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Hello Chicago!
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Jim WilliamsVP Marketing, Influitive
@jimcwilliams
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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 11
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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Spark the movement
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Today’s Agenda
2:00PM Opening Remarks: Sparking The Movement with Jim Williams, Influitive
2:25PM Context, Customers and COMPETITIVE ADVANTAGE - April Dunford (Sprint.ly)
2:50PM Turning Customer Love Into A Marketing Strategy with Jeff Wiss, Duo Security
3:15PM Networking Break
4:00PM Three Steps To Make Customers Into Raving Fans with Lindsey Erlick, Pearson
4:25PM The Truth About Why We Advocate with Mike Bernard, Relationship One
4:50PM Closing Remarks
5:00PM Networking and Appetizers
#advocacyadv
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
COMPETITIONBRANDING &
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
STYLE 1: ARM WRESTLING
Use Advocates to REINFORCE THE CATEGORY DEFINITION and BUYING CRITERIA
Use Advocates to ILLUSTRATE MOMENTUM and LEADERSHIP
STYLE 1: ARM WRESTLING
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
STYLE 2: BIG FISH, SMALLER POND
Use Advocates to REINFORCE THE DISTINCT NEEDS of the target segment.
Advocates can illustrate your ADVANTAGES FOR THE SUBSEGMENT
STYLE 2: BIG FISH, SMALLER POND
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
STYLE 3: REFRAME THE MARKET
Use Advocates to REINFORCE THE IMPORTANCE OF YOUR INNOVATION.
Use Advocates to illustrate the NEW BUYING CRITERIA IN ACTION
STYLE 3: REFRAME THE MARKET
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
STYLE 4: CHANGE THE GAME
Use Advocates to REINFORCE THE CATEGORY DEFINITION.
Use Advocates to ILLUSTRATE MOMENTUM and LEADERSHIP
STYLE 4: CHANGE THE GAME
STORY: ARE BOTH THESE THINGS ROBOTS?
FIND OUT WHO YOU ARE… …AND
DO IT ON
PURPOSE
APRIL DUNFORDAprilDunford.com
@AprilDunford
Jeff WissVP Marketing, Duo Security
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Turning Customer Love
Into a Marketing Strategy
Jeff Wiss, VP MarketingDuo Security
What’s Up with the Security Industry?
They Want You Afraid
We want you confident andrelaxed.
November 2015 Offsite / Group 3: AdvertisingWhat could be Duo’s watershed ad or campaign be in 2016? Think . . . Dollar Shave Club’s “Our Blades are F***ing Great” WhassupDos Equis: Most Interesting Man in the World“Hello, I’m a Mac” . . . “And I’m a PC.” Old Spice: The Man Your Man Could Smell Like.Dove’s Campaign for Real BeautyApple 1984One idea or multiple ideas are fine.Feel free to describe concept, storyboard it, or act it out.
____ LOVES DUO
Customers
…because 25,000 employees tend to overshare.
Customers
…because it keeps student “activity” secure.
Customers
…because it makes I.T. a “yes” department.
Locations
Austin
Locations
Austin
Becoming theMostLovedCompanyin Security
It Was Right in Front of our Face
Then We Put it in Front of Everyone’s
Then We Put it in Front of Everyone’s
Why it Worked
The Results - Website Visits
November 2015 Offsite
February 2016Campaign Kickoff
The Results - MQLs
November 2015 Offsite
February 2016Campaign Kickoff
The Results - NPS
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Lessons Learned
Lessons Learned
Jeff [email protected]
Lindsey ErlickSenior Advocate Marketing Manager, Pearson
@linze_e
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3 STEPS TO MAKE CUSTOMERS INTO RAVING
FANSLINDSEY ERLICKSENIOR MANAGER STUDENT ADVOCACY & MARKETINGAT PEARSON
@linze_e@theglutenfreetravelers
OVER 1 BILLION DOLLARS
@linze_e
ADVOCATE COMMUNITYTRADITIONAL COMMUNITY
@linze_e
WHAT STARTED IT ALL...
PRODUCT INPUT
@linze_e
3 STEP FORMULA FOR SUCCESSSTEP 1 STEP 2 STEP 3
DEFINE NEEDS
BE EXCLUSIVE
CHEERLEAD@linze_e
STEP 1: DEFINE BUSINESS NEEDS
@linze_e
STEP 2: BE EXCLUSIVE
@linze_e
BONUS : GET TO KNOW THEM
@linze_e
@linze_e
MEET PEARSON STUDENT INSIDER:
THOMAS
STEP 3: BE YOUR ADVOCATES CHEERLEADER
@linze_e
@linze_e
PREPARE FOR YOUR WILDEST
DREAMS
PEARSON STUDENT INSIDERS
2X SOCIAL MEDIA
CONTENT GALORE
1500+ ADVOCATES
@linze_e
PRODUCT INPUT
HUMANIZE BRAND
PROFESSIONAL ROLE MODEL
@linze_e
BUSINESS IMPACT
Employability Scale Advocacy
@linze_e
future goals...
3 STEP FORMULA RECAPSTEP 1 STEP 2 STEP 3
DEFINE NEEDS
BE EXCLUSIVE
CHEERLEAD
@linze_e& GET TO KNOW
ADVOCATES
@linze_e
Mike BernardVP Client Services, Relationship One
@Bernster
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HOW BEING AN ADVOCATE MADE MY CAREER
Mike BernardVICE PRESIDENT OF CLIENT SERVICES
STRATEGY TECHNOLOGY DATA
HOW I
GOT HERE
DIGITALMARKETING
WORLD11+ YEARS
BECAME TOP
ELOQUA ADVOCATE
GovDelivery2011
A SHORT STORY ABOUT
EloquaCUSTOME
R
MADEINDUSTRY
CONNECTIONS
WHY WOULD YOU BECOME AN ADVOCATE?
STATUS ACCESS POWER BELONGING
THE BEST ADVOCATE EXPERIENCE Social triggers boost engagement and results
BENEFITS:
INPUT INTO THE PRODUCT
GROWING MY NETWORK
INPUT INTO THE CONTENT
OPPORTUNITIES TO PRESENT AT INDUSTRY EVENTS
COMPETITION
FUNJOY OF HELPINGOTHERS
ADVANCEDADVOCACY MARKETING SUGGESTIONS
Driving Content 1
Discovering industry trends2
Soliciting advocates to generate research 3
Maximizing content distribution 4
Generating referral traffic to the site 5
Reviews6
Get the attention of important people 7
Product input 8
References9
Rating content – curating 10
Mentoring11
Promotion 12
Keeping up with company alums 13
Inspiring stories for marketers, by marketers.
inspiredmarketing.relationshipone.com
Francesca KrihelySr. Manager of Content and Advocacy Maketing
Influitive EDGEHow To Confidently Create An Engaging
Experience For Your Advocates
Free Live Training SessionNovember 2, 4:00 pm EDT
www.influitive.com/events113
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Influitive, the Advocate Marketing Platform
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