11 Tips for Your Customer Advocate Marketing Program

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Empowering advocates to share your brand’s story leads to greater social engagement, purchase intent and sales. According to Nielsen, 77 percent of consumers are more likely to buy a product when they hear about it from friends and family.

This webinar covers everything you need to know to empower, measure and grow advocate marketing—from identifying tens of thousands of the right advocates to measuring ongoing success.

Join us to learn the top 11 tips for a successful advocate marketing program, including how to:

Motivate advocates to share your brand story with millions
Optimize programs in real time using advocate feedback and insights
Measure the increased social engagement and earned media value your advocate marketing programs create

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  • SocialChorus is the leading advocate marketing solution for the brands that people love.
  • There are 3 types of advocates
  • Values A family company Drink responsibly Social corporate responsibility
  • Engage existing fans and customers to share content and tips from the AMP Energy Super Fan experienceDrive traffic to AMP Power Dash Facebook Page Generate downloads of AMP’s mobile applications
  • On the surface, it may seem getting accurate insights would be an easy thing to do. However, two factors have held back efforts to date:The complexity of language itselfThe volume and variety of content on the social Web
  • To understand language, a technology must be able to account for the fact that meaning can change depending on the context in which a word is used. It needs to look not just at the word itself but also at the “connective tissue” surrounding that word in the sentence. For example, the sentence, “The iPhone has never been good,” is actually a negative statement in spite of the fact that it uses the word “good.” An almost identical sentence, “The iPhone has never been thisgood,” is positive. In the sentence, “I like using my iPhone, but I hate the way that applications work on the Droid,” the words “iPhone” and “hate” occur close together but are not associated with each other.
  • Today’s society talks and writes in very diverse ways. From slang to web abbreviations, to just hurried misspellings, it’s important to account for all of this while analyzing conversations. You don’t want to miss an important insight or miss valuable feedback by overlooking certain lexicon. And don’t forget, every year brings new terms and slang? Cray, swag, brony
  • “Social chain reactions” can take market trends, campaigns, and especially product issues from one country or market (the origin) and generate an amplification someplace on the other side of the world – in a matter of hours. The only way to effectively protect and promote your brand is to go global with your social intelligence
  • Social media has broken down many of the walls between local markets. “Social chain reactions” mean that market trends, campaigns, and especially product issues are rarely contained to a single country or market. In fact, social media can carry word regarding a product faster to employees than internal communications memos.Respond to these social chain reactions to protect and engage your brandProactively build on them to promote your brand.
  • So what do you do when you’re ready to take on a global advocate program intentionally?Make sure you have the technology tools available to you for global social intelligence.Make sure you have the employee bandwidth to process and participate in the intense level of data you’re getting intoMake sure you’re team is trained to properly handle cultures and social norms different from their own.
  • Be sure to slice and dice the data and look at it in a variety of ways. For example, look at top authors and hashtags. Ask yourself: How easy is it to configure the dashboards to get the type of information you need? Also, can you show data side by side with other data sets? Perhaps you’d like to show polling software or Yahoo financial information next to your Social Intelligence dashboards. Is that doable? How rich and easy to use is the API?
  • Also, make sure the right employees are empowered to make decisions. Once you have all this great data that you trust at your fingertips, be sure you’re passing it to the employees who can make timely decisions.
  • We also hope that during or after today’s webinar you’ll give us a follow or like on our social media accounts. You can also follow us in all other channels. How many advocates do you think you have? Love brands vs. Like brands What percentage of customers would advocate for your brand? high % – missed opportunity *mention ebook download
  • 11 Tips for Your Customer Advocate Marketing Program

