Good brands and agencies, with the genuine intention of driving brand advocacy, are being grossly misled by what are often referred to as ‘Influencer Marketing’ companies. There’s a pervasive dirty secret that isn’t being talked about…
How should brands on Facebook incorporate the many changes the social network introduced in 2014 into their 2015 plans? Advocate marketing platform Crowdly provided some answers to that question, in infographic form.
“If advocacy means genuinely believing in and supporting a brand (via social sharing, WOM, etc.), what brands would you consider yourself an advocate of? Why do you advocate for these brands?” See what Hessie Jones, CEO of ArCompany, has to say about this and other questions.
CEO Dan Sullivan spoke with Marketing Smarts to discuss how brands can most effectively work with brand advocates and influencers, as well as his recent MarketingProfs post about the psychology of trolls.
We sat down with Erik Qualman, professor, international author and keynote speaker to get his advice on the future of social media advocacy and influence, along with detailing how brands can activate their most effective advocates.
In light of this announcement and exciting growth, VentureFizz caught up with the man at the helm of it all, serial entrepreneur, Massachusetts native and Boston College graduate, Dan Sullivan, Crowdly’s Founder & CEO.
In the court of public opinion, failing to identify and effectively combat a negative rumor doesn’t make it any less harmful to the brand it’s targeting. Through social media, these persistent brand myths are often read by millions of consumers in a matter of minutes and can seriously threaten the integrity of a brand. Crowdly CEO Dan Sullivan breaks down their types and motivations.
We kicked off our Leaders in Advocate Marketing series with Jason Falls, one of the leading thinkers in the digital marketing, social media, public relations and communications industries. He is also a noted public speaker and social media keynote speaker.
Since banking $1.2 million last summer, Seaport-based startup Crowdly has been steadily building momentum. The company launched this week Crowdly 2.0, a new version of its platform that allows brands to identify and build relationships, with their biggest advocates to drive brand loyalty, advocacy and sales.
Crowdly’s customers include top brands like Hilton, Lowe’s and the company also works with BBDO, Edelman, Hill Holliday, MMB, Mullen and Vayner. To date, the company has helped brands and agencies find and build relationships with over 1,000,000 organic advocates worldwide.
“When it comes to grills, 69% of purchase decision makers are male. While the brand could very well skew its content to appeal dominantly to that customer base, it instead takes the approach of understanding what — beyond gender — makes its fans loyal to Weber products.”
“The discussions that fans choose to conduct and share on Facebook provide plenty of insight that we can use to inform our content marketing strategies, ensure the timeliness and relevance of our content efforts, and help us consistently engage in the communities that have been built around our brands.”
“It’s time brands stop looking at loyalty as an obstacle and start seeing it as an opportunity. Loyalty is a human quality and the more time a brand spends treating its customers that way, the more time those customers spend advocating for that brand.”
“Activate Your Real Advocates, Not Mercenaries – The differences between advocates and “influencers” illustrate why brand commitment to genuine advocacy marketing is high, while satisfaction with the crop of rent-a-fan providers continues to drop.”
“It’s been a busy first quarter for Facebook. From acquisitions to algorithms, there have been more than 10 new announcements in the first three months of the year, causing many brands to feel cold toward the global social site. With spring knocking on the door, here’s a breakdown of the most important changes Facebook has made to help brands flourish.”
“In digital communities, good brand managers spend their time observing and interacting with the hundreds or maybe even thousands of fans who engage daily by commenting and posting. These vocal fans are incredibly important, but they represent only a part of the story. Over 80 percent of brand fans are lurkers – quiet fans that neither comment nor post.”
“It’ll be a delicate balance for the brand as it attempts to woo the American consumer while keeping its core base of loyal advocates that have made them a major player in the game. Here’s a look at the house Beats built and the doors it’s opening to new customers this year.”
“The criticality of building good, engaged communities becomes paramount, and performance tilts back a bit toward brands that are able to deliver a good experience, and not purely buy their competitors out of the feed.”
“Non-technical entrepreneurs, stop talking big and start building small. Bemoaning your inability to attract a technical co-founder to “just build it” is failure’s waiting room. Hiring out an agency to build your grand vision now is a great way to lose quickly.”
“People are most credible when they’re genuine. Though they can be hard to spot within massive communities, brands with millions of fans have great organic advocates who are ready and willing to share their messages.”
“Like many brand advocates, Rosso holds the key to the hearts of tens of thousands who feel tied to Nutella; those who shared her passion. By working with the natural leaders and advocates, companies can better navigate the waters of public perception and response.”
“Members of the local tech community celebrated their victory via Twitter on Friday. “Huzzah! The new MA tech tax repeal officially signed,” said tech entrepreneur Daniel Sullivan. “Warning shot for the local industry, let’s pay attention.”
“One of the largest failures around fan-activation strategies is to view the types of fans using the marketing funnel metaphor we’ve all become so familiar with. Healthy communities make people feel comfortable, where someone might test the community’s water with a like, and then progress to a reply before commenting or posting.”