This document discusses how brands can leverage mobile advocates to promote their brand. It notes that 50% of purchasing decisions are influenced by personal recommendations and brand advocates are more likely to spend more and share more about a brand. The document then discusses how mobile usage is growing rapidly and most internet time is spent on apps, making mobile the best way to engage advocates. It provides tips on creating an advocacy program and using mobile rich media like galleries and reviews to involve advocates. Overall it promotes developing a brand advocacy strategy to engage existing and new customers on mobile.

1. Conquering Sales With The New
Wave of Mobile Advocates

2. #MobileAdvocates

3. The Power of Brand Advocates

4. “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’

5. 66% 50%
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
Sources: WOMMAPedia; Talenthouse

6. 2x 2x - 4x
Brand Advocates spend
2 times more than
average customers
Brand Advocates
recommend or share 2 to 4
times more than an average
customer
Source: Branderati, Age of Advocacy and Influence

8. 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

9. Where are your Brand Advocates?
Mobile

10. 57% 60%
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.
Source: comScore, 2014 US Digital Future in Focus

11. 85%
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
Source: comScore, 2014 US Digital Future in Focus

12. 53% 75% 92%
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
Source: comScore, 2014 US Digital Future in Focus

13. Creating Brand Advocates

14. ADVOCATE VS LOYALTY, WHY ADVOCACY IS BETTER
Loyalty
(retain existing
customers)
Advocate
(reach new customers
through your fans)
OUR FOCUS
Build your “advocate network”

15. 83% 150
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
People
Sources: Bzz Agent Field Guide to Brand Advocates; Zuberance via Forrester Peer Influence Analysis

17. Brand Advocacy Program
Empower super-fans to speak on your brand’s
behalf as ambassadors.

18. 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.

19. 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

20. Creating a Connection with your
Mobile Advocates

21. Mobile Rich Media

22. Mobile Rich Media
Sweepstakes Coupons Countdowns Galleries

23. Mobile Rich Media
Awareness Lead
The Consumer Journey
Generation Consideration Shopping Experience Endorsement
Timer Data Capture Configurator Ratings & Reviews Live Event Stream Digital Brochure

24. Current techniques to driving effective
customer engagement are:
• Expensive
• Time Consuming
• Difficult to measure

25. Rich Media on mobile encourages brand
advocates to promote your brand with their
on-the-go friends and family

26. 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

27. Advocate programs extends engagement
42 days
10
20 30 30 40 50 60 70 80 90 100 110 120
Days
Impressions
Current
New

28. SRMU
Existing App & eCommerce
Integration
Branded Advocate App & Points page
REST API
AMP Platform

29. Marketing Product
Website Dashboard iPad Reporting app

30. Advocate Product
Rewards Website iPhone app Android app

31. Campaign Creation
New Ad Wizard allows creation of
Social Rich Media Units with step
by step guide.

32. 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

33. 1.2 M
Impressions
Häagen Dazs
90%
Mobile Audience
Goals
Häagen Dazs wanted to drive awareness and
engagement, and promote a partnership with
Momofuku Chef Christina Tosi.
9,105
Likes, Comments & Shares

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