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1oday's ÞresenLers
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lounder & CLC
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Senlor ConLenL Manager
[SoclalChorus [ShouLleL
SoclalChorus
Lngage 8ulld
CusLomer
Lmployees
8loggers
ÞarLners
Measure
CompleLe AdvocaLe Markeung Þrogram ManagemenL
Soclal
lnßuencer
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SoclalChorus
1he Agenda
WhaL we'll cover Loday
• An lnLroducuon Lo AdvocaLe Markeung
• Pow Lo ldenufy and connecL wlLh
cusLomers, bloggers, employees, soclal
lnßuencers and parLners
• 8esL pracuces for powerlng lnßuencers
and advocaLes for your brand
AdvocaLe Markeung ls Lhe LaLesL Þlauorm
AdvocaLe Markeung
Soclal Þubllshlng
Soclal Ad 8uylng
ConLenL Creauon & ManagemenL
ulñerenL Words. Same Meanlng.
WhaL ls AdvocaLe Markeung?
123
LrusL recommendauons from people
Lhey know over all oLher forms of adverusemenL

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WhaL 1000 AdvocaLes uo
4
56777
AdvocaLes
867776777
Facebook Fans
9
5767776777
8each
:76777
LngagemenLs
:6777
unlque conLenL creauons
Annual resulLs per 1k advocaLes
AdvocaLes Þlace ?our 8rand's Message ln Lhelr Soclal leeds
3 1ypes of AdvocaLes
4
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CusLomers: Why ?ou Can'L lgnore 1hem
GG3
of cusLomers are more llkely Lo buy a producL
when Lhey hear abouL lL from someone Lhey
LrusL
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CusLomers: Pow Lo ldenufy 1hem
C8M and emall daLabases
Soclal neLworks
Lxlsung loyalLy program
lnvlLe advocaLes ln sLore
CusLomers: SLraLegles Lo Lngage
keep lL fun and
engaglng
keep lL always on
Þrovlde a varleLy
of conLenL
uon'L be Loo prescrlpuve
CusLomers: SLraLegles Lo Lngage - 1hank ?ous
Say '1hanks!"
8ecognlze cusLomers wlLh
shouLouLs on soclal neLworks
Surprlse & dellghL cusLomers
Apparel leader bullds neLwork of consumer
advocaLes Lo drlve soclal engagemenL
Challenge
• Apparel brand sLruggled Lo creaLe soclal
engagemenL around key producLs
• upcomlng hollday buylng season
provldes key opporLunlLy for shoppers
8esulLs
• LnLhuslasuc cusLomers creaLe and share
brand conLenL wlLh Lhelr soclal communlues
• lnlual resulLs 2x planned resulLs due Lo
penL-up amnlLy for brand
• 100 AdvocaLes drove slgnlñcanL Lramc back
Lo brand.com webslLe and generaLed 3.1 mllllon
lmpresslons ln [usL 6 weeks
8LCCCL8S
8loggers: Why ?ou Can'L lgnore 1hem
UNIVERSAL McCANN
77 percent of Internet users read blogs.
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8loggers: Why ?ou Can'L lgnore 1hem
BLOGHER COMMUNITY SURVEY
of women use blogs to
make purchase decisions.
87%
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8loggers: Pow Lo ldenufy 1hem
SLarL wlLh research:
• Pow large ls Lhelr soclal reach?
(2,300 - 23,000 readers)
• Pow engaged ls Lhelr audlence?
• Are Lhe audlence lnLeresLs allgned
wlLh your brand focus?
Conslder complemenLary verucals
Þrlorluze your ouLreach
8loggers: SLraLegles Lo Lngage
CreaLe a pollshed lnvlLauon:
• Make lL personal
• Cñer someLhlng of value
(conLenL LhaL drlves Lramc
Lo blog)
• Þrovlde vlsual conLenL
Allow for creauve freedom
MalnLaln Lhe relauonshlp
8loggers: SLraLegles Lo Lngage
BRIAN SOLIS
The main difference between bloggers
and journalists is the medium they use to
reach people. It all comes down to people.
No messages. No pitching. Just respect
and an understanding of what you
represent and why it matters to bloggers
and ultimately their readers.
LMÞLC?LLS
Lmployees: Why ?ou Can'L lgnore 1hem
123
of employees' audlence ls
compleLely new Lo Lhe brand.

