Advocacy Advantage: Toronto

Hello Toronto!

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Influitive EDGEHow To Confidently Create An Engaging Experience For

Your Advocates

Free Live Training SessionNovember 2, 4:00 pm EDTwww.influitive.com/events

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Today’s Agenda2:00PM Opening Remarks: Sparking The Movement - Mark Organ (Influitive)

2:20PM Context, Customers and COMPETITIVE ADVANTAGE - April Dunford (Sprint.ly)

2:45PM How to Leverage Your Customers Throughout the Content Lifecycle - Taylor Moore (TouchBistro)

3:10PM Networking Break

3:30PM David vs Goliath: Advocacy & Authenticity as a Competitive Advantage - Rahul Raj (ecobee)

3:55PM Video + Advocacy. Made For Each Other - Jesse Ariss (Vidyard)

4:20PM Networking Break

4:40PM What Is Your Advocacy Advantage? - Deena Zenyk (Influitive)

5:05PM Networking and Appetizers#advocacyadv

Mark OrganCEO & Co-Founder, Influitive

@markorgan

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#advocacyadv

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The internet and social Web have made it possible for any voice to be heard, but to be truly heard

you have to be authentic. If not, you will be discovered, you will be exposed, and you’ll be derided.

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71% of buyers who see a personal value in a B2B purchase will end up buying.

Personal value had 2X the impact over business impact.

© 2016 Forrester Research, Inc. Reproduction Prohibited 15

Consumers trust people the most

Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2014

To what extent do you trust each of the following types of promotion?

(Answered 4 or 5 on scale of 5, where 5 = “trust completely, 1 = “Do not trust at all”)

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There’s a Silent Killerin your Sales Pipeline

Of buying happens ‘belowthe surface’

75%

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Self-ish Marketing• Company talking about itself• Pushing products• Handful of go-to references• Companies control brands• Noise

Advocate Marketing • Customers raving in public• Building lifetime relationships • Army of advocates • Brands built by customers• Cut through the noise

The winners embrace a new model

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TO

Access Power

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Status Belonging

Social triggers that drive advocacy

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The Advocacy Imperativeactivate your advocates with a rigorous, systematic approach

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A central organizing principle

embedded in the fabric of the company

Human experience authentic, deeply

personalized, sense of community

Everywhere advocacy happenspersistent engagement of 100s to 1000s of advocates

the best spark a

movementpowered by a

groundswell of advocates

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http://youtube.com/v/WN_ONvuhwu4

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Spark the movement

April DunfordCEO, Sprint.ly@aprildunford

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Context, Customers and COMPETITIVE ADVANTAGE

@aprildunford April Dunford

CONTEXT: AN EXPERIMENT

Ball Cap Smokers!?

This schlumpy

action

Grimy metro plaza

GarbageDidn’t stop

STREET PERFORMER!

Camera man These dope

white bowties

Fancy wood!

Folks are feeling it!

Program that says he won awards n

stuff

GENIUS!

THE “PRODUCT” DIDN’T CHANGE

VS

OUR CONTEXT

CUSTOMERS

COMPETITION BRANDING & PACKAGING

EXPECTED FEATURES

CHANNELS PRICING

WE UNDERSTAND

THAT CONTEXT IS IMPORTANT

Out of context quote!

NO!!!

WE RARELY SET CONTEXT DELIBERATELY

STORY: SOMETIMES A DATABASE ISN’T A DATABASE

WHY ARE WE SO BAD AT FRAMING?

WE ARE TAUGHT THIS

YOU CAN WRITE CRAP DOWN, BUT IT’S STILL CRAP!!

POSITIONING: 4 STYLES

STYLE 1: ARM WRESTLING

WHEN TO USE ITThe category is known but there’s NO CLEAR LEADER

RISKSYou need MONEY and TIME

WHAT IS ITBeat the leader AT THEIR OWN GAME

ADVANTAGESEveryone understands the Frame


Use Advocates to REINFORCE THE CATEGORY DEFINITION and BUYING CRITERIA

Use Advocates to ILLUSTRATE MOMENTUM and LEADERSHIP


STYLE 2: BIG FISH, SMALLER POND

ADVANTAGESDon’t have to take the leaders HEAD-ON

WHEN TO USE ITThe a sub-segment has DISTINCT NEEDS that are UNMET by the current leader

RISKSThe leader MATCHES your offering

WHAT IS ITYour frame is a SUB-SEGMENT of an existing market


Use Advocates to REINFORCE THE DISTINCT NEEDS of the target segment.

Advocates can illustrate your ADVANTAGES FOR THE SUBSEGMENT


STYLE 3: REFRAME THE MARKET

ADVANTAGESHighlights your STRENGTHS, makes the leader's strengths IRRELEVANT

WHEN TO USE ITYou have BREAKTHROUGH INNOVATIONThere is a SUDDEN CHANGE in the market

RISKSThe leader positions your innovation as a “FEATURE”

WHAT IS ITREFRAME an existing market


Use Advocates to REINFORCE THE IMPORTANCE OF YOUR INNOVATION.

