Why are you doing social media marketing for your brand? If “advocacy” is not in your answer, you are not capturing the value of social media. There should be no argument. The absolute best marketing is when other objective sources market your product. If you were about to buy a new car, a smartphone, or a bicycle, what would influence you more than anything? Would it not be a friend, colleague, or other trusted source that says, “without a doubt, ___ is the best’?
There is nothing more powerful in the purchase path influence than simple objective recommendations … having other people do your marketing. As shown in the diagram below, advocates are almost 5 times more trusted than even category influencers. (Influencers are individuals, who by definition of their job function and/or social following, are in the position to influence others directly through their authoritative or instructive statements.)
If advocacy is the pinnacle value of social media marketing, why isn’t everyone building an advocacy strategy and plan. The probable answer is that they do not know how. So let’s get to that … how do you build an advocacy strategy?
The place to start is to understand what motivates advocacy. This comes down to three user-inspired feelings:
1 – Great brand and product experiences
2 – Unexpected joy from being surprised and delighted
3 – Feeling special or like a VIP
Now that we have an understanding of how advocates are produced, focus on delivering actions that spawn advocacy. With regards to great experiences, a majority of product and brand experiences happen outside of the digital domain (where social does not play) such as using the product and customer service. BUT digital/social can influence the sharing of positive experiences. Also you need to deal with negative posts and respond. You should actively monitor and reinforce positive statements made on social channels. Amplify posts that speak of your brand in glowing ways. Engage with users that trumpet your brand. Work to keep them as your BFFs (best friend forever). But negative posts also create advocacy opportunities. Carefully answer some of these negative posts. If users call out your brand by using a direct mention of your social channel (like @handle_name on Twitter) this means that the user is looking for some attention from the brand. There could be an opportunity to win back a customer, but respond with care, and avoid all debate.
With regards to surprise and delight, I like Zappos approach of always looking to exceed expectations. In social media, sometimes even a simple acknowledgement of a post is always welcomed and appreciated. Compliments and thank yous in response to a post work well. Consider random giveaways of product upgrades or promotional items to people who advocate for your brand.
And my last suggestion deals with making even one time advocates feel like VIPs. Keep a database of social names that advocate your brand. Proactively feed them breaking news.. This should not be a marketing push, but true valued info. Offer exclusive previews of products to make them feel “in the know” and let them be the first to try new versions.
There are many detailed steps you should take to drive advocacy. An advocate has passion for a brand and it’s products and you can certainly drive this passion. It simply starts by making customers happy (in every user experience). Show reciprocated love by responding to social advocacy. That reinforces continuation. Deal with negative comments, where possible. Surprise and delight customers, and make your advocates feel like they are part of a VIP group.
Social media is so much more than simply posting on Facebook, Twitter, and other channels. The best result of social marketing is when you activate your audience to share their love for your brand on their own social channels to their network. Look to drive advocacy in your social media marketing and see results that truly align to your company’s KPIs.
Make It Happen,