Influencers versus Advocates

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Who Do Your Buyers Trust? The Intersection of Influencers and Advocates

While B2B buyers have long looked to trusted sources to learn about new solutions, social media has made it much easier for buyers to connect directly with their peers and colleagues with prior knowledge of your solution. Through this, an entirely new type of influencer has emerged: the advocate.

If you’ve ever acquired a new customer through a positive referral, you know the power that an advocate wields. They reach smaller audiences than an advertising campaign, but with far more trust and authenticity. But even if marketers were able to harness this positive sentiment – which can be challenging – what does that mean for category influencers including analysts, bloggers and pundits? Which channel can deliver the right message to the right audience to help them discover your solutions?

For answers to these questions and more, please join Zachary Reiss-Davis, Forrester analyst and expert in influencer and community marketing, and Mark Organ, CEO of Influitive. They’ll dig into groundbreaking new research that demystifies life at the intersection of influencer and advocate marketing and detail the tradeoffs of each approach.

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  • Needs to be replaced with fresh data.
  • http://upload.wikimedia.org/wikipedia/commons/thumb/f/f7/Space_Shuttle_Discovery_landing_at_Dulles.jpg/1280px-Space_Shuttle_Discovery_landing_at_Dulles.jpg
  • http://www.flickr.com/photos/markchadwick/6106368775/sizes/l/in/photostream/
  • Source: Salesforce Marketing Cloud (formerly Radian6)
  • Source: Forrester’s November 13, 2012, “2013 Planning Brief: Listen To Customers, Engage With Influencers” report
  • *Source: Salesforce Marketing Cloud listening solution (formerly Radian6).Problem with listening tools is amplify channels that aren’t that influential.
  • So what is advocate marketing and why are we talking about it’s impact on Lead to revenue management? I’ll give you the definition, but as you know, a picture is worth a thousand words. And this picture, submitted to us by our customer Ektron, really shows it off. You can see that there are four gentlemen here proudly posing for a picture under their hand-carved sign which says “The Ektronauts” They are clearly power users of Ektrons web content management system. They love the product. But more than that, they are proudly declaring it to the world with a hand carved sign. Now as crazy as that may sound – every company has Ektronauts, people that believe passionately in their vendor’s mission, vision and products. They just need to be found and given a platform. Advocate marketing captures this enthusiasm of fans, evangelists and promoters – increasingly grouped together as "advocates" - and turns it into a powerful force for igniting business.  For the B2B companies that we focus on at Influitive, advocate marketing not only generates more leads directly through referrals, but accelerates revenue generation through every other marketing and sales channel.  It's this force-multiplier effect that makes advocate marketing so exciting, being embraced by forward-thinking marketing leaders.  And now over to Lori Wizdo from Forrester, who is one of those forward-thinking marketing leaders, to provide her insights on Advocate Marketing.
  • We know that word-of-mouth has far more reach potential than any marketing campaign. But while many people may “like” or follow a brand on social media platforms, it’s a much smaller group of true advocates that goes he extra mile by finding and heavily promoting their favorite content, services and products.Why do advocates advocate? It’s amazing to many people that customers will actually take the time out of their busy day to share their positive experiences with a vendor – and do that without being asked. But here’s the thing about advocacy: it’s buttressed by innate behaviors. People become advocates because they’re hardwired to connect and build relationships, and one way to achieve that is through unsolicited support.
  • http://www.flickr.com/photos/orhamilton/5420096066/AhdafSoueif addresses the crowd. She read out the names of 39 activists and lawyers arrested the night before.
  • Influencers versus Advocates

