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Influencers vs Advocates: What's the difference?
- 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.
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Influencers vs Advocates: What's the difference?
- 1. Differentiate between Brand Advocateand Influencer Marketing Strategies Thursday, January 29
- 2. PRESENTORS Holly Hamann Co-founder andCMO 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? Influencermarketing is partnering with individuals who have significant audience and influence with a particular consumer segment.
- 5. WHAT IS ADVOCATE MARKETING? Advocatemarketing is engaging your advocates to support sales and marketing objectives and recognizing their participation.
- 6. WHY DO INFLUENCER MARKETING? Influencersdrive scalability via consumer reach, engagement and content.
- 7. WHY DO ADVOCATE MARKETING? Advocatesmake every marketing and sales program better – more efficient, more authentic and more engaging.
- 8. 1. Trust 2. Verytargeted audience 3. Authentic consumer experience 4. Bigger reach than brands 5. Better, faster, cheaper 6. Shareable WHY DO INFLUENCERS INFLUENCE?
- 9. WHY DO ADVOCATESADVOCATE? Part of the Team
- 10. WHY DO ADVOCATESADVOCATE? Part of the Team Access
- 11. Part of theTeam 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 • 50bloggers 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 • Traditionaltested 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 • Engagedinfluencers on blogs and social platforms • Promote new ID flavors • 7M in reach • 639K views • 21K engagements
- 20. SCALE ENGAGEMENT • Engagedinfluencers 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 qualityleads 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 3months: REVIEWS reviews
- 23. 20high quality sales references In afew months: 35 Shining testimonial videos case studies and testimonials REFERENCES
- 24. Determine the platformsthat matter GETTING STARTED: INFLUENCER MARKETING Choose relevant influencers – audience, content, compensation Accurately measure the effectiveness of the content
- 25. WHAT TO LOOKFOR 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 tellauthentic 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 PREFERENCEPURCHASE 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 ofpotential advocates GETTING STARTED: ADVOCATE MARKETING List what you’d like each group to do Determine what you can do for them
- 29. WHAT TO LOOKFOR 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 1 2 3 4 5 6 7 8 9 10
- 30. WHERE TO LOOKFOR 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 Keepyour 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.
- 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/