Digital Marketing as Brand Advocacy Activator

1. DIGITAL MARKETING: THE FUTURE
ART DIRECTORS CLUB - BERLIN OCT 08
clickadvisor
insight for innovation
paul.marsden@clickadvisor.com

2. Your Salary Salt Cubes
Sea Squirts Lake Wobegon

3. ?
YOUR 2009
SALARY ?
FIRST, LET’S TALK ABOUT YOUR SALARY:
UP OR DOWN NEXT YEAR?

4. YOU COULD TALK TO A FORTUNE TELLER

5. YOU COULD TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)

6. OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION…

7. WOULD YOU
RECOMMEND
US?
WOULD THEY RECOMMEND YOU?

8. 2003
CLIENT RECOMMENDATIONS DRIVE YOUR FIRM’S GROWTH

9. CLIENT RECOMMENDATIONS DRIVE YOUR SALARY

10. Net Promoter Score =
Promoters - Detractors
0 1 2 3 4 5 6 7 8 9 10
Detractor Passive Promoter
“PROPENSITY TO RECOMMEND” LINKED TO GROWTH IN 40+ CATEGORIES

11. “The most recommended
brand in its category grows
2.5x category average”

12. “A 12% increase in NPS
correlates to a doubling
of growth”

13. RECOMMENDATION RATES: THE CFO-FRIENDLY MARKETING METRIC

14. THIS SPACE
FOR HIRE
RECOMMENDATION MEDIA IS MARKETING’S MOST POWERFUL MEDIA

15. DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER

16. IT’S A SMALL
WORLD
BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER

17. SO HOW CAN DIGITAL DRIVE RECOMMENDATION MEDIA?

18. WE NEED TO UNDERSTAND WHY PEOPLE RECOMMEND

19. 70% OF RECOMMENDATIONS ARE DRIVEN BY AN EXPECTATION-BEATING
PRODUCT EXPERIENCE

20. “50% of people who say
they would recommend,
haven’t yet recommended”
SOURCE WEBER SHANDWICK 2008
A NEW ROLE FOR DIGITAL: ACTIVATING ADVOCACY

21. ACTIVATING ADVOCACY BY HELPING FANS
ARTICULATE THE REASON TO RECOMMEND

22. ACTIVATING ADVOCACY BY HELPING FANS
ARTICULATE THE REASON TO RECOMMEND

23. e
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THE LAKE WOBEGON EFFECT

24. e
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80% of CEOs believe their firm
offers a superior product…
THE LAKE WOBEGON EFFECT

25. e
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80% of CEOs believe their firm
offers a superior product…
…8% of their
customers agree
THE LAKE WOBEGON EFFECT

26. DIGITAL AS A VALUE-DELIVERY PLATFORM
BEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION

27. DIGITAL AS A VALUE-DELIVERY PLATFORM
BEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION

28. THE SEA SQUIRT IMPERATIVE: SOLVE PROBLEMS OR EAT YOUR BRAIN

29. DIGITAL AS INNOVATION PLATFORM
BEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER

30. DIGITAL AS INNOVATION PLATFORM
BEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER

31. DIGITAL AS INNOVATION PLATFORM
BEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER

32. IT’S A LONG WAY FROM SCREEN-SPAM AND BROCHURE-WARE:
AND WE DON’T HAVE ALL THE ANSWERS YET...

33. WHATEVER YOU DO,
MAKE SURE IT’S WORTH
TALKING ABOUT

34. paul.marsden@clickadvisor.com clickadvisor
insight for innovation

35. About Clickadvisor
★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing
technology to help brands do market-led innovation
★ Instead of running traditional groups and interviews, we uncover needs,
opportunities and solutions using online idea and design contests
★ Innovation Idea Contests
★ Trendspotting Contests
★ Brand Naming Contests
★ Pack/Cover Design Contests
★ Our idea and design contests help brands do collaborative innovation, delivering
creative insight fast and cost-effectively
clickadvisor
insight for innovation

36. About the Speaker
Paul Marsden is director at clickadvisor.com, a digital insight agency
specialising in innovation
An experienced market researcher, career highlights to date include:
★ Product management, sales and market research at Astra Zeneca
★ PhD in social psychology (social influence) - development of online
research tool featured in The New Scientist
★ Led London School of Economics team validating the link between
brand advocacy and sales growth - worked on innovation research
projects for BBC, LVMH, Nokia, Economist, and Unilever
★ Co-founded two successful digital marketing agencies (Spheeris (online
communication) and Brainjuicer (online research))
★ Co-authored popular business book ‘Connected Marketing’
Paul’s latest venture, clickadvisor.com, helps brands do collaborative
innovation through brand-sponsored idea and design contests
clickadvisor
insight for innovation

37. Flipside
A reformed bodybuilder, Paul is a diving
fanatic and a qualified divemaster
clickadvisor
insight for innovation