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Harnessing the power of consumer
 advocacy to fuel efficient growth




            Art Ash, Deloitte
       Brandon Murph...
2
3
))) Brands




             4
Friendship Actions build...




                              5
Advocacy
       which sparks...




                         6
Conversations   that lead to...




                                  7
Recommendations
           that turn into...




                               8
Sales   which are usually...




                               9
Higher
   in profit and lower in
   acquisition costs




                            10
Are you                                               )))
 activating your
 advocates?
Consumers mention 56 brands in conv...
How can you do it?
                                 1)
                                      ROLES
                       ...
1)
Qualify your buyer base
TRUE ADVOCACY SCORE = %Advocates - %Critics


                                            Deter...
2)
Identify Improvement Actions
Regression analyses across more than 30 categories, 300
brands and more than 33,000 custom...
Results: CPG Beverage
 •   A CPG company held the #4 position within a flat market
 •   Our study revealed poor performanc...
3)
Creating Momentum

                                                     Company B




                           Compan...
Social Media
The catalyst for building momentum and
the forum for igniting advocates.


Rule # 1...




                  ...
NOT              social
                 media


an advertising platform...

Think of it as a value delivery platform.

  ...
“If I tell my Facebook friends about your
brand, it’s not because I like your brand, but
rather because I like my friends....
Social Media allows us to market
 with people instead of at them




                                   20
It’s a SOCIAL thing


                      21
...you can’t control it


                          22
...you can’t ignore it


                         23
It must be...

Authentic
                24
It must be...

Personal
                25
It must be...

Transparent
                26
It must be...

Inclusive
                27
It must be...

Honest
                28
It must be...

Funny
                29
It must be...
Conversational

                 30
most of all...

Bring Value
                 31
figure out what this means



    +Value=
Brand     Consumer              Social Connections
          (advocate)          ...
PROPAGATE
Light the fuse




                 33
34
7 Common Pitfalls of social media.
                                     35
Lack of agenda and plan
No objective = no success
What to measure and how to measure it




                              ...
Metrics: Advocacy is the end.

                                    Fans/Followers
                    Shared pages
       ...
Lack of agenda and plan
No objective = no success
What to measure and how to measure it
Lack of content, narrative, calend...
39
7 Learnings for social media success.




                                        40
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communi...
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communi...
Where do you fit into
the social graph?
                                                               ?
What will our “fa...
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communi...
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communi...
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communi...
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communi...
Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communi...
49
Objectives and
                    7 Steps to a social media strategy.
Audiences


         Engage Communities
         & ...
)))   )))
Advocacy Workshops




     1
                    Meet with us – we would be honored to spend a half-day with
            ...
email: aash@deloitte.com                                                                                          Twitter:...
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Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, not brands)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)



48

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