The document outlines a 6 step process for companies to build advocacy through social media, including finding customers online, providing a positive first experience, establishing credibility and trust, increasing loyalty, and ultimately gaining advocates who will recommend the company to others. It discusses how social media allows customers to easily promote brands themselves and provides case studies of companies that have achieved significant returns through social media marketing.

1. 6 Steps to Advocacy
How to Monetise Social Media
Through Happy Clients

2. The Context
http://www.theequitykicker.com/wp-content/uploads/2009/07/image1.png

3. Facebook’s Stats
• >350 million active users
http://www.facebook.com/press/info.php?statistics
• (as at 31 Jan 2010)

4. Social Media Marketing by Definition
• Organic
• Transparent
• Authentic
• Community
• User generated Content
• Word of Mouth
• Viral
Social media marketing is
about building ways that
fans of a brand or
company can promote it
themselves in multiple
online social media
venues.
-Wikipedia

5. Why Advocacy Matters
Nielsen Global Online Consumer Survey of >25,000 Internet consumers from 50 countries.

6. The 6 Steps to Advocacy
1. Finding you
2. Positive experience
3. Credibility
4. Trust
5. Loyalty
6. Advocacy

7. The 6 Steps to Advocacy
• The journey towards advocacy demands:
– Consistency
– Authenticity
– Honesty
– Integrity
– Openness
– Dialogue

8. Step 1 - Finding you
• If people can’t find you, your company or your
product/service and in the search results, then
you’ve already lost!
• Key elements include:
– Search Engine Optimisation “SEO”
– Blogging, Twittering, etc., etc
– Profiles on all major Social Media Sites
– Links, links and more links!
– Referrals and word-of-mouth

9. Step 2 – Positive Experience
• Having found you, the first experience must
ensure the outcome you’re trying to achieve.
• Whether on-line, by phone or face-to-face,
the prospect’s expectations must be met or
exceeded.
• They should welcome the next contact, as a
result of the good first experience.

10. Step 3 – Credibility
• To convert a dithering prospect into a
customer and make a one-time customer into
to a repeat client needs them to believe that
you are the best value solution available.
• They must automatically associate you and
your products/services with value and believe
that buying from you is their best option

11. Step 4 – Trust
• This is one of those “X-factor” things:
– If you have “it” then gaining/building trust is easy
– If you don’t, then it’s going to take some work
• People trust a person who has attributes of:
– Authenticity, Honesty, Integrity, etc
• They trust companies who demonstrate the
same values and have staff who live those
values

12. Step 5 – Loyalty
• We live in a world where loyalty counts for relatively
little in terms of Brands, Products, Services and
personal relationships
• Building loyalty is about building an emotional bond,
not just a financial one – it’s mutual.
• If I recommend you, I’m trusting you not to let ME
down, as well as the 3rd party I recommended!
• In the context of companies, achieving loyalty from
staff and customers is a utopia that few achieve – the
successful ones have very strong values at the heart of
their organisation.

13. Step 6 – Advocacy
• Achieving advocacy within their client base is a dream for
most companies.
• Imagine if each of your existing clients was out there, in
the marketplace, telling people how great your products
are......!!
• Imagine if your staff were so motivated by what they do
within your organisation that their enthusiasm was
infectious – for most organisations, this clearly isn’t the
case!
• With Social Media, this becomes achievable if you help
your customers to like you, interact with you openly and
to recommend you to their friends.

14. Trust – In More Detail
Economist - A special report on social networking – “Profiting from friendship”

15. The Bottom Line
• People trust their friends much more than they trust the media –
>50% more!!
• The secret of getting recommendations is to make it easy for people
to advocate you and your product
• Brands can’t fight this tsunami, they can either ride it or drown!
• Businesses that embrace Social Media are reaping huge rewards in:
– Increased revenues
– Increased profits
– Increased loyalty
– Reduced time
– Reduced cost
– Enhanced reputation

16. Online is the future

17. Negative Advocacy
• The flip-side to Social Media is that if you
don’t manage your customers well and give
them a bad experience, etc....
They can – and will HURT you!
• http://www.youtube.com/watch?v=5YGc4zOqozo
• http://www.fastcompany.com/blog/ravi-sawhney/design-
reach/youtube-serves-180-million-heartbreak
• http://www.youtube.com/watch?v=BJlkdCbysYw&NR=1
• http://www.youtube.com/watch?v=TtObOBjsx4s

18. SOME GOOD CASE STUDIES

19. Gary Vaynerchuck: On Social Media ROI

20. Gary Vaynerchuck: On Social Media ROI

21. Cost Comparison for Gary
• Direct Mail - $15k = 200 new customers
• Billboard - $7.5k = 300 new customers
• Twitter - $0 = 1,800 new customers
To get the same from traditional channels:
• Direct Mail = $135k for 1,800 new customers
• Billboard = $45k for 1,800 new customers

22. Some Successes - Socialnomics

23. Some Successes - Socialnomics

24. Some Successes - Socialnomics

25. Some Successes - Socialnomics

26. Some Successes - Socialnomics

27. Tangible results

28. Sean McDonald from Dell: Traditional
vs. Social Media investment
http://www.youtube.com/watch?v=iBAoAfIKORI

29. Some Successes - Socialnomics

30. Customer conversations

31. Budget Allocation

32. Social Media ROI
• Where’s the money.....?
http://www.slideshare.net/thebrandbuilder/oliv
ier-blanchard-basics-of-social-media-roi
Social Media is not a “silver bullet” – it takes
time, effort and expertise!

33. Do you remember when a website was optional.....?
Do you remember what happened next....?
If you’d like to discuss your Social Media Strategy:
Rory Murray
www.returnonrelationships.net
@rorymurray
Rory (at) returnonrelationships.net
+44 7813 939916