IDC Research: The Role of Marketing in Customer Advocacy

Our partner, Influitive, has a variety of great resources for those in the customer advocacy field.  One is recent research from IDC, The Role of Marketing in Customer Advocacy which you can download here.  

The world has changed, how buying decisions are made has changed, and customer advocacy is more crucial than ever for continued business success. The report has interesting commentary and charts about how advocate marketing staff splits their time among their many responsibilities and which advocate marketing tactics are most common.  There is also discussion of common barriers and suggestions for key success metrics.  The research concludes with recommendations for success. 

This is worth a read.  Let us know if the content resonates with you.  Is this is what you are seeing in your industry, with your clients?  Interested in your thoughts!

We work with the best!

There is a great article from Forbes about the world’s most influential CMOs.  They name the top 50.  Forbes teamed with Sprinklr and LinkedIn to compile the list.  Their criteria included impact on brand performance, impact on brand awareness, external and internal influence, and influence on peers. An impressive list of CMOs indeed! Worth a read for more information about their shared characteristics.

We are proud to say our clients are well represented on the list.  4 of the top 13 are clients, showing their appreciation of and concern for the influence their customers can have.  Congratulations to all of course and extra congratulations to our clients!

Good Things Come in Threes – Three Interns!

Good things do come in threes and in our case it means three interns this summer.  We have an intern working on a variety of Referential projects. The other two interns are with us courtesy of one of our clients that wanted increased resources for their projects this summer.  Each Monday for the last 3 weeks one has started.  They are students at St Mary’s, UC Berkeley, and Cal State East Bay, with a variety of majors.  We’ve paired them with “buddies” to help train and mentor them.  It’s great to add to the pool of advocacy experts. 

And in case you are wondering about the phrase ‘good things come in threes’, read this blog post from Historically Speaking.  The examples range from the three little pigs, genies always granting three wishes, to a saying from Confucius.   

And from StackExchange:  Good Things Come In Threes – has a definite positive connotation. From fairytales to Hollywood blockbusters, “the rule of three” (Latin-“omne trium perfectum”) principle suggests things that come in threes are inherently more humorous, satisfying and effective than any other number of things. 

We certainly believe that good things do come in threes!

 

 

Video in Australia

pexels-photo-68704We have two team members headed to Australia for video shoots.  They should be there now but their flight got cancelled last night so they have a ‘fun’ day working from LA.  Fingers crossed that they jet off tonight.  It would be nice to have a day to adjust rather than having to run from a 17 hour flight straight to the customer site!   

We’re seeing more and more use of video with customer advocacy, and for good reason.  This article from Insivia has some very interesting statistics, 27 Stats About Video in 2017.  Bottom line, people are viewing a lot of video, more every day.  Executives are viewing and sharing video, 4X as many customers would rather watch a video about a product than read about it, and marketers who use video grow revenue faster than those who don’t. The stats in the article have links to the source so you can learn more.  The article has a lot of information which helps reinforce the importance of video.   

If you are using video great.  If not, give it a serious thought and give us a call so we can show you how effective video can be in your advocacy work and help you join the majority of marketers using video.

Advocacy – there’s a science to it

What motivates someone to share their opinion?  How can you influence them to try to persuade others? A recent article  from Stanford Graduate School of Business titled “Where Do Advocates Come From?” cites a range of research into advocacy.

Professor S. Christian Wheeler and PhD graduate Omair Akhatar coauthored a study which found that you can persuade people with fixed attitudes to advocate by positioning it as an opportunity to stand up for their views, rather than as one to engage in dialogue.  And for people that believe attitudes can change, the opposite is true.

Another cited study showed that those who are uncertain are more likely advocates than those who are moderately certain!  Titled “the Curvilinear Relationship Between Attitude Certainly and Attitudinal Advocacy by Lauren Cheatham and Zakary Tormala confirms what we often see, those that are very certain on a topic are more likely to be advocates than others.  Their surprising study shows advocacy has a J curve, peaking with those highly certain, lowest for those of moderate certainty, and rising again for those with low certainty.  They found people with low certainty do share their views, they often want to gather further information, and are open for discussion.  Someone highly certain can come across as judgmental, not so those in the low certainty category.

Interesting thoughts.  We need to take time to frame our discussions and messages appropriately and not overlook those advocates that still have questions.  Science can help us be more effective.  What do you think of these conclusions?

Congratulations to RO Innovation!

We work closely with RO Innovation and their solution is used by several of our clients.  Congratulations are in order as they were recently named the top Advocacy and Social Selling tool for 2016 by Smart Selling Tools.  It’s the third year in a row they’ve been chosen as a top marketing tool.  See more here

Smart Selling Tools is an analyst firm specializing in sales productivity and sales performance improvement.  The companies they chose for the 2016 awards all have innovative products which produce measurable outcomes.

Congratulations again to RO Innovation!

Follow us on Twitter!

Follow us on Twitter: @Referentialinc.  We’ve only recently started tweeting and would love to see your tweets as well.   Our Twitter account focuses on customer advocacy: hints, tips, issues, relevant statistics and more.   We will be sharing our own new content but also content from others that we think is particularly strong.

The blog will continue as it gives us the opportunity to share more in depth information.  Watch this space for updates on our team comings and goings too.

Tweet with us, read the blog, and stay informed about customer advocacy!