Fill Your Content Gap: Activate Advocates to Create Authentic Content

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Our Speakers

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Jencey Keeton is a Global Social Media Marketing Manager for Fossil with eight years of traditional and digital marketing experience. She specializes in retail and live entertainment, creating brand strategy across digital touchpoints and tracking KPIs through consumer engagement and acquisition. In her current role, Jencey is focused on creating innovative and exciting content stories to raise awareness and engagement across social platforms, as well as building strategic programs with top bloggers and customer influencers. @justjencey

Ann Handley speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program , and the co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011. Paperback 2012.) Her new book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, will be published by Wiley in the fall of 2014. @MarketingProfsNicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. Twitter: @nalvino

Paul Gillin, moderator, is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007, including the monthly New Channels column in BtoB magazine for 7 years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com & he blogs at paulgillin.com & Newspaper Death Watch. Twitter: @pgillin

Advocate Marketing is trusted

92%trust recommendations from people they know over all other forms of advertisement

77%of consumers are more likely to buy a product when they hear about it from someone they trust

Brands engage thousands of insiders

– their best employees, customers, partners & influencers –

who create & share authentic brand content with their social networks.

Customers

Employees & Partners

Social Media Team

Turn social marketing inside out

Advocate content performs better

10XAdvocate content receives 10 times more engagement than brand paid content

7X Advocate content receives 7 times more engagement than content posted to brand’s owned channels

Advocate content gets more engagement

Advocates are more trusted

Fossil’s approach

Consumers

Employees

Social Influencers & Bloggers

Consume Read, watch & experience content

Share Push content into their social feeds

Create Develop original content that authentically reflects their experiences

Program goals & KPIsGoals • Power advocates to

create content• Increase brand

awareness• Elevate existing brand

perception

KPIs• # of advocates• Content creation• Advocate & audience

engagements• Mentions & impressions

Fossil style partners #fossilstyle • Women’s handbag• Men’s watches• Women’s watches• Women’s jewelry

Fossil Style Partners create & share

Advocates create authentic content

Advocates create authentic content

Initial program results Active advocates

Advocate activities

Audience engagements

Program AMV to date $70K

#AdvocateU

7K

1K

100

What’s next?• Utilize and repurpose advocate

content on website, social, blog • Grow and scale existing customer

programs• Activate employee advocates• Expand to new brands

Thank you

Jencey Keeton@justjencey

Download now: http://bit.ly/AdvocateContent

Ebook

Nicole Alvino@nalvino

5 best practices for connecting with advocates/influencers.*• Recognize that your advocates are customers and

employees as well as “influencers.”

• Build a network before you need it.

• Make them the hero – not your product or service.

• Have a goal.

• Generously define who’s who.*(and 1 pet peeve)

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…and 1 pet peeve.

Thinking transactions, not relationships.

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Yes.

No.

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