Greg Shove outlines the benefits of influencer marketing and advocate programs for brands. He explains that consumers are more likely to trust recommendations from people they know over traditional advertising. Advocates are more powerful than fans because they will actively work for a brand by sharing, creating, and engaging with content. Brands can identify potential advocates through customer and employee databases as well as social media followers. An effective advocate program requires identifying advocates, providing them recognition and rewards, and tracking the program's value over time.

1. So, you want some influence?
Greg Shove, CEO

2. 2
An internet of people, not pages…
From brand/page-driven…
...to people-driven
Brands PUSH to consumers
Consumers SEEK OUT trusted sources

3. 3
About me/us
• 6 years harnessing the power of social influencers for brands
• Launched over 200 successful influencer/advocate programs
• Developed software platform to scale and measure programs
• Lots of experience with liquids (soda, wine, spirits, even smoothies)
• Current customers include Dole Foods, Target, The Better Chip
Greg Shove
greg@socialchorus.com
@gregshove

4. 10 things I now know…

5. 5
1. Social WOM is like WOM. It Works.
92%
77%
trust recommendations from people they
know over all other forms of advertisement
of consumers are more likely to buy a product
when they hear about it from someone they trust
Source: Nielsen Research

6. 6
2. They’re all the same.
Advocates
Influencers
Superfans
Ambassadors
Brand Loyalists

7. 7
3. Advocates are way more powerful than fans.
1,000
Advocates
3,000,000
Facebook Fans
>
10,000,000
Reach
50,000
Engagements
5,000
Unique content creations
Annual results per 1K advocates

8. 8
4. It’s now easy to identify your influencers/advocates.
• Consumer email databases
• Employee email database
• Facebook, Twitter, LinkedIn and
Instagram followers
• Blogger databases

9. 9
5. Advocates will “work” for your brand.
Customers
Employees
Bloggers
Consume
Read, watch and
experience content
Share
Push content into
their social feeds
Create
Develop original content that
authentically reflects their experiences

10. 10
6. Advocacy starts from the inside.
Employees
Customers
Influencers

11. 11
7. Advocates do it anytime, anywhere.

12. 12
8. Use some software. Or ask your agency to.
For Scale
For Measurement

13. 13
9. Thank Them.
• Recognition and amplification
• Top advocate call-outs
• Retweet, reshare, or comment on advocate content
• Regular ‘surprise and delight’ Thank You’s
• Samples
• Brand swag
• Access to opportunities and events
• Pay the semi-pros (eg some bloggers)
1

14. 14
10. Track your Advocate Marketing Value (AMV).
1

15. 15
A recommended game plan
• 50 advocates minimum
• Program needs to be live for at least 6 months
• Allocated ‘thank you’ and recognition budget
• Half a day of one person’s time per week
• 3-5X ROI for AMV ($$)