the difference between driving awareness and driving action

Influencers vs. Advocates

WHAT YOU’LL LEARN

1. Influencers vs. Advocates

2. How and when to use each

3. Inside SYSOMOS: leveraging the Most Authoritative & Most Mentions tools

4. Take it one step further with SYSOMOS’ Influencer Communities

5. Challenges with each group and which is best

6. Questions to help determine which to leverage

INFLUENCERS VS. ADVOCATES

What’s The Difference?

(source: Jay Baer / ConvinceandConvert.com)

Source: TapInfluence eBook (Influencers vs. Advocates: What’s the Difference?)

BRAND INFLUENCERS VS. BRAND ADVOCATES

When to leverage each

Influencers:

• Scalability via reach engagement and

content

• Brand awareness

• Leverage a significant audience and

large followings

• Influence a particular type of community

• Celebrity endorsement

Advocates:

• Support marketing and strengthen

branding

• Support sales objectives and lead

generation

• Make content more authentic, more

interesting, more personable

• Product feedback and enhancements

• Support during a PR Crisis

(Source: Influitive.com eBook & Jay Baer/ ConvinceandConvert.com)

BRAND INFLUENCERS VS. BRAND ADVOCATES

When to leverage each

Influencers:

• Choose the platforms and content that

matter to your customers

• Select the right influencers by looking at

content, relevance, engagement

• Repurpose content to owned channels

• Create value exchange

Advocates:

• Make them part of your team

• Give them exclusive access, beta, early

product releases

• Recognize their participation

• Celebrate their success- use cases, videos,

blog-post

(Source: Influitive.com eBook & Jay Baer/ ConvinceandConvert.com)

FINDING INFLUENCERS AND ADVOCATES

WITH SYSOMOS

INSIDE SYSOMOS

Most Authoritative: Top users based on Sysomos’ Authority Score (scale of 1- 10)

Most Mentions (in Heartbeat) & Top Sources (in MAP):

9 mentions in the past 3 months

7/10 Auth.

TAKE IT ONE STEP FURTHER WITH

SYSOMOS’ INFLUENCER COMMUNITIES TOOL

Use relationships Twitter users have with each other to identify influencers and advocates in various communities across a given topic or query.

INFLUENCER COMMUNITIES

More so Influencers• Media• News • Service Brands• Business handles

More so Advocates:• Mommy Bloggers• Brand Champions• Coffee lovers• Lifestyle Bloggers• Rewards Card holders

Note Celebrity: KatyPerry

Advocate marketing

• Identifying, mobilizing and tracking your

advocates at scale over the long term can

be difficult if you don’t have a formal

advocate marketing program

• You are unlikely to see the results you

desire without solid benchmarks and a tool

to help you organize your program and

measure progress

• Ensuring your product/services are

innovative and continue to satisfy your

advocates

CHALLENGES

Influencer marketing

• Getting the attention of influencers can

be tough

• Difficult to estimate how much of an

impact their endorsement will actually

have

• 27% of influencers receive between 10

and 99 requests per week (according to

Technorati).

• They also have their own brand to

build, so don’t expect the love fest to

continue after your campaign with them

is over

(Source: Influitive.com eBook: Which Is Right For You: Influencer Marketing Or Advocate Marketing?

The truth is each strategy has its own benefits and

modern marketers should employ both to maximize their

results. While an influencer may be able to provide a

big lift on a single campaign here or there, advocates will

refer new business, accelerate the sales process,

amplify your best content and are continuously loyal.

SO WHICH IS BETTER?

(Source: Influitive.com eBook: Which Is Right For You: Influencer Marketing Or Advocate Marketing?

WHICH IS RIGHT FOR YOU?

Ask yourself:

• Do I want to drive awareness or action?

• Am I looking for one-time campaign specific

support or an on-going partnership?

• Do I want to leverage someone’s large following

or leverage strong relationships within a

community?

• Am I looking to increase reach and virality or

create brand loyalty and commitment?

• Do I want authority on a topic or help curating

engaging, authentic, personable content?

• Do I want attention or actionable leads?

connect with us:

@Sysomos

http://blog.sysomos.com/

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