Supercharging Your Brand Advocacy Program: The Secrets to making relationships that last - Jess Skelton
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Supercharging Your Brand Advocacy Program: The Secrets to making relationships that last - Jess Skelton
- 1. Supercharging Your Brand Advocacy Program: The Secrets to Making Relationships That Last Jess Skelton, TripIt @Jess_Skel @TripIt
- 2. This is What We’ll Be Talking About • Who in the world is this woman? • Who are TripIt’s brand advocates? • What’s the value of relationships & how do they fit into your brand advocate strategy • How to create a relationship action plan to supercharge your advocacy program Some of our strongest advocates—our employees! @Jess_Skel @TripIt
- 3. This is Me! All your travel plans in one place Free mobile app TripIt Pro monitors flights, points, seats and fares ($49 USD/yr) TripIt’s social media & content marketing manager Animal lover, wine drinker, wanderlust haver, & not an actual cowgirl Attended first TBEX in 2012 (Keystone) @Jess_Skel @TripIt
- 4. @Jess_Skel @TripIt Influencers Users Employees EEvveenntsts Blog TripIt’s Brand Advocacy Program PR The Anatomy of TripIt’s Brand Advocates
- 5. Make Meaningful Connections “Business is personal, and relationships do matter. This is a team sport. You are dependent on others for your success” - Morag Barrett, CEO & Founder of SkyeTeam and author of “Cultivate. The Power of Winning Relationships” @Jess_Skel @TripIt
- 6. Create a 5 Step Relationship Action Plan to Supercharge Your Advocacy Program 1. Define 2. Identify & Engage 3. Align 4. Measure 5. Extend @Jess_Skel @TripIt
- 7. Step 1: Define DO define your relationship objectives DO tie these objectives back to your business goals DO get in the right mindset ✕ DON’T have unreasonable expectations @Jess_Skel @TripIt
- 8. Step 2: Identify & Engage DO look at who’s already vocal DO find advocates who genuinely interest you DO remember that business is personal ✕DON’T forget to do your research @Jess_Skel @TripIt
- 9. Step 3: Align DO ask what you can do for your advocates DO provide context and education DO the heavy lifting ✕ DON’T be impatient @Jess_Skel @TripIt
- 10. Step 4: Measure DO measure performance against specific KPIs DO benchmark & record learnings DO share takeaways with your advocate ✕ DON’T be discouraged @Jess_Skel @TripIt
- 11. Step 5: Extend DO have a crypt sheet on all advocates you’ve worked with Do gameify or engage when possible DO celebrate your advocates as often as possible ✕ DON’T lose touch @Jess_Skel @TripIt
- 12. Influencers – Relationship Action Plan @Jess_Skel @TripIt @Jess_Skel @TripIt
- 13. Employee – Relationship Action Plan @Jess_Skel @TripIt
- 14. Real Time – Relationship Action Plan @Jess_Skel @TripIt
Hinweis der Redaktion
- Hi everybody. My name is Jess Skelton, and I’m the social media and content manager at TripIt. I just want to start off by saying thank you for coming out today to hear me speak. I credit a lot of the wins in my career to the knowledge and relationships that have stemmed from TBEX, so I’m really excited to be able to give back to the community that I’ve always felt so much love and support from. So did anyone else have issues at customer? Because I actually I didn’t think I was going to make it here today. The team and I rented a really cool printer that prints your Instagram photos when you hashtag them with #TripItPic, but customs apparently didn’t think it was as cool as we did and I spent close to an hour trying to explain to them what it was and its purpose. It doesn’t help that its case is pretty questionable looking—I would have been wary too if I was in there shoes. But one thing was certain: I thought I was going to have to stay in the airport until we left Mexico because I was not going to leave that printer behind. So long story short I’m able to convince them that it’s not a bomb and it’s case is not filled with cartons of cigarettes. All I can say is after that ordeal on top of a long day of travel, I was quite happy to see the margarita stand right outside the airport.
