Shoppers are on your site to be entertained, to clothe their kids, to make a home, to solve a problem. But sometimes they need a little help. Help that a traditional chat interaction can't give them. Where can they get the help they need?

1. HARNESSING
THE POWER OF
ADVOCATES

2. People
want
to
buy
things

3. To
send
a
gi4

4. To
make
a
home
send
a
gi4

5. To
clothe
their
kids
make
a
home
send
a
gi4

6. To
be
entertained
clothe
their
kids
make a home
solve
a
problem

7. But
some)mes
they
need
someone
to
help
them
make
the
right
decision

8. Who
do
they
go
to
for
help?

9. 69%
of
shopper
turn
to
friends
and
family
for
product
advice

10. That
leaves
31%
for
Retail

11.
Yet,
only
32%
of
shoppers
trust
online
messages
from
retailers

12. That’s a big
TRUST PROBLEM

14. ad·∙vo·∙cate
(n.
ad-­‐vuh-­‐kit)
–
a
person
who
speaks
or
writes
in
support
or
defense
of
a
person,
cause,
etc.

15. Advocates
are
great
because
They’re
knowledgeable
and
passionate
about
your
brand
They’re
mo)vated
by
wan)ng
to
help
people
They’re
more
trustworthy

16. Advocates
give
shoppers
a
confidence
in
purchasing
that
no
marke)ng
campaign
can.

17. In
fact,
advocates
can
be
up
to
3x
more
effec)ve
than
non-­‐advocates
in
persuading
others
to purchase
recommended
brands.

19. Now
that
you
know
how
great
advocates
are
how
do
you
find
them?

20. First,
ask
yourself
what
your
program
goals
are.
Conversions
Customer
loyalty?
Brand
engagement?

21. Ask
who
your
shoppers
are.

22. Where
are
they
coming
from?

23. What
are
they
looking
for?

24. Where
do
they
get
stuck?

25. Why
do
they
leave?

26. Focus
on
the
shoppers
who
will
buy
if
they
get
the
help
they
need.

27. With
these
program
drivers
in
mind,
You’re
Ready
to
target
the
types
of
advocates
that
will
work
best
for
you…

28. Masters
and
Mavens
are
the
knowledgeable
tradespeople.
They
possess
a
depth
of
exper)se
and
experience
that
others
seek
out when
needing
advice.
They
love
using
their
knowledge
to
help
others
solve
problems.

29. Loyalists
are
a
brand’s
biggest
devotees.
They
are
the
evangelists,
on
a
mission
to
spread
the
word.
Loyalists
are
extremely
good
at
sugges)ng
products
and
reinforcing
peoples
choices
because
their
excitement
and
passion
rubs
off.

30. Enthusiasts
are
lifestyle
experts
in
the
categories
that
a
brand’s
product
offerings
cover.
They
live
the
lifestyle
or
exemplify
the
hobby
that
a
brand
encourages.
They’re
great
in
mul)-­‐brand
environments
and
love
to
guide
customers
through
an
exploratory
process
to
find
the
right
product.

31. With
their
passion,
knowledge
,
and
willingness
to
share
combined,

32. Decide
how
many
of
each
type
you’ll
need
based
on
the
needs
of
your
shoppers

33. Now
it’s
Pme
to
idenPfy
your
advocates!
Where
do
they
congregate?
What
kinds
of
messages
do
they
respond
to?

34. With
your
advocates
targeted
and
recruited,
it’s
)me
to
throw
coupons
and
contests
at
them
on
social
media
to
get
them
to
share
your
link
or
handle…
Right?

35.
Then
hopefully,
some
of
that
traffic
trickles
to
your
site
and
an
even
smaller
amount
converts
into
sales.
Isn’t
that
advocacy?

36. Wrong

37. Not
if
you
can
place
your
advocates
closer
to
the
point
of
purchase
answering
shoppers’
quesPons
while
they
shop
making
informed,
expert
recommendaPons
acPng
as
unbiased
shopping
consultants.

38. This
is
the
ideal
way
to
uPlize
your
advocates,
but
it
only
works
if
you
cerPfy
and
qualify
your
advocates
incenPvize
them
to
stay
up-­‐to-­‐date

39. Above
all,
let
your
advocates
be
open
and
honest.
Finally,
you’ll
only
get
the
full
benefits
of
your
advocates
if
you
provide
them
with
a
plaWorm
in
which
to
interact
naturally
with
your
shoppers.

40. When
genuine
advocates
assist
customers
close
to
the
point
of
purchase,
magical
things
happen

41. Conversion
Increases
Up
to
15X
*
Over
self-­‐service

42. Net
New
Revenue
Up
to
90%
*
Incremental
revenue

43. Increase
NPS
10-­‐22
Basis
pts

44. Bring
it
all
together
with
a
customized
demo
Request
A
Demo

45. Needle