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Harnessing The Power
Of Your Brand Advocates
Tim McDonald
@tamcdonald
Influencer vs. Advocate
What’s The Difference?
Influencer:
Transactional
Quick Impact
No Loyalty
High Cost

•
•
•
•

Advocate:
Relationship
Longer Process
Extreme Loyalty
Low Cost

•
•
•
•
Crowd vs. Community
What’s The Difference?
Crowd:
Big Numbers
Lurkers
Lower
Engagement
Come and Go

•
•
•

•

Community:
Small Numbers
Contributors
High
Engagement
Activate Others

•
•
•
•
Aligning Objectives
Do Your Goals Align With Your
Business Objectives?
How does your work help the business?
Are you driving sales leads?
Reducing customer support time?
Converting registrations?
Using for consumer insights/R&D?
*Getting ‘likes’ or ‘followers’ is NOT a
business objective

•
•
•
•
Search = Listen + Watch
•
•
•
•
•
•

Yes. It takes work.
Search brand, keyword, industry mentions
Watch who’s talking in Twitter Chats
Use reporting services to discover hidden
gems mentioning you.
Investigate beyond the “influence” score
Create lists of your “potential” advocates
Learn as much as you can about them
Exclusive
•
•
•
•
•
•

If Everyone Has It, I Don’t Want It
Everyone wants “in”
Those “in” = feel special
Use exclusive groups/forums
Provide exclusive content
First to know
Events, Access or Priveledges
K.I.S.S.
Simple - 1 click
Easy - Pre-formatted
Images
Safe - “Your” wording
Trusted - In “Their” voice
Measure - Modify - Meddle
•
•
•
•

Test What Works
Compare performance of community vs.
“the crowd”
Determine times, platforms, messaging that
work and adjust
Try new things constantly
Always be adjusting
WIIFT?
•
•
•
•
•

“I don’t want your money!”
Feel part of the brand
Feel they influence decisions you make
Swag (free advertising for you!)
Looked up to by others
“In the know”
WIIFY?
● Long term growth
● Scalable Community
● Innovation
● Loyalty
Tim McDonald
@tamcdonald
timamcdonald@gmail.com

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