- But we’re not here today to talk about my ordeal at customs, though I must say it felt like a therapy session so thanks for listening. I am here today to talk to you about supercharging your brand advocacy program. I feel really strongly that relationships are at the core of any amazing marketing organization. And building and nurturing these relationships is vital to the success of your program. It requires a very specific skill set, and what I’ve found is that many people don’t realize there’s a process or don’t even realize the value of spending time investing in these relationships. We have processes for budgeting, for campaigns, for press releases, but why is it that so often people don’t have processes for how they manage their relationships. So here’s what we’re going to talk about today: first I’ll give you a little background on myself and TripIt. Then we’ll take a look at who makes up TripIt’s brand advocates. After that we’ll discuss the value of relationship building and how that fits into your brand advocacy programs. And last, I’ll show you how to create a relationship action plan. I just had to include this photo of the TripIt team in our new San Francisco office. I love my team so much and they are lifeblood of our advocacy program.
- This is me. Again my name is Jess and I manage TripIt’s content and social media. I’ve been with the company for about 10 months now, and I feel really lucky to work somewhere that really understands the value of social media in a marketing organization, which lets me be creative and try new things. They never make me feel crazy. I’ve actually spent the majority of my career managing social media and content for consumer-facing travel brands. Prior to TripIt, I was at Room 77 for three years and before that TravelMuse for about two. A few things about me: I’m obsessed with animals, a really good Pinot, and obviously I love to travel. Fun fact: Only time I’ve been documented in a cowboy hat. This photo was taken at TBEX 2012 in Keystone, Colorado at Expedia’s how the west was fun party. How many of you out there use TripIt? Well for those who are unfamiliar or just need a little refresher, TripIt is a free mobile app that organizes your travel. You simply forward your confirmations to plans @tripit.com and TripIt autogenerates a master itinerary for you. TripIt Pro is our premium service. Everyone should have received it in their gift bag, but if for some reason you didn’t come talk to me after and we’ll get you all set up. TripIt Pro monitors your flight and alerts you about delays, cancellations, and gate changes, as well as a host of other features.
- So who are TripIt’s brand advocates? Here’s a little diagram I came up with to illustrate how we see our brand advocacy program and how it in turn feeds everything that my team works on on a day to day basis. Our brand advocates are made up of three main buckets: influencers, employees, and users. Naturally at times some of these buckets overlap, but this gives you an idea of how we look at the different groups of advocates in our program. Our advocacy program then feeds our blog, our social channels, our PR efforts, and the events we attend. TripIt’s relationships are really the foundation of all of these different efforts. And all of these effort contribute to building TripIt’s brand equity and can even inform the direction of the product. At the end of the day, my job is to get people to download TripIt and educate our users about its benefits, and to be successful in doing so, I need people to feel connected to the TripIt brand and to our team as fellow travelers. This makes it easier to communicate TripIt’s mission, which is to make travel as stress free as possible. They say it takes a village to raise a child. Well TripIt is like my baby, and I depend on other people’s passion for our service to help get TripIt into the hands of travelers everywhere.
- Business is personal, and relationships do matter. This is a team sport. You are dependent on others for your success” This is a quote from Morag Barrett, CEO & Founder of SkyeTeam and author of “Cultivate. The Power of Winning Relationships” She writes and speaks extensively on the importance of developing meaningful relationships in the business world and is someone I really admire and am inspired by. In my opinion, your most important assets as marketers are your relationships, but people often shy away from admitting this to themselves because it isn’t easily quantifiable. Every conference these days has a talk titled “Show Me The ROI” it seems, and we are becoming so fixated on measuring the return on our investments that we forget about the importance of making meaningful connections. And I’m not saying that you shouldn’t measure ROI on your relationships—you definitely should. I am borderline obsessed with measuring everything I do. And if I had an MTV True Life made about me it’d totally be titled True Life: I am a Google Analytics Addict. We all want to engage with advocates or potential brand advocates but people end of getting frustrated when they don’t see the fruits of these relationships immediately. Often times where people can go wrong in managing these relationships is that they don’t think about their goals or KPIs beforehand. You have to know what you want to get out of your relationship with your advocates and once that’s crystalized, the rest will follow suit. I’ve seen a lot of people struggle with this so what I’ve created is a template that details how to effectively manage these relationships.
