Brand Amplification Programs drive engagement, awareness and revenue for brands and affect purchasing behavior of customers. Large scale influencer relationships can boost ROI and provide cost savings as well. This presentation explains the implementation of this type of program, walking readers through step-by-step instructions on how to create, customize, execute and measure the program. The presentation includes case studies of large and small brands that have harnessed the power and voice of fans and advocates in social media, as well as an interactive workshop portion encouraging readers to create a brand advocacy program for a hypothetical Indie film studio.

1. How To Get Fans To Spread Your
Message

2. Ajay Ramachandran, CMO
ajay@dynamicsignal.com
Kenny Lee, VP Marketing
kennykhlee klee@dynamicsignal.com
Harry Spitzer, Youth Advocacy Strategist
thespitzer hspitzer@dynamicsignal.com
www.dynamicsignal.com

3. Table Of Contents
• What is a fan?
• Overview of Advocacy – Definition
– POLL: Best Example of Advocacy
• Triggers from Loyalty to Advocacy
– DISCUSSION
• Trends & Buying Cycle Drive Need for Advocacy Programs
– PRESENTATION
• Overview Brand Amplification/Advocacy Programs
– PRESENTATION: Step by Step Plan / How to Implement
• Examples of Successful Brand Advocacy Programs
– Adobe, Oakley, Lionsgate, Platefull
• Workshop – Define a Successful Program
– TEAM PROJECT
• Conclusion

4. WHAT IS A FAN?

5. WHY ADVOCACY?
142 FANS = 1 ADVOCATE
• Authentic Content
• Recommendations / Reviews
• Share brand & product news
• Share deals / offers / coupons
• Make referrals
• Defend / Protect the brand
• Tell their customer story
• Share ideas
Bain identified that brands with the highest levels of
brand advocacy, outgrow their competitive set by
2.5 times.

6. When Advocates Share, Fans Take Action
Pinterest users actions after sharing an image
Visited a website 35%
Discovered a new company or brand 23%
Discovered a new designer or expert 17%
Recommended a company or brand to a friend 14%
Purchased a product or service you've never purchased before 14%
Made a purchase online 14%
Watched a TV show or movie 11%
Gone to a physical store 11%
Discovered new media (TV show, movie, book, publication, game, etc.) 10%
Purchased a product or service you've purchased before 9%
Purchased a product or service less 8%
Played a game 8%
Subscribed to a publication 8%
Paid less attention to a company or brand 6%
None of the above 32%
Base: Magid Social Media Study: Pinterest Section. Pinterest Users. N=407. Q137: Which of the
following have you done as a result of an image you saw on Pinterest? Select all that apply.

7. Why Content Matters On Facebook
Activities Done Regularly (once per week or more) on Facebook
View other people's content 58%
Comment on people's content 46% F12-17
Send private messages/emails 42%
Post my own content 37% M12-17, F12-34
Play games 29%
Share info from other sites via like/comment button 25%
Use the chat tool 23%
Enter contests 14%
F45-54
Find deals or coupons 13% F25-54
Look at a company, brand or organization's page 13% F35-44
Use the search tool 12%
Check-in from a location 10%
Use non-game apps like quizzes, polls, horoscopes, etc. 7%
Other (specify): 1%
None of these 10%
Base: Magid Social Media Study: Facebook Section- Facebook Users, N=1620. Q54 Which of the
following activities do you do on Facebook regularly (once per week or more)? Select all that apply.

8. How Do You Define ‘Advocacy’?

9. Advocacy in Action

10. “A Brand Advocate is a person who
recommends a company, brand, or
product without payment. Happily. “
- Harry, March 12th

11. Loyalty to Advocacy

12. Now you try…
• List the brands you
interact with everyday
• How long have you
had the relationship?
• What makes it so
special?
• Have you ever
recommended this
brand?
• Tell us an anecdote
about this brand.

13. Morning Midday
… …
Afternoon Evening
… …

14. What Motivates Advocates?
• Loyalty to the brands they love
• Helping & Influencing Others
• Recognition
• Love to talk & create content
• Sharing insights, opinion & expertise

15. Triggers
Extrinsic Rewards Intrinsic Rewards Explicit Rewards

16. TRENDS AND BUYING CYCLE:
THE NEED FOR ADVOCACY

17. What’s Happening In The Market? 4 Big Trends

18. Social As The Trusted Source
“92% of people trust recommendations from people they know”, only 24% trust online
ads
*Source - 2012 Global Trust in Advertising Study, Nielsen

19. From Social Listening To Social Engagement
“Only 1% of a brand’s Facebook fans will ever make their way to the company’s brand
page”
*Source – CMS article quoting 2012 HubSpot study

20. Explosion Of Content
“The top 3 challenges of content marketing are : creating original content, having time
to create it; and finding high quality content”
*Source – 2012 B2B Marketing Trends Survey Report

21. Fragmentation: MultiScreen and Mobile
“Consumers want a consistent brand experience across mobile, web and
social”
*Source – tidyweb blog, http://www.tidywebstudio.com/services/mobile-optimization/

22. BRAND AMPLIFICATION AND
ADVOCACY PROGRAMS

23. Why Is Brand Advocacy Important?
PAID OWNED EARNED

24. New Models of Marketing Focus on
Loyalty & Advocacy
Altimeter Dynamic Customer Journey
Forrester Marketing RaDaR
McKinsey Consumer Decision Journey

25. Brand Advocates Can Impact All Stages of the
Customer Journey
How do you think Advocates can drive each step?
PURCHASE

26. 49% of Users Are Interested/Very Interested In
Purchasing Items They See on Pinterest
How interested are you in being able to click on
items you see in images on Pinterest that interest you
and purchase those items?
10%
20%
11%
Not at all interested1
2
3
4
Extremely interested5
29%
30%
Base: Magid Social Media Study: Pinterest Section. Pinterest Users. N=407. Q139: How interested are
you in being able to click on items you see in images on Pinterest that interest you and purchase
those items?

