Have you integrated customer advocacy in your marketing strategy? If not, you're missing out on one of the best ways to get your business ahead of the competition.

1. Leveraging Your Best Marketers
Tips and Tricks on Implementing a Customer Advocacy Marketing Strategy

2. Today’s Speakers
Lauren Lowman,
Director of Demand
Generation
Josue Ledesma,
Global Content
Marketing Manager

3. Today’s Agenda
What is Customer Advocacy Marketing?
Why is Customer Advocacy marketing
important?
Using Customer Advocacy in Your
Marketing: Brands Who Rock
Implementing a Customer Advocacy
Marketing Strategy
What We’ve Learned: Trustpilot Success
Stories
What is Trustpilot?

4. What is Customer Advocacy Marketing?

5. Customer Advocacy Marketing In A Nutshell
Customer Advocacy is letting your customers
tell your story through user-generated content

6. Customer Advocacy Can Range in Delivery
Quotes and
Reviews
Case Studies
Video
Testimonials
Social Media
Posts

7. Why Is Customer Advocacy Important?

8. Traditional Advertising Just Isn’t Enough Anymore

9. 84%*
of consumers do not trust advertising anymore
*A McCarthy Group Research

10. Implementing a Customer Advocacy
Strategy Helps You Build a Customer
Relationship

11. 57%*
of small businesses say that having a relationship with their consumers
is the primary driver of repeat business
*According to Factory360

12. Customers Are Looking for Brands Who Care

13. 76%*
of consumers say they view customer service as the true test
of how much a company values them
*Aspect Consumer Experience Survey

14. The success of your business depends heavily on
word of mouth
Word of mouth is still the most popular method of
recommendation for consumers*
Trust and Reputation is Revolutionising the eCommerce
Industry
*According to Vendasta

15. Customer Feedback Has a New Channel - Social Media
On average, a consumer will look at over 10
information sources before making a purchase,
and social media is very likely to be one of them*
*According to Vendasta

16. Customer Reviews Affect Your Online Reputation
*According to Vendasta
92% of consumers now read online reviews
40% of consumers form an opinion by reading 1 to 3 reviews*

17. Learn from the best
Using Customer Advocacy
in Your Marketing

18. Brands Who Rock Customer Advocacy
1

19. Lululemon’s UGC Strategy Is Customer Advocacy At Its Social Finest
Lululemon asked customers to Tweet or
Instagram photos of themselves exercising in
Lululemon activewear with the hashtag
#thesweatlife

20. Lululemon & #thesweatlife
Why it worked:
Gave the power to customers
Pictures show real people, real situations, no
photoshopped models
What it brought them:
Over 2 million followers on Instagram
More sales
A better brand-customer relationship

21. Coca-Cola & Share a Coke
Coca-Cola’s “Share a Coke” campaign featured personalized bottles
with customers’ names and encouraged them to upload their
photos with the hashtag #shareacoke

22. Coca-Cola & Share a Coke
Why it worked:
Helped them connect with consumers again
Reminded customers why they love Coca-Cola so much
What it brought them:
More followers on all social media accounts
A buzz effect
More sales

23. Staples used reviews and their overall rating on email campaigns,
website, Facebook, and Google Shopping.
Staples’ Reviews Drive Success

24. Why it worked:
Used Staples’ authentic customer reviews to drive engagement
Provided third-party validation
What it brought them:
Improved CTR on email
More sales from web and Google Shopping
More traffic and engagement from social media
Staples’ Reviews Drive Success

25. IKEA & The Social Catalogue
IKEA created a catalogue of pictures taken by their
customers

26. IKEA & The Social Catalogue
How it worked:
People were encouraged to share their photos on
social media
The brand chose one winner each week
What it brought them:
Huge increase in its social media following
A great word of mouth strategy
More traffic from social and more sales

