Social Advocacy- The Next Big Thing. People Trust People More Than Brands™

VTransform™ Digital Services LLP. @AjitNair

Social Advocacy- The Next Big ThingPeople Trust People More Than Brands™



Context

1) Digital context and Social advocacy

2) Sizing and Seizing Social Advocacy opportunity

3) Branches to the business model


Digital Context


Digital Medium

Indian Context: 27% Internet penetration

expected to double over the next 5 years

Unique Mobile users at 650 million while total internet base is 370

million

All mobile users CAN join the internet cloud

Mobile will lead internet penetration and social media subscription

Video and live streaming enabled thru data speed

Large screens will deliver high quality internet experience

any where/anytime


1. 2 way communication.

2. Pull Vs Push– Customer leads or controls

3. Relationship based- Brands listen to customers; Customers are

shedding inhibition and sharing their experience on social media

4. Better Targeting– Cost effective

5. Without any border/limit- Vast Geographical Reach

6. Customized in terms of content & customer segment

7. Measurable– atleast in some part or thru surrogate parameters

The Digital Marketing Difference


The After Digital ( AD) Era Customer has come to occupy the center stage.

Listen to the conversations- Brand has Opportunity to

listen to customer conversations.

Target the customer with relevance and at the right

time

Blue tooth speaker when customer is buying/has

bought laptop online (Related Products Targeting/

Location based geo fencing)

Factor customer feedback.

Use outcomes to create business rules

Internet creates level playing field

• Small brand handicap is reduced


Why Social Advocacy Customers filter out or discount what the brand has to say

Customers value objective/experience based views and opinion

Brands will have to deliver superior service/ experience

And go beyond that to

create a platform to mobilize and channelize POSITIVE

customer experience

contain/mitigate NEGATIVE experience.

Brands can leverage their employees and engage with influencers,

experts and other stakeholders to propagate brand message thru

Social Channels- Where Social Advocacy Tools will play a big role


Sizing of Social Advocacy Market opportunity


Creating A Social Advocacy Product

Social Advocacy Product- For creating a platform for propagating

brand story on social media .

Using employees and customers as social ambassadors.

Curated content shared in known circles, can go beyond

Employees to Consumers themselves and set of influencers based

on cues from various social networks.

Social Advocacy Product has to be an all-in-one advocate

marketing platform for enterprises.

Social Advocacy Product App to be designed to work across

different stakeholders-employees, channels, customers.

(Currently the focus is largely employees- Should Go Beyond

Employees)

APP that integrates to Social media with built-in analytics

Opportunity to build rewards based on propagation or conversion


Modular levels to the Social Advocacy App– The Buying Process

1) Provide information related to products & services to customers.

2) Get Customer Profile Information.

3) Research/comparative information for customers- usage /benchmarking etc.

4) Create Use cases- Areas Of Application

5) Adjunct and accessories-Related Products

6) Provide ALL info thru App

7) Create customer account in website and CRM

8) Facilitate posting in social media thru App.

9) In-App Transaction

10) Bring all the influencers together Example: Unilever, Oreo

http://dmresourcecenter.com/unit-1/social-consumer-advocacy/

http://dmresourcecenter.com/unit-1/social-consumer-advocacy/


Modular levels to the App– USAGE Stage

1) How to use; Optimisation

2) Cross-sell/ Up-sell

3) Reward points and Club membership that is based

on usage and interaction level

4) Referral

5) Blogs by customers

6) Define Customer Buying Process

7) Track Buying by Referred Customers


Social Advocacy Market Who are potential customers for Social Advocacy App/Product

Any Corporate/enterprise?

Important to define the order of priority to improve productivity

and systematically penetrate the market (which segments to

target- based on degree of importance for the segment)

Over time many brands may adopt Social Advocacy and it is possible

many of them will break the expected order of adoption

However look at possible early adopters and within that prioritize

based on

• Potential business

• Potential Demonstration/propagation value


Social Advocacy Early adopters Parameter-1

Product and Service brands with large customer base and large

employee base

Propagation assumes greater significance

Parameter-2

Products and services with high unit price or high life time value

(CLV)

High stakes- Means High Customer Value

Long Usage cycle

Parameter-3

New products/services.

High risk

Don’t know how it works. Feedback is very useful


Social Advocacy Early adopters

Parameter-4

High involvement/indulgence products ( PC, Laptops, Bikes,

Music Systems, New Phones etc.- High correlation between

value of item/ tech product to involvement)

Interesting and important to share

Parameter-5

Outcome is very important

Checking out the best doctor for a Particular Specialization

or Best college for a course

This list of parameters is just indicative as a compass to define the

early adopters


Early adopters category1) Leisure and Travel Industry

a. Hotel Chain

b. Radio Taxi

c. Airlines

d. Time share holiday marketers

2) Automobile Industry

3) Telecom

4) Consumer durable

5) Hospital

6) Education

7) E-Commerce

8) Tech Products


App- Build An Irresistible Business Model

1)Free look-in period

2)Offer APP free and charge monthly usage charges based on

number of customers/revenue or KPI relevant to the

marketer.

3) Customized

4) Data analytics support


Business Approach

Seed the market and demonstrate capabilities

Remove entry cost

Kill inertia


Operational aspects to tapping the market

Organisation Structure- How it Can pan out?

Prospect listing and organising teams -by vertical/

geography.

Corporate product team at HQ to look at business

development by vertical.

Sales team to be organised by geography/ vertical

Tech team to support & customize

Service Team for Relationship management.


Operational aspects to tapping the market

Combination of high impact PULL campaign, supported by

Skype selling

Generate awareness/pull

E-Mail campaign

Advertise in digital media

Modern approach to direct Sales

After securing permission send video to create

hook/interest- whats app videos

One-to-one tele-conferencing

Close sales remotely and then engage face-face for

deployment


Long term Customer- Acquisition model

1) Demonstrate expertise in designing App based on

a. Understanding of Customer usage behaviour across

category

b. Modular structure– Mix and match

2) Direct marketing team- Key Account Managers-

Organize by vertical.

3) Sell thru Digital Marketing Agencies- They also can

utilize this tool by selling it to their clients.


Lateral Expansion


Lateral Expansion

1) Create and Own - Brand Research Portal

a. Research customer disposition and usage

behaviour for a category– Syndicate Research

b. Supplementary questions for specific brands

c. Reward Customers for participation


Lateral Expansion

2) Create and own Social Media Portal

a. Brand exchange portal for hosting

information- (Direct Brand & Customer

Exchange Portal)- More like an affiliate

marketing & beyond that.


Thank You

Social Advocacy- The Next Big Thing. People Trust People More Than Brands™

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