How to Identify and Grow an Army of Advocates – #AdvoChat 3/2/17

Q1: What are the best ways and places a company can identify brand advocates? #AdvoChat pic.twitter.com/NXBgAImUbb

— Sue Duris (@SueDuris) March 2, 2017

A1: Companies need to determine what I call "moments of delight". #AdvoChat (1/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A1: "Moments of Delight" are key parts of the journey where customers will experience a positive feeling about your brand. #Advochat (2/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A1: If you can determine those key moments for your brand, you can create mechanisms to identify and tag your advocates. #Advochat (3/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A1: For other @GoDaddy customers on #AdvoChat, what do you think are #momentsOfDelight in your #CustomerJourney?

— Stacey DePolo – save #NetNeutrality (@sdepolo) March 2, 2017

A lot of us here are @GoDaddy customers and advocates!! #AdvoChat

— Sue Duris (@SueDuris) March 2, 2017

What would we do without you? pic.twitter.com/Ll1dHXIGHT

— GoDaddy (@GoDaddy) March 2, 2017

Q2: What make a great advocate? What attributes should a company look for? #AdvoChat pic.twitter.com/dUqrpdqdQ6

— Sue Duris (@SueDuris) March 2, 2017

A2: Some people would say that it's level of influence or engagement. I disagree. #AdvoChat (1/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A2: I believe that a great advocate is someone who loves and will recommend your brand or product. Period. #AdvoChat (2/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A2: Every customer you have has friends / family that they could potentially recommend you to. Every advocate is important. #AdvoChat (3/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A2: Overlap in company mission statements, goals or marketing audiences. #Advochat

— MyFoodDiary (@MyFoodDiary) March 2, 2017

A2: #BrandEnthusiast + #Influencer + #Engaged #Customer = #BrandAdvocate #advochat pic.twitter.com/UWe4HoXsqX

— Puneet Kataria (@katariapuneet) March 2, 2017

A2: Every customer you have has friends / family that they could potentially recommend you to. Every advocate is important. #AdvoChat (3/3)

— Social Tribe (@socltribe) March 2, 2017

Q3: How can a company incentivize a customer to become an advocate? #AdvoChat pic.twitter.com/qNioE0FYFD

— Sue Duris (@SueDuris) March 2, 2017

A3: I believe that a company should never financially incentivize an advocate. It makes the recommendation disingenuous. #AdvoChat (1/2)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A3: To get a customer to become an advocate, you need to treat them well and give them a great experience with your brand. #AdvoChat (2/2)

— Laura Messerschmitt (@ljmesser) March 2, 2017

Q4: Is there a difference between a product advocate vs a brand advocate that recommends multiple products in a brand's portfolio? #AdvoChat pic.twitter.com/LSzKuiYjuE

— Sue Duris (@SueDuris) March 2, 2017

A4: For some brands, the brand is a part of the product. There is no difference for those brands. Ex. fashion brands. #AdvoChat (1/4)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A4: For companies like @GoDaddy, the product is separate from the brand and you can have separate advocate pools for each. #AdvoChat (2/4)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A4: Brand Advocates have an emotional connection to your brand. They will try new products because your name is on them. #AdvoChat (3/4)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A4: Product advocates had a great experience with a specific product in your line. They will write reviews & recommend it. #AdvoChat (4/4)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A4: As an advocate, I'm more passionate about the brand's story, their values, and what they stand for. Not individual products. #AdvoChat

— Randy Thio (@ideabloke) March 2, 2017

Q5: What are the best incentives to nurture relationships with brand advocates? #AdvoChat pic.twitter.com/YdEAqAtqC5

— Sue Duris (@SueDuris) March 2, 2017

A5: Think of non-monetary things that have value to your advocates which you can provide. #AdvoChat (1/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A5: Some ideas: Exclusive brand news. Early access to a private beta program. A call from the CEO. A thank you note. #AdvoChat (2/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A5: A few years ago, we had an outage. Our CEO personally called 100 top advocates to apologize. They really appreciated it. #AdvoChat (3/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A5 I think inclusion is a big incentive, keeping your advocates in the loop and where possible asking for input #advochat

— Joe Styler (@jjstyler) March 2, 2017

A5: What will motivate #brandadvocates? Personal branding, access to future tech, Networking and influence. #advochat

— Puneet Kataria (@katariapuneet) March 2, 2017

A5: True brand advocates live for a brand's 'Backstage Pass'. Giving them the insider treatment makes it a win/win! #advochat

— Randy Thio (@ideabloke) March 2, 2017

Q6: What ways can brand advocates help at various stages of the customer lifecycle? #AdvoChat pic.twitter.com/OmU06nUDq1

— Sue Duris (@SueDuris) March 2, 2017

A6: Advocates are helpful at every stage. They create awareness by sharing your brand (and you can make it easy for them). #AdvoChat (1/4)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A6: They respond to potential customers during the consideration phase & post reviews online which potential customers see. #AdvoChat (2/4)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A6: They answer questions for customers during the purchasing phase, particularly for a more expensive purchase or B2B sale. #AdvoChat (3/4)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A6: They can even improve loyalty & turn others into advocates by assisting with support & giving help to other customers. #AdvoChat (4/4)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A6: Brand advocates will always be excited to share their success story, reviews, influence the prospects & support new customers #advochat

— Nancy Arora (@Nancy14Arora) March 2, 2017

Q7: How can a company grow its corps of advocates? #AdvoChat pic.twitter.com/SEVqfvVdwP

— Sue Duris (@SueDuris) March 2, 2017

A7: Obviously, the most important way is to improve the customer experience so that you have a lot of advocates. #AdvoChat (1/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A7: You also need to have a solid process or tool for tracking them, so that you can engage with them and nurture them. #AdvoChat (2/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A7: We work with a company called @Zuberance, which provides an advocate tracking and management tool. It works well for us. #AdvoChat (3/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A7: Provide opps for engagement (health challenges) & relevant content/platforms to facilitate discussion (Tweetchat). #Advochat

— MyFoodDiary (@MyFoodDiary) March 2, 2017

A7: Most brands already have fans. Identifing hidden fans and influencers is one key step #advochat

— Nancy Arora (@Nancy14Arora) March 2, 2017

Q8: Your Super Bowl ad showed the new @GoDaddy GoCentral Website Builder. How do you work with advocates that use that product? #AdvoChat pic.twitter.com/3UUulhcWHs

— Sue Duris (@SueDuris) March 2, 2017

A8: The "moment of delight" for our website builder is when the customer publishes their website and is proud of the site. #AdvoChat (1/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A8: We make it very simple for them to tweet and post on Facebook with a link to their site and a shout out to @GoDaddy. #AdvoChat (2/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017

A8: It's great for them because they show the world their site. It's great for us because they are sharing the product. #Advochat (3/3)

— Laura Messerschmitt (@ljmesser) March 2, 2017