The Yelpification Effect: How to get Your Advocates Talking About You!

Bo Bandy@[email protected]

Marketing Communications Manager, ReadyTalk

JIM WILLIAMS@[email protected]

VP of Marketing at Influitive, the advocate marketing experts

Tweet about this : #LeadLoveDenver

TheHow to Get Your Customers Talking About

You With Advocate Marketing

Effect

#LeadLoveDenver

Nobody Trusts You

Emails

Friends & peers

Ads, ads & more ads

#LeadLoveDenver

Product reviews account for 47% of all referrals

to tech B2B sites

75% of the buying process is complete

before a B2B prospect contacts a company

60% of tech B2B customers search for peer testimonials on products

4

Yelpification follows us to work

What’s an advocate?

More: One that makes a non-financial investment in your company.

Why do we advocate?

of minutes of audio and web conferencing services toBILLONS

Every day, we deliver

end users at80,000

companies.10,000

9

#LeadLoveDenver @ReadyTalk

The competition.10


We have happy customers.

Net Promoter Scores (NPS)

54% 50%33% 32%

11

@ReadyTalk#LeadLoveDenver

Taking on Goliath with an army of happy customers.

12


We wanted more of this. 13


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5 steps to building a successful

advocate marketing program


advocate marketing program1.BUILD CONSENSUS

2.IDENTIFYING & ONBOARDING

3.ENGAGING

4.RECOGNIZING & REWARDING

5.MEASUREMENT

#LeadLoveDenver

Have a plan

• Identify an executive sponsor

• Have an owner

• Tie advocate marketing to business objectives

#LeadLoveDenver

Break it down

30% increase in referral leads5 new customer videos24 hour SLA on reference requests30% more product reviews

#LeadLoveDenver

Goals for ReadyTalk Advocacy



advocate marketing program1.BUILD CONSENSUS


3.ENGAGING


5.MEASUREMENT

#LeadLoveDenver

Our Best Advocates

• Invested in the success of the company• Experience with the

competition• Their success depends

on us• Have personal interactions

with ReadyTalk


Becoming an Advocate

Invite- Fully branded- Personalized invite from account manager- Reminder email 2 weeks later- Exposure in customer newsletter

New Advocate Experience- Exposure to limited challenges- Build engagement and try to learn more about the advocate- Perk for engaged advocates

Engaged Advocates- Access to lots of challenges- Personal “Perks”- More involved challenges


Invite with style

#LeadLoveDenver

1.BUILD CONSENSUS


3.ENGAGING


5.MEASUREMENT

5 steps to building a successful advocate marketing program

In one year Product Review

1

43

Referrals

3

Social promotion45

Content distribution

References

Media interviews

Speaking opps

Customer Advisory Boards

Analyst briefingsPLUS

#LeadLoveDenver

Building EngagementChallenges with the most…

# of Completions = Refer a ProspectUser Uploads = Share Your Favorite InfographicPopular Survey = “What Scares You About Online Meetings?”

Social Shares = How to Nail a Presentation (article)Joined Group = Join Our Reference Group


Summit Club Olympics


• Custom invitation

• Chance to earn a gold, silver or bronze medal (and bonus points)

• Featured a new “event” each day

• Events included Olympic and ReadyTalk trivia and fun games

• Opportunity for bonus points

1.BUILD CONSENSUS


3.ENGAGING


5.MEASUREMENT


Advocate motivation

Status Access Power Stuff

#LeadLoveDenver

#LeadLoveDenver

Super Connector

Guru

Oracle

Star

#LeadLoveDenver

10 ways to love your advocates back

1. Guest blogging opps2. Media interviews3. Invitations to executive

retreats4. Invitations to industry

conferences 5. Special status at user

conferences6. Participation in product

sprints7. Job recommendations8. Social media love9. Introductions & connections10. Linked-in skills &

recommendations #LeadLoveDenver

Exercise

• How many people in this audience sell to IT folks? Marketing? Sales? Other?

• What kind of techniques can you use to motivate these different user types?

• What about executive vs. manager level

#LeadLoveDenver

1.BUILD CONSENSUS


3.ENGAGING


5.MEASUREMENT


#advocatemktg @ReadyTalk

What would you spend to have a customer …

• Follow on Twitter• Share your

content• Join your

LinkedIn group

• Review your product

• Answer a survey

• Comment on a blog

• Refer a lead • Do a reference

call

Next: Read the Advocate Marketing Playbook

#LeadLoveDenver

Questions?

The Yelpification Effect: How to get Your Advocates Talking About You!

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