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Harnessing The Power Of Your Brand Advocates

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Harnessing The Power Of Your Brand Advocates

  1. 1. Harnessing The Power Of Your Brand Advocates Tim McDonald @tamcdonald
  2. 2. Influencer vs. Advocate
  3. 3. What’s The Difference? Influencer: Transactional Quick Impact No Loyalty High Cost • • • • Advocate: Relationship Longer Process Extreme Loyalty Low Cost • • • •
  4. 4. Crowd vs. Community
  5. 5. What’s The Difference? Crowd: Big Numbers Lurkers Lower Engagement Come and Go • • • • Community: Small Numbers Contributors High Engagement Activate Others • • • •
  6. 6. Aligning Objectives
  7. 7. Do Your Goals Align With Your Business Objectives? How does your work help the business? Are you driving sales leads? Reducing customer support time? Converting registrations? Using for consumer insights/R&D? *Getting ‘likes’ or ‘followers’ is NOT a business objective • • • •
  8. 8. Search = Listen + Watch
  9. 9. • • • • • • Yes. It takes work. Search brand, keyword, industry mentions Watch who’s talking in Twitter Chats Use reporting services to discover hidden gems mentioning you. Investigate beyond the “influence” score Create lists of your “potential” advocates Learn as much as you can about them
  10. 10. Exclusive
  11. 11. • • • • • • If Everyone Has It, I Don’t Want It Everyone wants “in” Those “in” = feel special Use exclusive groups/forums Provide exclusive content First to know Events, Access or Priveledges
  12. 12. K.I.S.S. Simple - 1 click Easy - Pre-formatted Images Safe - “Your” wording Trusted - In “Their” voice
  13. 13. Measure - Modify - Meddle
  14. 14. • • • • Test What Works Compare performance of community vs. “the crowd” Determine times, platforms, messaging that work and adjust Try new things constantly Always be adjusting
  15. 15. WIIFT?
  16. 16. • • • • • “I don’t want your money!” Feel part of the brand Feel they influence decisions you make Swag (free advertising for you!) Looked up to by others “In the know”
  17. 17. WIIFY? ● Long term growth ● Scalable Community ● Innovation ● Loyalty
  18. 18. Tim McDonald @tamcdonald timamcdonald@gmail.com

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