11:17 — 94% of marketers say that they are not getting actionable responses for their efforts.
11:18 — We are in a new social world where social matters and we need new metrics.
11:19 — Advocacy is a metric that is extremely important. It is the one metric that actually matters.
11:20 — Mini Cooper tracked their advocacy and sales increase correspondingly about a month later following this key metric.
11:21 — The same was true with Johnnie Walker.
11:22 — So we have seen this across the automotive industry, alcohol industry, and even the bacon industry.
11:28 — Emotion is a category that can’t be ignored. In the diet industry most focused on loosing weigh, but people talked more about feeling better.
11:32 — In the world of word of mouth you need to find the passions people are talking about and attach your brand to it.
11:33 — When Axe marketed deodorant they didn’t show pictures of sweaty arm pits, but sold the sex.
11:34 — Prius didn’t talk about saving gallons, but instead focused on saving the planet.
11:35 — There are two things you need to do: Measure Advocates and Lasso Passion.
11:36 — Q: How do you measure?
11:37 — A: I have deck on that, send me a message and I’ll forward it to you.
11:38 — Q: How do you use influencers?
11: 39 — A: Influencers change as the topic changes. It’s important to see what they talk about and if they are respected in the field that you are interested in.
11:39 — Q: How do you keep them engaged?
11:39 — A: Throw fuel on the fire on what they are interested in talking about. They will do the rest.
11:40 — Q: What is your recommendation for executives and marketers to close the language gap so they are on the same page.
11:40 — A: Start with the conversation about money and move on from there.
11:40 — Q: Have you had any success as to what social marketing efforts lead to brand advocacy?
11:41 — A: Measure and use trial and error.
11:42 — Q: Does the deck you mentioned speak to sales projection based on advocacy?
11:44– A: No it doesn’t. That is something we are looking into. With a long history that gets a little more accurate, but it is still hard to do.