At the Intersection of Influence & Advocacy
June 26, 2013
Featuring
2
@zacharyRD
Your Presenters
Zachary Reiss-Davis, Analyst, Forrester Research
Mark Organ, CEO & Co-Founder of Influitive
@influitive
@markorgan
• For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window
• Submit your text question using the Questions pane
• Or via #advocatemarketing
• Note: A recording will be made available
How to participateHOUSEKEEPING
#advocatemarketing
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Agenda
›Why Social Reach?
›Why Advocate Marketing?
› Identifying, Mobilizing and Rewarding Fans
›Examples & Best Practices
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Customers and prospects go through four stages in the “customer life cycle”
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How do we support the ‘discover’ phase?
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Online videos
Blogs
Professional social networking sites (not including LinkedIn and Facebook)
Virtual events or virtual trade shows
Industry analyst firms
Support forums and discussion forums
Electronic newsletters (email)
Peers outside your organization
Webinars and webcasts
Printed publications
In-person events
Consultants or systems integrators (SIs)
Vendor salespeople
Colleagues within your organization
Websites
5%
9%
16%
26%
28%
30%
33%
46%
49%
52%
55%
56%
68%
70%
72%
73%
79%
81%
Base: US and European business technology decision-makers who are involved in each stage at companies with 100 or more employees; Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers
“Across all stages of a technology initiative, which of the followingsources of information influence your decision-making process?”
People are what matter, including your prospects’ peers and colleagues
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Similarly, B2C discovery is friends and family
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Social Focus on the Customer Life Cycle
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Social reach focuses on:• Discovery.• New prospects.
Image source: Wikipedia
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All content is a mix of both.
This isn’t about paid versus free
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Types of social reach
Your social intelligence initiative doesn’t help you engage
Image source: salesforce.com (http://www.salesforce.com/)
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Listening platforms aren’t designed to engage
Base: 35 firms with listening tools that market primarily or only to other businesses; Source: Q3 2011 Global Listening Platforms Customer Online Survey; November 14, 2012, “2013 Planning Brief: Listen To Customers, Engage With Influencers” Forrester report
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Listening platforms amplify the less influential
BUT YOUR CUSTOMERS AREN’T BEING INFLUENCED THERE
60% to 70%
• of Salesforce Marketing Cloud content comes from Twitter.
5%
• of your buyers are influenced by content on Twitter.*
Base: Salesforce Marketing Cloud listening solution (formerly Radian6); *Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees; Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers
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Advocates are customers, partners, fans and evangelists - any individual - that invest in your company in non-financial ways
Advocates are Ektronauts
#advocatemarketing
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Here’s where you find them
Beta tester
Sales reference
NPS promoter
Just finished deploying!
partner
Blog commenter
Avid tweeter
Advisory board member
Media hound
Tech support turnaround
User group host
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Here’s how they think
fulfillment
reciprocityloyalty
validation
recognition
#advocatemarketing
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•You don’t treat your customers and prospects as equals . . .
• . . . so why treat everyone who talks about your product and category as equals?
Focus on the advocates who matter.
What’s next?
#advocatemarketing
What is social reach?Influencer marketing
Jeremy L. Gaddis, “network ninja”
Advocate marketing
Jarek Rek,Cisco trainer / researcher
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Social advertising
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Why should you do advocate marketing?
•Your customers are already talking — all the time.
•Engagement fuels the fire.•Engaged advocates supplement customer advocate (or reference) programs.
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Advocates versus Influencers
You need to work with both.
But advocates “advocate” for your brand!
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Example 1: Advocate -> Influencer
#advocatemarketing
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Example 1: Advocate -> Influencer
8 Advocate responses within hours
24 total responses
#advocatemarketing
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Example 1: Advocate -> Influencer
8 Advocate responses within hours
24 total responses
Blogger revised how-to article with GLOWING product review
#advocatemarketing
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Example 2: Advocate -> Influencer
#advocatemarketing
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Example 2: Advocate -> Influencer
#advocatemarketing
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Source: http://www.flickr.com/photos/orhamilton/5420096066/
Not just your brand; not just the crowd; but your relationship with your advocates
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Every revolution needs intellectuals & partisans
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Source: 382 business decision-makers in North America and Europe at companies with 100 or more employeesBase: Forrester's Q1 2013 North America And Europe B2B Social And Community Marketing Online Survey
How to motivate advocates?
Public recognition
Swag such as a free t-shirt
Personal contact by a vendor representative
VIP treatment at an event or conference
Gift certificates or cash for me personally
Use my ideas or comments to improve the product
Discounts on a vendor's products
15%
19%
20%
35%
38%
38%
47%
When on an online community that is clearly managed by a vendor of products or services, which of these would encourage you to
participate?
What you want
What you don’t
#advocatemarketing
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Capital not Cash
We See You We’re Listening to You
We’re Behind You
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•Always focus on the relationship. Advocacy is not ‘transactional.’
•Build the advocate’s reputation: ‒ Reference calls = connections. ‒ Referrals = trust. ‒ Analyst calls = reputation.
•Start small and work towards big asks
•Use psychological principles of motivation (ie., exclusivity, reciprocity)
•Make it fun!
5 tips for building an engaging advocate program
#advocatemarketing
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Q&A . . . before we head backstage
#advocatemarketing@influitive
@ZacharyRD