1. HOW TO BUILD BRAND ADVOCACY
THE IN A CONSUMER-DRIVEN WORLD
FRIENDSHIP
MODEL

2. A SELF-GUIDED ORIENTATION BY BRANDON MURPHY

3. SO, WHAT IS IT?
A new business tool?
A positioning for the agency?
A belief about marketing?
A philosophy for how we work?
A measure of our success?

4. YES

5. YES
Thank you

6. J/K

7. Let’s start with the first question...
why did we create it?

8. Let’s start with the first question...
[BECAUSE WE HAD TO]
why did we create it?

9. In case you haven’t heard,
we have a bit of a sordid past...

11. GOT IT ?

12. Well, boiled down:
we were a divided culture
split between two o ces
with no united perspective
and no common method for doing what we do

13. (+)
we were falling o the grid
cast as a regional agency
who specialized in retail
...NOT who we wanted to be.

14. and...
We were trying to change the way we do business....
just like every other ad agency who existed before web 2.0

15. But the real problem...

16. She’s a consumer.
He’s an advertiser.
All she wants is genuine a ection.
All he gives is loyalty reduction.
Click to watch video
Source: Microsoft Digital Advertising Solutions

17. Source: Microsoft Digital Advertising Solutions

18. ACT
People want brands that...
...more like friends than salespeople

19. And when brands DO, people talk:
[ Brands perceived to act on
]
their customers’ behalf have
44% more advocates*
*22squared Friendship Model Research

20. So we need to help brands
DO

21. BUT ...
To get people talking...

22. ... we needed to create
relationships
worth talking about.

23. We needed to turn our original
way of marketing on it’s head...

24. Literally

25. [OLD]
AWARENESS
PREFERENCE
PURCHASE

26. [NOW]
RELATIONSHIPS
PURCHASES
ADVOCACY

27. HOW
does an agency create
relationships worth talking about?

28. REALIZE,
that good brands are like people.

29. ARE THE SAME
The actions that make people great friends
that cause people to advocate for brands

30. [
“you can make more friends in 2
]
months by being interested in other
people than in 2 years by making
other people interested in you.”
- Dale Carnegie

31. Think about it...
...what do friends do?

32. H AV E C H E M I S T R Y
REM AIN AUT HENT IC
A C T T R A N S PA R E N T
A R E E M PAT H E T I C
FRIENDS
SUPPORT EACH OTHER
SPEND QUALITY TIME
S H A R E A P O V
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

33. Makes sense, right?

34. But how do we put that theory in action?

35. FRIEND
SHIP
State of being a friend
Someone you know and trust
A member of the same group/nation
Allied in a struggle, cause or movement

36. FRIEND
SHIP
+ MODEL
State of being a friend
Someone you know and trust An example of a behavior; a philosophy lived out
Statistical method for accomplishing something
A member of the same group/nation
A compass that points you in the right direction
Allied in a struggle, cause or movement
A belief that never lets you down

37. [OUR PURPOSE]

38. BIGGER
Increase the number of advocates
[OUR PURPOSE]

39. Here’s how we size up advocacy:
% of brand’s customers who are...
SHAREHOLDER
EVANGELIST
RECOMMENDER
REPEAT SATISFIED
ADVOCATES BUYERS CRITICS
MARGINAL
CUSTOMER
DISSATISFIED
CUSTOMER ACTIVELY
AGAINST

40. TA = A - C
TRUE ADVOCACY ADVOCATES CRITICS

41. TA = A - C
NOTE: We’ve done lots of research on this...
on 180 brands with over 40,000 people

42. $ Are advocates worth more than other customers?

