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5 Best Practices to Grow and Mobilize Your Fans To Become Your Brand Advocates

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5 Best Practices to Grow and Mobilize Your Fans To Become Your Brand Advocates

There are fans and then there are superfans. These are your best customers who not only advocate your brand but have enough clout in their social circles to influence decisions and motivate actions. As elusive as they may seem, some brands have figured out how to motivate them and have linked the outcomes of their actions to measurable ROI. We combed through 300+ hugely successful social marketing campaigns that involved sweepstakes, contests, coupons, etc. and have reached millions of consumers in the past year. Here are the top 5 tactics brands adopted to create a community of fans so engaged they became their best advocates.

There are fans and then there are superfans. These are your best customers who not only advocate your brand but have enough clout in their social circles to influence decisions and motivate actions. As elusive as they may seem, some brands have figured out how to motivate them and have linked the outcomes of their actions to measurable ROI. We combed through 300+ hugely successful social marketing campaigns that involved sweepstakes, contests, coupons, etc. and have reached millions of consumers in the past year. Here are the top 5 tactics brands adopted to create a community of fans so engaged they became their best advocates.

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5 Best Practices to Grow and Mobilize Your Fans To Become Your Brand Advocates

  1. 1. 5 Best Practices to Mobilize and Grow Your Brand Advocates
  2. 2. Table of Contents Introduction 01 Create Simultaneous Engagements and Be Consistent About It 02 Don’t Wait; Get Your Fans to Take Action and Be Clear About It 03 Images, images, images! 04 Be Relevant 05 Mix It Up 06 The Final Take 07 (i)
  3. 3. BACK Introduction There are fans and then there are superfans. These are your best customers who not only advocate your brand but have enough clout in their social circles to influence decisions and motivate actions. As elusive as they may seem, these superfans are not a myth. Some brands have figured out how to motivate them and have linked the outcomes of their actions to measurable ROI. But what is it that some of these successful brands are doing with their social marketing to achieve such success? To find out, we combed through 300+ hugely successful social marketing campaigns that involved sweepstakes, contests, coupons, etc. and have reached millions of consumers in the past year, and came up with a set of best practices. Here are the top 5 tactics’ brands adopted to create a community of fans so engaged they became their best advocates. But what is it that some of these successful brands are doing with their social marketing to achieve such success? To find out, we combed through 300+ hugely successful social marketing campaigns that involved sweepstakes, contests, coupons, etc. and have reached millions of consumers in the past year, and came up with a set of best practices. 01
  4. 4. BACK Create Simultaneous Engagements and Be Consistent About It Give consumers multiple ways to engage with your brand and stimulate different actions when they get to your social assets. This helps increase the duration of engagement and the likelihood of these consumers returning. A natural foods brand offers its Facebook visitors a steady stream of activities including, An collection of videos that shows recipes, exercise tips, product information and how their natural foods are sourced. questions like “Do you like the packaging of our food products”? Resources catered only towards people with special dietary needs, like diabetes or certain allergies. A “Healthy Eating for my Kids” project with an interactive guide that points mothers to right foods products and shares tips from connected fans on helping picky eaters, eat more healthy. A transition to the brands company website. A forum allowing fans to enter into a dialogue via Great Tastings 108,371 likes 634 talking about this Food/Beverages All about natural foods. About Suggest an Edit Photos Videos Pinterest Honest Mug C... Likes Turning The T... Instagram Notes Tip: In Facebook, only the first 12 tabs are visible on the page. Use these to run your most recent and creative engagement programs. Tumblr 02
  5. 5. BACK Don’t Wait; Get Your Fans to Take Action and Be Clear About It Stimulate action with crystal clear “Call to Action” to your social communities and instruct fans exactly on how they can make use of that offer, application or resource. A large CPG company recently discovered that despite a gripping ad and lucrative offer, more than 60% of their Facebook fans and visitors who “liked” the ad did not really share or redeem. A closer look at some of the fan comments and an analysis of how consumers clicked on Facebook showed up a surprising result. LAST CHANCE Click here: http://bit.ly/12JTtch Get your $2 coupon SHARE & SAVE SocialTwist analyzed how consumers were reacting to that offer and found out that because the copy highlighted “Share and Save” (see image), fans instantly hit the Facebook share button. What they ended up doing was share the ad image but never really clicked on the accompanying link that took them to the Brands’ microsite where all the action was. More than 8000 fans who wanted to redeem the offer never clicked the link. Frustrated fans posted comments like “I shared but got no coupons”, “There is a technical error and coupons are not being delivered even though I shared” Like Comment Share 1267 3599 people like this. LAST CHANCE Click here: http://bit.ly/12JTtch A change in ad copy that clarified that the call to action was not “Share” but “Click” sent the engagement numbers soaring. The ad registered an instant jump in click through rates and happy consumers clearly understood that the coupon offers were redeemed on the microsite. Get your $2 coupon Click the above link By ensuring fans reached the microsite, the Brand was able to continue the engagement via offering multiple other resources. A large CPG company recently discovered that despite a gripping ad and lucrative offer, more than A closer look at some of Comment Share Like the 60% of their Facebook fan comments and an people like this. 49 fans and visitors who analysis of how consumers “liked” the ad did not clicked on Facebook showed really share or up a surprising result. redeem. 11 03
  6. 6. BACK Images, images, images! There is ample evidence to show that nothing gets more exposure and real estate than pictures that can move us or connect with us. Take advantage and use every opportunity to place eye-catching images to your posts. Look at the campaign by Spartan Stores. Need we say more? 04
  7. 7. BACK Be Relevant If you’re not current, you don’t exist! A brand tuned into its consumer’s interests is instantly relatable. Facebook marked the beginning of summer by posting the top places people were “Checking in”. NDTV, a leading news channel in India, became a household name to billion plus people by connecting with a cause the nation cared about. After outcry over a series of tiger poaching incident, the organization started a “Save the Tiger” campaign on its website and social media pages and mobilized and connected millions of fans. From landmark events like the Olympics to holidays, awards shows and movie releases, there is enough happening around your consumers. Join the conversation with them. From landmark events like the Olympics to holidays, awards shows and movie releases, there is enough happening around your consumers. Join the conversation with them. 05
  8. 8. BACK Mix It Up Coupon, sweepstakes and promotions are most popular with consumers on social media but these may not be the most shared. Some fans love to share quizzes and trivia more than a coupon. Fans often want both, so give them both but be sure to provide value. Nobody wants to spam a friend especially on social media. There must always be something in it for both. It could be a handy discount on an expensive new product, a donation to a cause that they want to publicly align with or entertainment. In fact gaming is also always popular. It could be a handy discount on an Nobody wants to spam a expensive new friend especially on social product, a donation media. There must always to a cause that they be something in it for both. want to publicly align with or entertainment. In fact gaming is also always popular. Mountain Dew does this exceptionally well with its “Dew Crew” campaign, which rewards users for sharing and posting. A consumer products brand, targeting teenage girls got sharing numbers soaring with offers to win sweepstakes as well as opportunities to show off fan personalities with photo contests. Diaper brand Huggies topped popularity charts with its Easy on, Easy Off challenged. 06
  9. 9. BACK The Final Take Advocates create three times as much engagement as typical fan bases. Court them wherever and however it works. These best practices are just some of the steps in the path to creating superfans. Stay tuned for more such insights from us. SocialTwist is a powerful, easy-to-use referral marketing platform to grow and engage brand advocates and their social networks. Learn how we can help you today! Call us at +1.866.660.6044 or email sales@socialtwist.com www.socialtwist.com 07

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