This document discusses leveraging social media communities to build brand advocacy. It outlines how the social media landscape has evolved to be a primary point of contact and sales for customers. It recommends that brands build communities on social media to engage customers, gain exposure, and collect feedback. It provides examples of brands like GoPro and Adore Me that have strong brand communities. It then offers actionable strategies for brands to foster advocacy, including encouraging customer loyalty, helping brand evangelists spread the word, focusing on two-way advocacy, and letting fans fuel social media ads. The document emphasizes taking a user-generated content approach to build communities and increase marketing results.

1. The New Social:
Using Communities to Build Brand Advocacy
The New Social:
Microinfluencers & Two-Way Advocacy
John-David Klausner, Head of Partner Success, Yotpo
Chase Fisher, Founder, Blenders Eyewear

2. The New Social:
Microinfluencers & Two-Way Advocacy

3. • The current social landscape
• How you can leverage the new social media through community
• Actionable strategies for using social communities to foster
brand advocates and collect UGC
A Quick Overview:

4. Not your old school
social.
Potential customers are likely to see
your social pages before your
website. This is your chance to get
them hooked.
Social as a first touchpoint
With Facebook's Buy button,
Shoppable Instagram and Buyable
Pins, shoppers are making purchases
directly from social.
Social as the point of sale
.
The current social landscape:

5. Build a
community.
How can you leverage the
new social landscape?

6. • Brand fans
• Exposure
• Product feedback
Benefits of a
brand community:

7. Strong brand
communities
GoPro and Adore Me use social
and UGC to maintain robust
brand communities.

8. Engage your customers and social followers where
they already are, and give them a forum to share
UGC with one another.
So, how do you build a community?

9. • Encourage customer loyalty
• Help your fans spread the word
• Focus on two-way advocacy
• Let your fans fuel your ads
Fostering brand advocacy in
your community: Action items

10. Encourage Customer Loyalty
1/3
Return shoppers account for
⅓ of all online revenue.
15%
Return shoppers make up
15% of all online shoppers.
3x
Return shoppers spend 3x
more than one-time
shoppers.

12. Help brand
evangelists
spread the word
Pinpoint and reach out to
your most influential brand
fans.

13. • Feature your fans
• Give them a voice
• Feed their interests
Two-Way
Advocacy

14. The Next Step:
Let your community
fuel your ads.

15. The
Results?
2x higher CTR
38%decrease in CPA
68% increase in ROAS

16. • Share UGC on social to foster community-building
• Create UGC-based loyalty programs
• Identify influencers to become your brand evangelists
• Advocate for your brand fans as part of your customer experience
• Take the same UGC-centric approach in your social ads
Top Takeaways:

17. Thank You.