b2b marketing strategy -...
TRANSCRIPT
Generation Introduction
A brand advocate is a customer, who propagates about the brand and
his/her experience with AIESEC to his/her social circles
Brand advocacy is a key part marketing activities and B2B marketers are
catching on, using them to drive referrals and boost sales.
5 Steps for implementing brand advocacy into your
marketing activities
1. Identify who of your customers are advocates
2. Collect advocacy content (e.g. testimonials)
3. Design Brand Advocate Program, clarify objective & set goals for it (e.g. Increasing #
of referrals)
4. Assign responsible person for the Brand Advocate Program
5. Review the result
Role for MC & LC
MC
- Build up accessible online & offline channels for
advocates engagement
- Constantly engage advocates virtually and
physically
- Collect content from LCs & create national
testimonials for showcasing
- Encourage national partners to put the AIESEC
logo on their website to promote the partnership
- Give rewards & recognition towards national
advocates
- Educate LCs on advocate program & result tracking
LC
- Identify who of your customers are advocates
- Get testimonials from companies and generate content
- Constantly engage advocates virtually and physically
- Encourage advocates to post reviews, blog comments
and forum responses on various social media platform
- Encourage local partners to put the AIESEC logo on their
website to promote the partnership
- Listen to and engage with advocates on Facebook,
Twitter, LinkedIn and other social networks
- Give rewards & recognition towards advocates
Brand Advocate Program
Video to know more about BAP: https://www.youtube.com/watch?v=zUtz3vf5cew
1. Define Objective
Market research Get feedback to improve service
Marketing Purpose Levage word of mouth marketing to
increase # of referrals
Customer Support Encourage customers to support each
other
2. Advocate Motivation Build Up
Reward &
Recognition
Get input to improve product
Get feedback to improve service
Increase advocate’s
visibility
Platform for them to visit
Channel for them to share
3. Impact Measurement: Define MOS and KPIs
4. Discover the advocates in the network
5. Engagement
a. How to engage
b. What’s the content to share
c. What’s the frequency
6. Important Reminders
- Make sure your advocate in the loop and inform them
with timely content
- Ensure it’s easy for your advocate to share, better to
provide platform & message directly
- Create value for your advocate when they share
- Give recognition & reward