Influencers versus Advocates
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Who Do Your Buyers Trust? The Intersection of Influencers and Advocates While B2B buyers have long looked to trusted sources to learn about new solutions, social media has made it much easier for buyers to connect directly with their peers and colleagues with prior knowledge of your solution. Through this, an entirely new type of influencer has emerged: the advocate. If you’ve ever acquired a new customer through a positive referral, you know the power that an advocate wields. They reach smaller audiences than an advertising campaign, but with far more trust and authenticity. But even if marketers were able to harness this positive sentiment – which can be challenging – what does that mean for category influencers including analysts, bloggers and pundits? Which channel can deliver the right message to the right audience to help them discover your solutions? For answers to these questions and more, please join Zachary Reiss-Davis, Forrester analyst and expert in influencer and community marketing, and Mark Organ, CEO of Influitive. They’ll dig into groundbreaking new research that demystifies life at the intersection of influencer and advocate marketing and detail the tradeoffs of each approach.
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Influencers versus Advocates
- 1. At the Intersection of Influence & Advocacy June 26, 2013 Featuring
- 2. 2 @zacharyRD Your Presenters Zachary Reiss- Davis, Analyst, Forrester Research Mark Organ, CEO & Co-Founder of Influitive @influitive @markorgan
- 3. • For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window • Submit your text question using the Questions pane • Or via #advocatemarketing • Note: A recording will be made available How to participateHOUSEKEEPING #advocatemarketing
- 4. © 2013 Forrester Research, Inc. Reproduction Prohibited 4 Agenda › Why Social Reach? › Why Advocate Marketing? › Identifying, Mobilizing and Rewarding Fans › Examples & Best Practices
- 5. © 2012 Forrester Research, Inc. Reproduction Prohibited Customers and prospects go through four stages in the “customer life cycle”
- 6. © 2012 Forrester Research, Inc. Reproduction Prohibited How do we support the „discover‟ phase?
- 7. © 2012 Forrester Research, Inc. Reproduction Prohibited
- 8. 5% 9% 16% 26% 28% 30% 33% 46% 49% 52% 55% 56% 68% 70% 72% 73% 79% 81% Twitter Facebook LinkedIn Online videos Blogs Professional social networking sites (not including LinkedIn and Facebook) Virtual events or virtual trade shows Industry analyst firms Support forums and discussion forums Electronic newsletters (email) Peers outside your organization Webinars and webcasts Printed publications In-person events Consultants or systems integrators (SIs) Vendor salespeople Colleagues within your organization Websites Base: US and European business technology decision-makers who are involved in each stage at companies with 100 or more employees; Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers “Across all stages of a technology initiative, which of the following sources of information influence your decision-making process?” People are what matter, including your prospects‟ peers and colleagues © 2013 Forrester Research, Inc. Reproduction Prohibited 8
- 9. © 2012 Forrester Research, Inc. Reproduction Prohibited Similarly, B2C discovery is friends and family © 2013 Forrester Research, Inc. Reproduction Prohibited 9
- 10. © 2013 Forrester Research, Inc. Reproduction Prohibited 10 Social Focus on the Customer Life Cycle
- 11. © 2012 Forrester Research, Inc. Reproduction Prohibited Social reach focuses on: • Discovery. • New prospects. Image source: Wikipedia
- 12. © 2012 Forrester Research, Inc. Reproduction Prohibited All content is a mix of both. This isn‟t about paid versus free © 2013 Forrester Research, Inc. Reproduction Prohibited 12Source: http://www.flickr.com/photos/markchadwick/6106368775/sizes/l/in/photostream/
- 13. © 2012 Forrester Research, Inc. Reproduction Prohibited Types of social reach
- 14. Your social intelligence initiative doesn‟t help you engage Image source: salesforce.com (http://www.salesforce.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 14
- 15. Listening platforms aren‟t designed to engage Base: 35 firms with listening tools that market primarily or only to other businesses; Source: Q3 2011 Global Listening Platforms Customer Online Survey; November 14, 2012, “2013 Planning Brief: Listen To Customers, Engage With Influencers” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 15
- 16. Listening platforms amplify the less influential BUT YOUR CUSTOMERS AREN‟T BEING INFLUENCED THERE 60% to 70% • of Salesforce Marketing Cloud content comes from Twitter. 5% • of your buyers are influenced by content on Twitter.* Base: Salesforce Marketing Cloud listening solution (formerly Radian6); *Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees; Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers © 2013 Forrester Research, Inc. Reproduction Prohibited 16
- 17. 17 Advocates are customers, partners, fans and evangelists - any individual - that invest in your company in non-financial ways Advocates are Ektronauts #advocatemarketing
- 18. 18 Here‟s where you find them Beta tester Sales reference NPS promoter Just finished deploying! partner Blog commenter Avid tweeter Advisory board member Media hound Tech support turnaround User group host
- 19. 19 Here‟s how they think fulfillment reciprocity loyalty validation recognition #advocatemarketing
- 20. © 2013 Forrester Research, Inc. Reproduction Prohibited 20 •You don’t treat your customers and prospects as equals . . . • . . . so why treat everyone who talks about your product and category as equals? Focus on the advocates who matter. What‟s next? #advocatemarketing
- 21. What is social reach? Influencer marketing Jeremy L. Gaddis, “network ninja” Advocate marketing Jarek Rek, Cisco trainer / researcher © 2013 Forrester Research, Inc. Reproduction Prohibited 21 Social advertising
- 22. © 2012 Forrester Research, Inc. Reproduction Prohibited Why should you do advocate marketing? •Your customers are already talking — all the time. •Engagement fuels the fire. •Engaged advocates supplement customer advocate (or reference) programs.
