Advocate Marketing Decoded: 5 Proven Steps to Powering Advocates in Retail #SMTLive

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Carlos Gil is a marketing executive with extensive digital media expertise: web, social, mobile, email channels. Currently, Carlos leads Digital and Social Media marketing for Save-A-Lot food stores, a wholly owned subsidiary of SUPERVALU INC., a Fortune 100 company and one of the largest companies in the United States grocery channel. In this role, Carlos is accountable for the development and execution of strategies aimed to increase brand engagement, shopper loyalty, and sales in a digital space where millions of consumers are speaking about the brand and competition. Carlos has extensive experience leading social media programs in partnership with: PepsiCo, Coca-Cola, Frito Lay, Tostitos, Mondelez, Unilever and other CPG brands. @CarlosGil83

Gregory Shove is the founder and CEO of SocialChorus, the leading advocate marketing company. Greg has helped brands and consumers connect online since the early days of the Internet. 2Market, a Silicon Valley start-up that he co-founded, pioneered the development of interactive shopping before being acquired by AOL in 1995. In the past, he has worked at Sun Microsystems, Apple Computer and AOL. He likes to play soccer, collect photos and cook. @GregShove

Gregory Shove Founder & CEO of SocialChorus

@gregshove

Advocate Marketing is trusted

92%trust recommendations from people they know over all other forms of advertisement

77%of consumers are more likely to buy a product when they hear about it from someone they trust

Advocates are more powerful than fans

135Advocates

1,000,000

Facebook Fans

>

15,000 Reach

135

x 338

x 33%

Advocates

Facebook friends*

of friends see their post

Fans

Brand’s posts

are seen by fans

1M

X 1.5%*

15,210 Reach

Brands engage thousands of insiders

– their best employees &brand ambassadors –

who create & share authentic brand content with their social networks.

Customers

Employees & Partners

Social Media Team

Turn social marketing inside out

Carlos Gil Head of Digital and Social Media at Save-A-Lot

@carlosgil83

5 steps to powering advocates

1. Identify goals & align to business objectives

2. Define success metrics

3. Activate brand advocates

4. Create a plan for long term engagement

5. Scale and grow program

1. Identify goals & align to business objectives• Power advocates to create

content

• Increase brand awareness

• Increase social engagement

• Drive in store traffic

2. Define success metrics

KPIs

• # of advocates• # of advocate generated content• Advocate & audience engagements• Mentions & impressions

3. Activate brand advocates

Customers

Employees

Social Influencers & Bloggers

Consume Read, watch & experience content

Share Push content into their social feeds

Create Develop original content that authentically reflects their experiences

4. Create a plan for long term engagementCreate & share content

• Recipes

• Deals & special offers

• New products

Thank you & recognition

• Product seeding

• Special events

• Shout-outs on social

5. Scale and grow program

• Roll out to all customers

• Repurpose blogger content

Projected growth

Advocates

Total engagements

Program AMV

1,000

15K

$120K

#SMTLive

Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Carlos Gil is a marketing executive with extensive digital media expertise: web, social, mobile, email channels. Currently, Carlos leads Digital and Social Media marketing for Save-A-Lot food stores, a wholly owned subsidiary of SUPERVALU INC., a Fortune 100 company and one of the largest companies in the United States grocery channel. In this role, Carlos is accountable for the development and execution of strategies aimed to increase brand engagement, shopper loyalty, and sales in a digital space where millions of consumers are speaking about the brand and competition. Carlos has extensive experience leading social media programs in partnership with: PepsiCo, Coca-Cola, Frito Lay, Tostitos, Mondelez, Unilever and other CPG brands. @CarlosGil83

Gregory Shove is the founder and CEO of SocialChorus, the leading advocate marketing company. Greg has helped brands and consumers connect online since the early days of the Internet. 2Market, a Silicon Valley start-up that he co-founded, pioneered the development of interactive shopping before being acquired by AOL in 1995. In the past, he has worked at Sun Microsystems, Apple Computer and AOL. He likes to play soccer, collect photos and cook. @GregShove

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@SocialChorus

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