3. Tweet to win!
Tweet one of your takeaways for a chance to win
REV Indoor Cycling swag!
Tweet your takeaway with the hashtag
#SmallBizSummitVT
Facebook: facebook.com/revindoor
Twitter: twitter.com/revindoorcyclin
4. WhatWe’ll CoverToday
Introduction to brand advocacy
How to identify brand advocates
How to work with brand advocates
How to measure success
Examples from Fletcher Allen Health Care and REV
Indoor Cycling
Q&A
6. Who are brand advocates?
People who love your brand…and create and share
content with their social media following
92%
Trust recommendations from people they know over all
other forms of advertisement
7. Why do consumers share content?
Remember, it’s human nature amplified by living in the
“Information Age”
We share more, from more sources, with more people, more often,
more quickly
To bring valuable & entertaining content to others
To define ourselves to others
To grow & nourish our relationships
To get the word out about causes or brands
Self-fulfillment
Types: Altruists, Careerists, Connectors, Hipsters, Selectives
11. Why work with brand advocates?
Advocate content is less expensive
Brands spend 25% of overall budget on professional
content creation
Advocate content performs better
10x more engagement than branded paid content
Advocate content is a solution to your pain point:
the need for more content!
12. How to identify brand advocates
Customers
Bloggers
Employees
Social influencers
14. How to work with brand advocates
Appeal to their motivation to connect with each
other – not just with your brand
Trust is the cost of entry for getting shared
Keep it simple…and it will get shared…and it won’t
get muddled
Appeal to their sense of humor
Embrace a sense of urgency
15. Customers
Where to find them
CRM and email databases
Social networks
Existing loyalty program
Invite advocates in store
How to engage with them
Keep it fun and engaging
Keep it always on
Provide a variety of content
Don’t be prescriptive
Say “Thanks!” & recognize customers with shout-outs, samples and
brand goodies
Surprise & delight customers
16. Example: REV Indoor Cycling
Knowing our audience
Our brand content: Keep it fun with pop culture references
Make it exclusive: Facebook-only offers
Making the social media experience interactive
Playlist recommendations
Encourage clients to share their experience online right after class
Tagging people
Timing is everything
Posting right after class
React quickly to social conversations
24. Bloggers
Where to find them
Start with research:
How large is their social reach?
How engaged is their audience?
Are the audience interests aligned with your brand
focus?
How to engage with them
Create a polished invitation
Make is personal, offer something of value
Allow for creative freedom
Maintain the relationship
26. Employees
Where to find them
Employee databases
Internal social networks & intranets
New hire on-boarding
Offline: In-office and at events
How to engage them
Start with your most passionate employees
Establish and communicate social media policies
Provide light-weight social media training
Make it easy!
Relevant industry articles
Company news, events, initiatives
Give shout outs
27. Example: REV Indoor Cycling
Shining a light on our
employees
Tagging
Geolocating
28. Social Influencers
Where to find them
Look beyond celebrities
Focus on niches
Search social networks for relevant conversations
How to engage them
Activate existing fans and followers
Start small and build into a larger program
Incentivize with content (exclusives, first access, events)
Avoid one-offs: maintain a pattern of engagement
Don’t forget to measure!
29. Example: REV Indoor Cycling
Student Ambassador Program
Step #1: You must REV at least 5 times - at least 2 of those classes needs
to be with me.
Step #2: Meet with me in person to discuss REV's community mission
and fitness goals. It's a chance for me to learn more about you and for
you to learn more about REV.
Step #3: Receive free promotional materials - you will receive some
business cards and items to distribute at your school or with friends. You
will receive a free REV tee shirt and sick hat that you can wear as well.
Step #4: Recruit your friends and classmates - share your experiences
with them and bring them to REV.
Step #5: You earn free rides when others purchase ride packages!
30. Bringing it all together
Don’t start and stop
Keep it easy
Provide a variety of content to create & share
Don’t be too prescriptive
Thank advocates and recognize them!
Surprise and delight
Repurpose advocate content on your brand channels
31. One final point: handling negativity
Turn social complaints into a stronger reputation
Be proactive!
Thank complainer
Explain why you appreciate feedback
Apologize for the mistake
Take responsibility and do the right thing
Ask for necessary information
Take swift action
Prevent future mistakes
Have a social media comment policy
Know when to say “No”
