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Identifying and Igniting Brand Advocates in Social Media
Identifying and Igniting Brand Advocates in Social Media
Identifying and Igniting Brand Advocates in Social Media
Identifying and Igniting Brand Advocates in Social Media
Identifying and Igniting Brand Advocates in Social Media
Identifying and Igniting Brand Advocates in Social Media
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Identifying and Igniting Brand Advocates in Social Media

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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 …

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.

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  • 1. Identifying + Igniting Brand Advocates<br />
  • 2. 2/3rds of the economy is influenced by personal recommendations.<br />McKinsey& Company<br />20% of consumers are key influencers of purchasing activities of 74% of the pop.<br />Gartner<br />Consumers mention 56 brands in conversation per week.<br />Keller Fay<br />62% of these discussions are positive.<br />Each peer recommendation reaches 150 people on the social web. <br />Forrester<br />Less than 25% of people say they trust emails they sign up for.<br />1 in 3 people come to a brand through a recommendation.<br />Weber Shandwick<br />The most recommended company in any given category grows2.5x the category average.<br />Bain& Co.<br />40% of advocates answer, comment, or give opinions online several times each week. <br />Yahoo! and Comscore<br />
  • 3. influencer<br />participant<br />connected<br />contributor<br />vocal<br />credible<br />recommender<br />expert<br />aware<br />authentic<br />customer<br />involved<br />adopter<br />Brand Advocate<br />proactive<br />passionate<br />independent<br />honest<br />supporter<br />fan<br />forgiving<br />friend<br />spender<br />loyal<br />enthusiast<br />demanding<br />active<br />engaged<br />consumer<br />believer<br />invested<br />empowered<br />knowledgeable<br />promoter<br />leader<br />CUSTOMER<br />CRITIC<br />ADVOCATE<br />
  • 4. Social Advocates<br />Advocacy has always been a Social Activity<br />“Social” should be a long-term commitment<br />Increasing advocacy should be a long-term goal<br />How To Identify Existing Advocates <br />Immerse yourself in the social web<br />Be part of the community <br />Don’t be a spectator<br />Truly listen on your social presences<br />Don’t just count comments, likes, @replies, reviews, ratings, etc.<br />Pay attention, find trends, derive insights<br />Actively monitor, measure, track, and adapt<br />Buzz<br />Sentiment<br />Impact<br />Learn from the Recommendation Scores<br />NPS: Likelihood to recommend<br />BAQ: Brand Advocacy Quotient<br />OPS: Online Promoter Scores<br />TAS: % Advocates / % Critics<br />
  • 5. Igniting Advocacy<br />Advocates Are Not Born, Made or Purchased<br />You cannot create or buy real advocates <br />How To Empower + Encourage + Inspire Advocacy<br />Engage in on-going conversations<br />Provide valuable + memorable experiences<br />Be as human as possible<br />Personality, Generosity, Creativity, Empathy, etc.<br />Think of the 5 C’s from their Perspective<br />Community, Content, Conversations, Collaboration, Connections<br />Enable Sharing<br />Have a service-mindset towards everyone<br />Tell your company’s story with genuine passion<br />Connect with influencers and influencers’ influencers<br />Connect advocates with other advocates<br />Develop Social CRM<br />Nurture relationships<br />Be consistent<br />
  • 6. Slides at www.socialnerdia.com<br />twitter.com/samsungesteban<br />twitter.com/socialnerdia<br />facebook.com/estebancontreras<br />linkedin.com/in/juanestebancontreras<br />e-mail: socialnerdia@gmail.com<br />

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