1. How To Build Your Own
Advocate Army
CREATING BRAND ADVOCACY BOTH INTERNALLY AND EXTERNALLY
MICHAEL BRITO, SVP SOCIAL BUSINESS, EDELMAN DIGITAL

2. An advocate is a person, or customer who talks
favorably about a brand or product, and
organically shares positive messages and
experiences about the brand to other people
within their micro-communities

3. The Rise Of Customer Advocacy
ADVOCATES AID AND INFLUENCE OTHERS THROUGH THE PURCHASE FUNNEL
• Advocates talk about the brand; even
when the brand isn’t listening
• Advocates are trusted among others;
and aid/influence their communities
down the purchase funnel via organic
conversations
• The reach of one advocate is
minimal; as an aggregate, the total
reach can make a strong business
impact
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4. Customers Verify Purchase Decisions
2011 STUDY REVEALS THE POWER AND INFLUENCE OF CUSTOMERS
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5. Trust, Credibility Still Matter Today
65% OF PEOPLE TRUST “PEOPLE LIKE THEMSELVES”, 50% TRUST EMPLOYEES
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6. Fostering Advocacy Through Engagement
TURNING FRIENDS, FANS AND FOLLOWERS INTO ADVOCATES
AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE
PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS Advocacy
INCREASED ENGAGEMENT
RELEVANT CONTENT
HUMAN VOICE
RECIPROCAL ALTRUISM
SHARE CONTENT WHEN CONVENIENT
MAY POST A REVIEW (POSITIVE AND NEGATIVE) Share
MINIMAL PARTICIPATION
(FRIENDS, FANS AND FOLLOWERS Participate
GOOGLE PRODUCTS &
SERVICES Research
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7. Influencers Or Advocates?
UNDERSTANDING THE DIFFERENCE IS IMPERITIVE TO CREATING ADVOCACY
Advocates Influencers
Natural affinity towards the Natural affinity towards a
product/brand particular vertical (tech, travel
Higher trust among community Incentive based relationship
with brand
Will talk about the brand without
the need for incentives Higher reach and engaged
community
Lower reach
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8. Advocate Technology Platforms
CHOOSING THE RIGHT TECHNOLOGY PLATFORM IS KEY TO SUCCESS
IDENTIFICATION MANAGEMENT AMPLIFICATION
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9. Creating A Brand Advocate Program
THE APPROACH IS IDENTICAL FOR EMPLOYEES AND CUSTOMERS
• Selection criteria
•
1
Longevity of program
INFRASTRUCTURE •
•
Organizational and customer expectations
Organizational support
• Terms of service
•
2
Free networks (Facebook/LinkedIn)
TECHNOLOGY •
•
Branded communities (Lithium and/or Jive)
Technology platforms
• Content planning
3 CONTENT •
•
•
Events / product launches
Contests
User generated content
• Community growth
4 MEASUREMENT •
•
•
New users to community
Community attrition
CSAT scores
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10. 10 Tips To Get Started
THINK LIKE A MEDIA COMPANY, ENABLE STAKEHOLDERS TO FEED THE CONTENT ENGINE
EMPLOYEES CUSTOMERS
1. Start small 1. Make sure there is buy-in
and support from
2. Build some wins, establish
leadership
best practices and grow
2. Content and programs
3. Ensure there are social
should be built keeping
media policies in place
Reciprocal Altruism in mind
4. Partner with HR
3. Partner with IT when
5. Frequent training on new making a technology
platforms is a must decision
6. Be prepared to fail
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11. Thank You And One Last Final Thought
If you love your customers (and
employees), they will love you back,
and tell others ….
Michael Brito
Edelman Digital
Michael.Brito@edelman.com
Download slides from SlideShare:
http://bit.ly/stakeholderadvocacy
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