6 steps to advocacy
DESCRIPTION
This presentation looks at the 6 key steps to advocacy and what everyone needs to do to achieve advocacy from their clients.It also examines the benefits of getting it right and the costs of getting it wrong.TRANSCRIPT
6 Steps to Advocacy
How to Monetise Social Media
Through Happy Clients
The Context http://www.theequitykicker.com/wp-content/uploads/2009/07/image1.png
Facebook’s Stats
• >350 million active users
http://www.facebook.com/press/info.php?statistics
• (as at 31 Jan 2010)
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
Why Advocacy Matters
Nielsen Global Online Consumer Survey of >25,000 Internet consumers from 50 countries.
The 6 Steps to Advocacy
1. Finding you
2. Positive experience
3. Credibility
4. Trust
5. Loyalty
6. Advocacy
The 6 Steps to Advocacy
• The journey towards advocacy demands:
– Consistency
– Authenticity
– Honesty
– Integrity
– Openness
– Dialogue
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
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.
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
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
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.
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.
Trust – In More Detail
Economist - A special report on social networking – “Profiting from friendship”
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
Online is the future
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
SOME GOOD CASE STUDIES
Gary Vaynerchuck: On Social Media ROI
Gary Vaynerchuck: On Social Media ROI
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
Tangible results
Sean McDonald from Dell: Traditional vs. Social Media investment
http://www.youtube.com/watch?v=iBAoAfIKORI
Customer conversations
Budget Allocation
Social Media ROI
• Where’s the money.....?
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
Social Media is not a “silver bullet” – it takes time, effort and expertise!
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