Conquering Sales With The New Wave of Mobile Brand Advocates
34
Conquering Sales With The New Wave of Mobile Advocates
-
Upload
spendsetter -
Category
Marketing
-
view
394 -
download
3
description
It's time to stop thinking of your audience in one dimension. Among your current reach lies more than just customers — there are mobile brand advocates with the power to grow your brand faster than any email marketing campaign or ad word spend. Brand advocates spend 2 times more than average customers and recommend or share 2 to 4 times more than an average customer. In this slide deck from a recent webinar, learn: - How to target your brand advocates - Best practices to building relationships with current and potential advocates - Solutions to loyalty marketing challenges - Steps to creating a successful brand advocacy strategy
Transcript of Conquering Sales With The New Wave of Mobile Brand Advocates
Conquering Sales With The New Wave of Mobile Advocates
#MobileAdvocates
The Power of Brand Advocates
“A customer that goes out of their way to evangelize your brand to his and her peers and colleagues without cash,
coupons, payments or perks.”
- Rob Fuggetta, Author of ‘Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force’
50% of all purchasing decisions are a result
of personal recommendation
Americans speak positively about brands during word
of mouth conversations 66% of the time
66% 50%
Sources: WOMMAPedia; Talenthouse
Brand Advocates spend 2 times more than average customers
Brand Advocates recommend or share 2 to 4 times more than an average
customer
2x 2x - 4x
Source: Branderati, Age of Advocacy and Influence
Brand Advocates are 90% more likely to write a positive review
User-generated content receives 10x more engagement than paid content, and 7x more engagement than content posted to brand pages
90%
10x
Source: SocialChorus
Where are your Brand Advocates?
Mobile
Mobile now accounts for the majority (57%) of
internet usage
60% of US Internet users are almost always connected,
and 43% never unplug from personal technology at all.
57% 60%
Source: comScore, 2014 US Digital Future in Focus
85% of internet time spent on phones is in apps - Social apps leading the way
Social giants like Facebook and Twitter have recognized the potential and are now mobile first
85%
Source: comScore, 2014 US Digital Future in Focus
53% of Facebook’s ad revenue comes
from mobile advertising
75% of Twitter’s total ad revenue comes
from mobile advertising
92% of time spent on Pinterest comes from smartphones
and tablets
53% 75% 92%
Source: comScore, 2014 US Digital Future in Focus
Creating Brand Advocates
Loyalty (retain existing
customers)
ADVOCATE VS LOYALTY, WHY ADVOCACY IS BETTER
OUR FOCUS
Build your “advocate network”
Advocate (reach new customers
through your fans)
Each time an advocate posts content on a
social network, it reaches 150 people
Brand advocates are 83% more likely to share information than the average internet user
83% 150People
Sources: Bzz Agent Field Guide to Brand Advocates; Zuberance via Forrester Peer Influence Analysis
Empower super-fans to speak on your brand’s behalf as ambassadors.
Brand Advocacy Program
Enable customers to hold your brand image in their own hands — empower them to turn a one-
way marketing channel into multiple promotional conversations.
Brand Advocacy Program
3 Fundamental Truths
People are more likely to buy from friends
Trust and credibility are higher from friends
Advocates are more likely to share and spend more
1
2
3
Creating a Connection with your Mobile Advocates
Mobile Rich Media
Mobile Rich Media
Sweepstakes Coupons Countdowns Galleries
Mobile Rich Media
Timer Data Capture Configurator Ratings & Reviews Live Event Stream Digital Brochure
Awareness Lead Generation Consideration Shopping Experience Endorsement
The Consumer Journey
• Expensive
• Time Consuming
• Difficult to measure
Current techniques to driving effective customer engagement are:
Rich Media on mobile encourages brand advocates to promote your brand with their
on-the-go friends and family
Steps to building current & potential advocate relationships:
Listen
Engage
Be helpful
Show appreciation
Build mobile communities
Offer recognition
Don’t be controlling
1
2
3
4
5
6
7
Advocate programs extends engagement
42 days
10
Days
20 30 30 40 50 60 70 80 90 100 110 120
Impr
essi
ons
Current
New
SRMU Existing App & eCommerce IntegrationBranded Advocate App & Points page
REST API
AMP Platform
iPad Reporting appWebsite Dashboard
Marketing Product
Advocate Product
iPhone app Android appRewards Website
Campaign Creation
New Ad Wizard allows creation of Social Rich Media Units with step by step guide.
Implement a Brand Advocacy strategy:
Find your brand advocates
Invite your advocates to review you on mobile and social outlets
Gather customer testimonials and stories
Make advocates feel special with shout-outs & recognition
Track their progress
Manage and monitor campaigns
1
2
3
4
5
6
Häagen Dazs
Goals Häagen Dazs wanted to drive awareness and
engagement, and promote a partnership with
Momofuku Chef Christina Tosi.
1.2 M Impressions
90% Mobile Audience
9,105 Likes, Comments & Shares
Want to find out more about Moontoast?
Join us for our webinars each month: Go to moontoast.com/webinar to find out what’s coming up
