From Email to Advocates: How to Amplify Your Marketing with Social
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There are many factors required for a successful marketing campaign, but if you aren't enabling your advocates to share your content and messages, you're missing a huge opportunity to drive awareness, social engagement, and website traffic. In today's socially-connected world, its more critical than ever that marketers maximize their social reach to amplify their marketing messages and credibility. Listen in as DJ Waldow, Digital Marketing Evangelist at Marketo, and Gregory Shove, Founder and CEO at SocialChorus, demonstrate how to create emails that encourage social sharing, and how to develop an advocacy program that can transform your customers into advocates. You'll learn how to: -Encourage advocates to share content from existing email campaigns -Leverage marketing automation data to find existing advocates -Empower advocates to create and share brand content
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From Email to Advocates: How to Amplify Your Marketing with Social
- 1. From Email to Advocates… How to Amplify Your Marketing with Social with Greg Shove and DJ Waldow
- 3. Greg Shove – Founder & CEO of SocialChorus DJ Waldow – Digital Marketing Evangelist at Marketo @djwaldo w @gregshove #SMadvocates 3
- 4. Over the next 38 minutes you will learn … • Why social matters • How to create emails that encourage social sharing • The importance of advocate marketing in transforming your customers and employees into advocates • Empower advocates to • Reach new audiences • Increase web traffic • Increase conversions @djwaldo w @gregshove #SMadvocates 4
- 5. Social media is HOT @djwaldo w @gregshove #SMadvocates 5
- 11. Unprecedented Changes in Buying Information: Information: SCARCITY ABUNDANCE Purchasing Power: Purchasing Power: SELLERS BUYERS Organizational Power: Organizational Power: SALES MARKETING NOW THEN @djwaldo w @gregshove #SMadvocates 11
- 12. Creating emails that encourage social sharing #SMadvocates 12
- 29. Marketing automation reveals your existing advocates @djwaldo w @gregshove #SMadvocates 29
- 30. From email to advocates Email is a great way to reach your customers… @djwaldo w …Advocate Marketing enables distribution to additional audiences through authentic, trusted sources (friends, family and followers) @gregshove #SMadvocates 30
- 31. Customers trust advocates % 77 of consumers are more likely to buy a product when they hear about it from someone they trust — Nielsen 2013 % 84 @djwaldo w of consumers worldwide trust recommendations from friends and family more than any form of advertising — Nielsen 2013 @gregshove #SMadvocates 31
- 32. The benefits of customer advocates Customer advocates will: • Promote brands to their network • Share content and messaging • Drive web traffic and conversions • Write reviews @djwaldo w @gregshove #SMadvocates 32
- 33. The benefits of employee advocates Employee advocates will: • Promote thought leadership • Share company news • Showcase new products • Promote company conscience • Create demand for jobs • Drive web traffic and conversions @djwaldo w @gregshove #SMadvocates 33
- 34. Advocates solve marketing problems Reach new audiences @djwaldo w Increase web traffic @gregshove Increase conversions #SMadvocates 34
- 35. Reach new audiences Advocates share brand content and their audiences reshare % 8 only 8% of employee and brand audiences overlap, highlighting the huge gains in reach made via advocate marketing* *Fortune 100 technology brand results @djwaldo w @gregshove #SMadvocates 35
- 36. Increase web traffic • Thousands of trusted sources promoting your brand • Average reach of over 10 million people in 12 months • Tailored content drives audiences to your website, social and event pages @djwaldo w @gregshove #SMadvocates 36
- 37. Increases conversions with your brand content in the feed Audiences click on advocate shares and tweets to drive: • More sales • More product trials • More form completes • More mailing list opt-ins @djwaldo w @gregshove #SMadvocates 37
- 38. Five key steps to Advocate Marketing • Invite your best advocates • Curate brand content • Advocates create and share content • Audiences engage and reshare • All sharing and engagement is tracked & measured @djwaldo w @gregshove #SMadvocates 38
- 39. Advocates are always working for your brand Continual relationship with advocates who will: • Always share on behalf of your brand in exchange for small Thank Yous • Come to your brand’s defense when things go wrong • Always be willing to say something positive about your brand @djwaldo w @gregshove #SMadvocates 39
- 40. This audience is proof that Advocate Marketing works • Webinar registrations via SocialChorus employee advocate program • Supplement email invitations • Increase engagement • Reach new audiences @djwaldo w @gregshove #SMadvocates 40
- 41. Top advocates Social network breakdown Amount of sharing/resharing @djwaldo w @gregshove Top content Audience engagement #SMadvocates 41
- 43. Additional questions? Want to learn more? Click here to get in touch with us: socialchorus.com/contact Click here to get in touch with me: djwaldow@marketo.com Click here to learn more about launching your Advocate Marketing program: socialchorus.com/resources Click here to learn more about Marketo: www.marketo.com/resources @djwaldo w @gregshove #hashtag 43
Notas do Editor
- DJ and Greg fun facts:DJ – his son’s middle name is VikingGreg -
- We believe that buying has changed forever.Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. But now, there is an explosion of readily available information— so much that 90% of the data in the world today has been created in the last two years alone.All this data = buyers today are more empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience. Result: Forrester Reports that 65-90% of buying process is complete when consumer walks into store/branch/dealer, or contacts sales. This translates to an organizational power shift from Sales to Marketing, and a corresponding responsibility shift to Marketing for a much greater share of the buying cycle.All this requires deep changes in how we market.
- add slide before – three kinds of advocates giving context
- website traffic, sign up and buy
- Our average, an advocate participates once per month and engages 5 fans or followers with each action. Using 144 as the average number of fans/followers, the total potential reach of for any 1 advocate over a 12 month period is is 10,368. Multipled by 1000 (the average size of a successful consumer advocacy program), the average consumer advocate marketing program can reach over 10.3MM of your customers' friends/fans/followers over a 12 month period. We can tailor the content that we provid advocates to share so that when their audiences click-through, we send them to the desired environment: website homepage, special offers, purchase funnel, Facebook page, etc.