building an advocate community
DESCRIPTION
The next phrase of marketing is to build an advocate community for your brand. Here are 8 different ways you can build your community.TRANSCRIPT
- 1. Building anAdvocateCommunity
- Model One: Innovation
- 2. Model Two: Corporate Voices
3. Model Three: User-Generated Campaign 4. Model Four: Loyalty 5. Model Five: Enthusiasts 6. Model Six: Association/Subcription 7. Model Seven: Peer Support 8. Model Eight: Events 9.
- Model One: Innovation
T he Objective
- Creation of a new product
10. Creation of a new service 11. Major changes to a new product or service 12. Market research into customer preferences 13. Exploration of how to improve a business program (e.g., subscriber program, partner program, etc.) How Success is Measured
- Number of Members vs. Number of Ideas
14. Number of Acted on Ideas 15. Latest Ideas 16. Case Study My Starbucks Idea 17.
- Model Two: Corporate Voices
The Objective
- Executive dialogue: CEO, CTO, CMO, etc.
18. Product or technology areas: direct communication between a product team and its users to keep them informed about news and activities and hear what they think. 19. Corporate topics: provides a way to have a personal dialog with your market about topical issues (e.g., environmental, brand-related, etc.) How Success is Measured
- Page Views Trend
20. Number of Comments against Post Dates 21. Number of Registered Users Trend 22. Case Study CNA Blogs 23.
- Model Three: User-Generated Campaign
The Objective
- Branding campaign
24. Product launch or major new release 25. Lead generation program 26. Launch of new company or division 27. PR event or campaign How Success is Measured
- Number of Contributions vs. Viewers Trend
28. Number of Registered Users 29. Most Recent Contributors (5 or 10) 30. Case Study NTUC Fairprice 31.
- Model Four: Loyalty
The Objective
- You have a loyal base of customers with whom you would like to engage and reward
32. You have a formal loyalty program that youd like to build on How Success is Measured
- Number of Members vs. Member Participation graph
33. Number of Page Views Trend 34. Top Contributing Members 35. Case Study Converse Japan 36.
- Model Five: Enthusiasts
The Objective
- To stimulate a common passion in your audience
37. Encourage members to share their thoughts and ideas on anything related to the theme as well as invite others that share the same interest. How Success is Measured
- Number of Registered Users vs. Participation
38. Page View Trend 39. Profile Completeness 40. Case Study HungryGoWhere.com 41.
- Model Six: Association/Subcription
The Objective
- Private community for your customers
How Success is Measured
- Number of Members vs. Member Activity Chart
42. New Members this month (By level) 43. Most Active Members 44. Case Study - StartUp.biz 45.
- Model Seven: Peer Support
The Objective
- Members can support each other
46. Members who like to solve others problems How Success is Measured
- Questions vs. Answers Trend Graph
47. Total Questions vs. Open 48. Total Answers ($ amount per answer option) 49. Top Supporters 50. Case Study Hardware Zone 51.
- Model Eight: Events
The Objective
- Builds and maintains buzz around an event
How Success is Measured
- Registrants vs. Participation graph
52. Top Participants/Most Active Registrants 53. Case Study - Twestival 54. Contact Me
- Email @[email_address]
55. Facebook: facebook.com/rodericklow 56. Facebook Page: facebook.com/kinetiqbuzz 57. Twitter: twitter.com/rodericklow 58. Blog: expeditusmedia.com