43. YES
(THE SHORT ANSWER)

44. WHAT
THEY DO ADVOCATES WHAT WE
MEASURE
Buy more Spend levels
Talk and share more Conversation rates
Recommend more Recommendation rates
44

45. FACT :
When advocates talk, brands grow

46. seriously,
check it out...
GROWTH
TRUE ADVOCACY

47. APPAREL
RETAILERS
*Growth index combines revenue growth, profit margins and
operating income growth over a three-year period, from 05 - 07
SOURCE: 22squared Apparel Retail White Paper

48. WIRELESS
PROVIDERS
Average annual growth rate from 05 - 07
SOURCE: 22squared Wireless Provider White Paper, 2008

49. AIRLINES
Average annual passenger revenue growth rate from 05-07
SOURCE: 22squared Airline White Paper, 2009

50. HOW
1)
ROLES ACTIONS
2)
does the Friendship Model help us
grow advocacy for brands?
3)
MOMENTUM
Play a more Identify the actions the Create momentum, get people
meaningful role brand must take to talking more and moving
in their life increase advocates toward the brand

51. ROLES
1)
Play a more meaningful role in their life

52. FACT :
The better friend you are,
the more customers talk
[ ]
Understand the role a brand
play’s in the life of the
customer and deepen it.

53. SOUL MATE
CLOSE FRIEND
NICHE FRIEND
NEW FRIEND
ACQUAINTANCE
FAMILY FRIEND
FLING 351 Index
A unique connection; a
DEFAULT
brand you can’t live without
FORCED

54. A unique connection; a SOUL MATE
brand you can’t live without
CLOSE FRIEND
NICHE FRIEND
NEW FRIEND
ACQUAINTANCE
FAMILY FRIEND
FLING
351 Index
DEFAULT Inner-circle, depend on,
always there.
FORCED

55. A unique connection; a SOUL MATE
brand you can’t live without
Inner-circle, depend on,
always there CLOSE FRIEND
NICHE FRIEND
NEW FRIEND
ACQUAINTANCE
FAMILY FRIEND
FLING
143 Index
DEFAULT Familiar, in a narrow context,
but in a restrictive way.
FORCED

56. A unique connection; a SOUL MATE
brand you can’t live without
Inner-circle, depend on,
always there CLOSE FRIEND
Familiar, in a
narrow context NICHE FRIEND
NEW FRIEND
ACQUAINTANCE
FAMILY FRIEND
FLING
320 Index
DEFAULT
Still new, but on the road to
becoming closer
FORCED

57. A unique connection; a SOUL MATE
brand you can’t live without
Inner-circle, depend on,
always there CLOSE FRIEND
Familiar, in a
narrow context NICHE FRIEND
On the road to
becoming closer NEW FRIEND
ACQUAINTANCE
FAMILY FRIEND
FLING
143 Index
DEFAULT
Ambivalent, no expectations
and little reward
FORCED

58. A unique connection; a SOUL MATE
brand you can’t live without
Inner-circle, depend on,
always there CLOSE FRIEND
Familiar, in a
narrow context NICHE FRIEND
On the road to
becoming closer NEW FRIEND
Ambivalent, no
expectations ACQUAINTANCE
FAMILY FRIEND
FLING
286 Index
DEFAULT
By association or inheritance,
not solely your choice
FORCED

59. A unique connection; a SOUL MATE
brand you can’t live without
Inner-circle, depend on,
always there CLOSE FRIEND
Familiar, in a
narrow context NICHE FRIEND
On the road to
becoming closer NEW FRIEND
Ambivalent, no 177 Index
expectations ACQUAINTANCE
By association or
inheritance FAMILY FRIEND
FLING
A short-time experiment, likely
DEFAULT
to happen only once
FORCED

60. A unique connection; a SOUL MATE
brand you can’t live without
Inner-circle, depend on,
always there CLOSE FRIEND
Familiar, in a
narrow context NICHE FRIEND
On the road to
becoming closer NEW FRIEND
Ambivalent, no
expectations ACQUAINTANCE
By association or
inheritance FAMILY FRIEND
Short-time
experiment
FLING
210 Index
DEFAULT Lack of options, out of
proximity or avoidance.
FORCED

61. A unique connection; a SOUL MATE
brand you can’t live without
Inner-circle, depend on,
always there CLOSE FRIEND
Familiar, in a
narrow context NICHE FRIEND
On the road to
becoming closer NEW FRIEND
Ambivalent, no
expectations ACQUAINTANCE
By association or
inheritance FAMILY FRIEND
Short-time
experiment
FLING
Lack of options, 231 Index
proximity or avoidance DEFAULT
No choice, feel trapped and
FORCED want to escape.

