How To Build Your Own Advocate Army

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  • Love this presentation - very straightforward definitions. Thanks for the Influitive plug!
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  • Super
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  • Good to see a simple distinction of advocates vs influencers, since customers/prospects tend to get confused. I think that global brands will want to chose a marketing platform that can handle both over time - and also handle transactional relationships as well as 'always-on' relationships.
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  • Excellent overview! Thanks as always for the inclusion of Fancorps
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  • http://rnds.me/NzE2NzUwOA/Rasul
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  • 1. How To Build Your Own Advocate Army CREATING BRAND ADVOCACY BOTH INTERNALLY AND EXTERNALLYMICHAEL BRITO, SVP SOCIAL BUSINESS, EDELMAN DIGITAL
  • 2. An advocate is a person, or customer who talks favorably about a brand or product, and organically shares positive messages and experiences about the brand to other people within their micro-communities
  • 3. The Rise Of Customer Advocacy ADVOCATES AID AND INFLUENCE OTHERS THROUGH THE PURCHASE FUNNEL • Advocates talk about the brand; even when the brand isn’t listening • Advocates are trusted among others; and aid/influence their communities down the purchase funnel via organic conversations • The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact@BRITOPIAN ON TWITTER
  • 4. Customers Verify Purchase Decisions 2011 STUDY REVEALS THE POWER AND INFLUENCE OF CUSTOMERS@BRITOPIAN ON TWITTER
  • 5. Trust, Credibility Still Matter Today 65% OF PEOPLE TRUST “PEOPLE LIKE THEMSELVES”, 50% TRUST EMPLOYEES@BRITOPIAN ON TWITTER
  • 6. Fostering Advocacy Through Engagement TURNING FRIENDS, FANS AND FOLLOWERS INTO ADVOCATES AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS Advocacy INCREASED ENGAGEMENT RELEVANT CONTENT HUMAN VOICE SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) Share MINIMAL PARTICIPATION (FRIENDS, FANS AND FOLLOWERS Participate GOOGLE PRODUCTS & SERVICES Research@BRITOPIAN ON TWITTER
  • 7. Influencers Or Advocates? UNDERSTANDING THE DIFFERENCE IS IMPERITIVE TO CREATING ADVOCACY Advocates Influencers Natural affinity towards the Natural affinity towards a product/brand particular vertical (tech, travel Higher trust among community Incentive based relationship with brand Will talk about the brand without the need for incentives Higher reach and engaged community Lower reach@BRITOPIAN ON TWITTER
  • 8. Advocate Technology Platforms CHOOSING THE RIGHT TECHNOLOGY PLATFORM IS KEY TO SUCCESS IDENTIFICATION MANAGEMENT AMPLIFICATION@BRITOPIAN ON TWITTER
  • 9. Creating A Brand Advocate Program THE APPROACH IS IDENTICAL FOR EMPLOYEES AND CUSTOMERS • Selection criteria • 1 Longevity of program INFRASTRUCTURE • • Organizational and customer expectations Organizational support • Terms of service • 2 Free networks (Facebook/LinkedIn) TECHNOLOGY • • Branded communities (Lithium and/or Jive_ Technology platforms (Fancorps) • Content planning 3 CONTENT • • • Events / product launches Contests User generated content • Community growth 4 MEASUREMENT • • • New users to community Community attrition CSAT scores@BRITOPIAN ON TWITTER
  • 10. 10 Tips To Get Started THE APPROACH IS IDENTICAL FOR EMPLOYEES AND CUSTOMERS EMPLOYEES CUSTOMERS 1. Start small 1. Make sure there is buy-in and support from 2. Build some wins, establish leadership best practices and grow 2. Content and programs 3. Ensure there are social should be built keeping media policies in place Reciprocal Altruism in mind 4. Partner with HR 3. Partner with IT when 5. Frequent training on new making a technology platforms is a must decision 6. Be prepared to fail@BRITOPIAN ON TWITTER
  • 11. Thank You! Michael Brito Edelman Digital Michael.Brito@edelman.com@BRITOPIAN ON TWITTER