advocacy advantage: toronto
TRANSCRIPT
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Hello Toronto!
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Influitive EDGEHow To Confidently Create An Engaging Experience For
Your Advocates
Free Live Training SessionNovember 2, 4:00 pm EDTwww.influitive.com/events
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Today’s Agenda2:00PM Opening Remarks: Sparking The Movement - Mark Organ (Influitive)
2:20PM Context, Customers and COMPETITIVE ADVANTAGE - April Dunford (Sprint.ly)
2:45PM How to Leverage Your Customers Throughout the Content Lifecycle - Taylor Moore (TouchBistro)
3:10PM Networking Break
3:30PM David vs Goliath: Advocacy & Authenticity as a Competitive Advantage - Rahul Raj (ecobee)
3:55PM Video + Advocacy. Made For Each Other - Jesse Ariss (Vidyard)
4:20PM Networking Break
4:40PM What Is Your Advocacy Advantage? - Deena Zenyk (Influitive)
5:05PM Networking and Appetizers#advocacyadv
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Mark OrganCEO & Co-Founder, Influitive
@markorgan
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#advocacyadv
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The internet and social Web have made it possible for any voice to be heard, but to be truly heard
you have to be authentic. If not, you will be discovered, you will be exposed, and you’ll be derided.
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71% of buyers who see a personal value in a B2B purchase will end up buying.
Personal value had 2X the impact over business impact.
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© 2016 Forrester Research, Inc. Reproduction Prohibited 15
Consumers trust people the most
Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2014
To what extent do you trust each of the following types of promotion?
(Answered 4 or 5 on scale of 5, where 5 = “trust completely, 1 = “Do not trust at all”)
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There’s a Silent Killerin your Sales Pipeline
Of buying happens ‘belowthe surface’
75%
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Self-ish Marketing• Company talking about itself• Pushing products• Handful of go-to references• Companies control brands• Noise
Advocate Marketing • Customers raving in public• Building lifetime relationships • Army of advocates • Brands built by customers• Cut through the noise
The winners embrace a new model
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TO
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Access Power
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Status Belonging
Social triggers that drive advocacy
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The Advocacy Imperativeactivate your advocates with a rigorous, systematic approach
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A central organizing principle
embedded in the fabric of the company
Human experience authentic, deeply
personalized, sense of community
Everywhere advocacy happenspersistent engagement of 100s to 1000s of advocates
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the best spark a
movementpowered by a
groundswell of advocates
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Spark the movement
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April DunfordCEO, Sprint.ly@aprildunford
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Context, Customers and COMPETITIVE ADVANTAGE
@aprildunford April Dunford
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CONTEXT: AN EXPERIMENT
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Ball Cap Smokers!?
This schlumpy
action
Grimy metro plaza
GarbageDidn’t stop
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STREET PERFORMER!
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Camera man These dope
white bowties
Fancy wood!
Folks are feeling it!
Program that says he won awards n
stuff
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GENIUS!
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THE “PRODUCT” DIDN’T CHANGE
VS
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OUR CONTEXT
CUSTOMERS
COMPETITION BRANDING & PACKAGING
EXPECTED FEATURES
CHANNELS PRICING
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WE UNDERSTAND
THAT CONTEXT IS IMPORTANT
Out of context quote!
NO!!!
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WE RARELY SET CONTEXT DELIBERATELY
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STORY: SOMETIMES A DATABASE ISN’T A DATABASE
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WHY ARE WE SO BAD AT FRAMING?
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WE ARE TAUGHT THIS
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YOU CAN WRITE CRAP DOWN, BUT IT’S STILL CRAP!!
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POSITIONING: 4 STYLES
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STYLE 1: ARM WRESTLING
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WHEN TO USE ITThe category is known but there’s NO CLEAR LEADER
RISKSYou need MONEY and TIME
WHAT IS ITBeat the leader AT THEIR OWN GAME
ADVANTAGESEveryone understands the Frame
STYLE 1: ARM WRESTLING
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Use Advocates to REINFORCE THE CATEGORY DEFINITION and BUYING CRITERIA
Use Advocates to ILLUSTRATE MOMENTUM and LEADERSHIP
STYLE 1: ARM WRESTLING
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STYLE 2: BIG FISH, SMALLER POND
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ADVANTAGESDon’t have to take the leaders HEAD-ON
WHEN TO USE ITThe a sub-segment has DISTINCT NEEDS that are UNMET by the current leader
RISKSThe leader MATCHES your offering
WHAT IS ITYour frame is a SUB-SEGMENT of an existing market
STYLE 2: BIG FISH, SMALLER POND
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Use Advocates to REINFORCE THE DISTINCT NEEDS of the target segment.
Advocates can illustrate your ADVANTAGES FOR THE SUBSEGMENT
STYLE 2: BIG FISH, SMALLER POND
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STYLE 3: REFRAME THE MARKET
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ADVANTAGESHighlights your STRENGTHS, makes the leader's strengths IRRELEVANT
WHEN TO USE ITYou have BREAKTHROUGH INNOVATIONThere is a SUDDEN CHANGE in the market
RISKSThe leader positions your innovation as a “FEATURE”
WHAT IS ITREFRAME an existing market
STYLE 3: REFRAME THE MARKET
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Use Advocates to REINFORCE THE IMPORTANCE OF YOUR INNOVATION.
