Webinar Recording: Influencers or Brand Advocates: Who Carries the Real Clout?
Companies today are investing in Influencer outreach strategies in hopes that a known name can deliver their message to a vast audience. 40,000 blog subscribers may look tempting, but many brands are sitting right on top of an untapped digital gold mine: their own Brand Advocates. These highly satisfied customers are eager and willing to share their positive brand experiences, defend companies from negative Word of Mouth, and deliver new customers. As marketers are developing both influencer outreach and brand advocacy strategies, it’s important to understand the characteristics, motivations, and objectives behind engaging these two segments.
- Don’t confuse reach with influence. True influence drives action.
- The motivations for influencers and Advocates are different. Influencers typically need some sort of perk, discount, or free trial to endorse a product. Advocates recommend because they’ve had great experiences and want to help others.
- 22% trust bloggers. 44% trust media. 92% trust Brand Advocates.
- Make influencers part of your movement. Demonstrate to influencers the relationship is a two-way street.
- Reciprocal altruism is the core way to inspire advocacy. Embracing this idea is essential.
- Leverage Advocate-generated content smartly. Put it in the purchase path- on your website, third party review sites, social media channels, etc.
- True advocacy cannot be purchased or manufactured. It can only be earned.
- Advocacy builds greater long-term business value for businesses than influencer programs. Influencers create a momentary spike in awareness.
- Who’s best at what? Use influencers for awareness and Advocates to drive sales. Build a camp of Advocates first.
Jay Baer (@jaybaer), Social Media Strategist/Speaker, Convince & Convert and author of “The NOW Revolution, 7 Shifts to Make Your Business Faster, Smarter, and More Social” (Wiley, 2011)
Jay Baer is a hype-free content strategist, speaker, and author. He founded the social and content accelerator firm Convince & Convert in 2008. It is the fifth marketing services firm he’s started or managed. Jay is a renowned and popular social media keynote speaker, delivering as many as 100 insightful, memorable, interesting and hilarious presentations each year to groups as large as 5,000. He’s also co-author of The NOW Revolution, 7 Shifts to Make Your Business Faster, Smarter, and More Social (Wiley, 2011) a leading book on social business, and an Amazon category best-seller.
Michael Brito (@britopian), SVP of Social Business, Edelman Digital and author of “Smart Business, Social Business: A Playbook for Social Media in Your Organization” (Que, 2011)
Michael Brito currently works for Edelman Digital as a Senior Vice President of Social Business. He is responsible for helping his clients socialize their organization and at the same time operationalize their social media initiatives internally. He is the author of Smart Business, Social Business: A Playbook For Social Media In The Organization.
Rob Fuggetta (@robfuggetta), Founder/CEO, Zuberance and author of “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force” (Wiley, 2012)
Rob Fuggetta is the world’s leading expert on brand advocacy. Fuggetta is the author of the ground-breaking new book, “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force” (John H. Wiley & Sons, Inc., 2012) Fuggetta is the Founder & CEO of Zuberance, a social media marketing company that powers Brand Advocate programs for top consumer and business brands. Prior to founding Zuberance in 2008, Fuggetta was the Chief Marketing Officer at Genuity, a Verizon spin-out. He also was formerly a partner at Regis McKenna, Inc., the legendary high tech marketing and communications firm in Palo Alto, where he co-led the global Apple account.