ReadyTalk discusses how they are blowing away much larger and well-funded competitors by harnessing the power of their advocates. Driving not just a ton of 5-star online reviews, but also referral leads, peer references, social media buzz, beta program participation and more.
The Yelpification Effect: How to get Your Advocates Talking About You!
1. The
Effect
How to Get Your Customers Talking About
You With Advocate Marketing
Bo Bandy
JIM WILLIAMS
@bo_knows_
Bo.Bandy@ReadyTalk.com
@influitive
jim@influitive.com
Marketing Communications
Manager, ReadyTalk
VP of Marketing at Influitive,
the advocate marketing
experts
Tweet about this : #LeadLoveDenver
2. Nobody Trusts You
Fr i e n d s &
p e e r s
Ad
a d
mo
a d
s
s
r
s
,
&
e
#LeadLoveDenver
3. 60% of tech B2B
customers search for peer
testimonials on products
Product reviews account
for 47% of all referrals
to tech B2B sites
75% of the buying
process is complete
before a B2B prospect
contacts a company
#LeadLoveDenver
19. 5 steps to building a successful
advocate marketing program
1.BUILD CONSENSUS
2.IDENTIFYING & ONBOARDING
3.ENGAGING
4.RECOGNIZING & REWARDING
5.MEASUREMENT
#LeadLoveDenver
20. Our Best Advocates
• Invested in the success of the company
• Experience with the
competition
• Their success depends
on us
• Have personal interactions
with ReadyTalk
#LeadLoveDenver
@ReadyTalk
21. Becoming an Advocate
Engaged
Advocates
New Advocate
Experience
- Exposure to limited
challenges
Invite
- Fully branded
- Personalized invite
from account
manager
- Access to lots of
challenges
- Personal “Perks”
- Build engagement and
try to learn more about
the advocate
- More involved
challenges
- Perk for engaged
advocates
- Reminder email 2
weeks later
- Exposure in
customer newsletter
#LeadLoveDenver
@ReadyTalk
24. 5 steps to building a successful
advocate marketing program
1.BUILD CONSENSUS
2.IDENTIFYING & ONBOARDING
3.ENGAGING
4.RECOGNIZING & REWARDING
5.MEASUREMENT
25. In one year
1
Product Review
References
Speaking
opps
Referrals
3
PLUS
Analyst
briefings
Customer
Advisory
Boards
Content
distribution
Media
interviews
43
45
Social
promotion
#LeadLoveDenver
26. Building Engagement
Challenges with the most…
# of Completions = Refer a Prospect
User Uploads = Share Your Favorite Infographic
Popular Survey = “What Scares You About Online Meetings?”
Social Shares = How to Nail a Presentation (article)
Joined Group = Join Our Reference Group
#LeadLoveDenver
@ReadyTalk
27. Summit Club Olympics
• Custom invitation
• Chance to earn a gold, silver or bronze
medal (and bonus points)
• Featured a new “event” each day
• Events included Olympic and ReadyTalk
trivia and fun games
• Opportunity for bonus points
#LeadLoveDenver
@ReadyTalk
28. 5 steps to building a successful
advocate marketing program
1.BUILD CONSENSUS
2.IDENTIFYING & ONBOARDING
3.ENGAGING
4.RECOGNIZING & REWARDING
5.MEASUREMENT
32. 10 ways to love your advocates back
1.
2.
3.
4.
Guest blogging opps
Media interviews
Invitations to executive retreats
Invitations to industry
conferences
5. Special status at user
conferences
6. Participation in product sprints
7. Job recommendations
8. Social media love
9. Introductions & connections
10. Linked-in skills &
recommendations
#LeadLoveDenver
33. Exercise
• How many people in this audience
sell to IT folks? Marketing? Sales?
Other?
• What kind of techniques can you use
to motivate these different user
types?
• What about executive vs. manager
level
#LeadLoveDenver
34. 5 steps to building a successful
advocate marketing program
1.BUILD CONSENSUS
2.IDENTIFYING & ONBOARDING
3.ENGAGING
4.RECOGNIZING & REWARDING
5.MEASUREMENT
36. What would you spend to have a
customer …
• Follow on Twitter
• Share your
content
• Join your LinkedIn
group
• Review your
product
• Answer a survey
• Comment on a
blog
• Refer a lead
• Do a reference
call
37. Next: Read the Advocate Marketing
Playbook
#LeadLoveDenver
research from iMedia shows that 37% of B2B buyers post questions on social networking sitesGartner Research projects that “by 2020 customers will manage 85% of their relationship without talking to a human.”
#5 – five steps/pillars
#5 – five steps/pillars
#5 – five steps/pillars
#5 – five steps/pillars
#5 – five steps/pillars
Status – bragging rights, publically more known than others(press and speaking opportunities) you brag on their behalf (eg. Leaderboard)Access – batphone to executive Power – impact, control over others, make decisions on behalf of others (affect roadmap)Stuff - $ Scale is from economical to heavy investment
Super Connectors – care about the size and quality of their professional network. Help them build relationships.Gurus - motivated by altruism. Help them help others.Stars – want recognition for their efforts, promotion of their personal brand.Oracles –want to demonstrate their expertise and knowledge.