What a fantastic viral site … your opportunity to pay your respects to the man himself and be part of the worlds longest moonwalk. This is great … click here
Another fantastic presentation from Paul Marsden. This one focuses on the power of co-creation and gives a real insight into the number of brands and organisations now adopting this highly effective technique.
Posted in Co Creation | Tagged Brand Advocacy, Co Creation, PR, Richard Moss | Leave a Comment »
I loved this case study in Emanuel Rosens new book, Anatomy of Buzz Revisited.
He quotes a case in Canada where there was an attempt to reduce the level of unnecessary Cesarean sections taking place. Guidelines were issued and most practitioners agreed and said they would change their practices, but figures showed they didn’t. Researchers then identified key individuals (network hubs) and invited them to a workshop to discuss the issue. Following this they asked the attendees to do a little bit of marketing on the issue to their colleagues.
The vaginal birthrate in cases handled by physicians who were educated by the opinion leaders was 85 percent higher than elsewhere. Fantastic.
Posted in Ambassador strategies, Interesting books | Tagged Brand Advocacy, brand ambassadors, Healthcare Advocacy, Richard Moss, Word of Mouth | Leave a Comment »
Reckitt Benkiser is looking to drive global awareness of it’s corporate brand via a Britains got talent style co-creation activity according to Brand Republic. They are asking consumers to think up ideas for products that could be used at a music festival. To enter you need to video your idea and upload it onto YouTube.
It’s an interesting idea. Co-creation is proven to work (the Hawthorne effect), but it normally relies on the participants believing that they are building something in partnership with the company. In this case Reckitts haven’t committed to actually making the product, so it could be perceived as little more than a publicity stunt. Not a bad idea therefore, but one that could be made so much more powerful.
Posted in Co Creation | Tagged Brand Advocacy, Co Creation, Hawthorne Effect, Richard Moss | Leave a Comment »
I knew things were tough in the US …. but this tough? PR News has launched it’s very own advocacy campaign ”it’s the PR” to save the industry. T Shirts, mugs, even bumper stickers can be purchased bearing those stirring words. I’m sure we can do better over here … any thoughts?
Posted in Big Ideas | Tagged Advocacy, PR, Public Relations, Richard Moss, Save the PR industry | Leave a Comment »
Interesting research has just been conducted by one of our clients Product of the Year, showing that almost half of UK consumers are more likley to buy brands that display the award logo. The awards are voted on by 12,000 consumers and last years winners achieved 10-15% sales uplifts…a real demonstration of the power of advocacy.
Entries can be made via the Product of the Year Website here.
Posted in Advocacy Insights, Ambassador strategies | Tagged Brand Advocacy, Product of the year, Richard Moss | 3 Comments »
“False” is the word most used in association with Advertising on social media platforms such as Twitter and Facebook, according to Nielsen. This was one of a number of fascinating facts given by the company at a WOM-UK Expresso briefing last week.
Other facts included:-
- Social media platforms now have a 71% active penetration in the UK.
- One fifth of internet time is now spent on social media platforms
- Top sites (in order) are Facebook, Youtube, Wikiepedia, Blogger and Yahoo Answers
- 50-64 year olds now account for 20% of the total social media user base and are the fastest growing group. 18-34’s and 35-49’s each account for 30%
- Proportionally more people in the UK (22.7%) use their mobiles to connect to social media than in the US or anywhere in Europe.
Fascinating facts and a clear signal (if a signal was needed) that Social Media PR has come of age and needs to be as integral to brand communication planning as the other more traditional disciplines (including advertising).
Posted in Advocacy Insights, Measurement | Tagged Brand Advocacy, Public Relations, Richard Moss, Social Media, Social Media Statistics | Leave a Comment »
There was an interesting piece in Advertising Age last week about P&G’s Beinggirl community targeting teenage girls. P&G claim that the community, which very lightly promotes Tampax and Always, has been four times as effective at driving sales as advertising. Indeed the success of the community has driven P&G to roll the community out in 24 countries. It’s a clear signal of just how effective communities are at keeping customer advocacy alive.
Posted in Community Building | Tagged Brand Advocacy, Brand Communities, PR, Public Relations, Richard Moss | Leave a Comment »
Harley Davidson know their customers. I love this video below. It’s a real rallying cry for those who share the values of the Harley brand. It’s also a fascinating glimpse into the future, where all brands are going to have to champion a cause on behalf of their customers….customers who just won’t engage with old style commercial messages.
Posted in Community Building, Manifestos | Tagged Brand Advocacy, Brand Communities, Brand Manifestos, Richard Moss | Leave a Comment »
