Influencers versus Advocates

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Who Do Your Buyers Trust? The Intersection of Influencers and Advocates While B2B buyers have long looked to trusted sources to learn about new solutions, social media has made it much easier for buyers to connect directly with their peers and colleagues with prior knowledge of your solution. Through this, an entirely new type of influencer has emerged: the advocate. If you’ve ever acquired a new customer through a positive referral, you know the power that an advocate wields. They reach smaller audiences than an advertising campaign, but with far more trust and authenticity. But even if marketers were able to harness this positive sentiment – which can be challenging – what does that mean for category influencers including analysts, bloggers and pundits? Which channel can deliver the right message to the right audience to help them discover your solutions? For answers to these questions and more, please join Zachary Reiss-Davis, Forrester analyst and expert in influencer and community marketing, and Mark Organ, CEO of Influitive. They’ll dig into groundbreaking new research that demystifies life at the intersection of influencer and advocate marketing and detail the tradeoffs of each approach.

Transcript of Influencers versus Advocates

  • 1.At the Intersection ofInfluence & AdvocacyJune 26, 2013Featuring

2. 2@zacharyRDYour PresentersZachary Reiss-Davis, Analyst, ForresterResearchMark Organ, CEO & Co-Founderof Influitive@influitive@markorgan 3. For audio choose Use Mic &Speakers or UseTelephone in your Audiowindow Submit your text questionusing the Questions pane Or via #advocatemarketing Note: A recording will bemade availableHow to participateHOUSEKEEPING#advocatemarketing 4. 2013 Forrester Research, Inc. Reproduction Prohibited 4Agenda Why Social Reach? Why AdvocateMarketing? Identifying, Mobilizingand Rewarding Fans Examples & BestPractices 5. 2012 Forrester Research, Inc. Reproduction ProhibitedCustomers and prospects go throughfour stages in the customer life cycle 6. 2012 Forrester Research, Inc. Reproduction ProhibitedHow do we support the discoverphase? 7. 2012 Forrester Research, Inc. Reproduction Prohibited 8. 5%9%16%26%28%30%33%46%49%52%55%56%68%70%72%73%79%81%TwitterFacebookLinkedInOnline videosBlogsProfessional social networking sites (not including LinkedIn and Facebook)Virtual events or virtual trade showsIndustry analyst firmsSupport forums and discussion forumsElectronic newsletters (email)Peers outside your organizationWebinars and webcastsPrinted publicationsIn-person eventsConsultants or systems integrators (SIs)Vendor salespeopleColleagues within your organizationWebsitesBase: US and European business technology decision-makers who are involved in each stage at companies with 100 or moreemployees; Source: Q1 2011 US And European B2B Social Technographics Online Survey For Business Technology BuyersAcross all stages of a technology initiative, which of the followingsources of information influence your decision-making process?People are what matter, including yourprospects peers and colleagues 2013 Forrester Research, Inc. Reproduction Prohibited 8 9. 2012 Forrester Research, Inc. Reproduction ProhibitedSimilarly, B2C discovery is friends andfamily 2013 Forrester Research, Inc. Reproduction Prohibited 9 10. 2013 Forrester Research, Inc. Reproduction Prohibited 10Social Focus on the Customer Life Cycle 11. 2012 Forrester Research, Inc. Reproduction ProhibitedSocial reach focuses on: Discovery. New prospects.Image source: Wikipedia 12. 2012 Forrester Research, Inc. Reproduction ProhibitedAll content is a mix of both.This isnt about paid versus free 2013 Forrester Research, Inc. Reproduction Prohibited 12Source: http://www.flickr.com/photos/markchadwick/6106368775/sizes/l/in/photostream/ 13. 