Everybody wants more traffic, sales, and conversions for their business, but generating it can cost serious time, people, and money! What if you could get help from a tribe of people who already love your brand and would be happy to spread the word? In this session you will learn how a structured advocacy program can empower and engage a network of customers and employees to drive highly qualified traffic and business opportunity.

1. How to Tap Into Your Company’s
Marketing Influencers
@stephanhov
Stephan Hovnanian
Bambu by Sprout Social
@stephanhov

2. We Want More!
More
Customers
@stephanhov #VTNH2017CON
More
Clicks
More
Signups
More
Conversions

3. How We Currently Get More…
Paying for digital
advertising.
@stephanhov #VTNH2017CON
Hiring for
demand gen.
Fighting the
attention battle.
Paying for content
marketing.

5. @stephanhov #VTNH2017CON
Advocacy Program Framework
Define Find
EngageNurture

6. Define
(What’s In It For YOU?)
@stephanhov

7. Identify a recognized revenue
contributor, then focus your
advocacy program efforts on
that item or items.
@stephanhov
ROO: Return on Objectives

8. Advocacy Program Business Outcomes
@stephanhov #VTNH2017CON
Web/Foot Traffic
Conversions
Content Opps
GENERIC SPECIFIC
Social Metrics
Brand Awareness
Thought Leadership
Leads
Sales
Candidate Applications

9. Define
• Who will own the program?
• How will you define success?
• How will you measure success?
@stephanhov

10. Find
(Your Advocates)
@stephanhov

11. Who are your advocates?
• Industry Channel
• Partner Network
• Repeat Customers
• Employees
• Strong Personal Brands
@stephanhov

12. @stephanhov
Where are your advocates?
Email CRM Social Internal
Advocate Database

13. Find
• Who will you include?
• Where can they be found?
• What’s in it for them?
@stephanhov

14. Engage
(What’s In It For THEM?)
@stephanhov

15. Key Ingredients
• Executive Sponsorship
• Ease of Use
• Relevant and Valuable Content
• What’s In It For Them?
@stephanhov

16. What Type of Technology?
YOU WILL NEED:
Email
Collaboration Platform
Advocacy Solution
@stephanhov

17. @stephanhov
Customer Advocate Outreach

18. Employee Advocate Outreach
• Lunch & Learns
• New Hire Onboarding
• Exclusive Invitations
• Paired With Social Media Training
@stephanhov

19. Engage
• How will you invite them?
• How will you communicate with them?
• What are the expectations?
• What will they need to share?
@stephanhov

20. Nurture
(Grow Together And Win)
@stephanhov

21. Keys to Participation
• Communication
• Recognition
• Exclusivity
• Sustained Value
@stephanhov

23. Nurture
• How will you keep them motivated?
• How will you help them grow?
• How will the program stay valuable?
@stephanhov

24. How to Tap Into Your Company’s
Marketing Influencers
@stephanhov
Stephan Hovnanian
Bambu by Sprout Social
@stephanhov