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Advocate Powered Product Launches

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When it comes to getting the word out and creating awareness, your brand advocates are one of the best resources. Advocates know and love your brand already and are willing to advocate for your new ...

When it comes to getting the word out and creating awareness, your brand advocates are one of the best resources. Advocates know and love your brand already and are willing to advocate for your new product. According to Nielsen, 77% of consumers are likely to buy a product when they hear about it from someone they trust.

During this webinar Katie Musselman, Marketing Manager for Microsoft Bing and MSN, will reveal how MSN has powered blogger advocates to drive awareness and engagement with the brand. SocialChorus Founder and CEO, Gregory Shove, will also share best practices about how brands can power advocates to help launch new products.

Register for this webinar to learn:

Why advocates power the best “new product” marketing

Best practices for powering advocates to share your new product story

How to measure the success of advocate marketing programs

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  • Today’s speakers:Katie Musselman, Marketing Manager for Microsoft Bing and MSN Gregory Shove, Founder and CEO at SocialChorus
  • We highly encourage you to ask lots of questions and engage with us on Twitter. You can submit questions in the chat box or on Twitter #SocialChorusU.
  • Empower advocates to create and share content Create: educational, post videos, how-tos, best practices Share in their own voice: Amplify your brand message organically - KM: At MSN we strongly believe it’s not just about distributing and sharing marketing materials. We want advocates to be inspired to create their own content, in their own voices.
  • Invited bloggers into the hub and armed them with a variety of content to help them create more content.GS: How many pieces of “inspirational content” did you have available for your blogger advocates? How often did you refresh the content? Sent out new “thought starters” weekly - 446 blogger activities KM:
  • How did you
  • Provide first access to advocates Providegreat content & prompts that advocates want to share and inspire them to create unique content KM: Make advocates feel like we’re listening. Take their feedback into consideration and make them a part of the product lifecycle KM: When it comes to thanking and recognizing advocates – it’s important to repurpose on paid and owned channelsGS: How did you get feedback? KM: Blog posts and blog comments provide us with a good indicator of what consumers are thinking
  • Allow advocates the freedom to create their own content and share their opinions often times this results in higher quality more credible content KM: We don’t want our advocate relationships to be one-way (eg: having our advocates push out MSN marketing messages). Our goal is to foster conversation, spark a discussion and find how MSN fits into their lives.
  • Allow advocates the freedom to create their own content and share their opinions often times this results in higher quality more credible content KM: It’s important to provide blogger advocates with “thought starters”. It’s important to make it as easy as possible. We put ourselves in the bloggers shoes and think about how the product fits into their lives. The more relatable we can make our product the more credible the content that is created.
  • KM:Here is an example of how providing advocates with “thought starters” and a little guidance can really help advocates get started and create high quality content. This blogger actually created her own educational video for her followers. Great, high quality content.
  • KM:Overall program goals:Drive awareness Shift perception about the new, faster MSNAmplify the brand’s new messageIncrease web traffic
  • KM: Already saw some examples of some of the great content that was produced. Here are some additional examples that show how blogger advocates really brought the “All New MSN” to life by incorporating and tying it to their lives.
  • Layout is great…lets get the rest of the case studies this way
  • KM: Bloggers helped organically spread the word about the all new MSN. Helped shift perception. Successful product launch.
  • Continuing to work with blogger advocates!
  • We highly encourage you to ask lots of questions and engage with us on Twitter. You can submit questions in the chat box or on Twitter #SocialChorusU.
  • Follow us for updates and information

Advocate Powered Product Launches Advocate Powered Product Launches Presentation Transcript

  • Advocate Powered Product Launches: 5 tips for success
  • Today’s Speakers Gregory Shove Founder & CEO SocialChorus @GregShove Katie Musselman Marketing Manager for Microsoft Bing and MSN @KatieMuss #SocialChorusU
  • Interact with Our Speakers We will answer as many questions as possible during Q&A Send questions: #SocialChorusU #SocialChorusU
  • What is the role of brand advocates in a product launch?
  • Amplify brand message & drive awareness • Power advocates to create content about the new product #SocialChorusU
  • What are the key steps for getting started with blogger advocates?
  • Step 1: Invite blogger advocates #SocialChorusU
  • Step 2: Power advocates to create and share unique content #SocialChorusU
  • How do you motivate blogger advocates to create content?
  • Provide unique content and opportunities Give advocates first access to new product or service Provide advocates with snackable educational and/or entertaining content
  • When it comes to creating content, how much freedom should you give advocates?
  • Let advocates share their stories Allow for creative freedom “With MSN‟s updated, faster experience, I can access a variety of articles and share them via my mobile or tablet device.” #SocialChorusU
  • Provide blogger advocates with “thought starters” „MSN Trivia‟: Bloggers challenged their readers to play MSN trivia and share their scores. „Get Visual‟: Bloggers talked about their favorite aspects of the new MSN experience, and shared MSN infographics in their blog posts and on social media. „Know Now‟: Bloggers wrote about times they needed to find information fast, and shared about the speed of the new MSN. #SocialChorusU
  • Example: • „Re-imagine‟: In honor of MSN’s re-design, bloggers wrote about a time when they re-imagined an aspect of their own life. I’m loving MSN’s new look, especially when viewing the site on a tablet, and especially when viewing on a much smaller cell phone screen. The bright colors and block layout make it easy to see everything that MSN offers, and the side-scrolling is smooth and seamless, and makes so much more sense on smaller screens. All content is served up fast and efficiently, with everything being easy to read and navigate through. Here’s a video of MSN on the iPad in action, plus a bonus end-clip of MSN on an Android device: #SocialChorusU
  • What were your goals for powering blogger advocates to help launch the “All New MSN”?
  • Overall MSN Program Goals • Drive awareness • Shift perception about the new, faster MSN • Amplify MSN’s new message • Increase web traffic #SocialChorusU
  • What were the results?
  • Advocate-created content I’m loving MSN’s new look, especially when viewing the site on a tablet, and especially when viewing on a much smaller cell phone screen. The bright colors and block layout make it easy to see everything that MSN offers, and the side-scrolling is smooth and seamless, and makes so much more sense on smaller screens. All content is served up fast and efficiently, with everything being easy to read and navigate through. Here’s a video of MSN on the iPad in action, plus a bonus end-clip of MSN on an Android device:
  • MSN Get In The Know Results: 9.9M engagements delivered 11.1K engagements
  • What about change in perception?
  • Shifting perception
  • What’s next?
  • About SocialChorus The leading Advocate Marketing solution for brands people love
  • Interact with Our Speakers We will answer as many questions as possible during Q&A Send questions: #SocialChorusU #SocialChorusU
  • Learn More @SocialChorus facebook.com/ SocialChorus linkedin.com/company/ SocialChorus
  • Additional questions? Want to learn more? • #SocialChorusU Twitter Chat – Thursday, October 3 at 11am PT • Contact us – www.socialchorus.com/contact