2012 Forrester Research, Inc. Reproduction ProhibitedTypes of social reach 14. Your social intelligence initiative doesnthelp you engageImage source: salesforce.com (http://www.salesforce.com/) 2013 Forrester Research, Inc. Reproduction Prohibited 14 15. Listening platforms arent designed toengageBase: 35 firms with listening tools that market primarily or only to other businesses; Source: Q3 2011 Global Listening Platforms Customer OnlineSurvey; November 14, 2012, 2013 Planning Brief: Listen To Customers, Engage With Influencers Forrester report 2013 Forrester Research, Inc. Reproduction Prohibited 15 16. Listening platforms amplify the lessinfluentialBUT YOUR CUSTOMERS ARENT BEING INFLUENCED THERE60% to 70% of Salesforce Marketing Cloud content comes from Twitter.5% of your buyers are influenced by content on Twitter.*Base: Salesforce Marketing Cloud listening solution (formerly Radian6); *Base: 1,001 US and European businesstechnology decision-makers at companies with 100 or more employees; Source: Q1 2011 US And European B2BSocial Technographics Online Survey For Business Technology Buyers 2013 Forrester Research, Inc. Reproduction Prohibited 16 17. 17Advocates are customers, partners, fans and evangelists -any individual - that invest in your company in non-financialwaysAdvocates are Ektronauts#advocatemarketing 18. 18Heres where you find themBetatesterSalesreferenceNPSpromoterJust finisheddeploying!partnerBlogcommenterAvidtweeterAdvisory boardmemberMediahoundTech supportturnaroundUsergroup host 19. 19Heres how they thinkfulfillmentreciprocityloyaltyvalidationrecognition#advocatemarketing 20. 2013 Forrester Research, Inc. Reproduction Prohibited 20You dont treat yourcustomers and prospects asequals . . . . . . so why treat everyonewho talks about yourproduct and category asequals?Focus on the advocates whomatter.Whats next?#advocatemarketing 21. What is social reach?Influencer marketingJeremy L.Gaddis, networkninjaAdvocate marketingJarek Rek,Cisco trainer /researcher 2013 Forrester Research, Inc. Reproduction Prohibited 21Social advertising 22. 2012 Forrester Research, Inc. Reproduction ProhibitedWhy should you do advocate marketing?Your customers are already talking all the time.Engagement fuels the fire.Engaged advocates supplement customeradvocate (or reference) programs. 23. 2012 Forrester Research, Inc. Reproduction ProhibitedAdvocates versus Influencers23You need to work with both.But advocates advocate foryour brand! 24. 24Example 1: Advocate -> Influencer#advocatemarketing 25. 25Example 1: Advocate -> Influencer 8 Advocateresponses withinhours 24 totalresponses#advocatemarketing 26. 26Example 1: Advocate -> Influencer 8 Advocateresponses withinhours 24 totalresponses Blogger revisedhow-to articlewith GLOWINGproduct review#advocatemarketing 27. 27Example 2: Advocate -> Influencer#advocatemarketing 28. 28Example 2: Advocate -> Influencer#advocatemarketing 29. 2012 Forrester Research, Inc. Reproduction ProhibitedSource: http://www.flickr.com/photos/orhamilton/5420096066/Not just your brand; not just the crowd;but your relationship with youradvocates29 30. 30Every revolution needs intellectuals & partisans 31. 2012 Forrester Research, Inc. Reproduction ProhibitedSource: 382 business decision-makers in North America and Europe at companies with 100 or more employeesBase: Forresters Q1 2013 North America And Europe B2B Social And Community Marketing Online SurveyHow to motivate advocates?15%19%20%35%38%38%47%Public recognitionSwag such as a free t-shirtPersonal contact by a vendor representativeVIP treatment at an event or conferenceGift certificates or cash for me personallyUse my ideas or comments to improve the productDiscounts on a vendors products31When on an online community that is clearly managed by a vendor ofproducts or services, which of these would encourage you toparticipate?What you wantWhat you dont#advocatemarketing 32. 32Capital not CashWe See You Were Listening toYouWere Behind You 33. 33 Always focus on the relationship. Advocacy is nottransactional. Build the advocates reputation: Reference calls = connections. Referrals = trust. Analyst calls = reputation. Start small and work towards big asks Use psychological principles of motivation(ie., exclusivity, reciprocity) Make it fun!5 tips for building an engaging advocate program#advocatemarketing 34. 34Q&A . . . before we head backstage#advocatemarketing@influitive@ZacharyRD