62. Remember...
IT’S NOT ABOUT BEING FRIENDLY
...it’s about BEHAVING like a friend.

63. ACTIONS
2)
Identify the actions the brand must take
to increase advocates

64. FACT :
The more brands behave like friends,
the more customers return the favor
[Brands that are perceived to act on
their customer’s behalf have 44% more
advocates than brands that do not.* ]
*22squared Friendship Model Research

65. H AV E C H E M I S T R Y
REM AIN AUT HENTIC
A C T T R A N S PA R E N T
A R E E M PAT H E T I C
FRIENDS
SUPPORT EACH OTHER
SPEND QUALITY TIME
S H A R E A P O V
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

66. create a visceral spark HAVE
H A V E CHEMISTRY
CHEMISTRY or a gut reaction
REM AIN AUT HENTIC
A C T T R A N S PA R E N T
A R E E M PAT H E T I C
SUPPORT EACH OTHER
FRIENDS
FIREWORKS FORCED
SPEND QUALITY TIME
S H A R E A P O V
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

67. H AV E C H E M I S T R Y
Original, real and REMAIN AUTHENTIC
REM AIN AUT HENTIC distinctly meaningful
A C T T R A N S PA R E N T
A R E E M PAT H E T I C
SUPPORT EACH OTHER
FRIENDS
FOR REAL FOR NOT
SPEND QUALITY TIME
S H A R E A P O V
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

68. H AV E C H E M I S T R Y
REM AIN AUT HENTIC
Be honest and ACT TRANSPARENT
A C T T R A N S PA R E N T have clear intentions
A R E E M PAT H E T I C
FRIENDS
SUPPORT EACH OTHER
CLEAR HIDDEN
SPEND QUALITY TIME
S H A R E A P O V
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

69. H AV E C H E M I S T R Y
REM AIN AUT HENTIC
A C T T R A N S PA R E N T
Understand their needs ARE EMPATHETIC
A R E E M PAT H E T I C desires and lives
FRIENDS
SUPPORT EACH OTHER
GETS ME SPEND QUALITY TIME HASSLES ME
S H A R E A P O V
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

70. H AV E C H E M I S T R Y
REM AIN AUT HENTIC
A C T T R A N S PA R E N T
A R E E M PAT H E T I C
SUPPORT EACH OTHER
FRIENDS
Be helpful, useful SUPPORT EACH OTHER act on their behalf
SPEND QUALITY TIME
THERE FOR PEOPLE S H A R E A P O V THEY’RE PEOPLE?
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

71. H AV E C H E M I S T R Y
REM AIN AUT HENTIC
A C T T R A N S PA R E N T
A R E E M PAT H E T I C
FRIENDS
SUPPORT EACH OTHER
ALWAYS CLEAR NEVER HEAR
SPEND QUALITY TIME
Provide talk-worthy SPEND QUALITY TIME immersive experiences
S H A R E A P O V
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

72. H AV E C H E M I S T R Y
REM AIN AUT HENTIC
A C T T R A N S PA R E N T
A R E E M PAT H E T I C
FRIENDS
SUPPORT EACH OTHER
BELIEVE USE
SPEND QUALITY TIME
Common lifestyle
SHARE A POV
S H A R E A P O V belief system or attitude
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

