What Everyone Needs To Know About Building An Advocate Marketing Program with Liz Pedro, Marketing Director at Mitel Visit www.advocamp.com for everything you need to know about Advocamp - the biggest customer experience, engagement and advocacy event of the year.

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2. Advocate Marketing 101
What Everyone Needs to Know about Building an Advocate
Marketing Program
Liz Pedro// March 8th, 2016
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3. Can I Tell You a Story?
• 2013 joined Mitel to build customer
success marketing program
• Quickly realized opportunities to
leverage advocacy:
• No reference program in 41 year history
• New brand launch planned in 2014
• Deepen employee engagement
• Grow social reach
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4. Step 1 – Define Program
• Secure executive sponsor!
• Define mission & vision
• Define high-level objectives
• Define scope (references,
referrals, social, referrals, press,
analyst, etc.)
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5. Step 2 – Assessment
• What are the company’s key
objectives and priorities
• Evaluate what advocacy tools/systems
are currently used
• Identify team of peers and cross-
functional coworkers to work with
• Check what budget & staff you will have
to accomplish your goals
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6. Step 3 – Build the Plan
• Build communication plan
(socializing advocacy and
increasing visibility)
• Include mission, vision, objectives
which align with company objectives,
scope, etc.
• List metrics/results you’ll use to
measure your overall success
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7. Step 4 – Program Launch
• Invite advocates to join program
• First 30 days critical to keep new
advocates engaged
• Always be sending out new invitations
• Keep things fresh and fun (invites and
challenges)
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8. Step 5 – Evaluate & Adjust
• Communicate program success
• Evaluate monthly/quarterly metrics
• Make adjustments as needed
• Remember - It’s about engaging
with advocates!
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9. Success for Mitel + Personal Success
• 523,000 acts of advocacy
• 200,000+ social media posts
• 2,186 Advocates
• 1,165 Referrals
• 725 Reviews
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10. Three Key Takeaways
1. Secure executive sponsor
2. Align your program with key
company objectives
3. Strong communication plan
(socializing advocacy and
increasing visibility)
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