FEATURING:

Bill Lee

JIM WILLIAMS

@bill_lee
bill@lee-consulting-group.com

@influitive
jim@influitive.com

Author of “Th...
About Bill Lee
When it comes to developing high-impact customer
relationships, I found out very quickly that all roads on ...
Clients

We provide educational, research and
consulting services to leading firms, both
large and small.

"The value was ...
2014’s Most Important Reality

Buyers want—and increasingly expect—
to hear from their peers
before they purchase.

bill@l...
The Research

bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee
The “Yelpification” of Everything

bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee
The Yelpification of Big Law

"OTHER WAYS OF SELECTING COUNSEL JUST
DON'T HAVE THE SAME RELIABILITY AND LEVEL
OF INSIGHT.”...
Filling The Gap
Growth
Buyer’s Conversations:
Directly With Their Peers
For this ^

The 4
Pillars

Buyer’s are
bypassing t...
Marc Benioff’s Epiphany
Our customers are:

– More credible to buyers
– More persuasive to buyers
– More empathetic to buy...
Marc Benioff’s Epiphany
• “Let your customers drive
innovation.”
• “Energize your customers into
a million-member sales te...
Marc Benioff, CEO, Salesforce.com

bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee
Marc Benioff’s Greatest Technology

H2H
(Human to Human)

bill@lee-consulting-group.com
©Copyright 2014 by Bill Lee
What’s an advocate?
More: One that makes a
non-financial investment in
your company.
What does an advocate do for
YOU…
Content
distribution

Product reviews

References

User groups

What does an advocate do...
Why do we advocate?
Advocate motivation
Status

Access

Power

Stuff
MEASURING

RECOGNIZING
& REWARDING

ENGAGING

IDENTIFYING &
ONBOARDING

PLANNING

5 steps to building a successful
advocat...
The Advocate Marketing Playbook

#advocatemktg
Questions?
Yelpification and The Age Of Advocacy
Yelpification and The Age Of Advocacy
Yelpification and The Age Of Advocacy
Yelpification and The Age Of Advocacy
Yelpification and The Age Of Advocacy
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Yelpification and The Age Of Advocacy

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  • McKinsey: “A recommendation from a trusted friend conveying a relevant message is up to 50 times more likely to trigger a purchase than is a low-impact recommendation”Gallup: “To acquire new customers … get existing customers to engage their social networks on your behalf.”Nielsen: Most trusted sources in Advertising: “Recommendations from people I know “– 92%“”Sirius: Senior leaders …consider information from peers … an important resource at every stage of buying. “”
  • Social sharingSurveysReference callsReferralsReviews..list goes onSpeaking opportunitiesUser groupsIn just 90 days... 3 product review... 12 social shares per month... 9 survey responses... 1 referral
  • Status – bragging rights, publically more known than others(press and speaking opportunities) you brag on their behalf (eg. Leaderboard)Access – batphone to executive Power – impact, control over others, make decisions on behalf of others (affect roadmap)Stuff - $ Scale is from economical to heavy investment
  • http://us.fotolia.com/id/56781008Image
  • #5 – five steps/pillars
  • Slide #15 - playbook
  • Yelpification and The Age Of Advocacy

    1. 1. FEATURING: Bill Lee JIM WILLIAMS @bill_lee bill@lee-consulting-group.com @influitive jim@influitive.com Author of “The Hidden Wealth of Customers”, (Harvard Business Review Press) and President of the Summit on Customer Engagement (February 2526, 2014) VP of Marketing at Influitive, the advocate marketing experts Tweet about this webinar: #advocatemktg
    2. 2. About Bill Lee When it comes to developing high-impact customer relationships, I found out very quickly that all roads on that issue lead to Bill Lee." Jackie Breiter, Vice President, Customer Success and Flagship Program, CA Technologies There's really nothing I've seen like it in the country.” Lisa Arthur, CMO, Teradata Applications bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee The most insightful business book I’ve read this year. Dorie Clark, Forbes Online
    3. 3. Clients We provide educational, research and consulting services to leading firms, both large and small. "The value was unbelievable. If we'd had this knowledge when we first started, we'd be in a better place today.” Vicki Cooney, VP Market Development, AmerisourceBergen bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee
    4. 4. 2014’s Most Important Reality Buyers want—and increasingly expect— to hear from their peers before they purchase. bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee
    5. 5. The Research bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee
    6. 6. The “Yelpification” of Everything bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee
    7. 7. The Yelpification of Big Law "OTHER WAYS OF SELECTING COUNSEL JUST DON'T HAVE THE SAME RELIABILITY AND LEVEL OF INSIGHT.” Bob Marin, General Counsel, Panasonic North America. “72% of general counsel said that they will be migrating a larger percentage of work away from white-shoe firms”. bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee
    8. 8. Filling The Gap Growth Buyer’s Conversations: Directly With Their Peers For this ^ The 4 Pillars Buyer’s are bypassing this > bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee I. II. III. Learn HOW BUYERS BUY. Get THEGAP RIGHT CUSTOMERS into these conversations. Create MORE CONVERSA TIONS. IV. Allow what you learn to CHANGE YOU. Traditional Marketing Communications: Advertising, PR, Marcom, Lead Gen, Social Media Stagnation
    9. 9. Marc Benioff’s Epiphany Our customers are: – More credible to buyers – More persuasive to buyers – More empathetic to buyers – More interesting to buyers – Better able to understand their needs … than we are. And there’s a lot more of them. bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee
    10. 10. Marc Benioff’s Epiphany • “Let your customers drive innovation.” • “Energize your customers into a million-member sales team”. • [What two marketing approaches lead most directly to sales?] “The word-of-mouth phenomenon of customers sharing their success stories with their peers.” bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee
    11. 11. Marc Benioff, CEO, Salesforce.com bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee
    12. 12. Marc Benioff’s Greatest Technology H2H (Human to Human) bill@lee-consulting-group.com ©Copyright 2014 by Bill Lee
    13. 13. What’s an advocate?
    14. 14. More: One that makes a non-financial investment in your company.
    15. 15. What does an advocate do for YOU… Content distribution Product reviews References User groups What does an advocate do for YOU… Analyst briefings Product surveys Customer Advisory Boards
    16. 16. Why do we advocate?
    17. 17. Advocate motivation Status Access Power Stuff
    18. 18. MEASURING RECOGNIZING & REWARDING ENGAGING IDENTIFYING & ONBOARDING PLANNING 5 steps to building a successful advocate marketing program
    19. 19. The Advocate Marketing Playbook #advocatemktg
    20. 20. Questions?

    ×