Use Advocates to illustrate the NEW BUYING CRITERIA IN ACTION


STYLE 4: CHANGE THE GAME

ADVANTAGESThe company that CREATES the category is considered the LEADER

WHEN TO USE ITExisting categories don’t HIGHLIGHT YOUR STRENGTHSData indicates a category WILL EMERGE

RISKSAdjacent category leaders try to SUBSUME your categoryFAST FOLLOWERS beat you before you are established as leader

WHAT IS ITINVENT a new market category


Use Advocates to REINFORCE THE CATEGORY DEFINITION.

Use Advocates to ILLUSTRATE MOMENTUM and LEADERSHIP


STORY: ARE BOTH THESE THINGS ROBOTS?

FIND OUT WHO YOU ARE… …AND

DO IT ON

PURPOSE

APRIL DUNFORDAprilDunford.com

@AprilDunford

Taylor MooreContent Marketing Manager, TouchBistro

@taylormooreTO

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How to Leverage Your Customers Throughout the Content Lifecycle

Taylor Moore

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We had a dream…..

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Ideation

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What is your biggest pain point as a restaurateur?

What do you wish you knew when you were making a POS purchasing decision?

What do you think we should write about on our blog?

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Creation

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Crowd-Sourced Case Studies

Top of FunnelContent

Corporate Messaging

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Distribution

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Distribution

“An ally in creation is an ally in promotion.” - Andy

Crestodina

Bonus: Access to

a wider audience

in a genuine way

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Iteration

Iteration

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● Building their own

brand

● Relevant perks

and rewards

● It feels good

Rahul RajVP of Marketing, ecobee

@rahulwraj

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DAVIDVS

GOLIATHAdvocacy & Authenticity as a Competitive Advantage

Our product

Comfort Room sensors

ControlAnytime, from anywhere

Energy Efficiency23% on heating and cooling

Savings Pays for itself in 12-18 months

Energy solutions that are easy to use and cost less to you and our planet.

GoliathBig budgets & big organization

DavidSmall, but mighty

Jesse ArissProduct Marketing Manager, Vidyard

@jesseariss

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Video + AdvocacyMade for each other.Jesse ArissProduct Marketing Manager

@jesseariss

THE PLAY BUTTON IS THE MOSTCOMPELLING CALL TO ACTION ON THE WEB

https://goo.gl/K3k1FN

The Future of the Internet is Video

Every day, over 8 billion videos

are watched on Facebook

Every month, over 6 billion hours of

video are watched on YouTube

By 2018, video will account for 80% of all web

traffic

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In a decade, video will look like as big of a shift in the way we all share &

communicate as mobile has been.”

- MARK ZUCKERBERGAPRIL 2016

66% Like Video From

Brands

2X Click Through

Rates

41% Higher Click Throughs With

Search

80% Increase in Page

Conversions2 Mins Longer on Websites

70% of Marketers Report Better Conversion Rates

97% Increase in Purchase

Intent

20% Lower Cost Per Lead

Video Works.

Are your cameras rolling?

I want to, but video is hard

Video is as hard as you make it.

Email campaigns take time!

Social media campaigns take time!

Blogging take time!

Which one do you prefer?

5 page whitepaper 80 second video

Video every step of the way.

• Video adds a personal touch when sending invites to our hub.



• Video challenges are easy for advocates to watch, (and easy to make!)




• Meet-the-team videos make your advocates feel like they are part of something special





• Keep ‘em engaged with surprises!












Give your advocates something special

Video has never been easier.

It doesn’t work

• Our video invite has had a huge impact on driving engaged advocates

• Our best performing conversations all include elements of video

We don’t have content

• Need ideas? Culture videos, unboxings, reaction videos, repurpose old content, meet the team, product reviews, product demos, thought leadership, customer testimonials at events

It’s too expensive / time consuming

• Get started today. ViewedIt is free. Seriously.

So.. What’s your excuse?

Deena ZenykPrincipal Consultant, Customer Marketing & Advocacy, Influitive

@DeenaZenyk

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What is Your Advocacy Advantage?

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Once Upon an Advocate Marketer

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Validated

AccomplishedSupported Importa

nt

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Transactional or Transformative?

You Decide.

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Advocacy isYour Advantage

Thank You!

@DeenaZenyk

ca.linkedin.com/in/deenazenyk

#advocacyadv

Influitive EDGEHow To Confidently Create An Engaging

Experience For Your Advocates

Free Live Training SessionNovember 2, 4:00 pm EDT

www.influitive.com/events

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Advocacy Advantage: Toronto