Gregory Shove, CEO
greg@socialchorus.com415-655-2700
Advocates Crush Fans:
The Power of Customers, Employees
and Brand Amb...
What  a  difference  a  couple  years  make…
•  Facebook fans:
◦  Vanity metric – even Facebook seems to agree
◦  It’s a gi...
Millennials  
and  Brands  
Survey
•  SocialChorus surveyed over
400 millennials
•  Conducted 2 in-person
focus groups
•  ...
Millennials  
rely  on  others  
because  
they  can
They are more connected than
any other generation
•  Hundreds of frie...
Millennials  skep<cal  of  brand  adver<sing
1 SOCIALCHORUS. “MILLENNIALS AS ADVOCATES SURVEY.” SURVEY. JULY 2013.
4 EDELM...
So  who  do  
millennials  
trust?  
They trust their friends and
social connections
of millennials say that friends
are t...
Millennials  will  consider  brands  
recommended  by  friends
1 SOCIALCHORUS. “MILLENNIALS AS ADVOCATES SURVEY.” SURVEY. ...
But  millennials  
are  willing  to  
share  the  brand  
story
1 SOCIALCHORUS. “MILLENNIALS AS ADVOCATES SURVEY.” SURVEY....
Close  the  
advocacy  gap!  
  

BRAND ADVOCACY 1%
BRAND SATISFACTION 80%
9
•  Your satisfied customers
•  Your most enga...
Brand  partners  
with  happy  
customers  –  aka  
advocates
•  Your next customer is a
friend of a current
customer
10
F...
Advocates  are  
more  valuable  
than  fans
100X
11
Advocate audiences trust friends
12X
Advocates share more
advocate sh...
Advocates  crush  
fans  when  it  
comes  to  sharing  
your  brand  story
12X advocate sharing vs.
fan sharing
(once per...
The  power  of  
others  to  tell  
your  brand  story
7X engagement of
advocate content vs.
brand content on
brand’s Face...
What  are  the  
ingredients?
14
The	
  Advocate	
  Experience	
  
What’s  an  
Advocate  
Experience?
Invite your advocates to a
mobile, social world that
partners with them:
•  One-click ...
Meausre  
advocate  
performance
•  How many times per year
do they share, endorse or
refer?
•  What do their friends and
...
Which  brands  
can  succeed  
with  Advocate  
Marke<ng?
Love
•  Do you have tens of
thousands of happy
customers?
Trust
...
SoIware  makes  this  possible
You  all  have  
amazing  
poten<al  brand  
advocates!  
Social presence Brand passion
+	
  
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Advocates Crush Fans: The Power of Customers, Employees and Brand Ambassadors

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Gregory Shove presents at L2 Digital Influence Summit and talks about the power of brand advocates.

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  • ID potential advocates with our Advocate AuditAnalysis of your current engagements by advocate and their audiences across social networksInvite everyoneOutreach emailsSocial media outreachWebsite outreach
  • Advocates Crush Fans: The Power of Customers, Employees and Brand Ambassadors

    1. 1. Gregory Shove, CEO greg@socialchorus.com415-655-2700 Advocates Crush Fans: The Power of Customers, Employees and Brand Ambassadors September 24, 2013 L2, New York City
    2. 2. What  a  difference  a  couple  years  make… •  Facebook fans: ◦  Vanity metric – even Facebook seems to agree ◦  It’s a giant ad network after all •  The Klout influence score: ◦  No correlation of Klout score to brand advocate performance
    3. 3. Millennials   and  Brands   Survey •  SocialChorus surveyed over 400 millennials •  Conducted 2 in-person focus groups •  Results overwhelmingly indicated that millennials go to their friends first 2. COMSCORE. “NEXT-GENERATION STRATEGIES FOR ADVERTISING TO MILLENNIALS.” SURVEY. HTTP://WWW.COMSCORE.COM/REQUEST/PRESENTATIONS/2012/ MILLENIALS_REPORT_DOWNLOAD_-_ JANUARY_2012. JANUARY 2012. 3 In 5 years, the purchasing power of millennials is estimated to be
    4. 4. Millennials   rely  on  others   because   they  can They are more connected than any other generation •  Hundreds of friends •  Available anywhere 4
    5. 5. Millennials  skep<cal  of  brand  adver<sing 1 SOCIALCHORUS. “MILLENNIALS AS ADVOCATES SURVEY.” SURVEY. JULY 2013. 4 EDELMAN. “8095® 2.0 INSIGHTS STUDY.” DECEMBER 2012.
    6. 6. So  who  do   millennials   trust?   They trust their friends and social connections of millennials say that friends are the most credible source of product information1 5 1 SOCIALCHORUS. “MILLENNIALS AS ADVOCATES SURVEY.” SURVEY. JULY 2013. 6
    7. 7. Millennials  will  consider  brands   recommended  by  friends 1 SOCIALCHORUS. “MILLENNIALS AS ADVOCATES SURVEY.” SURVEY. JULY 2013. 1of millennials would consider purchasing a product if a friend recommended it1 of millennals are more likely to engage with a friend’s post over a brand’s post1 8of millennals are more likely to engage with a friend’s post over a brand’s post1 of mi are t of
    8. 8. But  millennials   are  willing  to   share  the  brand   story 1 SOCIALCHORUS. “MILLENNIALS AS ADVOCATES SURVEY.” SURVEY. JULY 2013. 8
    9. 9. Close  the   advocacy  gap!     BRAND ADVOCACY 1% BRAND SATISFACTION 80% 9 •  Your satisfied customers •  Your most engaged fans/ followers •  Even your employees
    10. 10. Brand  partners   with  happy   customers  –  aka   advocates •  Your next customer is a friend of a current customer 10 FriendBrand Advocate
    11. 11. Advocates  are   more  valuable   than  fans 100X 11 Advocate audiences trust friends 12X Advocates share more advocate sharing vs. fan sharing audience engagement of advocate content vs. brand-paid content10X 7X audience engagement of advocate content vs. brand-owned content Advocate content can be pushed to your owned channels
    12. 12. Advocates  crush   fans  when  it   comes  to  sharing   your  brand  story 12X advocate sharing vs. fan sharing (once per month) 12
    13. 13. The  power  of   others  to  tell   your  brand  story 7X engagement of advocate content vs. brand content on brand’s Facebook page 10X engagement of advocate content vs. brand advertisements 13
    14. 14. What  are  the   ingredients? 14 The  Advocate  Experience  
    15. 15. What’s  an   Advocate   Experience? Invite your advocates to a mobile, social world that partners with them: •  One-click sign-in •  Instant optimization on any device •  Updated weekly content and opportunities •  Clear rewards and access for the top advocates 15
    16. 16. Meausre   advocate   performance •  How many times per year do they share, endorse or refer? •  What do their friends and followers do? Ignore or engage? 16
    17. 17. Which  brands   can  succeed   with  Advocate   Marke<ng? Love •  Do you have tens of thousands of happy customers? Trust •  Are you willing to let others tell your brand story? 17
    18. 18. SoIware  makes  this  possible
    19. 19. You  all  have   amazing   poten<al  brand   advocates!   Social presence Brand passion +  

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