The addition of new places to market online - blogs, forums, social networking sites - has re-focused us on the fact that people talk to each other about the products/services we are marketing.
These conversations are not just another communication channel, the interaction shapes the message and you are not in control. This qualifies as the 5th "P" in our mash-up of Kotler's Marketing Mix.
Almost without exception, these conversations are more credible, for all parties involved, than messages sent through non-conversational channels - but this does not make it easily accessible to us marketers!
When we start thinking about how to access these conversations, it quickly becomes clear that most of them take place face to face, not keyboard to keyboard. To be successful with the 5th P we have found it wise to accommodate both on and off line conversations in our Word of Mouth programs (WOM, another TLA!).
We prefer to call marketing that joins (or deliberately inspires) conversations "Advocacy" programs, because it is a sad fact that not all consumers are interested in discussing your brand. Those that are willing and positive, we call advocates.
All brands have some well-engaged customers who are interested in the category, are currently discussing the category with their social network and are open to some sort of interaction with you (see #1 of the "Top 10 Things Seasoned Marketers Must Do to Alleviate Marketing Performance Anxiety" here).
This means we have to start by finding the customers who are already advocating your offerings so you can understand why and where.
Knowing why let's you design tools that can help make them more effective advocates - this is generally information but for one client it was a working model that dramatically showed how their product blasts plaque off teeth!
Knowing where lets you make sure the tools you provide are appropriate for the venue where advocacy generally occurs. ("Venue" is a Word of Mouth Marketing Association (WOMMA) term; their framework is worth a look.
For example, in a program that we are currently designing, the venue is Facebook, and the most effective tools for advocates are applications that they can put on their wall.
We have mashed another set of approaches into conversing with the 5th P if a more formal program is appropriate. The design framework for classic loyalty programs is useful if advocacy is more effective when it earns rewards and/or recognition for your customers (i.e. why are your customers willing to advocate). The framework is a set of decisions that answer the following questions:
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How will advocates be enrolled in the program? Generally this requires you to provide a platform where they can talk to you and their peers so they self-identify.
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How will they earn credit and/or status in the program by advocating for you?
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How will they redeem or receive this credit and recognition?
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What will we do to keep their interest in the brand and program fresh and current?
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Can we leverage the involvement of business partners or related providers to make the relationship richer?
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