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Fill Your Content Gap: Activate
Advocates to Create Authentic Content
#SMTLive
Our Speakers
#SMTLive
Jencey Keeton is a Global Social Media Marketing Manager for Fossil with eight years of traditional ...
Advocate Marketing is trusted
92%trust recommendations from people they know
over all other forms of advertisement
77%of c...
Brands engage
thousands of insiders
– their best
employees,
customers,
partners
& influencers –
who create & share
authent...
Advocate content performs better
10X Advocate content receives 10 times
more engagement than brand paid
content
7X Advocat...
Fossil’s approach
Consumers
Employees
Social
Influencers &
Bloggers
Consume
Read, watch &
experience content
Share
Push co...
Program goals & KPIs
Goals
• Power advocates to
create content
• Increase brand
awareness
• Elevate existing brand
percept...
Fossil style partners #fossilstyle
• Women’s handbag
• Men’s watches
• Women’s watches
• Women’s jewelry
Fossil Style Partners create & share
Advocates create authentic content
Advocates create authentic content
Initial program results
Active advocates
Advocate activities
Audience engagements
Program AMV to date $70K
#AdvocateU
7K
1...
What’s next?
• Utilize and repurpose advocate
content on website, social, blog
• Grow and scale existing customer
programs...
Thank you
Jencey Keeton
@justjencey
Download now:
http://bit.ly/AdvocateContent
Ebook
Nicole Alvino
@nalvino
5 best practices for connecting with
advocates/influencers.*
• Recognize that your advocates are customers and
employees a...
…and 1 pet peeve.
Thinking
transactions, not
relationships.
#SMTLive
#SMTlive
Yes.
No.
#SMTlive
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Fill Your Content Gap: Activate Advocates to Create Authentic Content

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Not only is it hard for brands to create enough content to fuel digital and social channels, but brand-created content no longer performs as well as it once did. So how can you create content that actually resonates with your customers?

Content shared by advocates performs 10 times better than content shared to paid channels, and seven times better than content in owned channels. That’s why leading brands like Fossil are powering their customers and employees to create authentic brand content, including unique photos and videos, and share brand content on social channels.

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  • Employee??
  • How to get more content? ASK!
  • Blog posts
    Instagram photos
    YouTube videos
    Pinterest boards
  • Specifics - talk to Gina
  • http://www.b2bmarketinginsider.com/content-marketing/33-stats-future-content-marketing
  • Transcript of "Fill Your Content Gap: Activate Advocates to Create Authentic Content"

    1. 1. Fill Your Content Gap: Activate Advocates to Create Authentic Content #SMTLive
    2. 2. Our Speakers #SMTLive Jencey Keeton is a Global Social Media Marketing Manager for Fossil with eight years of traditional and digital marketing experience. She specializes in retail and live entertainment, creating brand strategy across digital touchpoints and tracking KPIs through consumer engagement and acquisition. In her current role, Jencey is focused on creating innovative and exciting content stories to raise awareness and engagement across social platforms, as well as building strategic programs with top bloggers and customer influencers. @justjencey Ann Handley speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program , and the co- author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011. Paperback 2012.) Her new book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, will be published by Wiley in the fall of 2014. @MarketingProfs Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. Twitter: @nalvino Paul Gillin, moderator, is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007, including the monthly New Channels column in BtoB magazine for 7 years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com & he blogs at paulgillin.com & Newspaper Death Watch. Twitter: @pgillin
    3. 3. Advocate Marketing is trusted 92%trust recommendations from people they know over all other forms of advertisement 77%of consumers are more likely to buy a product when they hear about it from someone they trust
    4. 4. Brands engage thousands of insiders – their best employees, customers, partners & influencers – who create & share authentic brand content with their social networks. Customers Employees & Partners Social Media Team Turn social marketing inside out
    5. 5. Advocate content performs better 10X Advocate content receives 10 times more engagement than brand paid content 7X Advocate content receives 7 times more engagement than content posted to brand’s owned channels Advocate content gets more engagement Advocates are more trusted
    6. 6. Fossil’s approach Consumers Employees Social Influencers & Bloggers Consume Read, watch & experience content Share Push content into their social feeds Create Develop original content that authentically reflects their experiences
    7. 7. Program goals & KPIs Goals • Power advocates to create content • Increase brand awareness • Elevate existing brand perception KPIs • # of advocates • Content creation • Advocate & audience engagements • Mentions & impressions
    8. 8. Fossil style partners #fossilstyle • Women’s handbag • Men’s watches • Women’s watches • Women’s jewelry
    9. 9. Fossil Style Partners create & share
    10. 10. Advocates create authentic content
    11. 11. Advocates create authentic content
    12. 12. Initial program results Active advocates Advocate activities Audience engagements Program AMV to date $70K #AdvocateU 7K 1K 100
    13. 13. What’s next? • Utilize and repurpose advocate content on website, social, blog • Grow and scale existing customer programs • Activate employee advocates • Expand to new brands
    14. 14. Thank you Jencey Keeton @justjencey Download now: http://bit.ly/AdvocateContent Ebook Nicole Alvino @nalvino
    15. 15. 5 best practices for connecting with advocates/influencers.* • Recognize that your advocates are customers and employees as well as “influencers.” • Build a network before you need it. • Make them the hero – not your product or service. • Have a goal. • Generously define who’s who. *(and 1 pet peeve) #SMTLive
    16. 16. …and 1 pet peeve. Thinking transactions, not relationships. #SMTLive
    17. 17. #SMTlive Yes.
    18. 18. No. #SMTlive
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