Word of mouth marketing is potentially the most effective driver in a consumer’s purchase decision. Brands are figuring out ways to tap into the communities of happy employees and satisfied customers by encouraging advocacy. This is my recap of the 1/20 #SproutChat hosted by @ & @
Q1: What is the potential impact that dedicated brand or employee advocates can have on an organization?
- Increased customer awareness and trust
- Before they are advocates, ensure the know your message and know how to engage
- Make sure to build trust by having conversations and not just pushing contnet
- Too much employee and company generated content can actually hurt you
Q2: What are the key components in setting up an advocacy program for success? And how do you measure success?
- Your online community is the best place to start – Measure new visitors, members, question volume growth, answer rate
- Ensure you have a clear message, and MANAGEMENT who live it
- Encourage employees to blog
- Encourage employee participation within your online community
- Encourage employees to participate in tweetchats
Q3: Is it necessary to incentivize individuals for advocacy to happen?
- Rather than trinkets, explain why you need their help
- Trinkets are false thanks – tell them the goal & make them part of their process – collect their feedback
- Employees want to know how they are contributing, show them why their participation matters (and thank them)
Q4: What are some potential negatives around employee or brand advocacy?
- Talking only about the brand and not providing customer-centric content
- Employee advocates “defend” the brand online – let it go
- Too much fluff content devalues the message
- The over-share of company info: Things not made public yet get accidentally communicated
Q5: Is it always necessary for advocates to publicly disclose any relation with an organization? Legally or morally?
- ALWAYS disclose you are an employee
- Transparency = trust
#SproutChat takes place every Wed at 3pm EST – stop by and join the conversation.