27. AMPLIFICATION & ADVOCACY STARTS HERE

28. Examples of
Amplification & Advocacy Programs
•Brand •Content Hubs •Brand •Experiential •Social
Content Marketing
Campaigns
Audience
Measurement
Customer Experience
Ambassador •Customer Communities Marketing Analytics
Programs Stories •Facebook •Facebook •Leaderboard
•Blogger •Website/CMS Optimization Street Teams •
Outreach •Mobile •Product
•Customer Advocacy launch teams
Engagement •Social •Seasonal &
•Employee Commerce Holiday
Engagement Teams
•Facebook •Contests
Superfans

29. Key Considerations…
 What are your goals? (awareness? revenue? category building? KPIs?)
 Who Are You Targeting? (do you own them? know how to
find, attract, involve)
 Open or Closed Access? (private, public, semi-private)
 Touch-points? (web, mobile, live?)
 Short term or long term? (is this tactical or strategic to the business?)
 Bootstrapped or well funded? (in-house or outsourced)

30. Advocacy In Seven Steps
Influencers News Message Points EMV
Facebook Fans Web Videos Activate Badges ROI
Community Advocates Mobile Offers Create Rewards Traffic
Visual Web Employees Social Reviews Share Exclusives Revenue
Content Blogs

31. Access Points
• It’s about owned social...

32. Selecting The Right Solution
A solid brand advocacy solution must:
• Track brand advocates’ actions
• Produce data that is useable in the long term
• Integrate easily and quickly into existing programs and campaigns
• Engage and empower brand advocates at multiple touchpoints
• Be more than a campaign
• Result in new customer acquisition
• (Here’s the biggie): Validate and measure ROI
Source: WOMMA

33. EXAMPLES

37. WORKSHOP #1

38. Advocacy In Seven Steps
Influencers News Message Points EMV
Facebook Fans Web Videos Activate Badges ROI
Community Advocates Mobile Offers Create Rewards Traffic
Visual Web Employees Social Reviews Share Exclusives Revenue
Content Blogs

39. Before You Get Started…
 What Are Your Goals? (awareness? revenue? category building?
KPIs?)
 Who Are You Targeting? (do you own them? know how to
find, attract, involve)
 Open or Closed Access? (private, public, semi-private)
 Touch-points? (web, mobile, live?)
 Short term or long term? (is this tactical or strategic to the business?)
 Bootstrapped or well funded? (in-house or outsourced)

40. Scenario 1: Define 7 Steps
Vertical: Retail
Company Size: 200 employees. $15 million in 1. Marketing Campaigns
revenue/year
2. Audiences and Brand Advocates
Scenario: You are the head of marketing for a (Fans, Influencers, Employees)
large sports apparel brand. You are interested in
specifically targeting female fitness enthusiasts. 3. Experience and Access Points
(Web, Social Mobile)
Although your company already has a significant
social media following and loyalty shopper’s card 4. Content Types
(New, Videos, Offers, Reviews, Blog
database, you want to segment that s)
audience, targeting specifically the
aforementioned female demographic without 5. Activities and Engagement
taking away from your company’s existing social (Message, Activate, Create, Share)
media following.
6. Loyalty and Gamification
Your goal is not only to grow your social media (Points, Badges, Rewards, Exclusive
following, but also to drive revenue for your )
brand, and create a community of passionate
female fitness advocates. Your company also has 7. Measurement and Analytics
(ROI, Earned Media
an upcoming TV ad campaign for Women’s
Value, Traffic, Revenue)
Health Day.

41. WORKSHOP #2
(TEAMS OF 3-5)

42. In Groups
Objective: Develop a Scenario:
feasible social media You are the marketing team for an indie movie studio
based out of Austin, Texas, established in 2010.
marketing strategy for
the following scenario. Your first film was a success in the film festival circuit but
failed to generate any traction with a mainstream
Time: 15 minutes audience. It got rave reviews, but unfortunately, nobody
knew about it due to lack of promotion, big name
stars, and theatrical release.
Budget: $50k
For your second about-to-be-release film, you want
Requirements: things to change. You’ve begun to get minimal social
1. Company/Film name media traction, but you need to generate much more.
The film is a science fiction thriller and the director has
2. Allocation of had a long career but few recent hits. The film also stars
Marketing Budget an up-and-coming pair of actors with considerable buzz.
You have documented the film’s journey to the
3. 7 steps defined
screen, and have considerable behind the scenes
production footage. Using your allotted budget, how
4. Metrics for can you promote your film and engage in a meaningful
Campaign Success way your target audience using social media? How do
you define and measure success.

43. About Dynamic Signal
Dynamic Signal is a social software company that helps
brands connect with and manage their relationships with
influencers, customers and employees to turn them into social
marketers on behalf of the brand
• Founded in 2010
• 50 people based in San Francisco, NY, LA
• $24m funding: Venrock, Time Warner, Trinity, Cox

44. Ajay Ramachandran, CMO
ajay@dynamicsignal.com, @Ajay
Kenny Lee, VP Marketing
Klee@dynamicsignal.com, @kennykhlee
Harry Spitzer, Youth Strategy Consultant
hspitzer@dynamicsignal.com, @thespitzer
Or info@dynamicsignal.com