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Hootsuite’s Lessons on Building Community and Growing Their Love for Your Brand

Marketing

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Cultivating a group of loyal consumers is one thing, but what if you could get them to also advocate your product to others? Olivier Adam, the Director of EMEA Growth at Hootsuite, says that advocacy and strong community is one of the best ways to obtain earned influence and further your brand.

Why be a leader in advocacy marketing? According to Lithium 63 percent of today’s consumers search for help from other customers via social and according to a McKinsey study, word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. Aside from that, advocates are 70 percent more likely to be seen as a good source of information by the people around them.

In From Fans to Advocates: How to Build Community and Grow Brand Love, Adam describes the process used at Hootsuite to see results with advocacy marketing. To watch the entire talk, plus access more than 100 hours of other SMW events and presentations, sign up for SMW Insider.

First, when do you ask someone to be an advocate? Adam says the customer journey moves from awareness to evaluation to acquisition to engagement then to advocacy. That advocacy leads to expansion.

“If any of you are like oh advocacy I don’t care, no. Everyone is on social right now and advocacy will give you that,” Adam said. “You need that advocacy to reach your reach goals. Even if you don’t know an advocate, more often, people trust a person online than they trust a publication.”

Figuring out who you want to use as an advocate, requires considering your audience, looking at who your biggest fans are and figuring out their reach.

There are two types of advocacy Adam says: internal and external. Internal is recruiting your own employees to advocate your company. Adam compares it to going to a restaurant and asking the waiter what they recommend. You want to hear that employees like the product. External advocates are the ones you hear more about: those who are fans and choose to endorse and share your product.

Once you know who you want to reach with your advocacy program and what types of advocates you want to use, Adam then says you need to identify your KPIs, which will be different for everyone.

Maybe your business goals are awareness, leads or sales; your advocacy goals could be shares, comments, reach, clicks; and your metrics could be total impressions, mentions applications and conversations. Pick the ones that make most sense for your company, Adam says.

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