This document discusses customer advocacy and outlines strategies for effective advocate marketing programs. It notes that brand advocates are the most trusted sources of information and are much more valuable than average customers. An effective advocate marketing program is tied to business objectives, clearly identifies advocates and their motivations, is designed to scale, uses engaging campaigns, and incorporates measurement and optimization. The document provides tips for finding advocates, establishing an organizational structure, using technology, and recognizing advocate efforts. It emphasizes that advocate marketing should focus on both the brand and customer expectations to build substance and marketplace dominance through a focus on customers.

1. Moving Beyond Like,
Love and Loyalty to Real
Customer Advocacy
February 19, 2014

2. Hello.

4. Brand Advocates
• Most trusted sources
• Highly influential
• Massive readership
BusinessValue
BAs
Loyal Customers
(1 in 5 are detractors)
Fans, Followers
(May not be advocates)
Sources: Deloitte, Owen, Brooks

5. Sources: Deloitte, Owen, Brooks
Spend
Value
Spend
Value 2X
Advocacy
Value 3X
Avg. Customer Brand Advocate
Brand advocates are
5x more valuable
than average
customers.

6. 100K
Energized
advocates
600
Prospects
(150 people x 4
recommendations)
60M
Trusted WOM
impressions
x =
Using simple math …
Source: Forrester

7. Advocate Marketing Essentials
• Tied to business objectives
• Clear identification of advocates and their
motivations
• Designed to scale
• Engaging campaigns
• Measurement and optimization

8. Common business objectives
• Revenue growth
• Demand generation
• Inbound and content marketing
• Sales enablement
• Customer engagement
• Product development

9. Finding your advocates
• Referrals
• Customer service touchpoints
• Incoming customer comments
• Third-party forums and blogs
• Company owned blog comment section
• Subscribers to your social channels

10. Organizational structure
• Executive sponsor
• Advocate marketing manager
• Other members of the company

11. Technology considerations
• Advocate experience
• Campaign management
• Marketing management
• Reporting

12. Recognition and Rewards
• Status – public recognition for efforts
• Access – earn special access to something before
public release
• Power – a voice in building products, crafting
messages, or organizing events
• Stuff – understand what your customers want, and
give it to them (hint: it’s not cash or everyday swag)

13. Source: www.breitbart.com

14. 7%
17%
21%
23%
26%
26%
29%
29%
30%
41%
41%
42%
50%
Integrate communications
Expand globally/to new geographies
Improve marketing's value in the organization
Acquire, develop and retain talent
Increase customer lifetime value
Increase customer satisfaction/advocacy
Innovate
Improve digital/interactive/social marketing tactics
Increase customer retention
Increase brand awareness
Improve maketing ROI
Launch new products/brands
Acquire new customers
Shiny new object syndrome
Source: Forrester Research, Inc.

15. New
Existing
Advocates
1%
Source: Monster Loyalty, Jackie Huba

17. Source: Seinfeld of Marketing, Bill Gammell

18. Seinfeld Advocate Marketing
Lesson #1: It’s not just about your
brand; it’s also about the
expectations of choosing your
brand.
Source: Seinfeld of Marketing, Bill Gammell

19. Seinfeld Advocate Marketing
Lesson #2: In order for exclusivity to
work, you need to back it with
substance.
Source: Seinfeld of Marketing, Bill Gammell

20. Seinfeld Advocate Marketing
Lesson #3: Marketplace
dominance cannot be attained
without a focus on your customers.
Source: Seinfeld of Marketing, Bill Gammell

21. Getting started
• Which business objectives will your advocate marketing program
support?
• Who is already advocating for your company?
• What motivates them to advocate for you?
• Who in your company owns the relationship with these advocates?
• What types of “asks” or campaigns will you ask your advocates to
do?
• What results would you like the program to achieve?

22. Thanks!
Photo: GasPedal