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Formalizing a Community of Customer Advocates

A quick look at the Sprout Social All Stars

Patrick CutticaSprout SocialProduct Marketing Manager@pcutty

Here’s what we know:Lots of #SproutLove!

Here’s what we learned:Community Matters!

Customers referred by other customers have a 37% higher retention rate

- Deloitte

74% of consumers identify WOM as a key influencer in their purchasing decision.

- Ogilvy/Google/TNS

ConsiderationsIs an advocacy program right for your organization?

Opportunity:Organic Love & Advocacy

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Viability:Objectives & Resources

Mutually Beneficial:Offer & Ask

4 Sustainability:Manage & Maintain

How?Manage & Engage Your Community of Advocates

• Cultivate list of existing & potential advocates

• Personalize the invite & generate excitement

• Set expectations & clearly define requirements

• Spend time to train & onboard advocates

• Carefully consider communication & tooling

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