73. H AV E C H E M I S T R Y
REM AIN AUT HENTIC
A C T T R A N S PA R E N T
A R E E M PAT H E T I C
FRIENDS
SUPPORT EACH OTHER
SPEND QUALITY TIME
A DEFINING EXPERIENCE A VACATION
S H A R E A P O V
Provide value and meaning GIVE MORE THAN GET
GIVE MORE THAN GET beyond the money spent
S TAY I N TO U C H
INSPIRE EACH OTHER

74. H AV E C H E M I S T R Y
REM AIN AUT HENTIC
A C T T R A N S PA R E N T
A R E E M PAT H E T I C
SUPPORT EACH OTHER
FRIENDS
SPEND QUALITY TIME
S H A R E A P O V
CARD CARRYING MEMBER ON THE SHELF
GIVE MORE THAN GET
Build anticipation, add STAY
S T A Y IN TOUCH
IN TOUCH value & communicate
INSPIRE EACH OTHER

75. H AV E C H E M I S T R Y
REM AIN AUT HENTIC
A C T T R A N S PA R E N T
A R E E M PAT H E T I C
SUPPORT EACH OTHER
FRIENDS
SPEND QUALITY TIME
S H A R E A P O V
GIVE MORE THAN GET
BE DIFFERENT BE NORMAL
S TAY I N TO U C H
Motivates you to be INSPIRE EACH OTHER
INSPIRE EACH OTHER di erent or better

76. 2)
Category Mean
PERFORMANCE
Tr
-11
ACTIONS
an
sp
ar
en
cy
Au
-10
th
en
tic
ity
-5
Su
pp
or
ts
m
e
Em
-4
pa
th
y
Q
-2
ua
lit
y
tim
e
WHAT IF
Sh
-10
ar
ed
...
PO
V
0
Ch
em
ist
ry
-3
In
sp
ire
sm
e
Ge
-7
tm
or
e
th
an
St Ig
-8
ay ive
si
n
to
uc
h
AT&T IMPROVED THESE ACTIONS?

77. ACTIONS
2)
WOW, THIS...
4% advocacy increase
2.8 incremental advocates
million (07 customer count of 70MM)
8.4 conversations/week
million (based on 3 per week)
3.4 new customers a month
million (based on 10% conversion of 33.6MM)
Average customer revenue: $606.00

78. BIG
THOSE ARE
NUMBERS.

79. MOMENTUM
3)
Create momentum, get people talking more
and moving toward the brand

80. MOMENTUM
3)
FADING STABLE GROWING
STOPPED TALKING TO BORED TO TALK TALKING

81. MOMENTUM
3)
Hawaii 45
24
18 21 Costa Rica
14
Belize Florida Mexico Virgin
-6 Keys Islands
-18
Jamaica
FADING STABLE GROWING
STOPPED TALKING TO BORED TO TALK TALKING

82. HAVE ADVOCATES THAT AREN’T LOUD ENOUGH...
COSTA RICA: Costa Rica social media volume compared with 6 competitors
119
189
52
GROW 63
REVIEWS/POSTS
90

83. MOMENTUM
3)
WHAT IF... COSTA RICA COULD INCREASE THE
INFLUENCE OF THEIR ADVOCATES?
NOW POTENTIAL
1 Visitor influences 1 future visit 1 Visitor influences 1.5 future visits
: :

84. MOMENTUM = BIG gains
3)
small increase
NOW POTENTIAL
: :
350,000 X $1,000 = $350MM
Incremental Visitors Avg. Rev./Person Incremental Rev.
Based on estimated 700,000 US Estimated from 2007 int’l travel Estimated from 2007 int’l travel
citizens/year visitors and receipts visitors and receipts
Source: US State Dept. Source: UNWTO Source: UNWTO

