http://bit.ly/agile-marketing-infographics This infographic shows “cultivation bands” of possible influencer touchpoints. These are broken down into initial contact with a loyal follower in social channels – to lead, engagement and then brand advocate and contributor. If you are creating a one year engagement strategy, it might be helpful to use this unfunnel methodology. This journey illustrates the opportunities and possible conversions along the path toward social brand advocate. A brand advocate not only interacts in social networks, but has a deeper affinity for the brand and thus develops a lifelong relationship with the brand, creating online content in all channels (i.e. a customer review, webinar event or blog article) that promotes or raises revenue for the brand. A reward/incentive program is critical to this cultivation strategy. Touchpoints may vary, but for maximum effectiveness use a variety of digital channels.

1. AGILE MARKETING IN MOTION
www.unfunnel.com
= CONVERSION
EXAMPLE CULTIVATION TOUCH POINTS OVER 1 YEAR TIME
BRAND LOYALTY
AWARENESS
EMAILS
FIND LOYAL
BLOGGERS
1
INVITE TO
EXCLUSIVE
VIDEO
CONTENT
person
INVITE TO
LINKED IN
GROUP
RETARGETED
BANNERS &
ADS
capture
leads
SOCIAL
MEDIA
OPT-INS
engage
REPEAT
WEBSITE
VISIT
TWEET & SHARE
THEIR CONTENT
(THANKS!)
nfluence
i
others
SHARE
CONTENT
ON THEIR
FACEBOOK
JANUARY
LOG IN TO
YOUR SITE
WITH SOCIAL
ACCOUNT
IDENTIFY LOYAL BRAND ADVOCATES
LEAD FORM
COMPLETED
BY FRIEND
>>>>>
INFLUENCE
RECOGNITION
ON YOUR
WEBSITE
ENGAGE IN
SOCIAL PROMO
CONTEST
REWARDS
FOR VIDEO
SHARING
EMAIL OR
MOBILE
OPT-IN
THEY SUBSCRIBE
TO UR RSS FEED &
E-NEWSLETTER
CREATE A
REWARDS
PROGRAM
REWARDS
PROMO &
LEADERBOARD
TARGETED
COMMUNITY
SHARE INCENTIVE
WITH GOAL
SOCIAL MEDIA
CONTENT
CONTRIBUTOR
WEEKLY
EXCLUSIVE
CONTENT
DOWNLOADS
HOST A WEBINAR
OR SPONSOR
ONLINE EVENT
WRITE BLOG
ARTICLES &
REVIEWS FOR
YOUR BRAND
HOST A
CROWDSOURCED
FUNDRAISING EVENT
CULTIVATE TO ACTIONABLE BRAND CONTRIBUTORS
DECEMBER