    1. 1. | Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.1 11 Tips for Your Customer Advocate Marketing Program For technical help dial 866.229.3239 #socialsavvy
    2. 2. | Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.2 Today’s Speaker #socialsavvy Tony McRoberts Senior Director of Strategic Accounts SocialChorus @notbnz
    3. 3. | Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.3 Poll #1 – Who has joined us today? Which best describes your role? • Digital Marketing • Social Media Marketing • Public Relations • Market Research • Other #socialsavvy
    4. 4. SocialChorus For brands people love
    5. 5. Why advocates? Powering advocates to tell the brand story is the most powerful form of marketing of consumers are more likely to buy a product when they hear about it from friends and family 77%
    6. 6. Types of advocates
    7. 7. Why customer advocates? • Know your brand • Use your product • Credible source of product information • You have lots of them
    8. 8. | Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.8 Poll #2 – Advocacy How many advocates do you think you have? • Less than 100 • 100 – 500 • 500 – 1,000 • 1,000 – 10,000 • 10,000+ #socialsavvy
    9. 9. Tip 1: Develop programs to meet business goals and values • Increase social engagement • Brand preference • Intent to purchase • Drive traffic to your website • Create new customers
    10. 10. Tip 2: Invite your best customers to be advocates Social presence + Brand passion = Customer Advocate
    11. 11. Tip 3: Utilize existing brand content
    12. 12. Tip 4: Allow for creative freedom • Keep it easy • Keep it fun • Keep it fresh
    13. 13. Tip 5: Repurpose advocate content on paid and owned SocialChorus OWNED Tell Your Brand Story Accelerate Your Brand Story EARNED Enable others to tell your story PAID 10X*more engagement than brand-paid content 7X*more engagement than brand-owned content *SocialChorus results
    14. 14. Tip 6: Surprise and delight your customers with thank yous
    15. 15. Tip 7: Maintain an always-on program for customer advocates
    16. 16. Tip 8: Learn from advocates to improve marketing • When you know your customer better, your marketing is better
    17. 17. AMP Energy Goal: Engage customer advocates to amplify brand story in social channels - Engage existing fans to share content and tips from the Amp Energy Superfan experience - Generate downloads of AMP’s mobile applications Preliminary Results 6K Social Endorsements 1.8M Endorsements Delivered 17 $58K Earned Media Value
    18. 18. | Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.18 Poll #3 – Advocates What percentage of customers would advocate for your brand? • <5% • 5 – 25% • 25 – 50% • 50 – 75% • 75 – 100% #socialsavvy
    19. 19. | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.19 Tip 9: Accuracy Matters
    20. 20. | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.20 One Small Word Makes a Big Difference
    21. 21. | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.21 Humans are…Humans! Common misspellingsUrban wordsAbbreviationsAlternative spellings teh/the there/their wear/where to/two/too/2 kewl cuz Luv gr8 imho nfi rofl ttyl sick tight sweet hinky
    22. 22. | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.22 Tip 10: Be Ready To Go Global
    23. 23. | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.23 Nothing is “Local” Anymore
    24. 24. | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.24 Bring it on! • Technology: understanding social data in multiple languages is hard. Brand disambiguation is thorny problem in English, and every new language adds new layers. • Process: the more decentralized the program gets, the more process must play a role. The NetBase customers who have gone global typically have more than 100 people involved in social intelligence or will be reaching this level of participation within the next six months. • Culture: The initiative must bridge the gaps between traditional and social data as well as across broader cultural differences such as decision-making styles.
    25. 25. | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.25 Tip 11: Flexibility Is Mandatory Now
    26. 26. | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.26 Employee Empowerment
    27. 27. Learn more @SocialChorus facebook.com/ SocialChorus linkedin.com/company/ SocialChorus #SocialChorusUTwitter Chat Thursday, August 29 at 11am PT Download new ebook – socialchorus.com/resources
    28. 28. Win a SocialChorus Advocate Audit  Analysis of current advocates engagement across social networks  Benchmarks against 1-2 key competitors  Measurement of the total marketing value of these endorsements to your brand Tweet @SocialChorus #AdvocateAudit for the chance to win! ($5,000 value)
    29. 29. | Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.29 Special Offer for Today’s Attendees Only! In just 30 minutes we will: • Pick 2 topics from scratch, set them up and time the two for speed • Create 8 dashboard metrics then add a theme and modify • Collect 100 random tweets & manually score for sentiment, spam, duplicates and accuracy To request a demo, contact us at info@netbase.com *For qualifying companies with $5M+ revenue
    30. 30. | Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.30 Thank you! #socialsavvy Industry Analyst, Alltimeter Group Susan Etlinger @setlinger September 25, 2013 11 am PT/2 pm ET

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