The Friendship Model: How to build brand advocacy in a consumer-driven world.

HOW TO BUILD BRAND ADVOCACY
THE
IN A CONSUMER-DRIVEN WORLD

FRIENDSHIP

MODEL
Copyright © 2007 22squared

AN ORIENTATION BY BRANDON MURPHY

THE LAWYERS SAY....
Copyright © 2007 22squared inc. For educational use only. No part of this presentation may
be published, sold, or otherwise used for proﬁt without the written permission of 22squared.
The Friendship Model is a registered trademark of 22squared.

SO, WHAT IS THE FRIENDSHIP MODEL?

A new business tool?

A positioning for the agency?

A belief about marketing?

A philosophy for how we work?

A measure of our success?


ES

ES
Thank you


Let’s start with the ﬁrst question...

why did we create it?

Let’s start with the ﬁrst question...

[BECAUSE WE HAD TO]

why did we create it?

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

She’s a consumer.
He’s an advertiser.
All she wants is genuine a ection.
All he gives is loyalty reduction.

If you haven’t seen this video, you’re missing out...it’s brilliant. http://ub0.cc/77/4f

Source: Microsoft Digital Advertising Solutions

ACT
People want brands that...

...more like friends than salespeople

And when brands DO, people talk:

[ ]
Brands perceived to act on
their customers’ behalf have
44% more advocates.*

*22squared Friendship Model Research

DO
So we need to help brands


BUT ...
To get people talking...


... we must create

relationships
worth talking about.


We need to turn our original
way of marketing on its head...


[OLD]

AWARENESS

PREFERENCE

PURCHASE


[NOW]

RELATIONSHIPS

PURCHASES

ADVOCACY


OW
does an agency create
relationships worth talking about?


REALIZE

that good brands are like people.


The actions that make people great friends

re the same
that cause people to advocate for brands.


[ ]
“You can make more friends in two
months by being interested in other
people than in two years by making
other people interested in you.”

- Dale Carnegie

Think about it...

...what do friends do?


H AV E C H E M I S T R Y
REMAIN AUTHENTI C
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
SHARE A P. O .V.
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

Makes sense, right?


But how do we put that theory in action?


RIEND
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


RIEND
SHIP
+ MODEL
State of being a friend

An example of a behavior; a philosophy lived out
Someone you know and trust

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


Friendship Higher
= Advocacy
Model


Here’s how we size up advocacy:
% of brand’s customers who are...

SHAREHOLDER
EVANGELIST
RECOMMENDER

REPEAT SATISFIED
CRITICS
ADVOCATES BUYERS

MARGINAL
CUSTOMER
DISSATISFIED
CUSTOMER ACTIVELY
AGAINST


TA = A - C
TRUE ADVOCACYTM ADVOCATES CRITICS


TA = A - C
NOTE: We’ve done lots of research on this...
on 200 brands with over 50,000 people*


$ Are advocates worth more than other customers?


ADVOCATES
WHAT WHAT WE
THEY DO MEASURE

Buy more Spending levels

Talk and share more Conversation rates

Recommend more Recommendation rates


FACT :
When advocates talk, brands grow
TM


seriously,
check it out...

GROWTH

TRUE ADVOCACY


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, 2008


WIRELESS
PROVIDERS

Average annual growth rate from 2005 - 2007
SOURCE: 22squared Wireless Provider White Paper, 2008


AIRLINES

Average annual passenger revenue growth rate from 2005-2007
SOURCE: 22squared Airline White Paper, 2009


OW does the Friendship Model help
increase advocacy for brands?

ROLES ACTIONS MOMENTUM
1) 2) 3)

Identify the actions the Create momentum, get people
Play a more
brand must take to talking more and moving
meaningful role
increase advocates toward the brand
in their life


ROLES
1)

Play a more meaningful role in their life


FACT :
The better friend you are,
the more customers talk.

[ ]
Understand the role a brand
plays in the life of the
customer and deepen it.


