Episode 4:

B2B Marketing for Brand

Advocacy

Generation Introduction

A brand advocate is a customer, who propagates about the brand and

his/her experience with AIESEC to his/her social circles

Brand advocacy is a key part marketing activities and B2B marketers are

catching on, using them to drive referrals and boost sales.

5 Steps for implementing brand advocacy into your

marketing activities

1. Identify who of your customers are advocates

2. Collect advocacy content (e.g. testimonials)

3. Design Brand Advocate Program, clarify objective & set goals for it (e.g. Increasing #

of referrals)

4. Assign responsible person for the Brand Advocate Program

5. Review the result

Role for MC & LC

MC

- Build up accessible online & offline channels for

advocates engagement

- Constantly engage advocates virtually and

physically

- Collect content from LCs & create national

testimonials for showcasing

- Encourage national partners to put the AIESEC

logo on their website to promote the partnership

- Give rewards & recognition towards national

advocates

- Educate LCs on advocate program & result tracking

LC

- Identify who of your customers are advocates

- Get testimonials from companies and generate content

- Constantly engage advocates virtually and physically

- Encourage advocates to post reviews, blog comments

and forum responses on various social media platform

- Encourage local partners to put the AIESEC logo on their

website to promote the partnership

- Listen to and engage with advocates on Facebook,

Twitter, LinkedIn and other social networks

- Give rewards & recognition towards advocates

Brand Advocate Program

Video to know more about BAP: https://www.youtube.com/watch?v=zUtz3vf5cew

1. Define Objective

Market research Get feedback to improve service

Marketing Purpose Levage word of mouth marketing to

increase # of referrals

Customer Support Encourage customers to support each

other

2. Advocate Motivation Build Up

Reward &

Recognition

Get input to improve product

Get feedback to improve service

Increase advocate’s

visibility

Platform for them to visit

Channel for them to share

3. Impact Measurement: Define MOS and KPIs

4. Discover the advocates in the network

5. Engagement

a. How to engage

b. What’s the content to share

c. What’s the frequency

6. Important Reminders

- Make sure your advocate in the loop and inform them

with timely content

- Ensure it’s easy for your advocate to share, better to

provide platform & message directly

- Create value for your advocate when they share

- Give recognition & reward