brand advocacy by tom doctoroff
Post on 14-Sep-2014
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1
Driving
Brand Advocacy
推动品牌倡导
A JWT Presentation
智威汤逊洞察报告
2
A new media landscape 媒体新景观
3
1. Digital: 82%
2. TV: 52%
3. Radio: 49%
1. Digital: 83%
2. Radio: 52%
3. TV: 51%
1. Digital: 69%
2. TV: 62%
3. Radio: 42%
1. Digital: 61%
2. TV: 54%
3. Radio: 38%
% accessing daily 日访问率
1. TV: 64%
2. Digital: 57%
3. Newspaper: 46%
1. TV: 75%
2. Digital: 42%
3. Newspaper: 35%
1. Newspaper: 56%
2. TV: 41%
3. Radio: 37%
1. TV: 68%
2. Digital: 53%
3. Radio: 44%
1. TV: 61%
2. Radio: 59%
3. Newspaper: 38%
1. Digital: 56%
2. TV: 39%
3. Newspaper: 32%
1. TV: 70%
2. Digital: 62%
3. Radio: 31%
Digital becomes the most influential channel 数码成为最具影响力的渠道
4
Consumers have many choices 消费者拥有多种选择
5
One screen 一个屏幕
Multiple screens 多个屏幕
Consumers have shorter attention span 消费者的注意力持续时间更短
6
Reminder: TV is Alive and Well 不要忘记：电视依然健在
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Share of Voice 广告占有率
Share of Time 时间占有率
We need to find the new order
Brands compete in share of time 品牌间竞争的是时间份额
8
我们创作那些人们愿意花时间的作品
创意越好，人们愿意在它上面花的时间就越多
9
clicks
time spent
unique visitors
fans
forward
online buzz
WOM
bounce rate
links
10
11
A brand idea is a long term relationship
between consumers and brands 品牌意念是消费者与品牌间的长期关联
12
Brand Consistency: The Golden Rule
品牌一致性：黄金法则
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Brand Consistency: The Golden Rule 品牌一致性：黄金法则
2nd Profit : 1.7 billions
4th
Profit : 400 millions
3rd
4th
2008 2011
14
A new brand
communication model:
Advocacy
一种全新的品牌传播模式：倡导
Efluencers:
The new disciples
网络影响者：新信徒
Netizens:
Power to the people
网民：人民的力量
15
A new brand communication model: advocacy 一种全新的品牌传播模式：倡导
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Shift in priorities:
Building a sustaining relationship 优先次序转变：建立可持续的关系
Source: Friendship Model by Brandon Murphy
17
Shift in marketing:
Creating spreadable content 市场转变:创造易散播的内容
Source: Friendship Model by Brandon Murphy
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Top down
自上而下
Target consumers
Capture share
Market domination
Penetrate markets
Launch competitive
attack
目标消费者 占据份额 市场支配 市场渗透 发起战斗 进攻
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Bottom up自下而上
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Top down
自上而下
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Bottom up自下而上
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Top down
自上而下
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Bottom up 自下而上
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Key word
SPREAD 关键词：传播
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The brand idea:
P/E salvation
品牌意念： 救世真理
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A mission:
to spread the light 使命: 傳扬真理
27
Convert believers into advocates 把信徒变成传教士
Brand advocacy
[n] the act of pleading, supporting or recommending
a brand or idea by a trusted third party 品牌倡导 （名词）一个信任的第三方，对某品牌或者意念维护、支持或者推荐的行为
Source: weber shandwick
28
New channels, New ways 新渠道，新方法
29
Obama’s Election Campaign Idea 奥巴马的竞选活动主题
30
31
Online fund-raising 网上募款
