Brand AdvocatesHow To Amplify Your Marketing With Social Media

Introductions

Alexandra Tursi (@tursita) Social Media Strategist,

Fletcher Allen Health Care

Sarah DeGray (@revindoorcyclin) Owner, REV Indoor Cycling

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What We’ll Cover Today

Introduction to brand advocacy

How to identify brand advocates

How to work with brand advocates

How to measure success

Examples from Fletcher Allen Health Care and REV Indoor Cycling

Q&A

Different Words, Same Meaning

Who are brand advocates?

People who love your brand…and create and share content with their social media following

92%Trust recommendations from people they know over all

other forms of advertisement

Why do consumers share content?

Remember, it’s human nature amplified by living in the “Information Age” We share more, from more sources, with more people, more often,

more quickly

To bring valuable & entertaining content to others

To define ourselves to others

To grow & nourish our relationships

To get the word out about causes or brands

Self-fulfillment

Types: Altruists, Careerists, Connectors, Hipsters, Selectives

What 1,000 brand advocates can do

Your brand in their social feeds

Example: REV Indoor Cycling

Why work with brand advocates?

Advocate content is less expensive Brands spend 25% of overall budget on professional

content creation

Advocate content performs better 10x more engagement than branded paid content

Advocate content is a solution to your pain point: the need for more content!

How to identify brand advocates

Customers

Bloggers

Employees

Social influencers

Examples of brand advocates

How to work with brand advocates

Appeal to their motivation to connect with each other – not just with your brand

Trust is the cost of entry for getting shared

Keep it simple…and it will get shared…and it won’t get muddled

Appeal to their sense of humor

Embrace a sense of urgency

Customers

Where to find them CRM and email databases Social networks Existing loyalty program Invite advocates in store

How to engage with them Keep it fun and engaging Keep it always on Provide a variety of content Don’t be prescriptive Say “Thanks!” & recognize customers with shout-outs, samples and

brand goodies Surprise & delight customers

Example: REV Indoor Cycling

Knowing our audience

Our brand content: Keep it fun with pop culture references

Make it exclusive: Facebook-only offers

Making the social media experience interactive Playlist recommendations Encourage clients to share their experience online right after class Tagging people

Timing is everything Posting right after class React quickly to social conversations

Pop culture, hyperlocal happenings

Facebook-only offers & information

Making it interactive & engaging

Taking song requests from our customers…and using the suggestions!

Timing: Posting before & after class

Thank yous

Social media

Emails

In-person

Assessing what works…& what doesn’t

Assessing what works…& what doesn’t

Bloggers

Where to find them Start with research:

How large is their social reach? How engaged is their audience? Are the audience interests aligned with your brand focus?

How to engage with them Create a polished invitation

Make is personal, offer something of value Allow for creative freedom Maintain the relationship

Example: REV Indoor Cycling

Seven Days story instead of a print ad!

Employees

Where to find them Employee databases Internal social networks & intranets New hire on-boarding Offline: In-office and at events

How to engage them Start with your most passionate employees Establish and communicate social media policies Provide light-weight social media training Make it easy!

Relevant industry articles Company news, events, initiatives

Give shout outs

Example: REV Indoor Cycling

Shining a light on our employees Tagging Geolocating

Social Influencers

Where to find them Look beyond celebrities Focus on niches Search social networks for relevant conversations

How to engage them Activate existing fans and followers Start small and build into a larger program Incentivize with content (exclusives, first access, events) Avoid one-offs: maintain a pattern of engagement Don’t forget to measure!

Example: REV Indoor Cycling

Student Ambassador Program

Step #1: You must REV at least 5 times - at least 2 of those classes needs to be with me.

Step #2: Meet with me in person to discuss REV's community mission and fitness goals. It's a chance for me to learn more about you and for you to learn more about REV.

Step #3: Receive free promotional materials - you will receive some business cards and items to distribute at your school or with friends. You will receive a free REV tee shirt and sick hat that you can wear as well.

Step #4: Recruit your friends and classmates - share your experiences with them and bring them to REV.

Step #5: You earn free rides when others purchase ride packages!

Bringing it all together

Don’t start and stop

Keep it easy

Provide a variety of content to create & share

Don’t be too prescriptive

Thank advocates and recognize them!

Surprise and delight

Repurpose advocate content on your brand channels

One final point: handling negativity

Turn social complaints into a stronger reputation

Be proactive! Thank complainer Explain why you appreciate feedback Apologize for the mistake Take responsibility and do the right thing Ask for necessary information Take swift action Prevent future mistakes

Have a social media comment policy

Know when to say “No”

Q&A