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Monster Loyalty: Advocacy Lessons for Business
Advocate Marketing University #AdvocateU
Nicole Alvino
Co-Founder, SocialChorus
@nalvino
Jackie Huba
Author@jackiehuba
Advocate Marketing is trusted
92%trust recommendations from people they know over all other forms of advertisement
77%of consumers are more likely to buy a product when they hear about it from someone they trust
#AdvocateU
Brands engage thousands of insiders
– their best employees, customers, partners & influencers –
who create & share authentic brand content with their social networks.
Customers
Employees & Partners
Social Media Team
Turn social marketing inside out
#AdvocateU
MONSTERLOYALTYAdvocacy Lessons for Business from Lady Gaga
6years
#AdvocateU
Grammys:
Albums:
Singles:125 million24 million
#AdvocateU
#AdvocateU
#AdvocateU
41 millionTwitter followers
#AdvocateU
67 millionFacebook likes
#AdvocateU
#AdvocateU
#MonsterLoyalty@jackiehuba
#AdvocateU
One PercentersFocus on your
#AdvocateU
ADVOCATES
EXISTING
NEW
1%
NEW
EXISTING
Amber Brown
9 Monster Balls
5 BTW Balls 1st in line BTW
BallSt. Louis
#AdvocateU
#AdvocateU
One PercenterWhat are you a
for?
#AdvocateU
CMOs top marketing objectives
#AdvocateU
CMOs top marketing objectives
#AdvocateU
5x cheaperto keep a customer than get a new one
#AdvocateU
“It’s more important to have one million diehard
fans, than to have
54 million [Facebook likes].”- Troy Carter
#AdvocateU
EXISTING
NEW
1%
One Percenters
Do you know who your
are?
#AdvocateU
values
Lead with
#AdvocateU
#AdvocateU
BORN THIS WAYMy mama told me when I was young
We are all born superstarsShe rolled my hair and put my lipstick on
In the glass of her boudoir
There's nothin' wrong with lovin' who you areShe said, 'cause He made you perfect, babe
So hold your head up, girl and you you'll go farListen to me when I say
I'm beautiful in my way'Cause God makes no mistakes
I'm on the right track, babyI was born this way
Don't hide yourself in regretJust love yourself and you're set
I'm on the right track, babyI was born this way, born this way
#AdvocateU
#AdvocateU
#AdvocateU
Source: Millward Brown Optimor
Companies that lead with values outperform the market
#AdvocateU
#AdvocateU
“We are a catalyst in a
happy, healthy home
revolution.”-- Eric Ryan & Adam Lowry, Method co-founders
#AdvocateU
values?What are your
#AdvocateU
communityBuild
#AdvocateU
#AdvocateU
#AdvocateU
#AdvocateU
community?
How do you build
#AdvocateU
talk aboutGenerate something to
#AdvocateU
#AdvocateU
Pic of Fame
talk about?
Do you give customers things to
#AdvocateU
Advocacy lessons from Lady Gaga
Generate something to talk about
Lead with valuesBuild community
Focus on your One Percenters
#AdvocateU
MONSTERLOYALTYAdvocacy Lessons for Business from Lady Gaga
Thank you
Nicole Alvino @nalvino
Jackie Huba @jackiehuba
bit.ly/CustomerAdvocates jackiehuba.com/books/monster-loyalty