The Yelpification Effect: How to get Your Advocates Talking About You!

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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.

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  • 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.
  • #5 – five steps/pillars
  • Slide #15 - playbook
  • The Yelpification Effect: How to get Your Advocates Talking About You!

    1. 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. 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. 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
    4. 4. Yelpification follows us to work 4
    5. 5. What’s an advocate?
    6. 6. More: One that makes a non-financial investment in your company.
    7. 7. Why do we advocate?
    8. 8. 9 Every day, we deliver of minutes of audio and web conferencing services to end users at companies. #LeadLoveDenver @ReadyTalk
    9. 9. 10 The competition. #LeadLoveDenver @ReadyTalk
    10. 10. 11 We have happy customers. Net Promoter Scores (NPS) 54% #LeadLoveDenver 50% 33% 32% @ReadyTalk
    11. 11. Taking on Goliath with an army of happy customers. #LeadLoveDenver @ReadyTalk 12
    12. 12. We wanted more of this. #LeadLoveDenver @ReadyTalk 13
    13. 13. MEASURING RECOGNIZING & REWARDING ENGAGING IDENTIFYING & ONBOARDING BUILD CONSENSUS 5 steps to building a successful advocate marketing program
    14. 14. 5 steps to building a successful advocate marketing program 1.BUILD CONSENSUS 2.IDENTIFYING & ONBOARDING 3.ENGAGING 4.RECOGNIZING & REWARDING 5.MEASUREMENT #LeadLoveDenver
    15. 15. Have a plan • Identify an executive sponsor • Have an owner • Tie advocate marketing to business objectives #LeadLoveDenver
    16. 16. Break it down 30% increase in referral leads 5 new customer videos 24 hour SLA on reference requests 30% more product reviews #LeadLoveDenver
    17. 17. Goals for ReadyTalk Advocacy #LeadLoveDenver @ReadyTalk
    18. 18. 5 steps to building a successful advocate marketing program 1.BUILD CONSENSUS 2.IDENTIFYING & ONBOARDING 3.ENGAGING 4.RECOGNIZING & REWARDING 5.MEASUREMENT #LeadLoveDenver
    19. 19. 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
    20. 20. 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
    21. 21. Invite with style #LeadLoveDenver
    22. 22. From:
    23. 23. 5 steps to building a successful advocate marketing program 1.BUILD CONSENSUS 2.IDENTIFYING & ONBOARDING 3.ENGAGING 4.RECOGNIZING & REWARDING 5.MEASUREMENT
    24. 24. 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
    25. 25. 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
    26. 26. 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
    27. 27. 5 steps to building a successful advocate marketing program 1.BUILD CONSENSUS 2.IDENTIFYING & ONBOARDING 3.ENGAGING 4.RECOGNIZING & REWARDING 5.MEASUREMENT
    28. 28. Advocate motivation Status Access Power Stuff #LeadLoveDenver
    29. 29. #LeadLoveDenver
    30. 30. Star Super Connector Oracle Guru #LeadLoveDenver
    31. 31. 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
    32. 32. 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
    33. 33. 5 steps to building a successful advocate marketing program 1.BUILD CONSENSUS 2.IDENTIFYING & ONBOARDING 3.ENGAGING 4.RECOGNIZING & REWARDING 5.MEASUREMENT
    34. 34. #advocatemktg @ReadyTalk
    35. 35. 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
    36. 36. Next: Read the Advocate Marketing Playbook #LeadLoveDenver
    37. 37. Questions?

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