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Slide Notes

Who are your most loyal, passionate, and engaged members? They don't just buy your products and attend your meetings - they sell membership to your association for you. Do you know who your most engaged members, your brand advocates, are? Are you systematically leveraging them to get more brand and product recommendations as well as drive sales? If you're not, you're missing the most powerful opportunity to turn likes into leads and social media into sales.

Rock Your Brand Advocates

Published on Nov 19, 2015

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PRESENTATION OUTLINE

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Who are your most loyal, passionate, and engaged members? They don't just buy your products and attend your meetings - they sell membership to your association for you. Do you know who your most engaged members, your brand advocates, are? Are you systematically leveraging them to get more brand and product recommendations as well as drive sales? If you're not, you're missing the most powerful opportunity to turn likes into leads and social media into sales.
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This session will teach you how to turn your enthusiastic members into a powerful and sustainable marketing force. But first we need to talk about the difference between advocates - brand advocates - and influencers. Both are really important, but there is a reason I am concentrating on one vs the other today...
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Influence Matters Most

  • Reach
  • + Frequency
  • + Influence
  • = Power Advocate

Cisco Influencers

http://www.bizbash.com/how-cisco-live-tapping-into-the-power-of-social-infl...

"How Cisco Live Is Tapping Into the Power of Social Influencers"
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wefollow.com

scoring brand advocates

peerindex

Advocacy ROI

The most valuable thing organizations can do with social media - the high order bid - is leveraging social media to amplify advocacy for your brand and products. Unlike listening or engagement, advocacy has a provable ROI: It drives referral leads and sales.

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Recommendations: Recommendations have become the new advertising.

Referrals: For many organizations, more than half of their business comes from referrals. Things may be different for associations, but one thing that isn't is the power of the referral.

Revenues: Organizations are boosting their revenues by getting their advocates to create and post positive reviews plus other content and by encouraging advocates to share offers on their social networks.

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1. Don't pay advocates
2. Make it easy for advocates.
3. ID and Energize your advocates
4. Listen to and engage your advocates
5. Track and optimize results - use analytics and A-B testing to see what methods work for your advocates the best.

Is Advocate Marketing right for you?

  • Can you directly reach your advocates?
  • Do your prospects seek recommendations?
  • Do you have at least 100 advocates?
  • Are your advocates willing to use assn-provided tools?
  • Are your advocates social media users?

From Awareness to Advocacy

Advocates Boost Healthcare Marketing

Yelp carries consumer reviews on hospitals
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Photo by Pulpolux !!!

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Energize your advocates

Do's & Don'ts

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Advocate Seeding Program

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Creating an advocacy plan

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@kikilitalien

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