It is All About Advocates – BDI 2/6/14 Influencer Marketing Forum

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Presentation: It is All About Advocates
Presented by: Neil Beam, Research & Measurement Council Chair, WOMMA & Director, Client Relations, MotiveQuest
Online Advocacy is the 'canary in the coal mine' for offline sales and marketshare. The Word of Mouth Marketing Association (WOMMA) has identified the attributes and characteristics that advocates possess and places advocates in context to other types of influencers that brand managers can develop progress towards. In addition, MotiveQuest has found that Advocates are the most powerful source of online influence when a brand is trying to drive top-line results. While identifying brand and product advocates is a relatively easy exercise for practitioners the difficulty lies in understanding Advocate's mindsets, motivations and passions. This talk will discuss the characteristics of Advocates and how motivations research is the key to unlocking how to relate, engage and build a lasting mutual relationship with them to continue and dive top-line results.

www.bdionline.com

Published in: Business, Career
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It is All About Advocates – BDI 2/6/14 Influencer Marketing Forum

  1. 1. How  is  Influencer  Marke1ng   different?  
  2. 2. 1.  Target  Key  Influencers  
  3. 3. 2.  Brand  ac1ons  are  indirect    
  4. 4. 3.  Detec1on  differs      (four  hops)  
  5. 5. 4.  Influencer  categories  exist  
  6. 6. There is a direct link between online advocacy and offline sales… When advocacy increases, sales increase; When advocacy decreases, sales also decrease. 53% In certain cases, of a brand’s sales volume change can be explained by changes in online advocacy. http://insight.kellogg.northwestern.edu/ article/people_are_talking/
  7. 7. There is a direct link between online advocacy and offline sales…
  8. 8. 1.   Find  advocacy  drivers   How?   2.   Find  advocates   3.   Seek  correla1on  to  sales   4.   Test  causality  
  9. 9. 1.   Strategic   2.   Tac1cal   Why   3.   Diagnos1c   advocates?   4.   Predic1ve  

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