Advocacy plays a fundamental role in realizing social marketing’s holy grail: Engagement@Scale. Our data shows that while advocates make up only .001% of a brand’s social subscribers, they’re responsible for 5.3% of a brand’s total signal and for starting 8.3% of all company related discussions. Given the outsized value of advocacy, brands must pursue it as part of their marketing strategy, but it can be difficult. Advocates vary in behavior, influences and motivations, just as much as the customers they influence. Companies spend time and resources understanding customer nuances, why not do the same for advocates?

1. Dachis Group Presents:
THE
an insider look at
BRAND ADVOCACY
In social business, your biggest fans aren’t just supporting your brand –
they are your brand. Thanks to social technologies every individual now
has a public, global voice that rivals any media company. And when it
comes to what you buy, people listen to people, not traditional marketing.
We crunched the
numbers and
advocates are a
very big deal:
Advocates
make up
.001%
of a company's active participants.
Those advocates have a big
5.3% 8.3%
of total company-
related activity,
of all company-related
conversations, which
8.4%
of all company-related
activity across the
footprint. They represent... which start... account for... social web!
WHO ARE THESE MYSTERIOUS ADVOCATES,
AND WHY DO THEY MATTER? BRAND AMBASSADOR:
Elite customers that spread
passion for the brand in ways
that naturally align to their
daily activities and interests.
1
AMPLIFY
Create a role for them that
harnesses this naturally-
occurring passion and gives
them the right tools and
motivation to spread the
brand experience.
PASSION
BRAND ACTIVIST:
2 Individuals motivated by the
brand to spread passion
'out in the world.'
Motivate them to participate
in the brand experience
through events and other
buzz-building activities.
MARKETING PARTNER:
Advocates encouraged to
contribute ideas and be part
of business innovation. 3
Provide a public platform for
them to make contributions
in the form of product and
TESTIMONIALS marketing ideas (and beyond).
IDEAS +
4
DEVELOPMENT
LICENSED
INFORMANT:
Advocates who have particular
expertise (that may or may not
be coupled with influence) and
are willing to use that knowledge
to guide others.
Work with them in an official
context to support peer-based
shopping and buying.
REPUTATION MANAGER:
Individuals who feel comfortable
and inclined to defend the
5
brand in times of crisis.
Proactively rally them in
anticipation of or in the
face of a crisis. Enable
them to defend the brand
by providing exclusive
and critical information.
6 CUSTOMER DEFENSE
SERVICE REP:
Advocates recruited to
augment a company's
salesforce or fulfill a
particular business need.
Incentivize their formal
involvement in supporting
EXTENSION some form of the brand's
customer service efforts.
Our methodology
515 Congress Avenue Dachis Group is the world leader in social marketing optimization. Our proprietary big
Suite 2420 data analytics platform helps the world's largest brands optimize their social marketing
Austin, TX 78701 and engage@scale with their customers. We track the brand performance of 30,000
USA brands and 100,000,000 social accounts across every major social media platform
and deliver actionable insights to enable brand advocacy and meaningful measurement.
+1 512.275.7825 Main
+1 512.275.7828 Fax
To learn more about Dachis Group just visit http://social.dachisgroup.com/tour.
inquiries@dachisgroup.com
Social Performance Monitor measures the business value of your social programs using
www.dachisgroup.com metrics that make sense: brand awareness, brand love, brand mindshare, and brand
www.socialbusinessindex.com advocacy. Use this software to gain insight and take action, leveraging more than 60
www.socialbusinesssummit.com performance measures sourced from every major social platform.
www.socialbusinesscouncil.com
Campaign Performance Monitor measures the business impact of social campaigns in
real-time so you can invest further in the tactics that work and cancel the ones that don’t.
Advocate Insight identifies and measures the demographics, locations, and trends of
your brand’s most passionate and engaged customers across social channels, giving
you a scalable and trusted way to interact with your social ecosystem.
v1.0 | 18 Oct 2012