Use Advocates to illustrate the NEW BUYING CRITERIA IN ACTION
STYLE 3: REFRAME THE MARKET
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STYLE 4: CHANGE THE GAME
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ADVANTAGESThe company that CREATES the category is considered the LEADER
WHEN TO USE ITExisting categories don’t HIGHLIGHT YOUR STRENGTHSData indicates a category WILL EMERGE
RISKSAdjacent category leaders try to SUBSUME your categoryFAST FOLLOWERS beat you before you are established as leader
WHAT IS ITINVENT a new market category
STYLE 4: CHANGE THE GAME
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Use Advocates to REINFORCE THE CATEGORY DEFINITION.
Use Advocates to ILLUSTRATE MOMENTUM and LEADERSHIP
STYLE 4: CHANGE THE GAME
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STORY: ARE BOTH THESE THINGS ROBOTS?
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FIND OUT WHO YOU ARE… …AND
DO IT ON
PURPOSE
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APRIL DUNFORDAprilDunford.com
@AprilDunford
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Taylor MooreContent Marketing Manager, TouchBistro
@taylormooreTO
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How to Leverage Your Customers Throughout the Content Lifecycle
Taylor Moore
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We had a dream…..
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Ideation
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What is your biggest pain point as a restaurateur?
What do you wish you knew when you were making a POS purchasing decision?
What do you think we should write about on our blog?
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Creation
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Crowd-Sourced Case Studies
Top of FunnelContent
Corporate Messaging
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Distribution
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Distribution
“An ally in creation is an ally in promotion.” - Andy
Crestodina
Bonus: Access to
a wider audience
in a genuine way
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Iteration
Iteration
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● Building their own
brand
● Relevant perks
and rewards
● It feels good
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Rahul RajVP of Marketing, ecobee
@rahulwraj
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DAVIDVS
GOLIATHAdvocacy & Authenticity as a Competitive Advantage
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Our product
Comfort Room sensors
ControlAnytime, from anywhere
Energy Efficiency23% on heating and cooling
Savings Pays for itself in 12-18 months
Energy solutions that are easy to use and cost less to you and our planet.
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GoliathBig budgets & big organization
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DavidSmall, but mighty
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Jesse ArissProduct Marketing Manager, Vidyard
@jesseariss
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Video + AdvocacyMade for each other.Jesse ArissProduct Marketing Manager
@jesseariss
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THE PLAY BUTTON IS THE MOSTCOMPELLING CALL TO ACTION ON THE WEB
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https://goo.gl/K3k1FN
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The Future of the Internet is Video
Every day, over 8 billion videos
are watched on Facebook
Every month, over 6 billion hours of
video are watched on YouTube
By 2018, video will account for 80% of all web
traffic
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“
”
In a decade, video will look like as big of a shift in the way we all share &
communicate as mobile has been.”
- MARK ZUCKERBERGAPRIL 2016
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66% Like Video From
Brands
2X Click Through
Rates
41% Higher Click Throughs With
Search
80% Increase in Page
Conversions2 Mins Longer on Websites
70% of Marketers Report Better Conversion Rates
97% Increase in Purchase
Intent
20% Lower Cost Per Lead
Video Works.
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Are your cameras rolling?
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I want to, but video is hard
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Video is as hard as you make it.
Email campaigns take time!
Social media campaigns take time!
Blogging take time!
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Which one do you prefer?
5 page whitepaper 80 second video
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Video every step of the way.
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• Video adds a personal touch when sending invites to our hub.
Video every step of the way.
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• Video adds a personal touch when sending invites to our hub.
• Video challenges are easy for advocates to watch, (and easy to make!)
Video every step of the way.
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• Video adds a personal touch when sending invites to our hub.
• Video challenges are easy for advocates to watch, (and easy to make!)
• Meet-the-team videos make your advocates feel like they are part of something special
Video every step of the way.
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• Video adds a personal touch when sending invites to our hub.
• Video challenges are easy for advocates to watch, (and easy to make!)
• Meet-the-team videos make your advocates feel like they are part of something special
• Keep ‘em engaged with surprises!
Video every step of the way.
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• Video adds a personal touch when sending invites to our hub.
• Video challenges are easy for advocates to watch, (and easy to make!)
• Meet-the-team videos make your advocates feel like they are part of something special
• Keep ‘em engaged with surprises!
Video every step of the way.
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• Video adds a personal touch when sending invites to our hub.
• Video challenges are easy for advocates to watch, (and easy to make!)
• Meet-the-team videos make your advocates feel like they are part of something special
• Keep ‘em engaged with surprises!
Video every step of the way.
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Give your advocates something special
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Video has never been easier.
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It doesn’t work
• Our video invite has had a huge impact on driving engaged advocates
• Our best performing conversations all include elements of video
We don’t have content
• Need ideas? Culture videos, unboxings, reaction videos, repurpose old content, meet the team, product reviews, product demos, thought leadership, customer testimonials at events
It’s too expensive / time consuming
• Get started today. ViewedIt is free. Seriously.
So.. What’s your excuse?
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Deena ZenykPrincipal Consultant, Customer Marketing & Advocacy, Influitive
@DeenaZenyk
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What is Your Advocacy Advantage?
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115
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Once Upon an Advocate Marketer
116 #advocacyadv
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117 #advocacyadv
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118 #advocacyadv
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119
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120 #advocacyadv
Validated
AccomplishedSupported Importa
nt
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121
?
?
?
?
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Transactional or Transformative?
You Decide.
122 #advocacyadv
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Advocacy isYour Advantage
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Thank You!
@DeenaZenyk
ca.linkedin.com/in/deenazenyk
#advocacyadv
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Influitive EDGEHow To Confidently Create An Engaging
Experience For Your Advocates
Free Live Training SessionNovember 2, 4:00 pm EDT
www.influitive.com/events
125
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126
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127Go to: bit.ly/startupstandup