1. The New Social:
Using Communities to Build Brand Advocacy
The New Social:
Microinfluencers & Two-Way Advocacy
John-David Klausner, Head of Partner Success, Yotpo
Chase Fisher, Founder, Blenders Eyewear

2. The New Social:
Microinfluencers & Two-Way Advocacy

3. • The current social landscape
• How you can leverage the new social media through community
• Actionable strategies for using social communities to foster
brand advocates and collect UGC
A Quick Overview:

4. Not your old school
social.
Potential customers are likely to see
your social pages before your
website. This is your chance to get
them hooked.
Social as a first touchpoint
With Facebook's Buy button,
Shoppable Instagram and Buyable
Pins, shoppers are making purchases
directly from social.
Social as the point of sale
.
The current social landscape:

5. Build a
community.
How can you leverage the
new social landscape?

6. • Brand fans
• Exposure
• Product feedback
Benefits of a
brand community:

7. Strong brand
communities
GoPro and Adore Me use social
and UGC to maintain robust
brand communities.

8. Engage your customers and social followers where
they already are, and give them a forum to share
UGC with one another.
So, how do you build a community?

9. • Encourage customer loyalty
• Help your fans spread the word
• Focus on two-way advocacy
• Let your fans fuel your ads
Fostering brand advocacy in
your community: Action items

10. Encourage Customer Loyalty
1/3
Return shoppers account for
⅓ of all online revenue.
15%
Return shoppers make up
15% of all online shoppers.
3x
Return shoppers spend 3x
more than one-time
shoppers.

12. Help brand
evangelists
spread the word
Pinpoint and reach out to
your most influential brand
fans.

13. • Feature your fans
• Give them a voice
• Feed their interests
Two-Way
Advocacy

14. The Next Step:
Let your community
fuel your ads.

15. The
Results?
2x higher CTR
38%decrease in CPA
68% increase in ROAS

16. • Share UGC on social to foster community-building
• Create UGC-based loyalty programs
• Identify influencers to become your brand evangelists
• Advocate for your brand fans as part of your customer experience
• Take the same UGC-centric approach in your social ads
Top Takeaways:

17. Thank You.