Presentation about brand advocates and how to identify and ignite them on social media. Created by Esteban Contreras, Social Media Manager for Samsung Electronics, for a Zuberance Webinar along with Kety Esquivel and Frank Eliason.

1. Identifying + Igniting Brand Advocates

2. 2/3rds of the economy is influenced by personal recommendations. McKinsey& Company 20% of consumers are key influencers of purchasing activities of 74% of the pop. Gartner Consumers mention 56 brands in conversation per week. Keller Fay 62% of these discussions are positive. Each peer recommendation reaches 150 people on the social web. Forrester Less than 25% of people say they trust emails they sign up for. 1 in 3 people come to a brand through a recommendation. Weber Shandwick The most recommended company in any given category grows2.5x the category average. Bain& Co. 40% of advocates answer, comment, or give opinions online several times each week. Yahoo! and Comscore

3. influencer participant connected contributor vocal credible recommender expert aware authentic customer involved adopter Brand Advocate proactive passionate independent honest supporter fan forgiving friend spender loyal enthusiast demanding active engaged consumer believer invested empowered knowledgeable promoter leader CUSTOMER CRITIC ADVOCATE

4. Social Advocates Advocacy has always been a Social Activity “Social” should be a long-term commitment Increasing advocacy should be a long-term goal How To Identify Existing Advocates Immerse yourself in the social web Be part of the community Don’t be a spectator Truly listen on your social presences Don’t just count comments, likes, @replies, reviews, ratings, etc. Pay attention, find trends, derive insights Actively monitor, measure, track, and adapt Buzz Sentiment Impact Learn from the Recommendation Scores NPS: Likelihood to recommend BAQ: Brand Advocacy Quotient OPS: Online Promoter Scores TAS: % Advocates / % Critics

5. Igniting Advocacy Advocates Are Not Born, Made or Purchased You cannot create or buy real advocates How To Empower + Encourage + Inspire Advocacy Engage in on-going conversations Provide valuable + memorable experiences Be as human as possible Personality, Generosity, Creativity, Empathy, etc. Think of the 5 C’s from their Perspective Community, Content, Conversations, Collaboration, Connections Enable Sharing Have a service-mindset towards everyone Tell your company’s story with genuine passion Connect with influencers and influencers’ influencers Connect advocates with other advocates Develop Social CRM Nurture relationships Be consistent

6. Slides at www.socialnerdia.com twitter.com/samsungesteban twitter.com/socialnerdia facebook.com/estebancontreras linkedin.com/in/juanestebancontreras e-mail: socialnerdia@gmail.com