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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
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• 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
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Trust, Credibility Still Matter Today65% OF PEOPLE TRUST “PEOPLE LIKE THEMSELVES”, 50% TRUST EMPLOYEES
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Fostering Advocacy Through EngagementTURNING FRIENDS, FANS AND FOLLOWERS INTO ADVOCATES
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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 VOICERECIPROCAL ALTRUISM
Influencers Or Advocates?UNDERSTANDING THE DIFFERENCE IS IMPERITIVE TO CREATING ADVOCACY
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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
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IDENTIFICATION MANAGEMENT AMPLIFICATION
Creating A Brand Advocate ProgramTHE APPROACH IS IDENTICAL FOR EMPLOYEES AND CUSTOMERS
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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
• Content planning• Events / product launches• Contests • User generated content
• Community growth• New users to community• Community attrition• CSAT scores
10 Tips To Get StartedTHINK LIKE A MEDIA COMPANY, ENABLE STAKEHOLDERS TO FEED THE CONTENT ENGINE
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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 And One Last Final Thought
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Michael BritoEdelman [email protected]
Download slides from SlideShare: http://bit.ly/stakeholderadvocacy
If you love your customers (and employees), they will love you back, and tell others ….
