The Piece is Done – Now What?

You have worked with your advocate and created a fantastic video or case study.  It’s on your web site, but now what!  How do you get additional visibility for this great piece that sings the praises of your products as well as showcases your customer as innovative and a thought leader?

Social media is one approach. These stats from April show that Facebook has 2B, yes billion, active users each month.  Instagram, number 6 on the list,  has over 800 million active users. .

Here is an article from Influitive, with ideas on how to best use a range of channels to get higher visibility for your content. You need to give thought to language, time of day for posts, audience and much more. For example, with LinkedIn Influitive encourages you to consider targeted updates on your company page, rather than aiming at your entire audience.

In addition to social media consider email. An article from eMarketer shows that email ROI is more than 4X that of other marketing formats! What about your company blog? Many of our clients do blog posts about new customer content.

Do post pieces on your website but don’t stop there.  Get your company, and your advocate, additional visibility.  What approach has been most successful for you? Share your tips!

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Nominating customers for awards – everyone wins especially when Referential’s David Feber writes the nomination!

One of the most gratifying activities we get involved with is creating a successful award nomination – nothing beats seeing the look on a client’s face when they learn that they just won a major award!
We collaborate with our clients to target specific industry awards for the coming year and then work with account teams to identify noteworthy candidates; either individuals, teams, or whole companies. We typically then do a short interview with the lead nominee and put together a submission for the individual award. Then it’s out of our hands!
We have a stellar track-record for nominations that get picked as winners and category finalists. We are very proud to have Deutsche Bank win a very prestigious award for an IT Risk Management project at a ceremony just held in Munich – the recipient notified us from the banquet hall floor! See their photo below. We also were delighted to hear that Johnson & Johnson received one of the top prizes at the latest Dell annual conference. However, not all our submissions are for large corporations: We championed a regional consumer services provider and were equally excited to be notified that they will be presented with the “Best in Class Contact Center” honor at a major industry event to be held in June in the US. All three happened in the last month and all were nominations written by David Feber.
Irrespective of the ultimate outcome, we repeatedly see major returns from even just submitting a client for an award – all too often people don’t get positive feedback, so being nominated is understandably viewed as being a huge deal! We’ve found that for a modest amount of work, the payback is dramatic and the sense of goodwill lasts for a long time – we highly recommend it!
Olaf receiving KC Award 2018

Are you speaking for your company or yourself?

 

Working with customer advocates daily we’re often posed with a dilemma. Is the advocate speaking on behalf of their company or as themselves?  Speaking as themselves might allow them to bring a richer set of experiences, all they have learned in past jobs and through education. Yet the opportunity is being brought to them due to their employer. So which is it?

As you might expect the best answer here is ‘it depends’!  What are they being asked to do?  What knowledge allows them to be the best contributor possible? What does their employer allow?

We find that many of the advocates we work with have company policies for advocacy activities and social media involvement. Participation in an advocacy program can be the trigger to learn those policies! We have seen a wide range of policies and can work with any limitations they might set but we also see the flexibility for a wide range of involvement.

Does your company have advocacy policies? Policies for social media involvement? You might this article about corporate vs personal branding interesting. It’s from The Content Marketing Institute, written by Ann Gynn. It’s a good discussion about how advancing one’s personal brand and your corporation’s brand can go hand in hand. Worth a read.

 

Cisco: Impressive Results From Their Advocacy Program

 

Influitive featured a blog post from Sonia Chavez, “How Cisco Turned IT Professionals into Rockstar Advocates and Boosted Customer Engagement To 58%” here.  In the article Chavez shares how they work with their community of Cisco certified professionals.  That’s an enthusiastic group, there’s even a photo of someone’s arm, with their credential as a tattoo! 

Chavez wanted to increase engagement with this group and encourage them to continue their education. Late in 2016 she started an advocacy program and, in the article, shares her results as well as solid tips for others looking to do the same.

The engagement rate of 58% far exceeds the original goal of 35% and the norm for similar programs which is about 20%.  Members of their community have taken advanced exams, and the community participation has helped them reach educational goals faster. Program members has posted thousands of social media shares and hundreds of community members have given testimonials.

Impressive results, helpful tips.  This article is definitely worth a read! 

Vote for 2017 Advocate Marketing Program of the Year – Deadline is Nov 24

BAMMIESThe Best Advocate Marketing Awards (BAMMIES for short) are produced by Influitive and designed to showcase the great strides that are being made by B2B marketing leaders who are working with their advocates to drive brand, demand and revenue. 

The BAMMIES are awarded annually.  The 10 categories include “Building Event Buzz with an Advocate Swarm”, “The Advocate Marketing Hall of Fame”, and the big one – “The Advocate Marketing Program of the Year”.  You can vote for the winner of the latter category, which is awarded to the program you think has delivered measurable value through inspiring and flawless execution. Vote here.    

Here are the 2017 Advocate Marketing Program of the Year finalists, congratulations to all!

  • Ceridian HCM
  • Cisco
  • DocuSign
  • GoGuardian
  • InTouch Health
  • Pearson
  • PowerDMS
  • Staples 

Hurry, voting ends Friday, November 24 at 5 pm EST. Winners will be recognized at the Best Advocate Marketing Awards ceremony at Advocamp on December 6th-8th, 2017, in San Francisco.

Signature of Approval!

Freud.pngWe just returned from the Cyber Defense Summit 2017 in Las Vegas.  Leading up to the Summit we worked with customers to create videos and quotes that were used throughout the event.  Our trip to Australia to film customers resulted in such great content we expedited processes and went from filming in one country to showing our videos on the main stage of the event 12 days later!

Love this photo, Freud Alexandre, the Enterprise Architect and Security Manager for the City of New Orleans, was so happy to be featured he autographed his banner.  That is the signature of approval! What we like to see with all our customer deliverables.

2 clients, 2 projects, 3 days, over 300 phone calls!

phone photoWe had two projects over lap this week.  One client needed us to follow up on survey results and another asked us to invite customers to participate in an important event.  Both projects were at the stage where it was time to leave email behind and make phone calls. Between the two projects, two team members have made over 300 phone calls quickly, all in just a few days.  One person even came in at 5:30 AM so he could connect with the East coast early in their business day. 

We were able to exceed goal for both projects.  We did leave a lot of voicemails but had great conversations with everyone who answered their phone.  A conversation is a great chance to meet your objective but also check in with advocates, see what other activities they might be interested in, see if anything has changed for them or their company, and answer questions. A lot of talking, but well worth the time!