The headlong rush after “likes” is now a distracting and irrelevant metric for many brand marketers. The reality is that brands now run the risk of becoming irrelevant if they’re not building and mobilising their fan base to become their most effective marketers.
Research suggests that, for the average brand, only 4.7% of their fan base is responsible for 100% of the virality of their campaigns and the associated referrals. So, marketers must identify, engage and reward these advocates to grow both the reach and size of this important audience segment.
That’s why today’s socially savvy marketers are incentivising and rewarding fans to interact with their brand, recruit their friends and create valuable advocacy content on social channels. They do this by implementing long-term loyalty programs that use gamification principles to connect an array of campaign types. This approach results in the creation of a goldmine of advocate content that can be used to transform Facebook pages, websites and revolutionise display advertising.
In this session, Richard Jones, CEO of EngageSciences will be joined by senior agency and brand marketers to illustrate how leading social brands like Nokia are putting advocates at the centre of their marketing. Sign-up today to discover how you can pimp your fanbase. #SMWFreshlyPimped
