an insider look at

BRAND ADVOCACYIn social business, your biggest fans aren’t just supporting your brand – they are your brand. Thanks to social technologies every individual now has a public, global voice that rivals any media company. And when it comes to what you buy, people listen to people, not traditional marketing.

We crunched the numbers and advocates are a very big deal:

PASSION

IDEAS + DEVELOPMENT

TESTIMONIALS

DEFENSE

EXTENSION

WHO ARE THESE MYSTERIOUS ADVOCATES,AND WHY DO THEY MATTER?

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Individuals motivated by the brand to spread passion 'out in the world.'

Motivate them to participate in the brand experience through events and other buzz-building activities.

Advocates encouraged to contribute ideas and be part of business innovation.

Provide a public platform for them to make contributions in the form of product and marketing ideas (and beyond).

Advocates who have particular expertise (that may or may not be coupled with influence) and are willing to use that knowledge to guide others.

Work with them in an official context to support peer-based shopping and buying.

Individuals who feel comfortable and inclined to defend the brand in times of crisis.

Proactively rally them in anticipation of or in the face of a crisis. Enable them to defend the brand by providing exclusive and critical information.

Advocates recruited to augment a company's salesforce or fulfill a particular business need.

Incentivize their formal involvement in supporting some form of the brand's customer service efforts.

AMPLIFY

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Advocates make up

5.3% 8.3% 5.3% of total company-related activity, which start...

.001%of all company-related conversations, which account for...

of a company's active participants. Those advocates have a big footprint. They represent...

8.4% of all company-related activity across the social web!

8.3%

Dachis Group Presents:

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515 Congress AvenueSuite 2420Austin, TX 78701USA

+1 512.275.7825 Main+1 512.275.7828 Fax

inquiries@dachisgroup.com

www.dachisgroup.comwww.socialbusinessindex.comwww.socialbusinesssummit.comwww.socialbusinesscouncil.com

v1.0 | 18 Oct 2012

Dachis Group is the world leader in social marketing optimization. Our proprietary big data analytics platform helps the world's largest brands optimize their social marketing and engage@scale with their customers. We track the brand performance of 30,000 brands and 100,000,000 social accounts across every major social media platformand deliver actionable insights to enable brand advocacy and meaningful measurement.

To learn more about Dachis Group just visit http://social.dachisgroup.com/tour.

Social Performance Monitor measures the business value of your social programs using metrics that make sense: brand awareness, brand love, brand mindshare, and brand advocacy. Use this software to gain insight and take action, leveraging more than 60 performance measures sourced from every major social platform.

Campaign Performance Monitor measures the business impact of social campaigns in real-time so you can invest further in the tactics that work and cancel the ones that don’t.

Advocate Insight identifies and measures the demographics, locations, and trends of your brand’s most passionate and engaged customers across social channels, givingyou a scalable and trusted way to interact with your social ecosystem.

Our methodology

THE

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LICENSEDINFORMANT:

MARKETING PARTNER:

CUSTOMERSERVICE REP:

REPUTATION MANAGER:

BRAND ACTIVIST:

BRAND AMBASSADOR:

Elite customers that spread passion for the brand in ways that naturally align to their daily activities and interests.

Create a role for them that harnesses this naturally-occurring passion and gives them the right tools and motivation to spread the brand experience.