Advocacy has been the hottest topic in social media for 2014, and for good reason. We are in the midst of a massive shift in consumer expectations for brands. People want conversation, and when executed correctly, an advocacy campaign can deliver a stronger ROI than a traditional impression based initiative. Impressions will always be a centerpiece topic for marketing strategy, but it?s important to ensure they are both the targeted and with a trusted backing.
Whether it?s a Facebook message, a Tweet, or an online review, customers are talking amongst each other and with their favorite brands with unprecedented frequency. Response times are getting longer, response rates are falling, and digital brand advocates are being lost. Using your most engaged consumers as advocates for your message is more valuable than acquiring high volume fans, it?s becoming increasingly apparent when a business fails to adapt.
Your best customer is a current customer, and with a sound digital strategy, he or she can introduce your message to potential consumers who may not already be familiar with your business. This is the best path to building confidence in your brand and increasing revenue.
(Infographic by Drive designer, Rachel Pursley)
What actions should brands take to maximize the impact of brand advocates?
- Whether you use an in-house person or a social media management service, ensure you have someone designated to address reviews and incoming messages within social platforms.
- Motivate current and potential customers to engage with your brand on all relevant social networks, whether integrated with a brick-and-mortar incentive, email campaign, or targeted Facebook/Twitter advertising.
- Generate consistent and relevant content to drive conversation and use brand advocates to send your message to their social networks.
If you need help updating your social strategy for 2014, reach out to one of our experts for a free consultation.
