Conquering Sales With The New Wave of Mobile Brand Advocates


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It's time to stop thinking of your audience in one dimension. Among your current reach lies more than just customers — there are mobile brand advocates with the power to grow your brand faster than any email marketing campaign or ad word spend. Brand advocates spend 2 times more than average customers and recommend or share 2 to 4 times more than an average customer.

In this slide deck from a recent webinar, learn:

- How to target your brand advocates
- Best practices to building relationships with current and potential advocates
- Solutions to loyalty marketing challenges
- Steps to creating a successful brand advocacy strategy

Published in: Marketing
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Conquering Sales With The New Wave of Mobile Brand Advocates

  1. 1. Conquering Sales With The New Wave of Mobile Advocates
  2. 2. #MobileAdvocates
  3. 3. The Power of Brand Advocates
  4. 4. “A customer that goes out of their way to evangelize your brand to his and her peers and colleagues without cash, coupons, payments or perks.” - Rob Fuggetta, Author of ‘Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force’
  5. 5. 66% 50% 50% of all purchasing decisions are a result of personal recommendation Americans speak positively about brands during word of mouth conversations 66% of the time Sources: WOMMAPedia; Talenthouse
  6. 6. 2x 2x - 4x Brand Advocates spend 2 times more than average customers Brand Advocates recommend or share 2 to 4 times more than an average customer Source: Branderati, Age of Advocacy and Influence
  7. 7. Brand Advocates are 90% more likely to write a positive review User-generated content receives 10x more engagement than paid content, and 7x more engagement than content posted to brand pages 90% 10x Source: SocialChorus
  8. 8. Where are your Brand Advocates? Mobile
  9. 9. 57% 60% Mobile now accounts for the majority (57%) of internet usage 60% of US Internet users are almost always connected, and 43% never unplug from personal technology at all. Source: comScore, 2014 US Digital Future in Focus
  10. 10. 85% 85% of internet time spent on phones is in apps - Social apps leading the way Social giants like Facebook and Twitter have recognized the potential and are now mobile first Source: comScore, 2014 US Digital Future in Focus
  11. 11. 53% 75% 92% 53% of Facebook’s ad revenue comes from mobile advertising 75% of Twitter’s total ad revenue comes from mobile advertising 92% of time spent on Pinterest comes from smartphones and tablets Source: comScore, 2014 US Digital Future in Focus
  12. 12. Creating Brand Advocates
  13. 13. ADVOCATE VS LOYALTY, WHY ADVOCACY IS BETTER Loyalty (retain existing customers) Advocate (reach new customers through your fans) OUR FOCUS Build your “advocate network”
  14. 14. 83% 150 Each time an advocate posts content on a social network, it reaches 150 people Brand advocates are 83% more likely to share information than the average internet user People Sources: Bzz Agent Field Guide to Brand Advocates; Zuberance via Forrester Peer Influence Analysis
  15. 15. Brand Advocacy Program Empower super-fans to speak on your brand’s behalf as ambassadors.
  16. 16. Brand Advocacy Program Enable customers to hold your brand image in their own hands — empower them to turn a one-way marketing channel into multiple promotional conversations.
  17. 17. 3 Fundamental Truths People are more likely to buy from friends Trust and credibility are higher from friends Advocates are more likely to share and spend more 1 2 3
  18. 18. Creating a Connection with your Mobile Advocates
  19. 19. Mobile Rich Media
  20. 20. Mobile Rich Media Sweepstakes Coupons Countdowns Galleries
  21. 21. Mobile Rich Media Awareness Lead The Consumer Journey Generation Consideration Shopping Experience Endorsement Timer Data Capture Configurator Ratings & Reviews Live Event Stream Digital Brochure
  22. 22. Current techniques to driving effective customer engagement are: • Expensive • Time Consuming • Difficult to measure
  23. 23. Rich Media on mobile encourages brand advocates to promote your brand with their on-the-go friends and family
  24. 24. Steps to building current & potential advocate relationships: Listen Engage Be helpful Show appreciation Build mobile communities Offer recognition Don’t be controlling 1 2 3 4 5 6 7
  25. 25. Advocate programs extends engagement 42 days 10 20 30 30 40 50 60 70 80 90 100 110 120 Days Impressions Current New
  26. 26. SRMU Existing App & eCommerce Integration Branded Advocate App & Points page REST API AMP Platform
  27. 27. Marketing Product Website Dashboard iPad Reporting app
  28. 28. Advocate Product Rewards Website iPhone app Android app
  29. 29. Campaign Creation New Ad Wizard allows creation of Social Rich Media Units with step by step guide.
  30. 30. Implement a Brand Advocacy strategy: Find your brand advocates Invite your advocates to review you on mobile and social outlets Gather customer testimonials and stories Make advocates feel special with shout-outs & recognition Track their progress Manage and monitor campaigns 1 2 3 4 5 6
  31. 31. 1.2 M Impressions Häagen Dazs 90% Mobile Audience Goals Häagen Dazs wanted to drive awareness and engagement, and promote a partnership with Momofuku Chef Christina Tosi. 9,105 Likes, Comments & Shares
  32. 32. Want to find out more about Moontoast? Join us for our webinars each month: Go to to find out what’s coming up