This document discusses driving product advocacy by engaging customers. It explains that customer recommendations are highly trusted and are the fastest way to grow a brand. The document outlines strategies for identifying champions among executives, employees, and customers. It provides examples of how to mobilize champions through social media campaigns, exclusive events, gamification, advocacy platforms, online communities, and certification programs. The goal is to continuously engage champions to generate testimonials, reviews, and growth through their advocacy. The document concludes by encouraging the reader to start their own customer engagement program.

1. Driving Product
Advocacy:
Jumpstart your
Customer Engagement
Program
Emilia D’Anzica

2. 2
About Me
Emilia D’Anzica, MBA, PMP
Customer Growth Advisors, Principal
@emiliadanzica
• Proud Canadian - Image
• UBC Graduate - Image
• Customer Success & Customer Marketing Strategic Advisor - CGA

3. Agenda
Why? Customer Advocacy Matters
How do you Identify Champions
Strategies for ‘Mobilizing’ Your Champion Network
Actions to Take Today

4. Why An
Engagement
Program

5. Source: Crowdvocate

6. Source: Jeanne Bliss, CCO & VIPCrowd
91% of B2C & 92% of B2B
customers worldwide trust
recommendations from
friends & peers more than
any form of advertising.
Up 74% from 10 Years ago.

8. Source: VIPCrowd
78% of buyers
have used case
studies to
research B2B
purchasing
decisions in the
past 12 months.

9. Your Champion
Network & Content
are the Fastest Way to
Grow Your Brand

10. What’s in it for
Your Customer?
Network:
30%
Advocacy:
30%
Education
30%
Fun 10%
Top Reasons

11. Other Motivators
Centralization:
brand
engagement
Contribution:
to product/
company ‘I like
& admire’
Marketplace :
career
opportunities
Value:
personal
growth,
education
More Reasons

12. Your Executives
Image Source
12

13. Your
Employees
13

14. 96%of buyers surveyed expressed a
willingness to participate in
reference/advocacy activities when
satisfied with products & services
Source: Crowdvocate & Gartner
Your
Customers
14

15. Net Promoter Scores
When To Ask?
15
ChampionsPassivesDetractors

16. Customer
Relationship
Management
(CRM) Platforms
Scale, Align, Grow
16

17. Technology to Identify Your Early
Adopters & Champions
17
Source: https://getcatalyst.io/

18. Strategies for
‘Mobilizing’ Your
Champion Network

19. SWAG! Of course
Example Customer Love Packages

20. Social Media
Campaigns
• LinkedIn & Twitter Campaigns: story
contents, photo contents
• Ask your customers to ‘share’

21. Networking:
Exclusive
Events
Belonging: My
Domain Community

22. Gamification of the
Experience = Fun +
Perks while
promoting your
brand.
Source: Crowdvocate

23. Advocacy
Platforms
Increase
Engagement
throughout your
Customer Journey
✓ Online/
mobile
community
✓ Mobile App
✓ Community
channels
✓ Notifications
✓ Email
✓ Mobile
✓ Chrome
✓ Messenger
✓ SMS
Source: Crowdvocate.com

24. Communities

25. Continuous Engagement

26. Certification
Program

27. Results when ‘Advocacy’ is
a Priority
• A ‘Cult’
• Name Dropping
• From CEO
• Loyal Customers

28. Video
Testimonials

29. Online Reviews

30. Your Action Plan

31. Start Your Engagement Program Today
Mission Who
Scale
Tech
Stack
Source: VIPCrowd

32. Thank you!
Emilia D’Anzica
edanzica@gmail.com
@emiliadanzica