Post on 22-Jan-2018
WHAT YOU’LL LEARN
1. Influencers vs. Advocates
2. How and when to use each
3. Inside SYSOMOS: leveraging the Most Authoritative & Most Mentions tools
4. Take it one step further with SYSOMOS’ Influencer Communities
5. Challenges with each group and which is best
6. Questions to help determine which to leverage
BRAND INFLUENCERS VS. BRAND ADVOCATES
When to leverage each
Influencers:
• Scalability via reach engagement and
content
• Brand awareness
• Leverage a significant audience and
large followings
• Influence a particular type of community
• Celebrity endorsement
Advocates:
• Support marketing and strengthen
branding
• Support sales objectives and lead
generation
• Make content more authentic, more
interesting, more personable
• Product feedback and enhancements
• Support during a PR Crisis
(Source: Influitive.com eBook & Jay Baer/ ConvinceandConvert.com)
BRAND INFLUENCERS VS. BRAND ADVOCATES
When to leverage each
Influencers:
• Choose the platforms and content that
matter to your customers
• Select the right influencers by looking at
content, relevance, engagement
• Repurpose content to owned channels
• Create value exchange
Advocates:
• Make them part of your team
• Give them exclusive access, beta, early
product releases
• Recognize their participation
• Celebrate their success- use cases, videos,
blog-post
(Source: Influitive.com eBook & Jay Baer/ ConvinceandConvert.com)
INSIDE SYSOMOS
Most Authoritative: Top users based on Sysomos’ Authority Score (scale of 1- 10)
Most Mentions (in Heartbeat) & Top Sources (in MAP):
9 mentions in the past 3 months
7/10 Auth.
TAKE IT ONE STEP FURTHER WITH
SYSOMOS’ INFLUENCER COMMUNITIES TOOL
Use relationships Twitter users have with each other to identify influencers and advocates in various communities across a given topic or query.
INFLUENCER COMMUNITIES
More so Influencers• Media• News • Service Brands• Business handles
More so Advocates:• Mommy Bloggers• Brand Champions• Coffee lovers• Lifestyle Bloggers• Rewards Card holders
Note Celebrity: KatyPerry
Advocate marketing
• Identifying, mobilizing and tracking your
advocates at scale over the long term can
be difficult if you don’t have a formal
advocate marketing program
• You are unlikely to see the results you
desire without solid benchmarks and a tool
to help you organize your program and
measure progress
• Ensuring your product/services are
innovative and continue to satisfy your
advocates
CHALLENGES
Influencer marketing
• Getting the attention of influencers can
be tough
• Difficult to estimate how much of an
impact their endorsement will actually
have
• 27% of influencers receive between 10
and 99 requests per week (according to
Technorati).
• They also have their own brand to
build, so don’t expect the love fest to
continue after your campaign with them
is over
(Source: Influitive.com eBook: Which Is Right For You: Influencer Marketing Or Advocate Marketing?
The truth is each strategy has its own benefits and
modern marketers should employ both to maximize their
results. While an influencer may be able to provide a
big lift on a single campaign here or there, advocates will
refer new business, accelerate the sales process,
amplify your best content and are continuously loyal.
SO WHICH IS BETTER?
(Source: Influitive.com eBook: Which Is Right For You: Influencer Marketing Or Advocate Marketing?
WHICH IS RIGHT FOR YOU?
Ask yourself:
• Do I want to drive awareness or action?
• Am I looking for one-time campaign specific
support or an on-going partnership?
• Do I want to leverage someone’s large following
or leverage strong relationships within a
community?
• Am I looking to increase reach and virality or
create brand loyalty and commitment?
• Do I want authority on a topic or help curating
engaging, authentic, personable content?
• Do I want attention or actionable leads?
connect with us:
@Sysomos
http://blog.sysomos.com/
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