how to build your own advocate army

How To Build Your OwnAdvocate Army

CREATING BRAND ADVOCACY BOTH INTERNALLY AND EXTERNALLY

MICHAEL BRITO, SVP SOCIAL BUSINESS, EDELMAN DIGITAL

An advocate is a person, or customer who talks favorably about a brand or product, and

organically shares positive messages and experiences about the brand to other people

within their micro-communities

The Rise Of Customer AdvocacyADVOCATES AID AND INFLUENCE OTHERS THROUGH THE PURCHASE FUNNEL

@BRITOPIAN ON TWITTER

• Advocates talk about the brand; even when the brand isn’t listening

• Advocates are trusted among others; and aid/influence their communities down the purchase funnel via organic conversations

• The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact

Customers Verify Purchase Decisions2011 STUDY REVEALS THE POWER AND INFLUENCE OF CUSTOMERS


Trust, Credibility Still Matter Today65% OF PEOPLE TRUST “PEOPLE LIKE THEMSELVES”, 50% TRUST EMPLOYEES


Fostering Advocacy Through EngagementTURNING FRIENDS, FANS AND FOLLOWERS INTO ADVOCATES


Advocacy

Share

Participate

ResearchGOOGLE PRODUCTS & SERVICES

MINIMAL PARTICIPATION (FRIENDS, FANS AND FOLLOWERS

SHARE CONTENT WHEN CONVENIENTMAY POST A REVIEW (POSITIVE AND NEGATIVE)

AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS

INCREASED ENGAGEMENTRELEVANT CONTENT

HUMAN VOICE

Influencers Or Advocates?UNDERSTANDING THE DIFFERENCE IS IMPERITIVE TO CREATING ADVOCACY


Natural affinity towards the product/brand

Higher trust among community

Will talk about the brand without the need for incentives

Lower reach

Natural affinity towards a particular vertical (tech, travel

Incentive based relationship with brand

Higher reach and engaged community

Advocates Influencers

Advocate Technology PlatformsCHOOSING THE RIGHT TECHNOLOGY PLATFORM IS KEY TO SUCCESS


IDENTIFICATION MANAGEMENT AMPLIFICATION

Creating A Brand Advocate ProgramTHE APPROACH IS IDENTICAL FOR EMPLOYEES AND CUSTOMERS


1INFRASTRUCTURE

2 TECHNOLOGY

3 CONTENT

4 MEASUREMENT

• Selection criteria• Longevity of program• Organizational and customer expectations• Organizational support• Terms of service

• Free networks (Facebook/LinkedIn)• Branded communities (Lithium and/or Jive_• Technology platforms (Fancorps)

• Content planning• Events / product launches• Contests • User generated content

• Community growth• New users to community• Community attrition• CSAT scores

10 Tips To Get StartedTHE APPROACH IS IDENTICAL FOR EMPLOYEES AND CUSTOMERS


EMPLOYEES CUSTOMERS

1. Start small

2. Build some wins, establish best practices and grow

3. Ensure there are social media policies in place

4. Partner with HR

5. Frequent training on new platforms is a must

6. Be prepared to fail

1. Make sure there is buy-in and support from leadership

2. Content and programs should be built keeping Reciprocal Altruism in mind

3. Partner with IT when making a technology decision

Thank You!


Michael BritoEdelman [email protected]

how to build your own advocate army

Business