vermont small business summit social media presentation
Post on 14-Sep-2014
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DESCRIPTION
How to leverage brand advocates in your social media program.TRANSCRIPT
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Brand AdvocatesHow To Amplify Your Marketing With Social Media
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Introductions
Alexandra Tursi (@tursita) Social Media Strategist,
Fletcher Allen Health Care
Sarah DeGray (@revindoorcyclin) Owner, REV Indoor Cycling
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Tweet to win!
Tweet one of your takeaways for a chance to win REV Indoor Cycling swag!
Tweet your takeaway with the hashtag #SmallBizSummitVT Facebook: facebook.com/revindoor Twitter: twitter.com/revindoorcyclin
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What We’ll Cover Today
Introduction to brand advocacy
How to identify brand advocates
How to work with brand advocates
How to measure success
Examples from Fletcher Allen Health Care and REV Indoor Cycling
Q&A
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Different Words, Same Meaning
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Who are brand advocates?
People who love your brand…and create and share content with their social media following
92%Trust recommendations from people they know over all
other forms of advertisement
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Why do consumers share content?
Remember, it’s human nature amplified by living in the “Information Age” We share more, from more sources, with more people, more often,
more quickly
To bring valuable & entertaining content to others
To define ourselves to others
To grow & nourish our relationships
To get the word out about causes or brands
Self-fulfillment
Types: Altruists, Careerists, Connectors, Hipsters, Selectives
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What 1,000 brand advocates can do
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Your brand in their social feeds
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Example: REV Indoor Cycling
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Why work with brand advocates?
Advocate content is less expensive Brands spend 25% of overall budget on professional
content creation
Advocate content performs better 10x more engagement than branded paid content
Advocate content is a solution to your pain point: the need for more content!
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How to identify brand advocates
Customers
Bloggers
Employees
Social influencers
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Examples of brand advocates
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How to work with brand advocates
Appeal to their motivation to connect with each other – not just with your brand
Trust is the cost of entry for getting shared
Keep it simple…and it will get shared…and it won’t get muddled
Appeal to their sense of humor
Embrace a sense of urgency
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Customers
Where to find them CRM and email databases Social networks Existing loyalty program Invite advocates in store
How to engage with them Keep it fun and engaging Keep it always on Provide a variety of content Don’t be prescriptive Say “Thanks!” & recognize customers with shout-outs, samples and
brand goodies Surprise & delight customers
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Example: REV Indoor Cycling
Knowing our audience
Our brand content: Keep it fun with pop culture references
Make it exclusive: Facebook-only offers
Making the social media experience interactive Playlist recommendations Encourage clients to share their experience online right after class Tagging people
Timing is everything Posting right after class React quickly to social conversations
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Pop culture, hyperlocal happenings
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Facebook-only offers & information
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Making it interactive & engaging
Taking song requests from our customers…and using the suggestions!
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Timing: Posting before & after class
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Thank yous
Social media
Emails
In-person
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Assessing what works…& what doesn’t
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Assessing what works…& what doesn’t
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Bloggers
Where to find them Start with research:
How large is their social reach? How engaged is their audience? Are the audience interests aligned with your brand focus?
How to engage with them Create a polished invitation
Make is personal, offer something of value Allow for creative freedom Maintain the relationship
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Example: REV Indoor Cycling
Seven Days story instead of a print ad!
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Employees
Where to find them Employee databases Internal social networks & intranets New hire on-boarding Offline: In-office and at events
How to engage them Start with your most passionate employees Establish and communicate social media policies Provide light-weight social media training Make it easy!
Relevant industry articles Company news, events, initiatives
Give shout outs
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Example: REV Indoor Cycling
Shining a light on our employees Tagging Geolocating
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Social Influencers
Where to find them Look beyond celebrities Focus on niches Search social networks for relevant conversations
How to engage them Activate existing fans and followers Start small and build into a larger program Incentivize with content (exclusives, first access, events) Avoid one-offs: maintain a pattern of engagement Don’t forget to measure!
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Example: REV Indoor Cycling
Student Ambassador Program
Step #1: You must REV at least 5 times - at least 2 of those classes needs to be with me.
Step #2: Meet with me in person to discuss REV's community mission and fitness goals. It's a chance for me to learn more about you and for you to learn more about REV.
Step #3: Receive free promotional materials - you will receive some business cards and items to distribute at your school or with friends. You will receive a free REV tee shirt and sick hat that you can wear as well.
Step #4: Recruit your friends and classmates - share your experiences with them and bring them to REV.
Step #5: You earn free rides when others purchase ride packages!
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Bringing it all together
Don’t start and stop
Keep it easy
Provide a variety of content to create & share
Don’t be too prescriptive
Thank advocates and recognize them!
Surprise and delight
Repurpose advocate content on your brand channels
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One final point: handling negativity
Turn social complaints into a stronger reputation
Be proactive! Thank complainer Explain why you appreciate feedback Apologize for the mistake Take responsibility and do the right thing Ask for necessary information Take swift action Prevent future mistakes
Have a social media comment policy
Know when to say “No”
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Q&A