    1. 1. At the Intersection ofInfluence & AdvocacyJune 26, 2013Featuring
    2. 2. 2@zacharyRDYour PresentersZachary Reiss-Davis, Analyst, ForresterResearchMark Organ, CEO & Co-Founderof Influitive@influitive@markorgan
    3. 3. • For audio choose “Use Mic &Speakers” or “UseTelephone” in your Audiowindow• Submit your text questionusing the Questions pane• Or via #advocatemarketing• Note: A recording will bemade availableHow to participateHOUSEKEEPING#advocatemarketing
    4. 4. © 2013 Forrester Research, Inc. Reproduction Prohibited 4Agenda› Why Social Reach?› Why AdvocateMarketing?› Identifying, Mobilizingand Rewarding Fans› Examples & BestPractices
    5. 5. © 2012 Forrester Research, Inc. Reproduction ProhibitedCustomers and prospects go throughfour stages in the “customer life cycle”
    6. 6. © 2012 Forrester Research, Inc. Reproduction ProhibitedHow do we support the „discover‟phase?
    7. 7. © 2012 Forrester Research, Inc. Reproduction Prohibited
    8. 8. 5%9%16%26%28%30%33%46%49%52%55%56%68%70%72%73%79%81%TwitterFacebookLinkedInOnline videosBlogsProfessional social networking sites (not including LinkedIn and Facebook)Virtual events or virtual trade showsIndustry analyst firmsSupport forums and discussion forumsElectronic newsletters (email)Peers outside your organizationWebinars and webcastsPrinted publicationsIn-person eventsConsultants or systems integrators (SIs)Vendor salespeopleColleagues within your organizationWebsitesBase: US and European business technology decision-makers who are involved in each stage at companies with 100 or moreemployees; Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers“Across all stages of a technology initiative, which of the followingsources of information influence your decision-making process?”People are what matter, including yourprospects‟ peers and colleagues© 2013 Forrester Research, Inc. Reproduction Prohibited 8
    9. 9. © 2012 Forrester Research, Inc. Reproduction ProhibitedSimilarly, B2C discovery is friends andfamily© 2013 Forrester Research, Inc. Reproduction Prohibited 9
    10. 10. © 2013 Forrester Research, Inc. Reproduction Prohibited 10Social Focus on the Customer Life Cycle
    11. 11. © 2012 Forrester Research, Inc. Reproduction ProhibitedSocial reach focuses on:• Discovery.• New prospects.Image source: Wikipedia
    12. 12. © 2012 Forrester Research, Inc. Reproduction ProhibitedAll content is a mix of both.This isn‟t about paid versus free© 2013 Forrester Research, Inc. Reproduction Prohibited 12Source: http://www.flickr.com/photos/markchadwick/6106368775/sizes/l/in/photostream/
    13. 13. © 2012 Forrester Research, Inc. Reproduction ProhibitedTypes of social reach
    14. 14. Your social intelligence initiative doesn‟thelp you engageImage source: salesforce.com (http://www.salesforce.com/)© 2013 Forrester Research, Inc. Reproduction Prohibited 14
    15. 15. Listening platforms aren‟t designed toengageBase: 35 firms with listening tools that market primarily or only to other businesses; Source: Q3 2011 Global Listening Platforms Customer OnlineSurvey; November 14, 2012, “2013 Planning Brief: Listen To Customers, Engage With Influencers” Forrester report© 2013 Forrester Research, Inc. Reproduction Prohibited 15
    16. 16. Listening platforms amplify the lessinfluentialBUT YOUR CUSTOMERS AREN‟T BEING INFLUENCED THERE60% to 70%• of Salesforce Marketing Cloud content comes from Twitter.5%• of your buyers are influenced by content on Twitter.*Base: Salesforce Marketing Cloud listening solution (formerly Radian6); *Base: 1,001 US and European businesstechnology decision-makers at companies with 100 or more employees; Source: Q1 2011 US And European B2BSocial Technographics® Online Survey For Business Technology Buyers© 2013 Forrester Research, Inc. Reproduction Prohibited 16
    17. 17. 17Advocates are customers, partners, fans and evangelists -any individual - that invest in your company in non-financialwaysAdvocates are Ektronauts#advocatemarketing
    18. 18. 18Here‟s where you find themBetatesterSalesreferenceNPSpromoterJust finisheddeploying!partnerBlogcommenterAvidtweeterAdvisory boardmemberMediahoundTech supportturnaroundUsergroup host
    19. 19. 19Here‟s how they thinkfulfillmentreciprocityloyaltyvalidationrecognition#advocatemarketing
    20. 20. © 2013 Forrester Research, Inc. Reproduction Prohibited 20•You don’t treat yourcustomers and prospects asequals . . .• . . . so why treat everyonewho talks about yourproduct and category asequals?Focus on the advocates whomatter.What‟s next?#advocatemarketing
    21. 21. What is social reach?Influencer marketingJeremy L.Gaddis, “networkninja”Advocate marketingJarek Rek,Cisco trainer /researcher© 2013 Forrester Research, Inc. Reproduction Prohibited 21Social advertising
    22. 22. © 2012 Forrester Research, Inc. Reproduction ProhibitedWhy should you do advocate marketing?•Your customers are already talking — all the time.•Engagement fuels the fire.•Engaged advocates supplement customeradvocate (or reference) programs.
    23. 23. © 2012 Forrester Research, Inc. Reproduction ProhibitedAdvocates versus Influencers23You need to work with both.But advocates “advocate” foryour brand!
    24. 24. 24Example 1: Advocate -> Influencer#advocatemarketing
    25. 25. 25Example 1: Advocate -> Influencer 8 Advocateresponses withinhours 24 totalresponses#advocatemarketing
    26. 26. 26Example 1: Advocate -> Influencer 8 Advocateresponses withinhours 24 totalresponses Blogger revisedhow-to articlewith GLOWINGproduct review#advocatemarketing
    27. 27. 27Example 2: Advocate -> Influencer#advocatemarketing
    28. 28. 28Example 2: Advocate -> Influencer#advocatemarketing
    29. 29. © 2012 Forrester Research, Inc. Reproduction ProhibitedSource: http://www.flickr.com/photos/orhamilton/5420096066/Not just your brand; not just the crowd;but your relationship with youradvocates29
    30. 30. 30Every revolution needs intellectuals & partisans
    31. 31. © 2012 Forrester Research, Inc. Reproduction ProhibitedSource: 382 business decision-makers in North America and Europe at companies with 100 or more employeesBase: Forresters Q1 2013 North America And Europe B2B Social And Community Marketing Online SurveyHow to motivate advocates?15%19%20%35%38%38%47%Public recognitionSwag such as a free t-shirtPersonal contact by a vendor representativeVIP treatment at an event or conferenceGift certificates or cash for me personallyUse my ideas or comments to improve the productDiscounts on a vendors products31When on an online community that is clearly managed by a vendor ofproducts or services, which of these would encourage you toparticipate?What you wantWhat you don‟t#advocatemarketing
    32. 32. 32Capital not CashWe See You We‟re Listening toYouWe‟re Behind You
    33. 33. 33• Always focus on the relationship. Advocacy is not„transactional.‟• Build the advocate‟s reputation:‒ Reference calls = connections.‒ Referrals = trust.‒ Analyst calls = reputation.• Start small and work towards big asks• Use psychological principles of motivation(ie., exclusivity, reciprocity)• Make it fun!5 tips for building an engaging advocate program#advocatemarketing
    34. 34. 34Q&A . . . before we head backstage#advocatemarketing@influitive@ZacharyRD

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