Presenter: Tim Marklein of Weber Shandwick
Title: Advocacy, Badvocacy, and Upsetting the Apple Cart
Main Points: Companies need to be prepared to re-think how they are approaching their customers.
Take-Away Action: Inoculate your legal team against the shock of using social media.
Notes:
Advocacy is the new wave of marketing. This goes beyond influentials or elites.
Marketers need to re-think channels, reach and influence.
Apple Cart #1 – Customer at center with different hubs:
- Inside – Day to Day interactions
- Outside – Expert sources
- Mega – Media/Celebrity/News
- Social – Online and Offline groups they consider themselves a part of
Apple Cart #2 – Engagement Methods – Not just the same mass media channels
Apple Cart #3 – Legal and Regulatory Controls
Apple Cart #4 – Measurement; Advocacy isn't all digital but it can be measured.
Apple Cart #5 – Budgeting; Most marketing budgets are not designed to fully embrace social media. Social media requires more headcount.
Apple Cart #6 – Organizational Structures; Change from hierarchy by silo'ed function and switch to community-based roles
