A few years back, all the talk on how social media enabled influential people to advocate for your brand was centered around tools like Klout, Cred and other tools that measured online influence.
Those days have all but passed. Brands have started to realize that while online influence gained by frequent use of social media is indeed important, it’s simply not enough to drive meaningful business results.
For brands, true advocacy has become much more important than how many Twitter followers a consumer has collected, or even how frequently a a consumer updates their Facebook profile.
The Value of Using the Net Promoter Score
The Net Promoter Score, otherwise known in marketing as NPS, identifies brand advocates by dividing customers into three separate categories:
The process of assessing where your customers fall in these categories is quite simple. By asking using a common approach called a Likert scale and asking one simple question — How likely is it that you would recommend our company, products or services to a friend or colleague? — you marketing team can identify the customers who are most likely to recommend your products or services to their friends.
Using a 0 through 10 scale, customers who respond in the 8-10 range can be categorized in the promoters category. It’s then a safe bet that paying special attention to those brand advocates and working to make it easy for them to recommend your brand to friends and associates will yield the most promising results in terms of peer recommendations.
3 Tools to Help Build Brand Advocates on Social Media
There are a variety of tools that have recently emerged on social media that make this type of brad advocate identification easy and painless. By using any of these three tools, you can quickly identify customers who are willing to act as marketing channels for your brand, and also give them the means to do so.
1. Social Rewards — Social Rewards was founded by veterans in the tech and digital media spaces and can easily work with any existing rewards program already in place at your company. This tool uses social media to tap followers and friends of your brand and makes it easy to create a referral program in under 10 minutes.
2. Influitive — Recently merged with Engagio, a social media management dashboard, Influitive’s AdvocateHub helps B2B marketers capture customer enthusiasm and uses it to support marketing and sales efforts. This tool allows B2B marketers build an advocate community and invite customers into it to complete “challenges” like referrals, reference calls or product reviews. As they complete challenges, advocates gain points, badges and levels which can be used for a variety of perks and privileges.
3. Zuberance — Zuberance is one of the leading Brand Advocate Platforms in the game today. This tool allows for brands to systematically and continually identify and energize their brand advocates on Facebook, Twitter, shopping sites, brand’s websites, and across multiple social and digital channels. Once brand advocates are identified, marketers can then track and optimize programs to encourage advocacy that generate measurable, dramatic increases in referrals, ratings, and revenues.
How Are You Enabling Brand Advocacy Today?
If you’ve been in business for a while, you already know that the best referrals come from happy customers and those who are passionate about and trust your brand.
The growing popularity and adoption of social media has created an online environment where it’s more easy for consumers to recommend your brand than ever before.
How are you enabling brand advocacy today? Would any of these tools make it easier for your brand to do so?