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Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
Vermont Small Business Summit Social Media Presentation
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Vermont Small Business Summit Social Media Presentation

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How to leverage brand advocates in your social media program.

How to leverage brand advocates in your social media program.

Published in: Social Media
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  • 77% of customers are more likely to buy a product when they hear about it from someone they trust
  • 77% of Internet users read blogs87% of women use blogs to make purchasing decisions
  • An everyday employee is 2x more trusted than a Chief Executive92% of employees’ audience is completely new to the brand
  • 81% of people say that posts by their friends on social media influence their purchases
  • Transcript

    • 1.  Brand Advocates How To Amplify Your Marketing With Social Media
    • 2. Introductions Alexandra Tursi (@tursita)  Social Media Strategist, Fletcher Allen Health Care Sarah DeGray (@revindoorcyclin)  Owner, REV Indoor Cycling
    • 3. Tweet to win!  Tweet one of your takeaways for a chance to win REV Indoor Cycling swag!  Tweet your takeaway with the hashtag #SmallBizSummitVT  Facebook: facebook.com/revindoor  Twitter: twitter.com/revindoorcyclin
    • 4. WhatWe’ll CoverToday  Introduction to brand advocacy  How to identify brand advocates  How to work with brand advocates  How to measure success  Examples from Fletcher Allen Health Care and REV Indoor Cycling  Q&A
    • 5. DifferentWords, Same Meaning
    • 6. Who are brand advocates? People who love your brand…and create and share content with their social media following 92% Trust recommendations from people they know over all other forms of advertisement
    • 7. Why do consumers share content?  Remember, it’s human nature amplified by living in the “Information Age”  We share more, from more sources, with more people, more often, more quickly  To bring valuable & entertaining content to others  To define ourselves to others  To grow & nourish our relationships  To get the word out about causes or brands  Self-fulfillment  Types: Altruists, Careerists, Connectors, Hipsters, Selectives
    • 8. What 1,000 brand advocates can do
    • 9. Your brand in their social feeds
    • 10. Example: REV Indoor Cycling
    • 11. Why work with brand advocates?  Advocate content is less expensive  Brands spend 25% of overall budget on professional content creation  Advocate content performs better  10x more engagement than branded paid content  Advocate content is a solution to your pain point: the need for more content!
    • 12. How to identify brand advocates  Customers  Bloggers  Employees  Social influencers
    • 13. Examples of brand advocates
    • 14. How to work with brand advocates  Appeal to their motivation to connect with each other – not just with your brand  Trust is the cost of entry for getting shared  Keep it simple…and it will get shared…and it won’t get muddled  Appeal to their sense of humor  Embrace a sense of urgency
    • 15. Customers  Where to find them  CRM and email databases  Social networks  Existing loyalty program  Invite advocates in store  How to engage with them  Keep it fun and engaging  Keep it always on  Provide a variety of content  Don’t be prescriptive  Say “Thanks!” & recognize customers with shout-outs, samples and brand goodies  Surprise & delight customers
    • 16. Example: REV Indoor Cycling  Knowing our audience  Our brand content: Keep it fun with pop culture references  Make it exclusive: Facebook-only offers  Making the social media experience interactive  Playlist recommendations  Encourage clients to share their experience online right after class  Tagging people  Timing is everything  Posting right after class  React quickly to social conversations
    • 17. Pop culture, hyperlocal happenings
    • 18. Facebook-only offers & information
    • 19. Making it interactive & engaging  Taking song requests from our customers…a nd using the suggestions!
    • 20. Timing: Posting before & after class
    • 21. Thank yous  Social media  Emails  In-person
    • 22. Assessing what works…& what doesn’t
    • 23. Assessing what works…& what doesn’t
    • 24. Bloggers  Where to find them  Start with research:  How large is their social reach?  How engaged is their audience?  Are the audience interests aligned with your brand focus?  How to engage with them  Create a polished invitation  Make is personal, offer something of value  Allow for creative freedom  Maintain the relationship
    • 25. Example: REV Indoor Cycling Seven Days story instead of a print ad!
    • 26. Employees  Where to find them  Employee databases  Internal social networks & intranets  New hire on-boarding  Offline: In-office and at events  How to engage them  Start with your most passionate employees  Establish and communicate social media policies  Provide light-weight social media training  Make it easy!  Relevant industry articles  Company news, events, initiatives  Give shout outs
    • 27. Example: REV Indoor Cycling  Shining a light on our employees  Tagging  Geolocating
    • 28. Social Influencers  Where to find them  Look beyond celebrities  Focus on niches  Search social networks for relevant conversations  How to engage them  Activate existing fans and followers  Start small and build into a larger program  Incentivize with content (exclusives, first access, events)  Avoid one-offs: maintain a pattern of engagement  Don’t forget to measure!
    • 29. Example: REV Indoor Cycling Student Ambassador Program  Step #1: You must REV at least 5 times - at least 2 of those classes needs to be with me.  Step #2: Meet with me in person to discuss REV's community mission and fitness goals. It's a chance for me to learn more about you and for you to learn more about REV.  Step #3: Receive free promotional materials - you will receive some business cards and items to distribute at your school or with friends. You will receive a free REV tee shirt and sick hat that you can wear as well.  Step #4: Recruit your friends and classmates - share your experiences with them and bring them to REV.  Step #5: You earn free rides when others purchase ride packages!
    • 30. Bringing it all together  Don’t start and stop  Keep it easy  Provide a variety of content to create & share  Don’t be too prescriptive  Thank advocates and recognize them!  Surprise and delight  Repurpose advocate content on your brand channels
    • 31. One final point: handling negativity  Turn social complaints into a stronger reputation  Be proactive!  Thank complainer  Explain why you appreciate feedback  Apologize for the mistake  Take responsibility and do the right thing  Ask for necessary information  Take swift action  Prevent future mistakes  Have a social media comment policy  Know when to say “No”
    • 32.  Q&A

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