85. BIG
AGAIN...THOSE ARE
NUMBERS.

86. TAKE A BREATH
Let’s get back to the second half of our purpose.

87. BIGGER
Increase the number of advocates
[OUR PURPOSE]
WE JUST COVERED THIS

88. NOW LET’S TALK ABOUT THIS:
[OUR PURPOSE]
LOUDER
Magnify their voice and increase their impact

89. 3
Imperatives for LOUDNESS

90. 1)
BE OF SERVICE
Actions speak louder than words
2)
PROPAGATE
Light the fuse
3)
ENGAGE
Engage: Right time, right place, right context

91. 1)
BE OF SERVICE
Actions speak louder than words
Purpose (over positioning)
Content (that builds and spreads)
Experiences (that spark advocacy)
Utilities (be useful)
Actions (do more and do good)
Participation (power of social connection)

92. Have a purpose that’s bigger than
your product or service.

93. Entertain and provide content
that people can use, influence,
adopt and adapt.

94. Create experiences worthy of
participation and word of mouth.
>
Alternative Reality Game: Find the
new ad. Win a solid gold dice.
Facebook Group for hints.

95. Marketing is the product: create
things people can use and make
their lives better.
>
Hear your run. See your
run. Connect with runners.
90% reco rate

96. Do things for consumers,
and enable consumers to do
things for others.

97. Give customers a role in
helping the brand succeed,
allow them to participate
and they will advocate

98. 2)
PROPAGATE
Light the fuse

99. PROPAGATION PLANNING
Plan not for the people we reach, but
for the people that they reach

100. Broadcast Media: targets the majority
Innovators Early Adopters Early Majority Late Majority Laggards

101. Broadcast Media: targets the majority
Propagation:
Spreadable content
Innovators Early Adopters Early Majority Late Majority Laggards

102. Propagation Process
1)
CREATIVE
STIMULUS
Images
Audio Assets
Video Assets
Product
Brand
What can we share
that is interesting?
Plan for the content
you don’t have.

103. Propagation Process
1) 2)
CREATIVE MARKET
STIMULUS INTELLIGENCE
Images
Audio Assets Identify Fan Cultures
Video Assets Uncover Connection
Product & Dialogue Points
Brand
What can we share
that is interesting? What innovator/ early
adopter tribe can we
Plan for the content connect with?
you don’t have.

104. Propagation Process
1) 2) 3)
CREATIVE MARKET IDEA
STIMULUS INTELLIGENCE PROPAGATION
Images
Audio Assets Identify Fan Cultures Blogger Outreach
Video Assets Uncover Connection Tribe Mobilization
Product & Dialogue Points Public Relations
Brand
What can we share How do we share
that is interesting? What innovator/ early the idea?
adopter tribe can we
Plan for the content connect with? How do we get fans
you don’t have. to work for us?

105. Propagation Process
1) 2) 3) 4)
CREATIVE MARKET IDEA PARTICIPATORY
STIMULUS INTELLIGENCE PROPAGATION PLATFORM
Images YouTube Uploads
Audio Assets Identify Fan Cultures Blogger Outreach
Website
Video Assets Uncover Connection Tribe Mobilization
Mobile
Product & Dialogue Points Public Relations
Blog
Brand
What can we share How do we share
that is interesting? What innovator/ early the idea? Build the platform
adopter tribe can we and feed it with
Plan for the content connect with? How do we get fans interesting content.
you don’t have. to work for us?

106. Propagation Process
1) 2) 3) 4) 5)
CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK
STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS
Images YouTube Uploads Email Accounts
Audio Assets Identify Fan Cultures Blogger Outreach Voicemail
Website
Video Assets Uncover Connection Tribe Mobilization Facebook
Mobile
Product & Dialogue Points Public Relations MySpace
Blog
Brand
What can we share How do we share
that is interesting? What innovator/ early the idea? Build the platform Monitor the
adopter tribe can we and feed it with feedback and
Plan for the content connect with? How do we get fans interesting content. participation.
you don’t have. to work for us?
AdSpace Pioneers (Reworked)