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
*Index among all brands tested

SOUL MATE

CLOSE FRIEND

NICHE FRIEND

NEW FRIEND

ACQUAINTANCE

FAMILY FRIEND

FLING

202 Index*

Inner-circle, depend on,
DEFAULT

always there
FORCED

SOUL MATE

CLOSE FRIEND
always there

NICHE FRIEND

NEW FRIEND

ACQUAINTANCE

FAMILY FRIEND

FLING

143 Index*

Familiar in a narrow context,
DEFAULT

but in a restrictive way.
FORCED

SOUL MATE

CLOSE FRIEND
always there

Familiar in a
NICHE FRIEND
narrow context

NEW FRIEND

ACQUAINTANCE

FAMILY FRIEND

FLING

320 Index*
DEFAULT
Still new, but on the road to
becoming closer
FORCED

SOUL MATE

CLOSE FRIEND
always there

Familiar in a
NICHE FRIEND
narrow context

On the road to
NEW FRIEND
becoming closer

ACQUAINTANCE

FAMILY FRIEND

FLING

143 Index*
DEFAULT
Ambivalent, no expectations
and little reward
FORCED

SOUL MATE

CLOSE FRIEND
always there

Familiar in a
NICHE FRIEND
narrow context

On the road to
NEW FRIEND
becoming closer

Ambivalent, no
ACQUAINTANCE
expectations

FAMILY FRIEND

FLING
286 Index*

DEFAULT
By association or inheritance,
not solely your choice
FORCED

SOUL MATE

CLOSE FRIEND
always there

Familiar in a
NICHE FRIEND
narrow context

On the road to
NEW FRIEND
becoming closer

177 Index*
Ambivalent, no
ACQUAINTANCE
expectations

By association or
FAMILY FRIEND
inheritance

FLING

A short-term experiment,
DEFAULT
likely to happen only once

FORCED

SOUL MATE

CLOSE FRIEND
always there

Familiar in a
NICHE FRIEND
narrow context

On the road to
NEW FRIEND
becoming closer

Ambivalent, no
ACQUAINTANCE
expectations

By association or
FAMILY FRIEND
inheritance

Short-term
FLING
experiment
210 Index*

Lack of options, out of
DEFAULT

proximity or avoidance.
FORCED

SOUL MATE

CLOSE FRIEND
always there

Familiar in a
NICHE FRIEND
narrow context

On the road to
NEW FRIEND
becoming closer

Ambivalent, no
ACQUAINTANCE
expectations

By association or
FAMILY FRIEND
inheritance

Short-term
FLING
experiment

231 Index*
Lack of options,
DEFAULT
proximity or avoidance

No choice, feel trapped and
want to escape
FORCED

Remember...

IT’S NOT ABOUT BEING FRIENDLY

...it’s about BEHAVING like a friend.


ACTIONS
2)

Identify the actions the brand must take
to increase advocates.


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.*


REMAIN AUTHENTIC

FRIENDS
SUPPORT EACH OTHER

SPEND QUALITY TIME
SHARE A P. O .V.
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER

HAVE
H A V E CHEMISTRY
CHEMISTRY
Create a visceral spark or a gut reaction

REMAIN AUTHENTIC
SUPPORT EACH OTHER

FRIENDS
FORCED
FIREWORKS
4*
225*

SPEND QUALITY TIME
SHARE A POV
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER
*Category Index


REMAIN AUTHENTIC
REMAIN AUTHENTIC
Original, real and distinctly meaningful

SUPPORT EACH OTHER

FRIENDS
FOR NOT
FOR REAL
47*
127*

SPEND QUALITY TIME
SHARE A POV
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER
*Category Index

REMAIN AUTHENTIC

ACT TRANSPARENT
Be honest and have clear intentions


FRIENDS
SUPPORT EACH OTHER

HIDDEN
CLEAR
14*
210*
SPEND QUALITY TIME
SHARE A POV
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER
*Category Index

