So, you want some influence?

Greg Shove, CEO

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An internet of people, not pages…

From brand/page-driven…

...to people-driven Brands PUSH to consumers

Consumers SEEK OUT trusted sources

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About me/us

•  6 years harnessing the power of social influencers for brands

•  Launched over 200 successful influencer/advocate programs

•  Developed software platform to scale and measure programs

•  Lots of experience with liquids (soda, wine, spirits, even smoothies)

•  Current customers include Dole Foods, Target, The Better Chip

Greg Shove greg@socialchorus.com

@gregshove

10 things I now know…

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1. Social WOM is like WOM. It Works.

92%

77%

trust recommendations from people they know over all other forms of advertisement

of consumers are more likely to buy a product when they hear about it from someone they trust

Source: Nielsen Research

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2. They’re all the same.

Advocates

Influencers

Superfans

Ambassadors

Brand Loyalists

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3. Advocates are way more powerful than fans.

1,000 Advocates

3,000,000

Facebook Fans >

10,000,000 Reach

50,000 Engagements

5,000 Unique content creations

Annual results per 1K advocates

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4. It’s now easy to identify your influencers/advocates.

•  Consumer email databases

•  Employee email database

•  Facebook, Twitter, LinkedIn and Instagram followers

•  Blogger databases

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5. Advocates will “work” for your brand.

Customers

Employees

Bloggers

Consume Read, watch and experience content

Share Push content into their social feeds

Create Develop original content that authentically reflects their experiences

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6. Advocacy starts from the inside.

Employees

Customers

Influencers

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7. Advocates do it anytime, anywhere.

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8. Use some software. Or ask your agency to.

For Scale

For Measurement

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9. Thank Them.

• Recognition and amplification •  Top advocate call-outs

•  Retweet, reshare, or comment on advocate content

• Regular ‘surprise and delight’ Thank You’s •  Samples

•  Brand swag

• Access to opportunities and events

• Pay the semi-pros (eg some bloggers)

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10. Track your Advocate Marketing Value (AMV).

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A recommended game plan

• 50 advocates minimum • Program needs to be live for at least 6 months • Allocated ‘thank you’ and recognition budget

• Half a day of one person’s time per week • 3-5X ROI for AMV ($$)