4. 50% of most brands’
customers identify as
advocates. Most brands treat
their best customers the
same as others, or worse.
@sdepolo
@sdepolo
5. Goal: Identify, engage, and expand your advocate army.
Nurture advocates with appropriate rewards
@sdepolo
Identify and engage advocates at moments of delight
Demonstrate the value of advocate marketing
6. Proven Formula:
1. Ask if they’re willing (or notice if they do)
2. Make it easy to recommend
3. Thank/reward and repeat
Smart brands identify & engage advocates systematically.
@sdepolo
7. Case Study: GoDaddy Reviews
Without advocate reviews
With advocate reviews
700K advocate reviews
created to date, 100K/yr
@sdepolo
10. Measure, Report, and Optimize
Compare campaigns against your own baseline and these
standard benchmarks…
30-50% identify as advocates when asked
30% create content
10-15% share content
Prospect inbound click rates: 6x clicks/share
@sdepolo
11. Community & real-life connections are the new “social”.
@sdepolo
Online
Word-of-Mouth
Offline
Word-of-Mouth
13. Influential advocates are a more sustainable
bet than “influencers” who advocate
while looking for a handout every time.
Invest in advocacy and advocates.
@sdepolo
When customers first experience an aha benefit experience, like publishing a website, using a product
When advocates share delightful experiences on social media
WOMMA data Offline Word-of-Mouth produces 2/3 of the impact; online 1/3
