Building An Advocate Community

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The next phrase of marketing is to build an advocate community for your brand. Here are 8 different ways you can build your community.

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Building An Advocate Community

  1. 1. Building an Advocate Community <ul><li>Model One: Innovation
  2. 2. Model Two: Corporate Voices
  3. 3. Model Three: User-Generated Campaign
  4. 4. Model Four: Loyalty
  5. 5. Model Five: Enthusiasts
  6. 6. Model Six: Association/Subcription
  7. 7. Model Seven: Peer Support
  8. 8. Model Eight: Events </li></ul>
  9. 9. <ul>Model One: Innovation </ul>T he Objective <ul><li>Creation of a new product
  10. 10. Creation of a new service
  11. 11. Major changes to a new product or service
  12. 12. Market research into customer preferences
  13. 13. Exploration of how to improve a business program (e.g., subscriber program, partner program, etc.) </li></ul>How Success is Measured <ul><li>Number of Members vs. Number of Ideas
  14. 14. Number of Acted on Ideas
  15. 15. Latest Ideas </li></ul>
  16. 16. Case Study – My Starbucks Idea
  17. 17. <ul>Model Two: Corporate Voices </ul>The Objective <ul><li>Executive dialogue: CEO, CTO, CMO, etc.
  18. 18. Product or technology areas: direct communication between a product team and its users to keep them informed about news and activities and hear what they think.
  19. 19. Corporate topics: provides a way to have a personal dialog with your market about topical issues (e.g., environmental, brand-related, etc.) </li></ul>How Success is Measured <ul><li>Page Views Trend
  20. 20. Number of Comments against Post Dates
  21. 21. Number of Registered Users Trend </li></ul>
  22. 22. Case Study – CNA Blogs
  23. 23. <ul>Model Three: User-Generated Campaign </ul>The Objective <ul><li>Branding campaign
  24. 24. Product launch or major new release
  25. 25. Lead generation program
  26. 26. Launch of new company or division
  27. 27. PR event or campaign </li></ul>How Success is Measured <ul><li>Number of Contributions vs. Viewers Trend
  28. 28. Number of Registered Users
  29. 29. Most Recent Contributors (5 or 10) </li></ul>
  30. 30. Case Study – NTUC Fairprice
  31. 31. <ul>Model Four: Loyalty </ul>The Objective <ul><li>You have a loyal base of customers with whom you would like to engage and reward
  32. 32. You have a formal loyalty program that you’d like to build on </li></ul>How Success is Measured <ul><li>Number of Members vs. Member Participation graph
  33. 33. Number of Page Views Trend
  34. 34. Top Contributing Members </li></ul>
  35. 35. Case Study – Converse Japan
  36. 36. <ul>Model Five: Enthusiasts </ul>The Objective <ul><li>To stimulate a common passion in your audience
  37. 37. Encourage members to share their thoughts and ideas on anything related to the theme as well as invite others that share the same interest. </li></ul>How Success is Measured <ul><li>Number of Registered Users vs. Participation
  38. 38. Page View Trend
  39. 39. Profile Completeness </li></ul>
  40. 40. Case Study – HungryGoWhere.com
  41. 41. <ul>Model Six: Association/Subcription </ul>The Objective <ul><li>Private community for your customers </li></ul>How Success is Measured <ul><li>Number of Members vs. Member Activity Chart
  42. 42. New Members this month (By level)
  43. 43. Most Active Members </li></ul>
  44. 44. Case Study - StartUp.biz
  45. 45. <ul>Model Seven: Peer Support </ul>The Objective <ul><li>Members can support each other
  46. 46. Members who like to solve others’ problems </li></ul>How Success is Measured <ul><li>Questions vs. Answers Trend Graph
  47. 47. Total Questions vs. Open
  48. 48. Total Answers ($ amount per answer option)
  49. 49. Top Supporters </li></ul>
  50. 50. Case Study – Hardware Zone
  51. 51. <ul>Model Eight: Events </ul>The Objective <ul><li>Builds and maintains buzz around an event </li></ul>How Success is Measured <ul><li>Registrants vs. Participation graph
  52. 52. Top Participants/Most Active Registrants </li></ul>
  53. 53. Case Study - Twestival
  54. 54. Contact Me <ul><li>Email @ [email_address]
  55. 55. Facebook: facebook.com/rodericklow
  56. 56. Facebook Page: facebook.com/kinetiqbuzz
  57. 57. Twitter: twitter.com/rodericklow
  58. 58. Blog: expeditusmedia.com </li></ul>

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