Friday, April 21, 2017

Looking for Inspiration: Excerpts About Advocate Marketing

"2016 will be the year advocate marketing breaks through as a top priority for marketers.
What is advocate marketing? It’s having your top customers making recommendations, referrals and references, resulting in more authentic customer content, extended social reach, customer-driven innovation and more
" said Michael Ansaldo.

"In a worldwide Nielsen survey, 92% of online consumers said they completely trust or somewhat trust recommendations from people they know and 70% said the same of consumer opinions posted online (...) As a result, successful brand advertisers will seek ways to better connect with consumers and leverage their good-will in the form of consumer feedback and experiences. Brand advocates are an invaluable resource both on and offline.
Nielsen’s Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries shows that while nearly half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011" (Nielsen, 2012)

The digital space allows customers to become advocates. "Brand advocates are highly satisfied customers who go out of their way to actively promote the products they love and care about"(Fuggetta, Rob. 2012, Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force).
These brand advocates are at the very heart of the paid, owned earned media equation. They are customers who, typically, have a large online network. Brand advocates are ambassadors who recommend a particular brand without receiving payment or compensation for their advocacy. These advocates may provide reviews or rating, they may share photos, and they may be active in a brand forum by assisting others giving information and recommendations.

Big Companies plus thousands of small and medium-sized firms, are leveraging social-media powered Advocates to serve as volunteer marketing forces.

Advocate Marketing Roadmap by Rob Fuggetta:
  1. Build your "Advocate Army". "One of the easiest ways to do this is to ask the “Ultimate Question” for customer loyalty: (On a scale of 0-10), how likely are you to recommend us to friends or colleagues? Customers who answer 9 or 10 are considered Advocates".
  2. Energize your Advocates. "Activate Advocates by making it easy for them to rate and review your products, create compelling stories and videos about their experiences with your company, share offers with their social networks, and more". Giving Advocates access to exclusive content will be a good idea ;-)
  3. Track and optimize results. "Advanced Advocate marketing services enable marketers to track and optimize Advocate marketing results plus capture insights about their Advocates".
Two extra tips from Walt Rampata: You should provide them with great content they want to share and make it super easy for them to share.
In the age of social media discovering your brand’s super fans and helping them leverage that passion for growth should be at the top of every marketer’s agenda.

Here you can find some basic metrics to look for and questions you need answered to measure the impact of your campaigns.

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