Advocate Marketing 101: How To Turn Your Audience Into Advocates

Advocate Marketing 101: How to Turn Your Audience Into Brand Advocates

#AdvocateMarketing101

#AdvocateMarketing101

Spendsetter is a Advocate Marketing Platform that allows brands to identify and reward their most influential customers.

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#AdvocateMarketing101

What IS Advocate Marketing?

Advocate marketing takes loyalty to the next level by incentivizing your passionate fans and rewarding them for their love of and affinity for your brand.

Your fans do the marketing for you.

#AdvocateMarketing101

Why Should Marketers Care?

3 words:

Word of Mouth

“I strongly believe that Advocacy Marketing should be at the top of the priority list in

terms of marketing investment.”

- Hank Barnes Research Vice President, Gartner

#AdvocateMarketing101

Why Should Marketers Care?

Brand Advocates spend 2x more than average

customers, and recommend or share 2 to 4 times more than an

average customer. (Source: Deloitte)

Brand Advocates are 83% more likely to share

information than the average internet user.

(Source: Bzz Agent)

83%

92% of consumers trust brand recommendations from people they know.

(Source: Lithium Technologies)

92%2x

#AdvocateMarketing101

Loyalty Programs Falling Short

84% of businesses don’t feel their loyalty programs are meeting their priorities. (Source: International Institute for Analytics)

84%Loyalty programs may seem like they’d do the

job, but so many marketers are unhappy

with them

#AdvocateMarketing101

Advocate Marketing Does More

Advocate marketing is not designed solely to retain current customers

It creates a constantly growing audience through existing advocates

#AdvocateMarketing101

Advocate Marketing Does More

Advocate marketing does not require the advocate to have a large readership

Only have to have a network of friends whom they influence through social and email

#AdvocateMarketing101

Advocate Marketing Does More

The Average Fan across all our clients has

411 Facebook fans 276 Twitter followers

#AdvocateMarketing101

Advocate Marketing Does More

• 100 Advocates have influence over 68,700 individuals • 1000 Advocates have influence over 687,000 • 5,000 Advocates have influence over 3,435,000

The Average Fan across all our clients has

411 Facebook fans 276 Twitter followers

#AdvocateMarketing101

Use Social The Way It Was Meant To Be

Almost half of all marketers can’t identify any impact social media spending has delivered for their brands.

#AdvocateMarketing101

Who Manages Advocate Marketing?

The person in charge of promotional activities, digital marketing, online

marketing, mobile, or loyalty programs.

Generally this will be within the Marketing Department.

#AdvocateMarketing101

What Do You Need?

1. Customers who LOVE your product or service

2. Well defined messaging that your fans believe in

3. An advocate strategy to implement into your existing marketing plans

4. A compelling incentive

5. Organizational willingness to accept that marketing is not fully in our control anymore

Examples

#AdvocateMarketing101

Use Case: Retail

Drive in-store traffic using location-based messages to your advocates to let them know

about exclusive promotions.

#AdvocateMarketing101

Use Case: Entertainment

Increase engagement among advocates on social and mobile by offering rewards for

sharing upcoming releases or events.

#AdvocateMarketing101

Use Case: Hospitality

Drive advocates to restaurant, store, or hotel locations and openings through

push notifications.

#AdvocateMarketing101

Use Case: Nonprofit

Reward advocates for recruiting their friends and family to sign up to also

advocate for your organization or nonprofit.

#AdvocateMarketing101

Use Case: Human Resources

Incentivize employees to share job openings, sales, and opportunities with

their friends and family.

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