The era of advocacy has arrived. There is no greater example than Red Bull Stratos where social users generated more than 60MM, peer-validated, trusted impressions, to their friends and family throughout the social sphere. To be fair, not every Stratos campaign participant would be considered a Red Bull advocate. And few brands have the budget to fund a space program. But the lesson lingers: advocates deliver an authentic, trusted and influential message. And they scale larger and faster than any brand’s social team could.
Advocacy plays a fundamental role in realizing social marketing’s holy grail: Engagement@Scale. Brand advocacy is defined as the activation of people who are, or could be, passionate enough to engage on behalf of the brand and ultimately expand the customer base. Our data platform, which tracks the social activity of 30,000 brands and 248,000 advocates, shows that while advocates make up only .001% of a brand’s social subscribers, they’re responsible for 5.3% of a brand’s total signal and for starting 8.3% of all company related discussions. Given the outsized value of advocacy, brands must pursue it as part of their marketing strategy, but it can be difficult. Advocates vary in behavior, influences and motivations, just as much as the customers they influence. Companies spend time and resources understanding customer nuances, why not do the same for advocates?
Dachis Group has identified six advocate behavioral archetypes. A single advocate may exhibit any or all of them. Each archetype possesses different situational value. Brands must understand these archetypes, plus know when and how to activate them. To aid marketers everywhere, we created an infographic that answers the question: Who are these people that hold the key to your brand’s social success?
Click here to download the infographic
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