This document summarizes a presentation about advocacy and building ambassador programs. It defines advocacy as encouraging customers, employees or partners to promote a company. It discusses building communities of advocates and measuring the success of advocacy through various metrics like social shares, reviews and reach. The presentation provides tips on growing an ambassador program, including acquiring influencers, onboarding them, engaging ambassadors and sharing content. It also discusses measuring the impact of employee advocacy.

1. Advocacy and the
Bottom Line
Regional Manager, Mexico and LATAM
@fmaldifassi #SMWMexico
Felix Maldifassi

2. 15M+Users Worldwide
Our Customers
2,500+Enterprise Clients
800+Of the Fortune 1000

3. What’s on Tap
● What is Advocacy?
● Building an Ambassador Program
● Building Internal/Employee Advocacy
● Measuring Success
● Q&A

4. @Hootsuite
Social Contest:
1. Tweet @HootsuiteLatam your favourite takeaway from this presentation with the
hashtag #SMWMexico for a chance to win a Hootsuite prize pack!

5. Defining
Advocacy

6. “The use of marketing strategy, budget and resources to
encourage customers, employees, or partners to do
something on behalf of your company with or without the
expectation of mutual benefit.”
Source: Forrester, Advocate Marketing
What is Advocacy?

7. 1. Be Personable
2. Create valuable content
3. Invest in growing our social channels
4. Build a community of advocates
How we grow
our community

8. Why be leaders in advocate marketing?
WOM
Word of mouth is the
primary factor behind 20 -
50% of all purchasing
decisions.
- McKinsey
Social
63% of today’s
consumers search for
help from other
customers via social.
- Lithium
Credibility
Advocates are 70% more
likely to be seen as a good
source of information by
people around them.
- BzzAgent

9. Gain valuable
insight from your
power-customers
Drive reviews
Generate
trust
Engage
customers as
individuals
Increase
referrals
Deepen
relationships
WhyAdvocacy?
Amplify existing social
activity, extending your
reach
Connect your
fans with each
other

10. Why does advocacy matter?
Official Channels
Advocate Amplification
+ +
x
Facebook
Fans
Twitter Followers Linkedin
Followers
Number of
Advocates*
200 Average
Facebook Friends
61 Average Twitter
Followers
240 Average
Linkedin Connections
440k 425k 36k
400
=
=
TOTAL REACH
TOTAL REACH
210k
3 M

11. Leads
Personas
Prospects
Consumers
Target Audiences
Customer Segments
Humans

12. Our community of advocates help to move our business
forward by building credibility through third-party
validation and amplifying our reach.
Our Objective

13. Our Advocate Spectrum
Brand Ambs InfluencersFollowers Users Fans
Increasing value
Advocacy Programs
Students
Peeps
Social
Innovators
Partners
Internal
External

14. Building an
Ambassador
Program

15. Stretching across the globe, Ambassadors are
the heart of the Hootsuite community.
500+
Ambassadors
50+
Countries
50+
Languages

16. Ambassador video:

17. Ambassador Program Objectives
Amplification
Product releases shared
with ambassadors to drive
200% more engagement &
reviews
Insights
Share regional insights,
offer product feedback
and support initiatives in
22+ languages
Education
Help educate businesses
around the world about
the features of Hootsuite
and it’s various products.
Hootup Events
Drive localisation efforts by
hosting events in
countries all over the world

18. 500+
Active in our program
200+
Events hosted
280
Published Content
15,744
Social Shares
Ambassador Program 2016 Snapshot
91,603,876
Social Reach
5
Products beta-tested

19. Where do they come from?
Ambassador
Program
Growth +
Mktg
Peeps
The Wild
Support
Customer
Success
Partners

20. Acquisition Selection Criteria
❏ Active user of your brand or product
❏ Has a deep affinity for your brand, company and solutions
❏ Perceived expert or thought leader
❏ Charismatic; good public speaker
❏ Net promoter; refers or references you
❏ Motivated to have a personal relationship with you
❏ Motivated to help/educate others
❏ Wants to improve their knowledge/use of your product
❏ Able to participate as part of their job function/role
❏ Motivated to build their personal brand
❏ Meets your brand tone on Social Media/Content Production
An approved Ambassador should meet at least 75% of these boxes

21. All ambassadors have day jobs, so minimizing their effort asks early on,
and concentrating on maximizing value to them, will get them to
participate more often and more consistently.
Gain commitment → Cultivate enthusiasm → Deliver benefits
Grow Advocacy in steps