REMAIN AUTHENTIC
ARE EMPATHETIC
Understand their needs, desires and lives

FRIENDS
SUPPORT EACH OTHER

SPEND QUALITY TIME HASSLES ME
GETS ME
5*
231*

SHARE A POV
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER
*Category Index

REMAIN AUTHENTIC
SUPPORT EACH OTHER

FRIENDS
SUPPORT EACH OTHER
Be helpful, useful act on their behalf

SPEND QUALITY TIME
SHARE A POV THEY’RE PEOPLE?
THERE FOR PEOPLE
100*
171*
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER
*Category Index

REMAIN AUTHENTIC

FRIENDS
SUPPORT EACH OTHER

ALWAYS CLEAR NEVER HEAR
242* 7*

SPEND QUALITY TIME
SPEND QUALITY TIME
Provide talk-worthy immersive experiences

SHARE A POV
GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER
*Category Index

REMAIN AUTHENTIC

FRIENDS
SUPPORT EACH OTHER

BELIEVE USE
SPEND QUALITY TIME

SHARE A P.O.V.
SHARE A POV
Common lifestyle, belief system or attitude

GIVE MORE THAN GET
S TAY I N TO U C H
INSPIRE EACH OTHER
*Category Index

REMAIN AUTHENTIC

FRIENDS
SUPPORT EACH OTHER

SPEND QUALITY TIME
A DEFINING EXPERIENCE A VACATION
SHARE A POV
164* 4*

GET MORE THAN GIVE
GIVE MORE THAN GET
Provide value and meaning beyond the money spent

S TAY I N TO U C H
INSPIRE EACH OTHER
*Category Index

REMAIN AUTHENTIC
SUPPORT EACH OTHER

FRIENDS
SPEND QUALITY TIME
SHARE A POV
CARD CARRYING MEMBER ON THE SHELF
GIVE MORE THAN GET
185* 28*

STAY
S T A Y IN TOUCH
IN TOUCH
Build anticipation, add value & communicate

INSPIRE EACH OTHER
*Category Index

REMAIN AUTHENTIC
SUPPORT EACH OTHER

FRIENDS
SPEND QUALITY TIME
SHARE A POV
GIVE MORE THAN GET
BE NORMAL
BE DIFFERENT
S TAY I N TO U C H
372* 27*

INSPIRE EACH OTHER
INSPIRE EACH OTHER
Motivates you to be di erent or better *Category Index

Friendship Actions build...


Advocacy which sparks...


Conversations that lead to...


Recommendations that turn into...


Sales which are usually...


Higher in proﬁt and lower in acquisition costs


WHAT IF... Brand Z* improved these actions?

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at

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hi
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om
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ua
on

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et

st
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e

So
Su

Ke

Li
Q
A

A

G
H

C
category mean

-1%
-4%

-7%
-7% -8%

-13%
-14%
-16% -17%

-22%
* We’ve run this analysis for 75 brands. Copyright © 2007 22squared

WOW, THIS...
advocacy
4% increase

=
incremental
3000 advocates/wk

$25MM
annually
conversations
4800 for Brand Z
(1.6 rate)

incremental
$480M sales/wk


IG
THAT’S A

NUMBER.

MOMENTUM
3)

How active are your advocates?
Get people talking more about the brand.


Brand X
Brand Z

FADING STABLE GROWING
STOPPED TALKING TOO BORED TO TALK TALKING


Number of purchases inﬂuenced by each advocate

: 1.6
Brand Z

: 4.5
Brand X


WHAT IF... Brand Z’s advocates were more active?

Brand Z now

=
: $25 MM
1.6

Brand Z on the Friendship Model

= $70MM
: 4.5
incremental revenue/yr


IGGER
WHOA, THOSE ARE

NUMBERS.

