Advocates Don't Grow on Trees
Mar. 15, 2016•0 likes•192 views
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Advocates may not sprout off of branches like a Spring leaf, but with the right understanding of relationships and the right structure, you can learn to systematically create new advocates!
Eli GladstoneFollow
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Advocates Don't Grow on Trees
- 1. Advocates Don’t Grow on Trees Planting the Seeds for Advocacy Eli Gladstone, Sr. Manager, Category Development & Education @eli_gladstone ca.linkedin.com/in/eligladstone
- 2. Understand the key to creating advocates Learn how to systematically create new advocates Learn 6 tools to better execute advocate creation Workshop: Learnings in Action Learning Objectives
- 3. The Advocate Marketing Equation AmplificationCreation +
- 4. Keys to Turning a Customer into an Advocate
- 5. Customer Internal Customers (Employees) All External Customers (Customers, Partners, etc.)
- 6. Why do people Advocate? Logical Emotional Products & Services Relationships Something to advocate for A reason to want to advocate
- 7. The key to advocate creation
- 9. One key consideration Business relationships are transactional by nature
- 10. We must build a system to nurture transactional and neighbourly relationships
- 11. So what is that system for creating advocates advocates through relationships?
- 12. Top of the Funnel Middle of the Funnel Bottom of the Funnel Purchase Consideration Interest Awareness Evaluation Selection Prospective Buyer Customer Just like the marketing nurture funnel….
- 13. Transactional Relationships Neighbourly Relationships Purchase Consideration Interest Awareness Evaluation Selection Customer Advocate Prospective Buyer Customer We have a Customer > Advocate Funnel!
- 14. Advocacy Connection Execution Learning Satisfaction Relationship Transactional Relationships Neighbourly Relationships Customer Advocate Customer > Advocate Funnel can be labeled in different ways, but it’s likely something like this!
- 15. Let’s look at 6 Tools to help you manage relationships across the advocate creation funnel
- 17. 6 Tools to Nurture Relationships EDUCATE CREATE A SENSE OF PROGRESS ASK FOR FEEDBACK CREATE EMOTIONAL TRIGGERS CONNECT ON SHARED VALUES ASK
- 18. Advocacy Connection Execution Learning Satisfaction Relationship Asks Emotional Triggers Sense of Progress Education Feedback Shared Values Customer Advocate
- 19. Learning Education Customer Advocate Educate Your Customers
- 20. The best way to help your customers achieve their goals is to educate them!
- 23. How can you contribute to helping customers learn?
- 24. Execution Sense of Progress Learning Education Customer Advocate Create a Sense of Progress
- 25. Group A Group B 10 slots, 8 Stamps Required 8 Slots, 8 Stamps Required Group B had 2x the rate of loyalty card completions!
- 26. Progress Actions
- 27. Make a big deal out of the progression points your customers experience!
- 28. You can use badges to recognize this progression!
- 30. Help customer execute by keeping them action- oriented!
- 31. Satisfaction Feedback Execution Sense of Progress Learning Education Open the Feedback Channel Customer Advocate
- 32. Learn Customer Likes and Dislikes Continuous Improvement VALUED HEARD Make customers feel…
- 33. Don’t just ask… LISTEN!
- 36. Ask for feedback as a means to contribute to customer satisfaction!
- 37. Satisfaction Feedback Execution Sense of Progress Learning Education Transactional Relationships TRANSACTIONAL RELATIONSHIPS Customer Advocate
- 38. There are a lot of ways a company can strengthen transactional relationships… … But think about what you can do to contribute!
- 39. Advocacy Relationship Satisfaction Feedback Execution Sense of Progress Learning Education Managing Relationships to Creating Advocates Connection TRANSACTIONAL RELATIONSHIPS NEIGHBOURLY RELATIONSHIPS Customer Advocate
- 40. Satisfaction Feedback Execution Sense of Progress Learning Education Create Emotional Triggers Connection Emotional Triggers Customer Advocate
- 41. Check out this video where TD Canada Trust uses emotional triggers to creation neighbourly connections. https://www.youtube.com/watch?v=bUkN7g_bEAI
- 42. + B2C B2B Google and CEB Found that people are less emotionally invested when dealing with B2C companies than B2B!
