounds great, right?
Be careful what you wish for…
Slide 14 -- October 8, 2009

15. …“badvocates” are everywhere, too…
Slide 15 -- October 8, 2009

16. …and they wield significant influence
Slide 16 -- October 8, 2009 Source: Weber Shandwick’s New Wave of
Advocacy™ with KRC Research, March 2007

17. Apple Cart #1. Marketing Channels
We need to re-think channels, reach, influence
“Inside” Advocacy Sources “Outside” Advocacy Sources
DAY-TO-DAY HUB EXPERT HUB
? ?
? ?
SOCIAL HUB MEGA HUB
Slide 17 -- October 8, 2009

18. Apple Cart #1. Marketing Channels
We can’t assume or pretend they’re linear
“Inside” Advocacy Sources “Outside” Advocacy Sources
DAY-TO-DAY HUB EXPERT HUB
Experts Sales Trade show
Home E-mail
Reps
Telephone
Podcasts Customer
Service
Work Vertical
place Business Media Lifestyle
SMS Media
Media
Pundits
Mobile Brand
WOM Authors
Phone Website
Social Blogs Branded
Organizations Celebrity
Entertainment
Community Search VOD Print
Direct
Groups Mail
Cable
Social Clubs Social Broadcast Television
Networks Television Branded
Opinion Sites
Radio Applications
Business
Internet TV
Organizations Video games
ARG’s
SOCIAL HUB MEGA HUB
Slide 18 -- October 8, 2009 Source: Weber Shandwick & KRC Research

19. Apple Cart #2. Targeting & Prioritization
Customers aren’t necessarily who they seem
SALES THOUGHT:
Eric = $500K IT budget
THE REALITY:
Eric = $76M IT impact inside,
$200M total in 40 companies
$500,000
IT Budget

20. Apple Cart #3. Engagement Methods
Traditional marketing needs to adapt or suffer
Traditional marketing Advocacy marketing
• Create collateral • Identify advocates
• Send direct mail • Engage advocates
• Buy media • Manage relationships
• Attend events • Have conversations
• Create events • Activate communities
• Buy more media • Create great content
• Conduct PR • Syndicate content
• Write case studies • Tell many stories, one
• Buy more media at a time, synchronized,
• Tell one story to mass through many voices, to
markets or big groups “micro” markets
Slide 20 -- October 8, 2009

21. Apple Cart #4. Legal and Regulatory Controls
Prepare and engage like humans, not lawyers
Slide 21 -- October 8, 2009

22. Apple Cart #5. Measurement
“Insight” doesn’t live in silos, aggregation is key
Media Media Web Keyword
Analysis Analysis Analytics Analysis
(traditional) (social) (site) (search)
WOM Brand Customer Employee
Analysis Tracking Satisfaction Satisfaction
(surveys) (surveys) (surveys) (surveys)
Lead Gen Events & Analyst Data & Ind. Awards
& Sales data DM data Reports & Scorecards
(CRM) (CRM) (third party) (third party)
Source: Weber Shandwick Measurement & Strategy practice –
Slide 22 -- October 8, 2009 ARROW Measurement Suite, February 2009

23. Apple Cart #5. Measurement
New metrics emerging, old metrics challenged
measures: Assess how content is accessed, shared,
adapted, amplified across various sites and media properties
measures: Assess the volume, engagement, sentiment
and reach of content shared via the web.
measures: Assess the paid and organic search rankings for
company content, brands and keyword associations
measures: Assess the volume, engagement, feedback and
reach of content shared via company’s web properties
measures: Analyze volume, content, sentiment
of conversations about company/brands across sites, media
measures: Assess audience, reach and “touch
points” of company content/conversations across sites, media
• Outcome measures: Assess how the content, conversation
and community measures correlate with desired outcomes
Source: Weber Shandwick Measurement & Strategy
Slide 23 -- October 8, 2009 practice, “Inline” measurement framework

24. Apple Cart #5. Measurement
Advocacy isn’t all digital, but it can be measured
Low Volume / High Quality High Volume / High Quality
Nationwide
Prudential
Industry
All State Average
Quality of Advocacy (%)
State Farm
Metric Score Industry
Share of Conversation 10% 4%
Net Favorability -62% 18%
Net Recommendation -24% 29%
Propensity to Relay 31% 50%
AIG
Low Volume / Low Quality High Volume / Low Quality
Share of Conversation (%)
Source: Weber Shandwick Measurement & Strategy analysis,
Slide 24 -- October 8, 2009 based on Keller Fay TalkTrackTM survey data Jan’08-Dec’08

25. Apple Cart #6. Budgeting
Program/headcount ratios aren’t “socialized”
One scenario…
Transition: Target:
30% traditional 25% traditional
headcount headcount
Traditional:
45% traditional
35% headcount 55% traditional program
program
65% program 30% “social” or
15% “social” or “Advocacy”
“Advocacy” engagement
engagement
Slide 25 -- October 8, 2009

26. Apple Cart #7. Organizational Structures
Traditional marketing needs to adapt or suffer
One scenario…
CMO Organization CMO Organization
• Director, Advertising • Director, Community A
• Director, Marcom • Director, Community B
• Director, Web • Director, Community C
• Director, PR • Director, Content Dev.
• Director, Events • Director, Online
• Director, Ops/CRM Experiences
• Advertising Agency • Director, Analytics
• Direct Mktg Agency • “Functional” specialists
• PR Agency • “Strategic” agencies
• Events Agency • “Functional” agencies
Slide 26 -- October 8, 2009

27. Thank You!!!
Email:
tmarklein@webershandwick.com
Blog:
www.allaboutadvocacy.com
Twitter:
@tmarklein
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