Identifying + Igniting Brand Advocates

20% of consumers are key influencers of purchasing activities of 74% of the pop.Gartner

Less than 25% of people say they trust emails they sign up for.

1 in 3 people come to a brand through a recommendation.

Consumers mention 56 brands in conversation per week. Keller Fay

2/3rds of the economy is influenced by personal recommendations. McKinsey & Company

The most recommended company in any given category grows 2.5x the category average.Bain & Co.

Weber Shandwick

62% of these discussions are positive.

40% of advocates answer, comment, or give opinions online several times each week.

Yahoo! and Comscore

Each peer recommendation reaches 150 people on the social web. Forrester

Brand Advocateinvolved

influencer

independentsupporter forgiving

spender

engaged

recommendercredible

friend

passionate

vocal

authentic

honest

customer

fanloyal

proactive

contributor

invested

adopter

consumer

expert

demanding enthusiast

ADVOCATE CUSTOMER CRITIC

participant

active

empoweredbeliever

knowledgeablepromoterleader

aware

connected

• Advocacy has always been a Social Activity– “Social” should be a long-term commitment– Increasing advocacy should be a long-term goal

• How To Identify Existing Advocates – Immerse yourself in the social web

• Be part of the community • Don’t be a spectator

– Truly listen on your social presences• Don’t just count comments, likes, @replies, reviews, ratings, etc.• Pay attention, find trends, derive insights

– Actively monitor, measure, track, and adapt• Buzz• Sentiment• Impact

– Learn from the Recommendation Scores• NPS: Likelihood to recommend• BAQ: Brand Advocacy Quotient• OPS: Online Promoter Scores• TAS: % Advocates / % Critics

Social Advocates

• Advocates Are Not Born, Made or Purchased– You cannot create or buy real advocates

• How To Empower + Encourage + Inspire Advocacy– Engage in on-going conversations– Provide valuable + memorable experiences– Be as human as possible

• Personality, Generosity, Creativity, Empathy, etc.

– Think of the 5 C’s from their Perspective• Community, Content, Conversations, Collaboration, Connections

– Enable Sharing– Have a service-mindset towards everyone– Tell your company’s story with genuine passion– Connect with influencers and influencers’ influencers– Connect advocates with other advocates– Develop Social CRM– Nurture relationships– Be consistent

Igniting Advocacy

twitter.com/samsungesteban twitter.com/socialnerdiafacebook.com/estebancontreraslinkedin.com/in/juanestebancontrerase-mail: socialnerdia@gmail.com

Slides at www.socialnerdia.com