6 Steps to Advocacy
How to Monetise Social Media
Through Happy Clients
• >350 million active users
• (as at 31 Jan 2010)
Social Media Marketing by Definition
• User generated Content
• Word of Mouth
Social media marketing is
about building ways that
fans of a brand or
company can promote it
themselves in multiple
online social media
Why Advocacy Matters
Nielsen Global Online Consumer Survey of >25,000 Internet consumers from 50 countries.
The 6 Steps to Advocacy
1. Finding you
2. Positive experience
The 6 Steps to Advocacy
• The journey towards advocacy demands:
Step 1 - Finding you
• If people can’t find you, your company or your
product/service and in the search results, then
you’ve already lost!
• Key elements include:
– Search Engine Optimisation “SEO”
– Blogging, Twittering, etc., etc
– Profiles on all major Social Media Sites
– Links, links and more links!
– Referrals and word-of-mouth
Step 2 – Positive Experience
• Having found you, the first experience must
ensure the outcome you’re trying to achieve.
• Whether on-line, by phone or face-to-face,
the prospect’s expectations must be met or
• They should welcome the next contact, as a
result of the good first experience.
Step 3 – Credibility
• To convert a dithering prospect into a
customer and make a one-time customer into
to a repeat client needs them to believe that
you are the best value solution available.
• They must automatically associate you and
your products/services with value and believe
that buying from you is their best option
Step 4 – Trust
• This is one of those “X-factor” things:
– If you have “it” then gaining/building trust is easy
– If you don’t, then it’s going to take some work
• People trust a person who has attributes of:
– Authenticity, Honesty, Integrity, etc
• They trust companies who demonstrate the
same values and have staff who live those
Step 5 – Loyalty
• We live in a world where loyalty counts for relatively
little in terms of Brands, Products, Services and
• Building loyalty is about building an emotional bond,
not just a financial one – it’s mutual.
• If I recommend you, I’m trusting you not to let ME
down, as well as the 3rd party I recommended!
• In the context of companies, achieving loyalty from
staff and customers is a utopia that few achieve – the
successful ones have very strong values at the heart of
Step 6 – Advocacy
• Achieving advocacy within their client base is a dream for
• Imagine if each of your existing clients was out there, in
the marketplace, telling people how great your products
• Imagine if your staff were so motivated by what they do
within your organisation that their enthusiasm was
infectious – for most organisations, this clearly isn’t the
• With Social Media, this becomes achievable if you help
your customers to like you, interact with you openly and
to recommend you to their friends.
Trust – In More Detail
Economist - A special report on social networking – “Profiting from friendship”
The Bottom Line
• People trust their friends much more than they trust the media –
• The secret of getting recommendations is to make it easy for people
to advocate you and your product
• Brands can’t fight this tsunami, they can either ride it or drown!
• Businesses that embrace Social Media are reaping huge rewards in:
– Increased revenues
– Increased profits
– Increased loyalty
– Reduced time
– Reduced cost
– Enhanced reputation
• The flip-side to Social Media is that if you
don’t manage your customers well and give
them a bad experience, etc....
They can – and will HURT you!
Cost Comparison for Gary
• Direct Mail - $15k = 200 new customers
• Billboard - $7.5k = 300 new customers
• Twitter - $0 = 1,800 new customers
To get the same from traditional channels:
• Direct Mail = $135k for 1,800 new customers
• Billboard = $45k for 1,800 new customers
Social Media ROI
• Where’s the money.....?
Social Media is not a “silver bullet” – it takes
time, effort and expertise!
Do you remember when a website was optional.....?
Do you remember what happened next....?
If you’d like to discuss your Social Media Strategy:
Rory (at) returnonrelationships.net
+44 7813 939916