advocacy influencing action
TRANSCRIPT
Advocacy influencing action
WHERE INFLUENCERS FAIL.
InfluencersInfluencers have audiences but
their reach doesn’t automatically
come with action
18%
consumer trust*
AdvocatesAdvocates have passion - not necessarily
audience. However it’s real, authentic &
most importantly trustworthy
92%
consumer trust**
Vs
*Forrester Research
** Neilson
Influence means {The capacity to have an effect on the character, development, or behaviour of someone
or something, or the effect itself} an influencer here today in the context of social media means someone
with a big social media following. What influencer doesn’t mean is that it gets you influence.
Finding advocates
Sign-
up/Purchas
e
AwareConsideratio
nUse Advocate
1. Define your social listening around the customer
How do you use the customer journey? Define the keywords by the stages in the customer journey to
better understand what customers say or maybe more importantly read about you at each stage. A much
higher % of people read rather than participate in social media discussions.
Sign-
up/Purchas
e
Use Advocate
Advocates directly influence the acquisition of new customers
AwareConsideratio
n
Sign-
up/Purchas
e
Use Advocate
Advocacy influencing action
The other thing you will possibly notice during your social listening exercise is how much your advocates or
detractors are already influencing perception of your business and influencing actions - consideration to use
or buy your product or service. This is particularly true if search is a major mechanism of acquiring sales &
users.
2. Find destinations where your customers are already talking
Sign-
up/Purchas
e
AwareConsideratio
nUse Advocate
3. Listen to what they talk about
Listening to what they talk about is of course the final and critical stage of social listening.
At each of the stages based on the keywords you listened for - your customers will be
telling you something really insightful. In our case what we found was;
1.That there are a lot of people asking for advice and suggestions on all sorts of topics
related to starting a business. That people are focused on starting their business and not
on our products
2.That there are lots of people giving out that advice both in our favour as well as not.
3.That there is a huge amount of misinformation out there that is detracting from our
customer experience
4.That there are some poor experiences that are stopping people from advocating for us
1. Understand your customer's journey and use it to
define your social listening (keyword list)
2. Identify where customers are already talking about
you i.e. FB, Instagram, forums, review and comparison
sites etc.
3. Understand what they are saying, what they are
reading and what they care about
Putting it into action
Sign-
up/Purchas
e
Use AdvocateAwareConsideratio
n
Sign-
up/Purchas
e
Use Advocate
Search
Reviews,
testimonials,
comparisons &
ratings
Influencers, media,
thought leadership,
blogs, search
Advocacy influencing action
Social Proof – Asch Experiment
Social Proof
People are generally more likely to do what everyone else is doing - trying to fit
in and belong is hard-wired into our brains and our biology. It’s a shortcut to
decision making. Also known as Herd Mentality.
When was the last time you tried something new when you didn’t look for
recommendations?
81 percent of consumers use the internet to
research purchases before making them*
*GE Capital research 2013
Social Proof
People are most likely to act on information that is communicated by an expert -
people follow credible, knowledgeable experts.
Voice of Authority
1. Use social listening to understand customer
advocate opportunities
2. Consider your internal stakeholders and employees
as advocate opportunities for having a Voice of Authority
3. Surface advocates by building Social Proof into the
customer journey
“WORD-OF-MOUTH marketing isn’t about giving customers talking points, as if they
were brand spokespeople.
It’s about delivering an exceptional customer experience that makes customers want
to recommend you.”
- Deborah Eastman
THANK YOU@carolynnbae