Differentiate between Brand

Advocate and Influencer

Marketing Strategies

Thursday, January 29

PRESENTORS

Holly HamannCo-founder and CMO

TapInfluence

Twitter Handle: @HollyHamann

Chris NewtonVP of Business Development

Influitive

Twitter Handle: @csnew10

WHAT WE’LL COVER

DEFINITIONS – WHAT’S THE

DIFFERENCE?

MOTIVATIONS FOR EACH

STRATEGY

BUSINESS IMPLICATIONS –

PROS AND CONSBEST PRACTICES

WHAT IS INFLUENCER

MARKETING?

Influencer marketing is partnering with

individuals who have significant audience and

influence with a particular consumer segment.

WHAT IS ADVOCATE

MARKETING?

Advocate marketing is engaging your advocates

to support sales and marketing objectives and

recognizing their participation.

WHY DO INFLUENCER

MARKETING?

Influencers drive scalability via consumer reach,

engagement and content.

WHY DO ADVOCATE

MARKETING?

Advocates make every marketing and sales

program better – more efficient, more authentic

and more engaging.

1. Trust

2. Very targeted audience

3. Authentic consumer experience

4. Bigger reach than brands

5. Better, faster, cheaper

6. Shareable

WHY DO INFLUENCERS INFLUENCE?

WHY DO ADVOCATES ADVOCATE?

Part of the Team

WHY DO ADVOCATES ADVOCATE?

Part of the Team Access

Part of the Team Recognition

WHY DO ADVOCATES ADVOCATE?

Access

ADVOCATE MARKETING

DO’S & DON’TS

• Offer a wide range of advocacy opportunities

• Segment advocates and target requests

• Provide recognition and feedback

ADVOCATE MARKETING

DO’S & DON’TS

• Forget about benefits to the advocate

• Allow your program to become stale

• Focus on monetary rewards

INFLUENCER MARKETING

DO’S & DON’TS

• Choose the platforms and content that matter to

your consumer

• Select the right influencers by looking at

content, relevance, engagement

• Repurpose content to owned assets

• Create a value exchange

INFLUENCER MARKETING

DO’S & DON’TS

• Don’t disrupt by trying to sell them something

• Don’t try to control every aspect of the content

and messaging

• Don’t just measure influence on reach alone

• Don’t stop at short-term gain – think long term

and “always on”

SCALE REACH

• 50 bloggers created posts, photos and videos

• Content shared on blogs, social media

• Aggregated to Black Box hubpage

• Views of site increased 31%

• Time on site increased 56%

• Social mentions increased 44%

• Positive mentions increased 221%

• Campaign still producing results – “always on”

SCALE CONTENT

• Traditional tested recipes cost $500 distributed via ads and coupons

• Needed high quality content, distribution at scale, less cost, and more effective at engaging

consumers

• 180 influencers on blogs and social media

• 760K blog post views

• 178K pins

• 16K clicks to

coupons

• 7,700 shares

• 1,700 tweets

• ROI of 3,100%

SCALE ENGAGEMENT

• Engaged influencers on blogs and

social platforms

• Promote new ID flavors

• 7M in reach

• 639K views

• 21K engagements

SCALE ENGAGEMENT

• Engaged influencers on blogs and social platforms

• Promote new product

• $1.04M in estimated media value (EMV)

• 29.4M in reach

• 1.4M views

• 52.9K engagements

209

Generated 209

high quality leads

in six months

Created $175,000 in sales

pipeline

Converted referral leads at 5%, blowing

through industry standard lead

conversion benchmarks by more than

500%

500%

REFERRALS

In just 3 months:

REVIEWS

reviews

20high quality

sales

references

In a few months:

35Shining testimonial

videos

case studies and

testimonials

REFERENCES

Determine the platforms that matter

GETTING STARTED:

INFLUENCER MARKETING

Choose relevant influencers – audience, content,

compensation

Accurately measure the effectiveness of the content

WHAT TO LOOK FOR IN AN INFLUENCERCONTENT RELEVANCE

POST FREQUENCY

AUDIENCE DATA

CONTENT QUALITY

AUDIENCE

ENGAGEMENT

PROFESSIONALISM

BUILD A RELATIONSHIP

BE RESPONSIVE

BE CLEAR ABOUT

EXPECTATIONS

COMPENSATE THEM

1

2

3

4

5

6

7

8

9

10

Let them tell authentic stories

Think of them as partners

Showcase content on various of Facebook, Pinterest, Twitter, YouTube

Give proper influencer attribution

Provide clarity on what actions you want the audience to take

Be “always on”

Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies

Compensation

KEYSTHE

INFLUENCERSTO WORKING WITH

AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY

Reach Clicks Sharing Clicks to e-commerce Sharing

Views Votes Likes / Follow Conversions to sale Referrals

Content Views Data CaptureCoupons/

Exclusive Offers

User-generated

content

Brand Study Social Listening Tracking tags

Comments Brand Study

MEASURING INFLUENCER MARKETING

Identify groups of potential advocates

GETTING STARTED:

ADVOCATE MARKETING

List what you’d like each group to do

Determine what you can do for them

WHAT TO LOOK FOR IN AN ADVOCATEUNDERSTANDS YOUR

SOLUTION OR SERVICE

RECEIVED VALUE

HAS VALUE METRICS

STORYTELLER

NETWORK BUILDER

RISING STAR

READY TO ENGAGE

VALUES ACCESS

APPRECIATES REWARDS

SOMETHING TO PROVE

1

2

3

4

5

6

7

8

9

10

WHERE TO LOOK FOR AN ADVOCATEHIGH NPS SCORE

RECENT SUPPORT

CASE RESOLUTION

ADVISORY BOARD

SUGGESTED BY

FIELD TEAM

BLOG COMMENTS

ON SOCIAL MEDIA

BETA TESTER

SALES REFRENCE

PARTNER

NEW CUSTOMER

1

2

3

4

5

6

7

8

9

10

Engagement builds momentum

Keep your communications fresh

Personalize the program

Offer regular feedback

Make your requests super clear & as easy as possible

Balance value to advocates with value to your organization

Say “Thank You” with rewards & perks

Remember that the things they value the most my not be monetary

KEYSTHE

ADVOCATESTO WORKING WITH

MEASURING ADVOCATE MARKETING

• High quality referrals

• Faster sales cycles

• Improved win rates

• Decreased churn

• Better product feedback

• Higher customer satisfaction

• Broad reach

• Domain knowledge

• Influential opinions

• Genuine fan

• Direct experience

• Long-term relationship

INFLUENCERS ADVOCATES

RELEVANCY: INFLUENCERS OR ADVOCATES

QUESTIONS?

Join @Influitive & @HollyHamann for an Influencer vs.

Advocate marketing Twitter Chat right now (2pm ET)

Use the hashtag #advocatemktg

Learn more at: http://influitive.com/advocatemktg-twitter-chat/