2H
An everyday employee ls
2x more LrusLed Lhan a
Chlef Lxecuuve

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Lmployees: Pow Lo ldenufy 1hem
Lmployee daLabases
lnLernal soclal neLworks & lnLraneLs
new hlre on-boardlng
CMlne: ln-omce and aL evenLs
Lmployees: SLraLegles Lo Lngage
SLarL wlLh mosL passlonaLe employees
LsLabllsh and communlcaLe soclal medla pollcles
Þrovlde llghL-welghL soclal medla Lralnlng
Make lL easy
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Lmployees: SLraLegles Lo Lngage - ConLenL
8elevanL lndusLry
arucles
Company news (eg: producL launches)
CorporaLe soclal
responslblllLy lnluauves
Lmployees: SLraLegles Lo Lngage - 1hank ?ous
ShouL-ouLs ln company newsleuers
and meeungs
PlghllghL on company lnLraneL and
lnLernal soclal neLworks
lace ume wlLh execuuves
Access Lo evenLs and company
experlences
Lmployees: Case SLudy
#1 uS Wlreless provlder powers employees Lo share brand
conLenL Lo lmprove posluve share-of-volce
Challenge
• 1housands of employees on soclal medla - buL
none are Lralned or ceruñed
• Þrogram sLarLed wlLh 30 ºambassadors," buL
grew Loo large Lo manage and Lrack wlLh emall
and spreadsheeLs
8esulLs
• Scaled exlsung program Lo 700 employees
• lncreased soclal engagemenL and
share-of-volce and generaLed 8.2M lmpresslons
• LsLabllshed employees as LhoughL-leaders ln Lhe
space whlle lmprovlng employee morale
SCClAL lnlLuLnCL8S
Soclal lnßuencers: Why ?ou Can'L lgnore 1hem
OF PEOPLE SAY THAT
POSTS BY THEIR FRIENDS ON
SOCIAL MEDIA INFLUENCE
THEIR PURCHASES.
81%
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Soclal lnßuencers: Pow Lo ldenufy 1hem
Look beyond celebrlues
locus on Lhe nlches
Search soclal neLworks for
relevanL, Loplcal conversauons
and hashLags
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Soclal lnßuencers: uon'L lorgeL ?our lans
Lxamlne brand channels
Lo ñnd & acuvaLe exlsung
fans and followers
Soclal lnßuencers: SLraLegles Lo Lngage
llrsL, conslder
whaL you wanL Lo achleve
SLarL small and bulld lnLo a
larger lnßuencer program
lncenuvlze wlLh conLenL,
such as ñrsL-access Lo
excluslve conLenL and
new producLs
Soclal lnßuencers: SLraLegles Lo Lngage
CreaLe lnvesLmenL ln your brand:
lnvlLe Lo launch evenLs & parues
Avold one-oñs - malnLaln a
pauern of engagemenL
uon'L forgeL Lo measure
ÞA81nL8S
ÞarLners: Why ?ou Can'L lgnore 1hem
Lmployees aL parLners such as resellers,
cusLomers and suppllers are an exLenslon of
your sales force
IH
engagemenL raLe on conLenL shared
by parLners and employees compared
Lo LhaL shared by Lhe brand

ÞarLners: Pow Lo ldenufy 1hem
ÞarLners: SLraLegles Lo ConnecL - ConLenL
1houghL leadershlp LhaL allows Lhem
Lo leverage Lhe credlblllLy of your brand
lndusLry news
Company news
ÞarLners: SLraLegles Lo ConnecL - 1hank ?ous
8ecognlze Lhem by resharlng
and reLweeung Lhelr conLenL
8ecognluon ln parLner porLal
and emalls
8ehlnd Lhe scenes access
Larly access Lo new producL
lnformauon
1weeL Lo Wln
Tweet your answer with #influence5
TWEET ONE OF YOUR
TAKEAWAYS FOR A
CHANCE TO WIN!
8rlnglng lL All 1ogeLher
uon'L sLarL and sLop
keep lL easy
Þrovlde a varleLy of conLenL Lo
creaLe and share
uon'L be Loo prescrlpuve
1hank, don'L pay, advocaLes
Surprlse & dellghL Lhank yous
mouvaLe conslsLenL advocacy
8ecognluon can be Lhe mosL
powerful ºLhank you"
lnßuence ls nlce, buL advocaLe
performance mauers
Cuesuons?
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1o connecL wlLh us, or ñnd
more resources on soclal lnßuence,
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