This document discusses strategies for harnessing brand advocates rather than influencers. It distinguishes between crowds and communities, noting that communities have smaller numbers of highly engaged contributors who activate others. The document emphasizes aligning advocacy goals with business objectives like driving sales or reducing support costs. It provides tips for identifying potential advocates by searching brand mentions and watching industry discussions. Additional recommendations include using exclusive content and groups to make advocates feel special, testing different community engagement strategies, and incentivizing advocates by making them feel influential and "in the know." The ultimate goals are long term growth through a scalable, innovative, and loyal community of brand advocates.

1. Harnessing The Power
Of Your Brand Advocates
Tim McDonald
@tamcdonald

2. Influencer vs. Advocate

3. What’s The Difference?
Influencer:
Transactional
Quick Impact
No Loyalty
High Cost
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Advocate:
Relationship
Longer Process
Extreme Loyalty
Low Cost
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4. Crowd vs. Community

5. What’s The Difference?
Crowd:
Big Numbers
Lurkers
Lower
Engagement
Come and Go
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Community:
Small Numbers
Contributors
High
Engagement
Activate Others
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6. Aligning Objectives

7. Do Your Goals Align With Your
Business Objectives?
How does your work help the business?
Are you driving sales leads?
Reducing customer support time?
Converting registrations?
Using for consumer insights/R&D?
*Getting ‘likes’ or ‘followers’ is NOT a
business objective
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8. Search = Listen + Watch

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Yes. It takes work.
Search brand, keyword, industry mentions
Watch who’s talking in Twitter Chats
Use reporting services to discover hidden
gems mentioning you.
Investigate beyond the “influence” score
Create lists of your “potential” advocates
Learn as much as you can about them

10. Exclusive

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If Everyone Has It, I Don’t Want It
Everyone wants “in”
Those “in” = feel special
Use exclusive groups/forums
Provide exclusive content
First to know
Events, Access or Priveledges

12. K.I.S.S.
Simple - 1 click
Easy - Pre-formatted
Images
Safe - “Your” wording
Trusted - In “Their” voice

13. Measure - Modify - Meddle

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Test What Works
Compare performance of community vs.
“the crowd”
Determine times, platforms, messaging that
work and adjust
Try new things constantly
Always be adjusting

15. WIIFT?

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“I don’t want your money!”
Feel part of the brand
Feel they influence decisions you make
Swag (free advertising for you!)
Looked up to by others
“In the know”

17. WIIFY?
● Long term growth
● Scalable Community
● Innovation
● Loyalty

18. Tim McDonald
@tamcdonald
timamcdonald@gmail.com