Class Leadership Topic: Brand Advocates
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Class Leadership Presentation Brand Advocates Slide deck created by: Jessica Gahtan
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Transcript of Class Leadership Topic: Brand Advocates
Class Leadership Presentation
Brand Advocates
Slide deck created by: Jessica Gahtan
a brand advocate is someone who enjoys your product/service so much
that they’re eager to tell others about it.
❝
❞
Source: Foster, 2014
MOTIVATIONS & CHARACTERISTICS
Source: Baer, 2015
HIGHLY SATISFIED CUSTOMER.
LONG TERM LOYALTY.
GENUINE DESIRE TO HELP FRIENDS/
FOLLOWERS.
WHO IS DOING A GOOD JOB IDENTIFYING AND LEVERAGING BRAND ADVOCATES?
Source: Cobb, 2013
Step 1: Determine who and what they are trying to influence
What? Reebok Classic
Who? Young Urban Male
Trusted for: FASHION.Trusted for: MUSIC
Source: Cobb, 2013
Step 2: Looking for the Right Partners
WHO IS DOING A GOOD JOB IDENTIFYING AND LEVERAGING BRAND ADVOCATES?
WHO IS DOING A GOOD JOB IDENTIFYING AND LEVERAGING BRAND ADVOCATES?
Involve them in the process.
Source: Cobb, 2013
Step 3: Activate them the right way
Provide them with calendars and info sheets.
WHO IS DOING A GOOD JOB IDENTIFYING AND LEVERAGING BRAND ADVOCATES?
Source: Cobb, 2013
Result of this strategy:
WHO IS DOING A GOOD JOB IDENTIFYING AND LEVERAGING BRAND ADVOCATES?
FOUND FASHION EXPERTS.
UNDERSTOOD SOCIAL MEDIA
MEDIUM.
SUPPORTED THEIR BRAND
ADVOCATES.
STRATEGY TIED TO CLEAR GOAL.
Why was it a good attempt at leveraging brand advocates?
WHO IS DOING A GOOD JOB IDENTIFYING AND LEVERAGING BRAND ADVOCATES?
Source: Cobb, 2013
WHO IS DOING A BAD JOB IDENTIFYING AND LEVERAGING BRAND ADVOCATES?
Source: Phillip, 2014
DID NOT TARGET CAMPAIGN.
VALUE-LESS REWARD.
NO GOALS OR METRICS.
NO CONTINGENCY.
WHO IS DOING A BAD JOB IDENTIFYING AND LEVERAGING BRAND ADVOCATES?
Why was it a bad attempt at leveraging brand advocates?
Guidelines: Identifying Brand Advocates
Source: Baer, 2015
Existing, happy customers who are likely already saying good things about
the brand or product.
Individuals who are already influencing the target audience in
a relevant way.
Guidelines: Engaging Brand Advocates
Source: Cobb, 2013
UNDERSTAND THEM.
INVOLVE THEM.
GIVE THEM FLEXIBILITY.
PROVIDE TOOLS.
THANK YOU FOR LISTENING!
ARE THERE ANY QUESTIONS?
Discussion Questions • What medium(s) do you use to talk about brands online
(Ex: Facebook, Instagram, Twitter, a personal blog), and why?
• What types of brands or products do you think have more vocal brand advocates, and why?
• Name a brand that you have acted as a brand advocate for, and explain what made you want to share your experience with the product/service.
SourcesBooks
Cundari, A. (2015). Customer-Centric Marketing. Hoboken, New Jersey: Wiley
Films/Videos
Cobb, B. (2013). Reebok: Effectively Influencing [Video]. Retrieved January 6, 2015 from https://vimeo.com/84127480.
Journals/Publications
Jackson, S.J. & Welles, B.F. (2015). Hijacking #myNYPD: Social Media Dissent and Networked Counter-publics. Journal of Communication, 65, 932-952.
Lawer, C. (2006). Customer Advocacy and Brand Management. Journal of Brand Management, 15(2), 121-129.
Online Articles
Walter, E. (2013). Build A Movement, Not A Campaign, And You’ll Ignore Passion In Your Brand’s True Believers. Fast Company. Retrieved from http://www.fastcompany.com/3013166/dialed/build-a-movement-not-a-campaign-and-youll-ignite-passion-in-your-brands-true-believer.
SourcesOnline Articles (Cont.)
Ford, D. (2014). #D'oh! NYPD Twitter campaign backfires. CNN. Retrieved from www.cnn.com/2014/04/22/tech/nypd-twitter-fail/.
Foster, T. (2014). Seven ways to identify and engaged brand advocates. Forbes. Retrieved from www.forbes.com/sites/theyec/2014/02/20/seven-ways-to-identify-and-engage-brand-advocates/.
Fuggetta, R. (2011). Extreme Brand Advocate Story: “Starbucks Melody” Goes La La for Lattes #Energize. Zuberance. Retrieved from http://www.zuberance.com/zuberrants/blog/extreme-brand-advocate-story-starbucks-melody-goes-la-la-for-lattes-energize.
Phillip, A. (2014). Well, the #MyNYPD hashtag sure backfired quickly. Washington Post. Retrieved from: https://www.washingtonpost.com/news/post-nation/wp/2014/04/22/well-the-mynypd-hashtag-sure-backfired-quickly/.
Tran, M. (2014). #myNYPD Twitter callout backfires for New York police department. The Guardian. Retrieved from http://www.theguardian.com/world/2014/apr/23/mynypd-twitter-call-out-new-york-police-backfires.
