How to Build Your Advocate Army — Michael Brito (Social Fresh WEST 2012)
How To Build Your Own Advocate Army CREATING BRAND ADVOCACY BOTH INTERNALLY AND EXTERNALLYMICHAEL BRITO, SVP SOCIAL BUSINESS, EDELMAN DIGITAL
An advocate is a person, or customer who talks favorably about a brand or product, and organically shares positive messages and experiences about the brand to other people within their micro-communities
The Rise Of Customer Advocacy ADVOCATES AID AND INFLUENCE OTHERS THROUGH THE PURCHASE FUNNEL • Advocates talk about the brand; even when the brand isn’t listening • Advocates are trusted among others; and aid/influence their communities down the purchase funnel via organic conversations • The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact@BRITOPIAN ON TWITTER
Customers Verify Purchase Decisions 2011 STUDY REVEALS THE POWER AND INFLUENCE OF CUSTOMERS@BRITOPIAN ON TWITTER
Trust, Credibility Still Matter Today 65% OF PEOPLE TRUST “PEOPLE LIKE THEMSELVES”, 50% TRUST EMPLOYEES@BRITOPIAN ON TWITTER
Fostering Advocacy Through Engagement TURNING FRIENDS, FANS AND FOLLOWERS INTO ADVOCATES AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS Advocacy INCREASED ENGAGEMENT RELEVANT CONTENT HUMAN VOICE RECIPROCAL ALTRUISM SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) Share MINIMAL PARTICIPATION (FRIENDS, FANS AND FOLLOWERS Participate GOOGLE PRODUCTS & SERVICES Research@BRITOPIAN ON TWITTER
Influencers Or Advocates? UNDERSTANDING THE DIFFERENCE IS IMPERITIVE TO CREATING ADVOCACY Advocates Influencers Natural affinity towards the Natural affinity towards a product/brand particular vertical (tech, travel Higher trust among community Incentive based relationship with brand Will talk about the brand without the need for incentives Higher reach and engaged community Lower reach@BRITOPIAN ON TWITTER
Advocate Technology Platforms CHOOSING THE RIGHT TECHNOLOGY PLATFORM IS KEY TO SUCCESS IDENTIFICATION MANAGEMENT AMPLIFICATION@BRITOPIAN ON TWITTER
Creating A Brand Advocate Program THE APPROACH IS IDENTICAL FOR EMPLOYEES AND CUSTOMERS • Selection criteria • 1 Longevity of program INFRASTRUCTURE • • Organizational and customer expectations Organizational support • Terms of service • 2 Free networks (Facebook/LinkedIn) TECHNOLOGY • • Branded communities (Lithium and/or Jive) Technology platforms • Content planning 3 CONTENT • • • Events / product launches Contests User generated content • Community growth 4 MEASUREMENT • • • New users to community Community attrition CSAT scores@BRITOPIAN ON TWITTER
10 Tips To Get Started THINK LIKE A MEDIA COMPANY, ENABLE STAKEHOLDERS TO FEED THE CONTENT ENGINE EMPLOYEES CUSTOMERS 1. Start small 1. Make sure there is buy-in and support from 2. Build some wins, establish leadership best practices and grow 2. Content and programs 3. Ensure there are social should be built keeping media policies in place Reciprocal Altruism in mind 4. Partner with HR 3. Partner with IT when 5. Frequent training on new making a technology platforms is a must decision 6. Be prepared to fail@BRITOPIAN ON TWITTER
Thank You And One Last Final Thought If you love your customers (and employees), they will love you back, and tell others …. Michael Brito Edelman Digital Michael.Brito@edelman.com Download slides from SlideShare: http://bit.ly/stakeholderadvocacy@BRITOPIAN ON TWITTER
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