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At the Intersection of Influence & Advocacy June 26, 2013 Featuring

Influencers versus Advocates

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Who Do Your Buyers Trust? The Intersection of Influencers and Advocates While B2B buyers have long looked to trusted sources to learn about new solutions, social media has made it much easier for buyers to connect directly with their peers and colleagues with prior knowledge of your solution. Through this, an entirely new type of influencer has emerged: the advocate. If you’ve ever acquired a new customer through a positive referral, you know the power that an advocate wields. They reach smaller audiences than an advertising campaign, but with far more trust and authenticity. But even if marketers were able to harness this positive sentiment – which can be challenging – what does that mean for category influencers including analysts, bloggers and pundits? Which channel can deliver the right message to the right audience to help them discover your solutions? For answers to these questions and more, please join Zachary Reiss-Davis, Forrester analyst and expert in influencer and community marketing, and Mark Organ, CEO of Influitive. They’ll dig into groundbreaking new research that demystifies life at the intersection of influencer and advocate marketing and detail the tradeoffs of each approach.

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Page 1: Influencers versus Advocates

At the Intersection of Influence & Advocacy

June 26, 2013

Featuring

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@zacharyRD

Your Presenters

Zachary Reiss-Davis, Analyst, Forrester Research

Mark Organ, CEO & Co-Founder of Influitive

@influitive

@markorgan

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• For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window

• Submit your text question using the Questions pane

• Or via #advocatemarketing

• Note: A recording will be made available

How to participateHOUSEKEEPING

#advocatemarketing

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Agenda

›Why Social Reach?

›Why Advocate Marketing?

› Identifying, Mobilizing and Rewarding Fans

›Examples & Best Practices

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Customers and prospects go through four stages in the “customer life cycle”

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How do we support the ‘discover’ phase?

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Twitter

Facebook

LinkedIn

Online videos

Blogs

Professional social networking sites (not including LinkedIn and Facebook)

Virtual events or virtual trade shows

Industry analyst firms

Support forums and discussion forums

Electronic newsletters (email)

Peers outside your organization

Webinars and webcasts

Printed publications

In-person events

Consultants or systems integrators (SIs)

Vendor salespeople

Colleagues within your organization

Websites

5%

9%

16%

26%

28%

30%

33%

46%

49%

52%

55%

56%

68%

70%

72%

73%

79%

81%

Base: US and European business technology decision-makers who are involved in each stage at companies with 100 or more employees; Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers

“Across all stages of a technology initiative, which of the followingsources of information influence your decision-making process?”

People are what matter, including your prospects’ peers and colleagues

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Similarly, B2C discovery is friends and family

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Social Focus on the Customer Life Cycle

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Social reach focuses on:• Discovery.• New prospects.

Image source: Wikipedia

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All content is a mix of both.

This isn’t about paid versus free

© 2013 Forrester Research, Inc. Reproduction Prohibited 12Source: http://www.flickr.com/photos/markchadwick/6106368775/sizes/l/in/photostream/

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Types of social reach

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Your social intelligence initiative doesn’t help you engage

Image source: salesforce.com (http://www.salesforce.com/)

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Listening platforms aren’t designed to engage

Base: 35 firms with listening tools that market primarily or only to other businesses; Source: Q3 2011 Global Listening Platforms Customer Online Survey; November 14, 2012, “2013 Planning Brief: Listen To Customers, Engage With Influencers” Forrester report

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Listening platforms amplify the less influential

BUT YOUR CUSTOMERS AREN’T BEING INFLUENCED THERE

60% to 70%

• of Salesforce Marketing Cloud content comes from Twitter.

5%

• of your buyers are influenced by content on Twitter.*

Base: Salesforce Marketing Cloud listening solution (formerly Radian6); *Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees; Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers

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Advocates are customers, partners, fans and evangelists - any individual - that invest in your company in non-financial ways

Advocates are Ektronauts

#advocatemarketing

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Here’s where you find them

Beta tester

Sales reference

NPS promoter

Just finished deploying!

partner

Blog commenter

Avid tweeter

Advisory board member

Media hound

Tech support turnaround

User group host

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Here’s how they think

fulfillment

reciprocityloyalty

validation

recognition

#advocatemarketing

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•You don’t treat your customers and prospects as equals . . .

• . . . so why treat everyone who talks about your product and category as equals?

Focus on the advocates who matter.

What’s next?

#advocatemarketing

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What is social reach?Influencer marketing

Jeremy L. Gaddis, “network ninja”

Advocate marketing

Jarek Rek,Cisco trainer / researcher

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Social advertising

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Why should you do advocate marketing?

•Your customers are already talking — all the time.

•Engagement fuels the fire.•Engaged advocates supplement customer advocate (or reference) programs.

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Advocates versus Influencers

You need to work with both.

But advocates “advocate” for your brand!

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Example 1: Advocate -> Influencer

#advocatemarketing

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Example 1: Advocate -> Influencer

8 Advocate responses within hours

24 total responses

#advocatemarketing

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Example 1: Advocate -> Influencer

8 Advocate responses within hours

24 total responses

Blogger revised how-to article with GLOWING product review

#advocatemarketing

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Example 2: Advocate -> Influencer

#advocatemarketing

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Example 2: Advocate -> Influencer

#advocatemarketing

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Source: http://www.flickr.com/photos/orhamilton/5420096066/

Not just your brand; not just the crowd; but your relationship with your advocates

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Every revolution needs intellectuals & partisans

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Source: 382 business decision-makers in North America and Europe at companies with 100 or more employeesBase: Forrester's Q1 2013 North America And Europe B2B Social And Community Marketing Online Survey

How to motivate advocates?

Public recognition

Swag such as a free t-shirt

Personal contact by a vendor representative

VIP treatment at an event or conference

Gift certificates or cash for me personally

Use my ideas or comments to improve the product

Discounts on a vendor's products

15%

19%

20%

35%

38%

38%

47%

When on an online community that is clearly managed by a vendor of products or services, which of these would encourage you to

participate?

What you want

What you don’t

#advocatemarketing

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Capital not Cash

We See You We’re Listening to You

We’re Behind You

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•Always focus on the relationship. Advocacy is not ‘transactional.’

•Build the advocate’s reputation: ‒ Reference calls = connections. ‒ Referrals = trust. ‒ Analyst calls = reputation.

•Start small and work towards big asks

•Use psychological principles of motivation (ie., exclusivity, reciprocity)

•Make it fun!

5 tips for building an engaging advocate program

#advocatemarketing

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Q&A . . . before we head backstage

#advocatemarketing@influitive

@ZacharyRD