Timely updates on
twitter, blog & mobile 推特，博客和手机的即时更新
Facebook & Youtube
to recruit new supporters “脸书”和Youtube招募新支持者
Advocacy tools to
spread the word 拥护工具散播言论
32
Results:
He won
Yes, he did 结果：他成功了 是的，他做到了
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Cadbury’s Brand Idea
Producers of Joy 吉百利的品牌意念
欢乐的制造者
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4 millions
viewings on Youtube Youtube上点击观看率
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CO-CREATE & PASS ALONG 再创造并传递下去
The world’s largest communal Eyebrow dance
with 6000 remix videos created in 8 hours
“Raise” a phenomenon 形成一种现象
36
TALK, SHARE & CONNECT 交谈，分享，连接
- Twitted by world famous celebrity
- One-minute remix video by Lily Allen, the host of ”British got
talent”, shown on TV
“Raise” a phenomenon 形成一种现象
American rapper
Kanye West
US celebrity
blogger
Perez Hilton
37
“Raise” the sales 促进销售
老实说，我就是冲着这个片子买这个巧克力的，不好吃也无所谓，这个广告太屌了
传奇！！！
38
The one number that you need to grow 你需要提升的一个数字
Number of Advocates* 倡导者数量
“How likely is it that you would recommend our company to a friend or colleague”
Source: Harvard business review
39
Growth of leader in recommendation vs. category average (250%) 被推荐最多的品牌的增长 VS.品类平均增长（250%）
Source: mckinsey and co
No. of advocates 倡导者数量
Growth增长
1999 to 2002
40%
20% Enterprise
企业
Source: Harvard business review
Example of Car Rental Companies以租车公司为例
40
Online presence increases purchase
interest (84%) 网络的存在提高了购买兴趣（84%）
People recommendations result in purchase intent (33%) 大众推荐作用于购买意图（33%）
Source: weber shandwick/ bain and co
Interest
兴趣
Intent
意图
41
Digital WOM impact on
every step of purchasing decision 数码口碑影响购买决策的每个步骤
Source: CIC
我看到很多人在网上谈论上网本
我看到他们在讨论很多品牌
我应该在网上讨论最多的品牌中选择
谁可以推荐我最需要的上网本?
根据推荐，我将选择这个
看看别人怎么的使用经验，我就知道怎么好好用我的上网本了
42
92% Digital consumers only buy a
product if opinion leaders
or bloggers have written a
positive review
92%的网民只买那些被意见领袖或者版主写了好评的产品
43
Chinese consumers have a higher
dependency on digital WOM 中国消费者更加依赖网络口碑
Source: CIC
44
Golden Rules of Brand Advocacy
品牌倡导的黄金法则
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Two levels of brand advocacy 品牌倡导的两个层阶
Efluencers
网络红人
Netizens
网民
Opinion leader advocacy 舆论领导者倡导
Consumer advocacy
消费者倡导
46
OPINION LEADER ADVOCACY 舆论领导者倡导
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Targeting Efluencers 目标：网络领导者
Identify the right opinion leaders 找到对的舆论领导者
Tap into their motivation 利用他们的动机
Be responsive to online dynamics 时时保持网上互动
1
2
3
48
Identity the right advocates 找到正确的倡导者 1
49
Mapping of online efluencer 画出网络影响人分布图
Example from mobile phone category
Source CIC
Opportunity to target efluencers to
increase share of online buzz 以网络影响者为目标来增加网络舆论的份额
以手机品类为例
50
Grassroot celebrity: Feng Jie
草根明星: 凤姐 Grassroot celebrity: Sister Lotus
草根明星: 芙蓉姐姐
Who are the efluencers? 谁是网络影响者？
51
Who are the efluencers? 谁是网络影响者？
No. 1 weibo blogger & celebrity:
Yao Chen 明星、微博女王：姚晨
No. 2 weibo blogger &
celebrity: Little S 明星、微博排名第二：小S
52
Who are the efluencers? 谁是网络影响者？
Online fashion guru: Han
Huohuo
网上潮人：韩火火
Writer, blogger & car racer:
Han Han
作家、博主、赛车手：韩寒
53
Who are the efluencers? 谁是网络影响者？