- 43. B2B + B2C Reason: There’s a lot more at stake when you buy and use a B2B software than when you buy an ugly shirt…
- 44. Ask questions to get to know your customers personally! Use that information to trigger emotional moments and create To create emotional triggers You must…
- 45. Challenges to get to know a customer personally! When’s their birthday? What’s their favourite coffee?
- 46. One the birthday, they send a birthday package! Note the handwritten card! In it they offer a gift card to the customers’ favourite coffee shop along with a personalized message.
- 47. Spend the time to get to know people personally.
- 48. Relationship Shared Values Satisfaction Feedback Execution Sense of Progress Learning Education Align on Shared Values Connection Emotional Triggers Customer Advocate
- 49. Tom’s does a great job of connecting to people on a neighbourly level by strongly promoted their value of giving back to people in under-privileged parts of the world!
- 50. This doesn’t just work in B2C…
- 51. National Instruments loves instilling a love for science amongst the youth! So they sponsor science competitions for kids. They always talk about this with the companies they sell to in case the scientists there share that value!
- 52. What do you value? What do your customers value?
- 53. Don’t just tell customers what you value…. SHOW THEM!
- 54. Use challenges to uncover what your customers value, then be vocal about the things you value to create shared value!
- 55. Advocacy Ask Relationship Shared Values Satisfaction Feedback Execution Sense of Progress Learning Education Create Emotional Triggers Connection Emotional Triggers Customer Advocate
- 56. Kyle Kyle is a hair dresser who after giving me good hair cuts (transactional), and connecting with me on his story of moving from London and starting up from scratch (neighourly), asked me to write a review. It led to me writing the first review I have ever written online!
- 57. 3 Keys to an Effective ASK What to Ask When to Ask How to Ask
- 58. The way this is asked makes people feel very low pressure if they don’t have time or don’t feel like adding their input.
- 59. Ask – but ask effectively!
- 60. Advocacy Ask Relationship Shared Values Satisfaction Feedback Execution Sense of Progress Learning Education Managing Relationships to Creating Advocates Connection Emotional Triggers TRANSACTIONAL RELATIONSHIPS NEIGHBOURLY RELATIONSHIPS Customer Advocate
- 61. How do you execute the 6 tools?
- 62. Advocacy Connection Execution Learning Satisfaction Relationship Purchase Consideration Interest Awareness Evaluation Selection Customer Advocate Prospective Buyer Customer To execute nurturing prospects through the marketing funnel and nurturing customers through the advocate funnel, you need a series of…
- 63. Touch Points!
- 64. There are a variety of touch points that you can utilize to interact with customers and apply the 6 Tools.
- 65. Advocate Communities are a great channel!
- 66. CREATION AMPLIFICATION With a strong system for creating advocates, you can have an incredibly powerful amplification effort!
- 67. Key Takeaways
- 70. EDUCATION PROGRESS FEEDBACK EMOTIONAL TRIGGERS SHARED VALUES REQUESTS 3 6 Seeds to Plant for Advocate Creation
- 71. 4 Execution requires touch points
Editor's Notes
- Deciding to “be” an advocate, is an emotional decision, not a logical one, and better products and better services give someone a logical thing to advocate for, but not a emotional foundation upon which to “become an advocate” Think about this: I became an advocate because they have great products and services vs. I became an advocate because this company completely elevated my career and helped me become a real asset for my team and my company!
- Advocate creation requires effective transactional relationships… but the real value is neighbourly relationships. So the question is, how do we manage these relational items to create advocates
- Study by Joseph Nunes (Marshall School of Business – USC) and Xavier Dreze (Wharton – uPenn) The reason behind the results was called “The Endowed Progress Effect” - When people feel they have made some progress towards a goal then they will become more committed towards continued effort in achieving the goal. Perception is critically important with this and the appearance of progress can have a strong effect whilst actual progress that is not recognized can be demotivating.
- Focus on reputation for B2B
- Hand written note… on their birthday… with a coffee gift card… and in the note it says something like “I know you like ________, so I thought in addition to some awesome swag, you should grab you’re next couple coffees on us!”
- Get to know them personally….. That’s when you can move them…
- Every initiative requires a