22. Sample Ambassador Benefits
• Beta access
• Exclusive updates
• Education Certifications
• Swag
• Speaking engagements
• Brand association
• Thought leadership
• Global network
• Knowledge sharing
• Exclusive event invites
• Job opportunities
Product Profile Community

23. 1. Listen
Find your Advocates
Harness the Advocate Experience
3. Engage
Retain the Relationship
4. Share Content
Sustain the Relationship
2. Build Advocacy
Deepen the Relationship

24. How to Grow your Ambassador Program
LISTEN
Create programs to keep your community active and engaged in your
business; look to incentivize your Superfans through custom
giveaways, early product offerings, swag, recognition etc.
Two-way street to sharing insights about your customer experience;
provide relevant content, share their content to sustain the relationship;
Remember, sharing goes both ways, remember the human aspect
Add value by inspiring, educating or entertaining customers with thoughtful
moderation, relevant content and online/offline experiences; Look for every
opportunity to connect advocates with each other
Find and build relationships with key members of the community, both
internally and externally by nurturing conversations and exploring their
interests and how they interact with your business
SHARE
BUILD
ENGAGE
#SMWMexico

25. The Ambassador Journey
Acquisition Onboarding Check-ins
Consistent
Engagement
Quality vs quantity
Invite existing customers
Website application form
Agree to T&C’s
CASL compliance
Welcome Swag pkg
Onboard to platforms
Connect to others
30 / 60 / 90 days
6 month check-in
Identify ways to work
together
Knowledge sharing
Event collaboration
Rewards
Regular feedback

26. Tools: Ambassador Forum
Event updatesAsks for participation
in marketing
activities
Advocate Hub
General communication
and connectivity
Discussions, Engagement, UGC

27. Tools: Hootsuite Amplify
Visibility of who
else is in the
program
Read-only
messages &
company updates
Social Shares
Shares, Reads, Traffic, Adoption

28. “I joined the Ambassador Program to share my
passion with people that have the same interests,
want to grow together, and inspire.
I love being part of this community.”
Valeria Landivar
Lanaudière, Canada

29. Employee
Advocacy

30. “The general public want to hear
directly from employees as
‘Ambassadors for the company.’”
Source: Edelman Trust Barometer

31. Your people know your business
● They’re tapped-in to the latest news
● They benefit from seeing updates from across
your organization
● They’re likely on social
● They care (hopefully)
TIP Give them the tools they need,
such as swag and on-brand content

32. Employee Networks are Valuable
More Engagement
with content shared by
employees vs. owned
channels
8x
More Re-Shares
of messages shared
by employees vs.
owned channels
24x
Of an employee’s
followers are new to
the brand
92%

33. +7,100,000 Followers
1 Post
254 Sessions
64 Clickthroughs
300 Advocates
1 Post
572 Sessions
191 Clickthroughs
What we’ve tested

35. What We Do
ShareContent sent
to Amplify
Employees
open Amplify
Increased
Impressions
Increased
Clicks Leads

36. We use Amplify for...
Content Creation
& Amplification
Social
Sales
Internal
Communication
Thought
Leadership

37. ● Cross Departmental Team
● Bottoms up Content
● Publishing Guidelines
● Onboarding/Training
● Continual Engagement
Our Strategy

38. Adoption
rate
Website Traffic
Shares
Social Reach
MAU
Posts
Metrics
Reads
Goal
Completions

39. 626
Users
23,215
Reads
1,352
Posts Clicks
32,777
29,390
Social Shares
2016 Snapshot
73
Adoption Rate
13,952
Website Traffic
435
MAU

40. Measuring
Success

41. Identify YOUR metrics to measure
Business Goals
Awareness
Thought Leadership
Word of Mouth
Talent Acquisition
Leads
Sales
Advocacy Goals
Reach
Comments, inbound links
Shares, Reads, Likes, RTs
Impressions, clicks
Form Fills
Online Purchase
Metrics
Total Impressions
Mentions
Shares
Applications
UGC
Conversions
TIP Measure what matters. Target, benchmark, optimize.

42. ● Shares
● User-generated content
● Reviews
● Share of Voice, sentiment
● # of advocates in key local markets
● Advocate engagement and participation
The metrics we track

43. 1. Define your community, internal and
external
2. Listen, build, engage & share
3. Enable your superfans and your
people
4. Align your advocacy goals to your
business goals
5. Ensure you have the proper resources
and budget to support your program
Key Takeaways

44. Questions?

45. #ThankYou
Felix Madifassi
@fmaldifassi

46. Share the love
@hootsuite
/hootsuite
/company/hootsuite
/+hootsuite
#SMWMexico
@hootsuite
hootsuite