Trends Media Group publisher
Ranked most influential individual in
automotive media weibo –Liang Chao Hui
时尚传媒集团出版人，微博上最具影响力的个人汽车媒体 -- 梁朝辉
Mobile expert, With 350K fans
手机专家，粉丝数35万
Zui Xi You (weibo name)
最西游（网名）
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Tap into their motivation 利用动机 2
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Different types of efluencers 各种不同的网络影响者
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Two Core Motivations 两大核心动机
Display “coolness”
晒“酷”
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Two Core Motivations 两大核心动机
Show off
knowledge
晒“知识”
Display “coolness”
晒“酷”
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Show off knowledge 晒“知识”
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For now, brands are low in the pecking
order among social network topics 目前，在社交网络话题中，关于品牌的话题排名靠后
60
70% Recommendation
prompted by
expectation-beating
product experience 70%的推荐来自于产品使用经验
Reminder: Better products are the best
advocacy tool 不要忘记：好的产品是最好的倡导工具
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Efluencers have strong urge to demonstrate
their product experience and knowledge 网络影响者有强烈的欲望来展示他们的产品经验和产品知识
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• brand
Brand sponsored knowledge platform:
To be or not to be, big difference 品牌赞助的知识平台：生存还是死亡，区别很大
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VW: The people’s car project 大众汽车：人民的汽车项目
A platform for geeks “科学怪人”的平台
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Display “coolness” 晒“酷”
65
External payoff is relatively more important
in emerging markets 对于发展中市场，外在的回报更加重要
Category bonding importance of statements indexed against average for
emotional affinity driver, consumer goods average
China
Thailand
India
Korea
HK
UK
USA
Europe
Japan
USA
Japan
UK
HK
Europe
Korea
China
India
Thailand
„Appeal to
me‟ 吸引我
Less
Important
More
Important „Want to be
seen‟ 想被看到
Source: analysis of the BrandZ database
66
Online showoff (晒)：
strong desire to stand out 想要脱颖而出的强烈愿望
67
Converse: showoff your creativity 匡威：晒出你的创意
68
MUJI: showoff your lifestyle 无印良品：晒出你的生活态度
69
Listen & follow their conversation 倾听并遵从他们的谈话 3
70
Even the Chinese president is listening to
online BBS, why aren’t you? 即使是国家主席也在关注BBS上的言论，为什么你不呢？
71
Digital WOM: a double-edged sword 数码口碑：双刃剑
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Mengniu: online suicide 蒙牛：网上自掘坟墓 2,760,000
73
Social media 社交网落
Recall micro site 召回的微型网站
Recall info online check 召回信息网上查询
Online conversation with
consumers 网上与消费者对话
Better: online platform facilitate Toyota Recall 较好的：网上平台方便丰田召回
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CONSUMER ADVOCACY 消费者倡导
75
HIGH
INVOLVEMENT
高参与
HIGH
CONSUMPTION
高消费
LOW
INVOLVEMENT
低参与
LOW
CONSUMPTION
低消费
Commoditised:商品化的：
Makes my life more efficient让我的
生活更有效率
Functional起作用的
It helps me to be productive
它帮助我事半功倍
Pivotal关键的
Is the centre of my life
是我生活的中心
Aspirational有抱负的
Helps me achieve my goals
帮助我实现目标 Source: Digital Life Report by TNS
Internet plays a more important and
emotional role in Asia, especially China 互联网在亚洲，尤其是在中国扮演者一个更重要的更感性的角色
76
More than internet users 不仅仅是互联网用户
