- Influencer marketing partners with individuals who have a significant audience and influence over a consumer segment, while advocate marketing engages existing customers to support marketing objectives through recognition of their participation. - Influencer marketing drives scalability through consumer reach, engagement, and content sharing, while advocate marketing makes every program more efficient, authentic, and engaging by leveraging existing customers. - Both strategies require identifying the right participants, creating value for both parties, clear expectations, ongoing engagement, and measuring success through various metrics like reach, engagement, sales.

1. Differentiate between Brand
Advocate and Influencer
Marketing Strategies
Thursday, January 29

2. PRESENTORS
Holly Hamann
Co-founder and CMO
TapInfluence
Twitter Handle: @HollyHamann
Chris Newton
VP of Business Development
Influitive
Twitter Handle: @csnew10

3. WHAT WE’LL COVER
DEFINITIONS – WHAT’S THE
DIFFERENCE?
MOTIVATIONS FOR EACH
STRATEGY
BUSINESS IMPLICATIONS –
PROS AND CONS
BEST PRACTICES

4. WHAT IS INFLUENCER
MARKETING?
Influencer marketing is partnering with
individuals who have significant audience and
influence with a particular consumer segment.

5. WHAT IS ADVOCATE
MARKETING?
Advocate marketing is engaging your advocates
to support sales and marketing objectives and
recognizing their participation.

6. WHY DO INFLUENCER
MARKETING?
Influencers drive scalability via consumer reach,
engagement and content.

7. WHY DO ADVOCATE
MARKETING?
Advocates make every marketing and sales
program better – more efficient, more authentic
and more engaging.

8. 1. Trust
2. Very targeted audience
3. Authentic consumer experience
4. Bigger reach than brands
5. Better, faster, cheaper
6. Shareable
WHY DO INFLUENCERS INFLUENCE?

9. WHY DO ADVOCATES ADVOCATE?
Part of the Team

10. WHY DO ADVOCATES ADVOCATE?
Part of the Team Access

11. Part of the Team Recognition
WHY DO ADVOCATES ADVOCATE?
Access

12. ADVOCATE MARKETING
DO’S & DON’TS
• Offer a wide range of advocacy opportunities
• Segment advocates and target requests
• Provide recognition and feedback

13. ADVOCATE MARKETING
DO’S & DON’TS
• Forget about benefits to the advocate
• Allow your program to become stale
• Focus on monetary rewards

14. INFLUENCER MARKETING
DO’S & DON’TS
• Choose the platforms and content that matter to
your consumer
• Select the right influencers by looking at
content, relevance, engagement
• Repurpose content to owned assets
• Create a value exchange

15. INFLUENCER MARKETING
DO’S & DON’TS
• Don’t disrupt by trying to sell them something
• Don’t try to control every aspect of the content
and messaging
• Don’t just measure influence on reach alone
• Don’t stop at short-term gain – think long term
and “always on”

17. SCALE REACH
• 50 bloggers created posts, photos and videos
• Content shared on blogs, social media
• Aggregated to Black Box hubpage
• Views of site increased 31%
• Time on site increased 56%
• Social mentions increased 44%
• Positive mentions increased 221%
• Campaign still producing results – “always on”

18. SCALE CONTENT
• Traditional tested recipes cost $500 distributed via ads and coupons
• Needed high quality content, distribution at scale, less cost, and more effective at engaging
consumers
• 180 influencers on blogs and social media
• 760K blog post views
• 178K pins
• 16K clicks to
coupons
• 7,700 shares
• 1,700 tweets
• ROI of 3,100%

19. SCALE ENGAGEMENT
• Engaged influencers on blogs and
social platforms
• Promote new ID flavors
• 7M in reach
• 639K views
• 21K engagements

20. SCALE ENGAGEMENT
• Engaged influencers on blogs and social
platforms
• Promote new product
• $1.04M in estimated media value (EMV)
• 29.4M in reach
• 1.4M views
• 52.9K engagements

21. 209
Generated 209
high quality leads
in six months
Created $175,000 in sales
pipeline
Converted referral leads at 5%, blowing
through industry standard lead
conversion benchmarks by more than
500%
500%
REFERRALS

22. In just 3 months:
REVIEWS
reviews

23. 20high quality
sales
references
In a few months:
35
Shining testimonial
videos
case studies and
testimonials
REFERENCES

24. Determine the platforms that matter
GETTING STARTED:
INFLUENCER MARKETING
Choose relevant influencers – audience, content,
compensation
Accurately measure the effectiveness of the content

25. WHAT TO LOOK FOR IN
AN INFLUENCERCONTENT RELEVANCE
POST FREQUENCY
AUDIENCE DATA
CONTENT QUALITY
AUDIENCE
ENGAGEMENT
PROFESSIONALISM
BUILD A RELATIONSHIP
BE RESPONSIVE
BE CLEAR ABOUT
EXPECTATIONS
COMPENSATE THEM
1
2
3
4
5
6
7
8
9
10

26. Let them tell authentic stories
Think of them as partners
Showcase content on various of
Facebook, Pinterest, Twitter, YouTube
Give proper influencer attribution
Provide clarity on what actions you
want the audience to take
Be “always on”
Increase value (and exposure) of
content by using in ebooks, blog posts,
webinars, email marketing, advertising,
case studies
Compensation
KEYSTHE
INFLUENCERS
TO WORKING WITH

27. AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY
Reach Clicks Sharing Clicks to e-commerce Sharing
Views Votes Likes / Follow Conversions to sale Referrals
Content Views Data Capture
Coupons/
Exclusive Offers
User-generated
content
Brand Study Social Listening Tracking tags
Comments Brand Study
MEASURING INFLUENCER MARKETING

28. Identify groups of potential advocates
GETTING STARTED:
ADVOCATE MARKETING
List what you’d like each group to do
Determine what you can do for them

29. WHAT TO LOOK FOR IN
AN ADVOCATEUNDERSTANDS YOUR
SOLUTION OR SERVICE
RECEIVED VALUE
HAS VALUE METRICS
STORYTELLER
NETWORK BUILDER
RISING STAR
READY TO ENGAGE
VALUES ACCESS
APPRECIATES REWARDS
SOMETHING TO PROVE
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2
3
4
5
6
7
8
9
10

30. WHERE TO LOOK FOR
AN ADVOCATEHIGH NPS SCORE
RECENT SUPPORT
CASE RESOLUTION
ADVISORY BOARD
SUGGESTED BY
FIELD TEAM
BLOG COMMENTS
ON SOCIAL MEDIA
BETA TESTER
SALES REFRENCE
PARTNER
NEW CUSTOMER
1
2
3
4
5
6
7
8
9
10

31. Engagement builds momentum
Keep your communications fresh
Personalize the program
Offer regular feedback
Make your requests super clear & as
easy as possible
Balance value to advocates with value
to your organization
Say “Thank You” with rewards & perks
Remember that the things they value
the most my not be monetary
KEYSTHE
ADVOCATES
TO WORKING WITH

32. MEASURING ADVOCATE MARKETING
• High quality referrals
• Faster sales cycles
• Improved win rates
• Decreased churn
• Better product feedback
• Higher customer satisfaction

33. • Broad reach
• Domain knowledge
• Influential opinions
• Genuine fan
• Direct experience
• Long-term relationship
INFLUENCERS ADVOCATES

34. RELEVANCY:
INFLUENCERS OR ADVOCATES

35. QUESTIONS?
Join @Influitive & @HollyHamann for an Influencer vs.
Advocate marketing Twitter Chat right now (2pm ET)
Use the hashtag #advocatemktg
Learn more at: http://influitive.com/advocatemktg-twitter-chat/