3
marketing imperatives for giving
advocates a BIGGER VOICE


BE OF SERVICE
1)

Actions speak louder than words

PROPAGATE
2)

Light the fuse

ENGAGE
3)

Engage: Right time, right place, right context


BE OF SERVICE
1)

Actions speak louder than words

Purpose (over positioning)
Content (that builds and spreads)
Experiences (that spark advocacy)
Utilities (that make the brand useful)
Actions (do more and do good)
Participation (make consumers a part of the brand)


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

Position Purpose
(Blue Ocean)
(better/best)

GOOD

Not good, Horizontal
not di erent Di erentiation
(badly positioned) Di erent & irrelevant

DIFFERENT

* ZAG, Marty Nuemeier + Blue Ocean Strategy, HBR 2004

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

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.

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

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

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

PROPAGATE
2)

Light the fuse.


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


Broadcast Media: targets the majority

Innovators Early Adopters Early Majority Late Majority Laggards


Broadcast Media: targets the majority

Propagation:
Spreadable content

Innovators Early Adopters Early Majority Late Majority Laggards


ropagation 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.

AdSpace Pioneers (Reworked) by Griffin Farley

ropagation Process
1) 2)
CREATIVE MARKET
STIMULUS INTELLIGENCE

Images
Identify Fan Cultures
Audio Assets
Uncover Connection
Video Assets
& Dialogue Points
Product
Brand

What can we share
What innovator/ early
adopter tribe can we
Plan for the content connect with?
you don’t have.


ropagation Process
1) 2) 3)
CREATIVE MARKET IDEA
STIMULUS INTELLIGENCE PROPAGATION

Images
Blogger Outreach
Audio Assets
Tribe Mobilization
Uncover Connection
Video Assets
Public Relations
& Dialogue Points
Product
Brand

How do we share
What can we share
What innovator/ early the idea?
How do we get fans
Plan for the content connect with?
to work for us?
you don’t have.


ropagation Process
1) 2) 3) 4)
CREATIVE MARKET IDEA PARTICIPATORY
STIMULUS INTELLIGENCE PROPAGATION PLATFORM

Images YouTube Uploads
Blogger Outreach
Audio Assets Website
Tribe Mobilization
Uncover Connection
Video Assets Mobile
Public Relations
& Dialogue Points
Product Blog
Brand

How do we share
What can we share
Build the platform
and feed it with
How do we get fans
Plan for the content interesting content.
connect with?
to work for us?
you don’t have.


ropagation Process
1) 2) 3) 4) 5)
CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK
STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS

Images Email Accounts
YouTube Uploads
Blogger Outreach
Audio Assets Voicemail
Website
Tribe Mobilization
Uncover Connection
Video Assets Facebook
Mobile
Public Relations
& Dialogue Points
Product MySpace
Blog
Brand

How do we share
What can we share
Monitor the
Build the platform
feedback and
and feed it with
How do we get fans
Plan for the content participation.
interesting content.
connect with?
to work for us?
you don’t have.


FOR MORE ... GO HERE
Propagationplanning.com
A blog by Gri n Farley
Sr. Planner @ 22squared

ENGAGE
3)

Engage: Right time, right place, right context


Deﬁne your target and
their best relationship
with the brand


Find the best times to
engage with them


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


Determine the ultimate
action the brand will take


Identify the best
channels


Creatively use the channel to
make a connection and
encourage conversation


IN

a nutshell

Friendship Model


IN

a nutshell

Change your role Be of service

Act more than communicate Engage more than reach

Build conversation momentum Plan for propagation


About 22squared
22squared: one of the largest independent, privately-owned advertising agencies (we
use the term loosely) in the U.S. We provide strategic and creative advertising services
across multiple business verticals. O ering an empirical approach to building brand
advocacy called the Friendship Model, we specialize in communications that drive
business growth by building strong relationships with customers. The number 22squared
represents the exponential power of brand advocacy as well as the average number of
friends a person makes throughout his or her life. 22squared is located in Atlanta, GA and
Tampa, FL. For more information, visit 22squared.com.

Created by : Brandon Murphy | brandon.murphy@22squared.com

The Friendship Model: How to build brand advocacy in a consumer-driven world.

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