- 23. © 2012 Forrester Research, Inc. Reproduction Prohibited Advocates versus Influencers 23 You need to work with both. But advocates “advocate” for your brand!
- 24. 24 Example 1: Advocate -> Influencer #advocatemarketing
- 25. 25 Example 1: Advocate -> Influencer 8 Advocate responses within hours 24 total responses #advocatemarketing
- 26. 26 Example 1: Advocate -> Influencer 8 Advocate responses within hours 24 total responses Blogger revised how-to article with GLOWING product review #advocatemarketing
- 27. 27 Example 2: Advocate -> Influencer #advocatemarketing
- 28. 28 Example 2: Advocate -> Influencer #advocatemarketing
- 29. © 2012 Forrester Research, Inc. Reproduction Prohibited Source: http://www.flickr.com/photos/orhamilton/5420096066/ Not just your brand; not just the crowd; but your relationship with your advocates 29
- 30. 30 Every revolution needs intellectuals & partisans
- 31. © 2012 Forrester Research, Inc. Reproduction Prohibited Source: 382 business decision-makers in North America and Europe at companies with 100 or more employees Base: Forrester's Q1 2013 North America And Europe B2B Social And Community Marketing Online Survey How to motivate advocates? 15% 19% 20% 35% 38% 38% 47% Public recognition Swag such as a free t-shirt Personal contact by a vendor representative VIP treatment at an event or conference Gift certificates or cash for me personally Use my ideas or comments to improve the product Discounts on a vendor's products 31 When on an online community that is clearly managed by a vendor of products or services, which of these would encourage you to participate? What you want What you don‟t #advocatemarketing
- 32. 32 Capital not Cash We See You We‟re Listening to You We‟re Behind You
- 33. 33 • Always focus on the relationship. Advocacy is not „transactional.‟ • Build the advocate‟s reputation: ‒ Reference calls = connections. ‒ Referrals = trust. ‒ Analyst calls = reputation. • Start small and work towards big asks • Use psychological principles of motivation (ie., exclusivity, reciprocity) • Make it fun! 5 tips for building an engaging advocate program #advocatemarketing
- 34. 34 Q&A . . . before we head backstage #advocatemarketing @influitive @ZacharyRD
Notes de l'éditeur
- Needs to be replaced with fresh data.
- http://upload.wikimedia.org/wikipedia/commons/thumb/f/f7/Space_Shuttle_Discovery_landing_at_Dulles.jpg/1280px-Space_Shuttle_Discovery_landing_at_Dulles.jpg
- http://www.flickr.com/photos/markchadwick/6106368775/sizes/l/in/photostream/
- Source: Salesforce Marketing Cloud (formerly Radian6)
- Source: Forrester’s November 13, 2012, “2013 Planning Brief: Listen To Customers, Engage With Influencers” report
- *Source: Salesforce Marketing Cloud listening solution (formerly Radian6).Problem with listening tools is amplify channels that aren’t that influential.
- So what is advocate marketing and why are we talking about it’s impact on Lead to revenue management? I’ll give you the definition, but as you know, a picture is worth a thousand words. And this picture, submitted to us by our customer Ektron, really shows it off. You can see that there are four gentlemen here proudly posing for a picture under their hand-carved sign which says “The Ektronauts” They are clearly power users of Ektrons web content management system. They love the product. But more than that, they are proudly declaring it to the world with a hand carved sign. Now as crazy as that may sound – every company has Ektronauts, people that believe passionately in their vendor’s mission, vision and products. They just need to be found and given a platform. Advocate marketing captures this enthusiasm of fans, evangelists and promoters – increasingly grouped together as "advocates" - and turns it into a powerful force for igniting business. For the B2B companies that we focus on at Influitive, advocate marketing not only generates more leads directly through referrals, but accelerates revenue generation through every other marketing and sales channel. It's this force-multiplier effect that makes advocate marketing so exciting, being embraced by forward-thinking marketing leaders. And now over to Lori Wizdo from Forrester, who is one of those forward-thinking marketing leaders, to provide her insights on Advocate Marketing.
- We know that word-of-mouth has far more reach potential than any marketing campaign. But while many people may “like” or follow a brand on social media platforms, it’s a much smaller group of true advocates that goes he extra mile by finding and heavily promoting their favorite content, services and products.Why do advocates advocate? It’s amazing to many people that customers will actually take the time out of their busy day to share their positive experiences with a vendor – and do that without being asked. But here’s the thing about advocacy: it’s buttressed by innate behaviors. People become advocates because they’re hardwired to connect and build relationships, and one way to achieve that is through unsolicited support.
- http://www.flickr.com/photos/orhamilton/5420096066/AhdafSoueif addresses the crowd. She read out the names of 39 activists and lawyers arrested the night before.