harnessing the power of your brand advocates
TRANSCRIPT
Harnessing The Power Of Your Brand Advocates
Tim McDonald@tamcdonald
Influencer vs. Advocate
What’s The Difference?
Influencer:
• Transactional
• Quick Impact
• No Loyalty
• High Cost
Advocate:
• Relationship
• Longer Process
• Extreme Loyalty
• Low Cost
Crowd vs. Community
What’s The Difference?
Crowd:
• Big Numbers
• Lurkers
• Lower Engagement
• Come and Go
Community:
• Small Numbers
• Contributors
• High Engagement
• Activate Others
Aligning Objectives
Do Your Goals Align With Your Business Objectives?
How does your work help the business?
• Are you driving sales leads?
• Reducing customer support time?
• Converting registrations?
• Using for consumer insights/R&D?
*Getting ‘likes’ or ‘followers’ is NOT a business objective
Search = Listen + Watch
Yes. It takes work.• Search brand, keyword, industry mentions
• Watch who’s talking in Twitter Chats
• Use reporting services to discover hidden gems mentioning you.
• Investigate beyond the “influence” score
• Create lists of your “potential” advocates
• Learn as much as you can about them
Exclusive
If Everyone Has It, I Don’t Want It• Everyone wants “in”
• Those “in” = feel special
• Use exclusive groups/forums
• Provide exclusive content
• First to know
• Events, Access or Priveledges
K.I.S.S.
Simple - 1 click
Easy - Pre-formatted Images
Safe - “Your” wording
Trusted - In “Their” voice
Measure - Modify - Meddle
Test What Works• Compare performance of community vs.
“the crowd”
• Determine times, platforms, messaging that work and adjust
• Try new things constantly
• Always be adjusting
WIIFT?
“I don’t want your money!”• Feel part of the brand
• Feel they influence decisions you make
• Swag (free advertising for you!)
• Looked up to by others
• “In the know”
WIIFY?
● Long term growth
● Scalable Community
● Innovation
● Loyalty