27. Implementing a Customer Advocacy Marketing
Strategy

28. Tips and Tricks
1
2
3
Get to know your
customers to build a
customer
relationship
Involve the whole
company (customer
marketing, customer
success, sales,
customer support…) Make it fun!
You don’t want your
customers to lose
interest

29. Managing Customer Feedback on Social Media
Don’t underestimate social media posts
Listen and reply to your online customers
3 out of 4 consumers consult social media before buying*
*Digital Marketing Magazine

30. Turning Customers into Advocates with Reviews
Driving success with transparency
Showing how much your care about
your customers will significantly reduce
your card abandonment rate.
Standing out from your competitors
Consumers value trust and a company’s
reputation. Adding third-party
validation to your website will have a
bigger impact on your conversion rate
than traditional advertising.
Engaging with your customers
95% of unhappy customers return if an
issue is resolved quickly and efficiently.
Building a relationship with your
customers will keep them buying, and
turn them into brand advocates.
New Marketing Team
Proving that your business cares more
about customer experience than anyone
else is important. Now, your customers
have become your marketers, and it’s all
thanks to reviews!

31. How You Should Respond to Customer Reviews
Accentuate the positives
Apologise for the negatives
Don’t just hear your customers but listen to them

32. What We’ve Learned - Trustpilot Success Stories

33. How Surprises & Delights Customers
Mission: Get customers talking about their positive customer experiences on social media #XOJustFab #XOShoeDazzle
Strategy: Identify happy and unhappy customers through Trustpilot reviews and capture customer attention both when they
mess up and when they’re crushing it by sending surprise gifts
Goal: Turn unhappy customers into happy customers; turn happy customers into advocates
3 Categories of Gift Giving
1. I’m Sorry: CS agent can offer one of the following if there was an issue: gift cards,
handwritten letters, free products, rush shipping, flowers, necklace, loyalty points, or
can put in a request to do something more
2. Thank You: for top customers, can offer the same gifts as above “just because”
3. WOW Experiences: for brand fans (top 10% of spenders), can receive awesome gifts
life VIP treatment, entire bill paid, makeovers, personal assistant, fancy dinner, etc. à
hope is that they share!

34. How Uses Reviews to Drive Brand Reputation and Sales
“Landlords are continuously sending emails, phoning in, and sharing positive feedback about the brand. It still surprises me the amount of
landlords who call up and explain they have either read a review on Trustpilot or have been referred by a friend who is a landlord.”
- Michael Benjamin, Marketing Director
60% of new customers read a Trustpilot review before using the service
10% conversion rate increase
800+ reviews
84.4% of reviews are 5 stars

35. What is Trustpilot?

36. Who We Are
We help people buy
with confidence
Sharing experiences
builds trust and
transparency
We help companies
harness the power
of reviews

37. We Can Help Your Business Grow Online
Grow Your
Online
Visibility
Build
Customer
Trust
Increase
CTR
Boost
SEO
Improve
Conversion
Rate
Lower
Bounce
Rate
Create
a
Community
Loyal
Customers/
Brand
Advocates
Create
a
Community

38. What’s It Like To Work With Us? Let Our Clients Tell You Themselves!
“As the competition for our products gets more intense, we need to be one step
ahead of our competitors. If we carry on the way we are going with our Trustpilot
reviews, then we have a clear advantage over our competing companies who have
been established for a lot longer than we have.”
- Charlie Clark, Digital Marketing Manager at Home Logic
“We wanted to make sure we found a trustworthy, reliable review platform that
was easy for our customers to use. We conducted extensive research online, and
the best solution we found was Trustpilot.”
- Shira Siegel, Inbound Marketing Manager at SaferVPN
“We treat every customer as we would wish to be treated and give them
everything we’d expect to be given as a customer. Growing our business to fill out
this showroom and be the company we’re selling ourselves as needs proof, and
our proof is our Trustpilot reviews.”
- Josh Seymour, Digital Manager at Rivervale

39. Thank you
Any Questions?
Contact us after the webinar!
events@trustpilot.com