107. A QUICK EXAMPLE: BWW

108. EXTENDING THE USE OF OUR ADVERTISEMENT

109. EXTENDING THE USE OF OUR ADVERTISEMENT
EXCLUSIVITY IS SOCIAL CURRENCY
Give our fans a sneak peek
Something to share to their friends

110. EXTENDING THE USE OF OUR ADVERTISEMENT
EXCLUSIVITY IS SOCIAL CURRENCY
Give our fans a sneak peek
Something to share to their friends
USE FOOTAGE ON THE EDITING FLOOR
Now we have a platform to leverage
additional content that the client paid a lot of
money to get

111. EXTENDING THE USE OF OUR ADVERTISEMENT
EXCLUSIVITY IS SOCIAL CURRENCY
Give our fans a sneak peek
Something to share to their friends
USE FOOTAGE ON THE EDITING FLOOR
Now we have a platform to leverage
additional content that the client paid a lot of
money to get
EXISTING CULTURE
People like to share Bad Calls on YouTube
Point our audience to these existing videos

112. EXTENDING THE USE OF OUR ADVERTISEMENT
SHARING TIMELINE
7 Days
Prior to Broadcast
3 Days
Prior to Broadcast
UGC Tie-in
Upon Broadcast
“Bad Calls” shared by
others that we neither
claim nor deny
involvement

113. 3)
ENGAGE
Engage: Right time, right place, right context

114. Define your target and
their best relationship
with the brand

115. Find the best times to
engage with them

116. Determine the value the
brand can add to their
life during that time

117. Determine the ultimate
action the brand will take

118. Gaming
Bracket Challenge
WAP
Identify the best channels
OOH/SMS Games Widgets Sweepstakes
Rich Media
Social Networks Quizzes
Paid Search Mobile Social Tools
Instant Messaging Applications
Social Networks
Digital/Social Media
Focus Rich Media
Social Networks
E-Cards IM OOH/SMS
Mobile Twitter Blogging
Event Alerts
Social Media Behavioral
Social Networks Free WiFi Targeting
Email
Events Video In-Game
In-Store Digital Messaging Calendar
O ers+Coupons Display Ads
Widgets

119. Blazin’ Challenge
BWW Film School
Featured Foods
Creatively use the channel to Golden Tee, Silver
make a connection and Strike, Etc.
encouragethe Month
Beer of conversation Boneless Thursdays
Local Sports
Fantasy Football Partnerships
Takeout Night Hunger
Featured Drinks Football Pick ‘Em
Wing Tuesdays
Competition Ideas
Sauce Posters Buzztime
Bracket Challenge
Tactics
Touchtunes
WT/BT Messaging Website Games
Campaigns
Spring/Holiday B2B Local
Gift Card
Website Boss Button
TV/Radio
Cable Added Value
CBS Partnership Local Lunch Programs WT Get Here Early
Local TV/Radio Campaign
NFL Radio ESPN Partnership
LSM Sports Sponsorships

120. So this is how we use the Friendship Model

121. BIGGER
Increase the number of advocates
So this is how we use the Friendship Model

122. BIGGER
Increase the number of advocates
So this is how we use the Friendship Model
LOUDER
Magnify their voice and increase their impact

123. WE BELIEVE
in it so much, that we changed our name...
like getting a tattoo only better.

124. [ Our research told us that
people make an average of
484 friends in their lifetime. ] 403
484
378
352
317
274
244
Accumulation 206
of Friends Over Time
169
137
86
6 to 17 18 to 24 25 to 29 30 to 34 35 to 39 40 to 44 45 to 49 50 to 54 55 to 59 60 to 64 65 to 73
Age Group
Source: June 2007 National Consumer Panel Study Among Census-Weighted Sample
Sample size = 1,168 (Answers are accurate to +/- 2.5% at 90% confidence level)

125. THE SQUARE ROOT OF FRIENDSHIP

126. THANK YOU