Influencers vs Advocates: What's the difference?

1. Differentiate between Brand Advocate and Influencer Marketing Strategies Thursday, January 29

2. PRESENTORS Holly Hamann Co-founder and CMO TapInfluence Twitter Handle: @HollyHamann Chris Newton VP of Business Development Influitive Twitter Handle: @csnew10

3. WHAT WE’LL COVER DEFINITIONS – WHAT’S THE DIFFERENCE? MOTIVATIONS FOR EACH STRATEGY BUSINESS IMPLICATIONS – PROS AND CONS BEST PRACTICES

4. WHAT IS INFLUENCER MARKETING? Influencer marketing is partnering with individuals who have significant audience and influence with a particular consumer segment.

5. WHAT IS ADVOCATE MARKETING? Advocate marketing is engaging your advocates to support sales and marketing objectives and recognizing their participation.

6. WHY DO INFLUENCER MARKETING? Influencers drive scalability via consumer reach, engagement and content.

7. WHY DO ADVOCATE MARKETING? Advocates make every marketing and sales program better – more efficient, more authentic and more engaging.

8. 1. Trust 2. Very targeted audience 3. Authentic consumer experience 4. Bigger reach than brands 5. Better, faster, cheaper 6. Shareable WHY DO INFLUENCERS INFLUENCE?

9. WHY DO ADVOCATES ADVOCATE? Part of the Team

10. WHY DO ADVOCATES ADVOCATE? Part of the Team Access

11. Part of the Team Recognition WHY DO ADVOCATES ADVOCATE? Access

12. ADVOCATE MARKETING DO’S & DON’TS • Offer a wide range of advocacy opportunities • Segment advocates and target requests • Provide recognition and feedback

13. ADVOCATE MARKETING DO’S & DON’TS • Forget about benefits to the advocate • Allow your program to become stale • Focus on monetary rewards

14. INFLUENCER MARKETING DO’S & DON’TS • Choose the platforms and content that matter to your consumer • Select the right influencers by looking at content, relevance, engagement • Repurpose content to owned assets • Create a value exchange

15. INFLUENCER MARKETING DO’S & DON’TS • Don’t disrupt by trying to sell them something • Don’t try to control every aspect of the content and messaging • Don’t just measure influence on reach alone • Don’t stop at short-term gain – think long term and “always on”

17. SCALE REACH • 50 bloggers created posts, photos and videos • Content shared on blogs, social media • Aggregated to Black Box hubpage • Views of site increased 31% • Time on site increased 56% • Social mentions increased 44% • Positive mentions increased 221% • Campaign still producing results – “always on”

18. SCALE CONTENT • Traditional tested recipes cost $500 distributed via ads and coupons • Needed high quality content, distribution at scale, less cost, and more effective at engaging consumers • 180 influencers on blogs and social media • 760K blog post views • 178K pins • 16K clicks to coupons • 7,700 shares • 1,700 tweets • ROI of 3,100%

19. SCALE ENGAGEMENT • Engaged influencers on blogs and social platforms • Promote new ID flavors • 7M in reach • 639K views • 21K engagements

20. SCALE ENGAGEMENT • Engaged influencers on blogs and social platforms • Promote new product • $1.04M in estimated media value (EMV) • 29.4M in reach • 1.4M views • 52.9K engagements

21. 209 Generated 209 high quality leads in six months Created $175,000 in sales pipeline Converted referral leads at 5%, blowing through industry standard lead conversion benchmarks by more than 500% 500% REFERRALS

22. In just 3 months: REVIEWS reviews

23. 20high quality sales references In a few months: 35 Shining testimonial videos case studies and testimonials REFERENCES

24. Determine the platforms that matter GETTING STARTED: INFLUENCER MARKETING Choose relevant influencers – audience, content, compensation Accurately measure the effectiveness of the content

25. WHAT TO LOOK FOR IN AN INFLUENCERCONTENT RELEVANCE POST FREQUENCY AUDIENCE DATA CONTENT QUALITY AUDIENCE ENGAGEMENT PROFESSIONALISM BUILD A RELATIONSHIP BE RESPONSIVE BE CLEAR ABOUT EXPECTATIONS COMPENSATE THEM 1 2 3 4 5 6 7 8 9 10

26. Let them tell authentic stories Think of them as partners Showcase content on various of Facebook, Pinterest, Twitter, YouTube Give proper influencer attribution Provide clarity on what actions you want the audience to take Be “always on” Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies Compensation KEYSTHE INFLUENCERS TO WORKING WITH

27. AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY Reach Clicks Sharing Clicks to e-commerce Sharing Views Votes Likes / Follow Conversions to sale Referrals Content Views Data Capture Coupons/ Exclusive Offers User-generated content Brand Study Social Listening Tracking tags Comments Brand Study MEASURING INFLUENCER MARKETING

28. Identify groups of potential advocates GETTING STARTED: ADVOCATE MARKETING List what you’d like each group to do Determine what you can do for them

29. WHAT TO LOOK FOR IN AN ADVOCATEUNDERSTANDS YOUR SOLUTION OR SERVICE RECEIVED VALUE HAS VALUE METRICS STORYTELLER NETWORK BUILDER RISING STAR READY TO ENGAGE VALUES ACCESS APPRECIATES REWARDS SOMETHING TO PROVE 1 2 3 4 5 6 7 8 9 10

30. WHERE TO LOOK FOR AN ADVOCATEHIGH NPS SCORE RECENT SUPPORT CASE RESOLUTION ADVISORY BOARD SUGGESTED BY FIELD TEAM BLOG COMMENTS ON SOCIAL MEDIA BETA TESTER SALES REFRENCE PARTNER NEW CUSTOMER 1 2 3 4 5 6 7 8 9 10

31. Engagement builds momentum Keep your communications fresh Personalize the program Offer regular feedback Make your requests super clear & as easy as possible Balance value to advocates with value to your organization Say “Thank You” with rewards & perks Remember that the things they value the most my not be monetary KEYSTHE ADVOCATES TO WORKING WITH

32. MEASURING ADVOCATE MARKETING • High quality referrals • Faster sales cycles • Improved win rates • Decreased churn • Better product feedback • Higher customer satisfaction

33. • Broad reach • Domain knowledge • Influential opinions • Genuine fan • Direct experience • Long-term relationship INFLUENCERS ADVOCATES

34. RELEVANCY: INFLUENCERS OR ADVOCATES

35. QUESTIONS? Join @Influitive & @HollyHamann for an Influencer vs. Advocate marketing Twitter Chat right now (2pm ET) Use the hashtag #advocatemktg Learn more at: http://influitive.com/advocatemktg-twitter-chat/

Influencers vs Advocates: What's the difference?

Influencers vs Advocates: What's the difference?

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Influencers vs Advocates: What's the difference?

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