Influencers And Advocates - Who Are They And How Can They Help

Who are they and how can they help?

Influencers & Advocates

WHAT YOU’LL LEARN

1. What is an influencer and what is an advocate?2. Who are they?3. How can they help?4. Kraft influencer use case5. Mitel advocate use case6. Key takeaways

What’s an Influencer?Popular, well-respected, quasi-celebrity in your industry/space that shares and engages in relevant content, and has authority amongst a large audience and following.

What’s an advocate?Vocal evangelist who is already a big fan of what you do and has first-hand experience with your brand or product.

(Source: Influitive.com- Which is Right for You- Influencer Marketing or Advocate Marketing)

ESTABLISHING DEFINITIONS

INFLUENCERS

Who they are:• Thought leaders• YouTuber, photographer, bloggers or

journalist• Authors, speakers, consultants, analyst

How they help: • Grow awareness and affinity• Drive scalability, virality • Expand reach, engagement and thus

impressions


ADVOCATES


Who they are:• Customers or partners• Employees or other stakeholders• Brand loyalist • Natural champions

How they help:• Have strong relationships within their networks• Are your best references- case studies, testimonials etc.• Send plenty of strong referral leads your way• Provide product Feedback• Routinely sharing and amplifying content

The result was a highly effective campaign that engaged consumers and• Brought the cost per recipe down to

$200 each• ROI was 3,100%Social media response was phenomenal:• 760K blog post views• 178K pins, 16K clicks to coupons,

7,700 shares• 1,700 tweets

USE CASE

Situation:

Source: TapInfluence eBook (Influencers vs. Advocates: What’s the Difference?)

Kraft Foods wanted to scale their content efforts and reduce the cost of internally creating recipes, distributing them, and offering coupons (the average cost of internally developing recipes was $500 each).

They engaged influencers to create and distribute recipes using social media.

Drives Costs Down and Boosts Their Reach with Scalable Content

Outcome:

Outcome:

USE CASE

Situation:

Source: TapInfluence eBook (Influencers vs. Advocates: What’s the Difference?)

Mitel, a high-tech company that provides unified communications solutions, had thousands of happy customers, partners and employees. They designed an advocate marketing program and leveraged advocates in the launch of their new global brand.

The program quickly scaled to nearly 2,000 advocates– becoming one of the fastest-growing international advocate programs.

Launched a New Brand with the Help of 1700+ Global Advocates

Within five months of launching, the Mitel Champions program was delivering fantastic results:• 151 referrals• 1,719 advocates• 130,250 advocacy activities• 102,000 social media

interactions

TAKEAWAYS

INFLUENCERS• Significant audience and following• Influence a particular consumer segment• Drive scalability via consumer reach and

engagement• Grow awareness, affinity and virality

ADVOCATES• Super-fans who are engaged with and already

love your brand (first-hand experience)• Amplifiers who are trusted by your target

market• Significantly influence prospects by sharing their

positive experiences through blog posts, case studies, product reviews, video testimonials, social media, and at events

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Influencers And Advocates - Who Are They And How Can They Help

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