Starting Fires (Three Steps to Consumer Advocacy Online) Social media brings marketers one step closer to the holy grail of leveraging consumer word of mouth. It also generates a new wave of marketing fuzziness around executing and measuring those programs. Alberto Culver discusses their strategies to amplify consumer advocacy for brands such as TRESemme, Nexxus, and St. Ives (and explain why your number of fans/followers doesn’t matter).

1. SPREADING FIRES Three Steps to Consumer Advocacy Online

3. Light Many Fires Generate Sparks: give consumers something to experience Build Fireplaces: find places for consumers to interact with them Light More Fires: motivate them to spread it to others Something To Interact With Product News and Information Product-Related Content Branded Lifestyle Content Branded Entertainment Special Events/Sponsorships Reasons To Share Found It First Personal Expression My Friends Like What I Like Promotion Incentives Easy To Share Find – Click – Share Share It For Them Places To Interact Our Space Brand Sites, Paid Media Sites, Sponsored Events/Microsites Their Space Social Networks, User-Gen Content Shared Space Blogs, Retail Sites

4. Paid Media Social Media Brand Site Share Content Across Channels Driving Content to Users Driving Users to Content -VS- Brand Content Brand Site Social Media Paid Media

5. Content Ecosystem Brand Places Social Media Paid Media Step 1

6. Generate Branded Content Aggregate Branded Content Distribute Branded Content Fashion Week Elle.com Dirty Little Secrets Bravo TV sponsorships Branded games Stylist Tips, How To hairstyle videos New product education Product reviews Tresemme.com Facebook/TRESemme Youtube/TRESemme Online advertising Video distribution Custom media programs Paid media Twitter push Mobile advertising Beauty blogs Retail sites

7. Over 3 million video views, resulting in 25,000 hours of video content consumed

8. Step 2 + Social(conversation) Shopping(product)

10. User Generated Goodwill Consumers helping others they don’t know – not because brands want them to – but because they decide to contribute. Consumers Helping Others… Find The Right ProductFind A Better Version Buy It EasierBuy It Cheaper

11. Measure Sentiment, Encourage Word of Mouth(brand influences consumer) Aggregate Goodwill, Spread Advocacy(consumer influences consumer,amplified by brand)

12. Step 3 Defining the Tiers of Advocacy

13. Our Goals Maximize the number of Curators by actively moving consumers up the pyramid Amplify the voice of Producers by providing them with outlets to advocate on behalf of the brand Encourage engagement with the brand in social mediums, driving increased depth of awareness and assisting in the identification of potential Producers and Curators

14. Advocacy Ecosystem Brand Places Social Media Paid Media

15. Grow Advocate Base Generate Advocacy Content Aggregate Advocacy Content Communicate To Advocates Distribute Content Identify Sharers& Commenters Identify Producers & Curators Identify Watchers

16. Highest Reach Generate Branded Content Aggregate Branded Content Grow Advocate Base Generate Advocacy Content Aggregate Advocacy Content Distribute Content Communicate To Advocates Identify Watchers Identify Sharers &Commenters Identify Producers & Curators

17. Kill the Clickthrough Rate Use online media to distribute branded content Redefine Your Social ROI Quality of consumer content, not quantity of fans Guarantee Word of Mouth Brand-distributed consumer advocacy