This infographic shows “cultivation bands” of possible influencer touchpoints. These are broken down into initial contact with a loyal follower in social channels – to lead, engagement and then brand advocate and contributor. If you are creating a one year engagement strategy, it might be helpful to use this unfunnel methodology.
This journey illustrates the opportunities and possible conversions along the path toward social brand advocate. A brand advocate not only interacts in social networks, but has a deeper affinity for the brand and thus develops a lifelong relationship with the brand, creating online content in all channels (i.e. a customer review, webinar event or blog article) that promotes or raises revenue for the brand.
A reward/incentive program is critical to this cultivation strategy. Touchpoints may vary, but for maximum effectiveness use a variety of digital channels.