77
Netizen
78
78
% online users highly engaged
Country % Country % Country % Country %
1.Egypt 56% 13.Italy 47% 25.USA 43% 37.Netherlands 33%
2.S Arabia 56% 14.Poland 46% 26.Tanzania 42% 38.Philippines 32%
3.China 54% 15.Thailand 46% 27.S Korea 42% 39.Norway 30%
4.Malaysia 53% 16.Argentina 45% 28.Portugal 40% 40.Sweden 27%
5.Turkey 52% 17.Vietnam 45% 29.Mexico 40% 41.Luxemburg 27%
6.S Africa 51% 18.Uganda 44% 30.Greece 38% 42.Finland 26%
7.Kenya 51% 19.Israel 44% 31.Canada 37% 43.Estonia 26%
8.Morocco 51% 20.Hong Kong 44% 32.Spain 37% 44.Denmark 25%
9.UAE 50% 21.UK 43% 33.Austria 36% 45.Indonesia 24%
10.Brazil 48% 22.Nigeria 43% 34.Belgium 36% 46.Japan 20%
11.France 48% 23.India 43% 35.Germany 36%
12.Singapore 47% 24.Russia 43% 36.Australia 35%
China is ranked as Top 3 in online engagement 中国在网上约会全球排名第三
Digital Engagement – See methodology pack Bases: All respondents 48804
79
Chinese Netizens are more active in social
networking and hunger for info 中国网民在社交网络上更加活跃并更加渴求信息
54 54 50
30
71
46 46
39
24
55
0
10
20
30
40
50
60
70
80
social interest knowlegde browsing news
China Global
Source: TNS digital life reports
80
Creators 创作者
Critics 评论者
Collectors 收藏者
Spectators 打酱油的
Inactive 僵尸粉
U.S.美国 China中国
Source: CIC
They are more active and creative
than the west 比起西方，他们更具主动性和创造性
81
82
Offline:
regimentation & restriction 线下: 制度约束
83
Online: release & liberation 网络：释放和解脱
84
The role of internet:
Power to the people
英特网所扮演的角色：
给人民以力量
85
Consumer-initiated organization in QQ to negotiate with HP 消费者-开QQ群与惠普理论
QQ groups for HP quality issue:
Fight for our rights 惠普质量问题QQ群：维权！
86
Online movement to save the Phoenix tree in Nanjing 拯救南京梧桐树线上活动
Weibo: spurring societal change 微博：推动社会变革
87
Online memorial for Shanghai fire “incident” 网上哀悼上海胶州路失火事件
Weibo: spurring societal change 微博：推动社会变革
88
Weibo: spurring societal change 微博：推动社会变革
Train accident in Wenzhou 温州动车脱轨事故
89
Fun, pleasure娱乐,欢快
Knowledge, information知识,信息
Efficiency, control效率,控制
Sense of liberation, freedom, escape
解放思想,自由,逃避
Individuality, identity, independence
个性,身份,独立
Intelligent, thinking智能,思想
Social, connection, friendship社会,关系,友谊
Sense of belonging, acceptance归属感,认可
Self-actualization自我实现
Belief信仰
A long list of motivations 各种动机
90
Fun, pleasure娱乐,欢快
Knowledge, information知识,信息
Efficiency, Control效率,控制
Sense of liberation, freedom, escape解放思想,自由,逃避
Individualality, identity, independence个性,身份,独立
Intelligent, thinking智能,思想
Social, connection, friendship社会,关系,友谊
Sense of belonging, acceptance归属感,认可
Self-actualization自我实现
Belief信仰
Me我
We我们
World世界
A long list of motivations 各种动机
91
Me我
Express表现
Entertain娱乐
Enrich充电
92
Tactic #1: Offer “fun utility” 策略1：提供有趣的实用工具
93
To Tactic #2: Provide a platform to shine
策略2：提供发光发亮的平台
94
We
We share the passion
We are friends
We are proud
We build the community
我们共享激情
我们是朋友
我们骄傲
我们建立社团
我们
95
Tactic #1: Connect to their passion 策略1：与他们的激情相联系
96
Tactic #2: Enhance offline relationships
策略2: 加强线下关系
97
Tactic #3: Build like-minded communities
策略3：建立志趣相投的社团
98
World
Join the world
Change the world
参与世界
改变世界
世界
99
Tactic #1: Be a part of greatness 策略1：成为伟大者的一员
100