Do you know the difference between "influencers" and "advocates"? This presentation will teach you how to identify each of those groups and how you can best use them to amplify your messages to the right audiences.

1. Who are they and how can they help?
Influencers & Advocates

2. WHAT YOU’LL LEARN
1. What is an influencer and what is an advocate?
2. Who are they?
3. How can they help?
4. Kraft influencer use case
5. Mitel advocate use case
6. Key takeaways

3. What’s an Influencer?
Popular, well-respected, quasi-celebrity in your industry/space
that shares and engages in relevant content, and has
authority amongst a large audience and following.
What’s an advocate?
Vocal evangelist who is already a big fan of what you do
and has first-hand experience with your brand or product.
(Source: Influitive.com- Which is Right for You- Influencer Marketing or Advocate Marketing)
ESTABLISHING DEFINITIONS

4. INFLUENCERS
Who they are:
• Thought leaders
• YouTuber, photographer, bloggers or journalist
• Authors, speakers, consultants, analyst
How they help:
• Grow awareness and affinity
• Drive scalability, virality
• Expand reach, engagement and thus
impressions
(Source: Influitive.com- Which is Right for You- Influencer Marketing or Advocate Marketing)

5. ADVOCATES
(Source: Influitive.com- Which is Right for You- Influencer Marketing or Advocate Marketing)
Who they are:
• Customers or partners
• Employees or other stakeholders
• Brand loyalist
• Natural champions
How they help:
• Have strong relationships within their networks
• Are your best references- case studies, testimonials etc.
• Send plenty of strong referral leads your way
• Provide product Feedback
• Routinely sharing and amplifying content

6. The result was a highly effective campaign that
engaged consumers and
• Brought the cost per recipe down to $200
each
• ROI was 3,100%
Social media response was phenomenal:
• 760K blog post views
• 178K pins, 16K clicks to coupons, 7,700
shares
• 1,700 tweets
USE CASE
Situation:
Source: TapInfluence eBook (Influencers vs. Advocates: What’s the Difference?)
Kraft Foods wanted to scale their content
efforts and reduce the cost of internally
creating recipes, distributing them, and
offering coupons (the average cost of
internally developing recipes was $500
each).
They engaged influencers to create and
distribute recipes using social media.
Drives Costs Down and Boosts
Their Reach with Scalable Content
Outcome:

7. Outcome:
USE CASE
Situation:
Source: TapInfluence eBook (Influencers vs. Advocates: What’s the Difference?)
Mitel, a high-tech company that provides
unified communications solutions, had
thousands of happy customers, partners
and employees. They designed an
advocate marketing program and
leveraged advocates in the launch of their
new global brand.
The program quickly scaled to nearly
2,000 advocates– becoming one of the
fastest-growing international advocate
programs.
Launched a New Brand with
the Help of 1700+ Global
Advocates
Within five months of launching, the Mitel
Champions program was delivering
fantastic results:
• 151 referrals
• 1,719 advocates
• 130,250 advocacy activities
• 102,000 social media interactions

8. TAKEAWAYS
INFLUENCERS
• Significant audience and following
• Influence a particular consumer segment
• Drive scalability via consumer reach and engagement
• Grow awareness, affinity and virality
ADVOCATES
• Super-fans who are engaged with and already love
your brand (first-hand experience)
• Amplifiers who are trusted by your target market
• Significantly influence prospects by sharing their
positive experiences through blog posts, case studies,
product reviews, video testimonials, social media, and
at events

9. connect with us:
@Sysomos
http://blog.sysomos.com/
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