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