- Here are the 5 steps to creating a relationship action plan to supercharge your brand advocacy program. First you want to define what you want to get out of your brand advocacy program. Second you want identify and engage with potential advocates that you feel would be a good fit. Next you want to align on common goals. Then you’ll want to measure the success of your efforts. And last, you’ll want to (hopefully) extend the relationship.
- Define your relationship objectives drive more people to your company’s blog grow a stronger social media following Once outlined, you can tie these back to your company’s business objectives get more people to use your product or service make more sales get more people visiting your destination lay these out before diving into any sort of relationships makes life easier getting into the relationship building mindset making these relationships is key to building a strong advocacy program make personal connections to the people you want to work with genuinely get to know them and who they are, and to let them know who you are outside of your job description keep your expectations in check people expect that their advocacy programs are going propel them to immediate success marathon, not a sprint rings very true. Lee count him as one of the influencers we have in our advocacy program genuine user and fan of TripIt long before we started working with him but through building up a relationship with him at conferences and over social media, we were able to find a way to work together.
- Step two is one of my favorite steps, which is identify and engage. So the way I got about looking for advocates is to first and foremost look at who’s already vocal. Which employees of TripIt’s are very active on social media. What influencers are writing about TripIt on their blog or talking to traditional media about us. What users are constantly tweeting how much they love using TripIt. From there, we’re able to see who we might find super interesting to work with, and who we share common passions and goals with. From there, the approach we take is to spend time learning about the person. So if it’s an influencer, then we’ll read their blog, follow them of various social media channels, and engage in fun conversations. If it’s an employee, we’ll spend more time getting to know them, or go out to lunch or happy hour and work on making that personal connection. The important takeaway here is to really invest in the relationship, not just jump head first into business. And please be sure to do your research on potential advocates. It’s always good to get a feel for who the person is and how you can best go about connecting to them and with them. Here’s a photo of JD Andrews of Earthxplorer, photographer and videographer extrodinaire who the team actually got to know though TBEX before working with him. JD has been a long time fan and TripIt user, so it was easy for us to start building a relationship.
- Step 3 is aligning with your chosen advocates. The first thing I always like to do when working with someone new, and this is what I’ve sort of coined the “Golden Rule” of relationship building, is to ask what you can do for your advocates. It’s so helpful to get an understanding of what they are looking for out of the relationship, whether that be contributing to your blog, joining in your Twitter chats, writing about you, training on how to better build their own personal brand. There are so many possibilities, so if you can get a good idea of what they’re looking for you can really ensure that both sides are getting the most out of the relationship. After you have covered what your potential advocate wants, it’s important to let them know what your goals and business objectives are, and how you can see your relationship fulfilling those. Give as much education and context so they can help you succeed to the best of their abilities. Also be sure to do most of the heavy lifting for your advocates. Don’t make them work too hard to find out what you need help promoting or where to get content and images to share. You should generally be providing guidance as often as possible to ensure that both sides are happy and understand how they can help. The last piece to consider in this step is patience. Your advocates have lots going on outside of working with you and your brand, so don’t treat them like this is their fulltime job or your certain to weaken the relationship you’ve worked so hard at building. Here’s a photo of Matt Long of LandLopers who we’ve also built an amazing relationship with, and he actually speadheads a lot of the coordination for TripItChat.
- Step 4 is measure! Hopefully you set out KPIs or other goals to help measure the success of your relationship, and you will want to measure performance against these specific KPIs. From there you’ll either want to benchmark the numbers and goals you’ve achieved, whether it’s unique views, downloads, or whatever metrics you deem important to you and your team. It’s also important to make note of any key learnings for continuing your advocate efforts, whether that be what content maybe didn’t perform as well or what topics or conversations really seemed to go viral. Be sure to share these learnings and KPIs with your advocates so they can help optimize how you both work together and what might work better next time. It’s important to not get too easily discourage. Setting KPIs and goals for your relationship can be quite tricky and it might take some trial and error to figure out how to best proceed moving forward. KPIs
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