1. ADVOCACY THE NEW BRANDING

2. IS MARKETING IS BECOMING MORE LIKE POLITICS? MARKETING POLITICS

3. PEOPLE PRODUCT IN THE OLD DAYS (PRE WEB 2.0) Marketing was about push Product Story $$$ Rational Emotional

5. PEOPLE PRODUCT SOCIAL NETWORKS Passion is the new currency Product Rational Emotional Passion Lasso I

6. It’s the economy stupid

7. It’s the Sex stupid

8. Politics and Marketing Passion drives Advocacy

11. 1. CONVICTIONS By better understanding Mini’s convictions they drove advocacy Online promoter Index Covert Campaign - Mailing Mini Takes the states - Events Motorby- Ads

12. 2. CONSTITUENTS Success starts with the grass roots Source: Coffee Subset, 1/1/2007-12/31/2007 Ranked by descending Constituent population in Coffee Conversation

13. 3. CO-OPERATION Amazon has enabled their followers Source: Retail Data,10/1/2006 – 12/31/2007 Advocate Share: Q4 ‘06 VS Q4 ‘07 Share of Advocates

14. 3. CO-OPERATION They introduced reviews as a new element of service Source: Retail Data,10/1/2006 – 12/31/2007

15. POLITICS + MARKETING Can lead to advocacy CONVICTIONS: Let people know what you stand for CONSTITUENTS: Personalize the convictions to them CO-OPERATION: Create a feedback loop ADVOCACY