Join CPC Strategy & Eliza Fisher, Marketing Strategist of Social Annex, as she dives into 12 proven strategies to turn customers into loyal brand advocates.

1. 12 Proven Methods to Turn Customers
Into Loyal Brand Advocates

2. EVENT LOGISTICS
45Min Presentation | 15Min Q&A
SESSION IS BEING RECORDED & SENT OUT
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MORE RESOURCES IN ‘HANDOUTS’ SECTION

3. Event Speakers
Eliza Fisher
Marketing Strategist and Editor
SocialAnnex
Nick Cotter
Demand Generation Manager
CPC Strategy

4. OVERVIEW
• Recognized as an Official Google Shopping Partner
• 350+ Active Retail Clients
• Top 50 fastest growing company in San Diego 4 years
• Recognized as one of the Top 10 best places to work in SD
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
• Facebook Advertising Management
About CPC Strategy

6. • Refer a Friend
• Share and Save
• Post Purchase Sharing
• Trackable Buttons
• Social Login
• Single Sign On
• Registration as a Service
• Ratings and Reviews
• Questions and Answers
• Shoppic.me Instagram Shopping
• Visual Commerce Communities
• Editorial Displays

7. 12 Proven Methods to Turn Customers
into Loyal Brand Advocates

8. Agenda:
1. A little bit about us
2. Who are advocates?
3. 12 ways to turn shoppers into advocates
4. Questions

9. Who are advocates, and why do you need
them?

10. "Someone who needs no incentive to tell
others great things about you."- David
Berkowitz, 360i
"A person who not only buys from the
brand but will act to protect, promote,
and help it."- Augie Ray, Forrester
"A volunteer marketer." - Jay Baer,
Convince & Convert
Maybe not even necessarily a
customer!
An advocate is…

11. Advocate Marketing Works
92% of consumers trust brand advocates
Word-of-mouth (WoM) is behind 20-50% of all
purchasing decisions
Marketing-induced consumer WoM generates 2x
the sales of paid advertising
Offers shared by advocates convert at a 4-10x
higher rate than offers shared by businesses

12. People Want To Be Advocates!
25% of people choose to engage with a company
because they want to join its community of fans
73% of millennials feel it's their responsibility to help
friends make smart purchase decisions
Advocates recommend businesses because of good
experiences (50%) and a desire to help others
(37%), rather than to receive freebies (1%)
70% of Instagram users consent to brands using
their photos when asked

13. Advocates Are Already Talking About You—Are You Part of the Conversation?

14. So, how do you turn your shoppers
into advocates?

15. empowerment
authenticity
word of mouth
honesty
excitement
trust
feedback
sustainable engagement
support
reliability
credibility
positive experiences
referrals
fans
organic enthusiasm
recommendations
contribution
Advocacy
encompasses the
whole customer
journey…

16. 1. Create a Direct Line of Communication
Where are your devoted customers? For some companies it’s on
Facebook, for others it’s Instagram, still others the blog, and others
their loyalty program…
76% of US shoppers think that loyalty programs are part of their
relationships with businesses.
85% of loyalty program members never hear a single word from
their loyalty programs after the day they sign up.

17. The Receipt Data Aggregator
Get customers to happily share
retailer data with you

18. The Social Advocacy Manager

19. Give discount when friend makes a purchase
2. Offer a Referral Program

20. Referral Client Numbers
Grocery client: 220k email addresses in 1
year, 28% conversion among referred shoppers
Apparel manufacturer: 15% conversion rate
for referred friends
Apparel client: 46% of sharers make a
purchase
Décor retailer: 12% Share and Save
conversion
Novelty retailer: Over 18k shares in a year,
26% Share and Save conversion

21. Give discount when friend makes a purchase
3. Ask for Feedback

22. 3. Ask for Feedback
UGC can increase site revenue by up to 18%
70% of shoppers trust reviews over
professional marketing content
71% say reviews are important to the
buying process

23. 4. Educate and Inform Your Audience

24. 4. Educate and Inform Your Audience

25. Give discount when friend makes a purchase
Educate and Inform: Questions + Answers4. Educate and Inform Your Audience: Questions + Answers

26. Give discount when friend makes a purchase
Educate and Inform: Questions + Answers5. Be a Window, Not a Door

27. Give discount when friend makes a purchase
Educate and Inform: Questions + Answers5. Be a Window, Not a Door

28. Give discount when friend makes a purchase
Educate and Inform: Questions + Answers5. Be a Window, Not a Door

29. Give discount when friend makes a purchase
6. Work for a Cause

30. Give discount when friend makes a purchase
6. Work for a Cause

31. Give discount when friend makes a purchase
6. Work for a Cause

32. Give discount when friend makes a purchase
14 Million Pledges Made So Far

33. Give discount when friend makes a purchase
7. Create a Sense of Community + Collaboration

34. Give discount when friend makes a purchase
7. Create a Sense of Community + Collaboration

35. 7. Community and Collaboration: Visual Commerce
Visual Commerce increases conversion rates by 5-7%
Melissa & Doug: 123% ROI in just 5 months, 89% conversion rate
among users
Athletic apparel client: Sees $10 of revenue per photo

36. Give discount when friend makes a purchase
8. Put the Spotlight on Customers & Employees

37. Give discount when friend makes a purchase
9. Make the Most of Your Data: Unified Profiles
Santa Monica Store: 3 Purchases
eCommerce Site: 4 Purchases
Clicked Marketing Email: 15 Times Price Sensitive? No Purchases: 2 iPhone 6 cables, 3 iPhone 7 cables, 1 iPhone 6 case

38. Give discount when friend makes a purchase
9. Make the Most of Your Data: RFM Data

39. 9. Make the Most of Your Data: User Segmentation

40. Give discount when friend makes a purchase
10. Tailor Your Content

41. 10. Tailor Your Content
Make UGC and other content relevant to specific shoppers
through various social sorting mechanisms:
Social Login
Questions
Tags
Geographic location
Specific concerns (expertise level for sporting goods, age for
skincare and health, type of work for computers and tools, etc.)

42. 10. Tailor Your Content
Reviews/UGC from 1st and 2nd
connections
Reviews/UGC from people like
me
Use of existing social identitie

43. Give discount when friend makes a purchase
11. Make Shipping and Returns Easy

44. Give discount when friend makes a purchase
12. Tie Advocacy to Loyalty

45. 12% increase in RPR
AOV for loyalty members is 13% higher
Reward redemption rate is 3x industry average
12. Tie Advocacy to Loyalty

46. Other Advocate Loyalty Programs
Jewelry client: 10% lift in RPR
Cosmetics client: AOV for loyalty members is
38% higher and purchase frequency is 6%
Clothing client: Review submissions have
increased 1000% and for every $1 of loyalty
for referrals the client earns $219 in sales
Switching from traditional loyalty to advocate
loyalty: Increase loyalty revenue by 300% or
more in year or less

47. Questions?
Eliza Fisher
efisher@socialannex.com