What are my goals for my advocate marketing program? Goals don't ... Benchmark social media activity before the launch o
Advocate Marketing Metrics Guide
Before You Begin Before coming up with a key set of metrics, it’s best to ask these questions: • What are my goals for my advocate marketing program? Goals don’t need to be static. You can change up objectives and focus your advocates in different areas. For example: Month 1 may focus on online reviews while Month 2 may focus on promoting a big event. This will guide you in how you message your advocates and the type of activities that you focus them on. • How is what you are doing in your hub related to your overall marketing and company goals? We recommend starting with tracking advocate engagement and then moving beyond that to ensure that your advocate marketing program is supporting key areas of your business such as content creation, lead generation, sales enablement and product development.
Engaged advocates New advocates Challenges completed Average stage completion per session Points earned Badges earned Levels advanced Joined Groups Advocates that have redeemed rewards Advocates that claimed their rewards Points redeemed (and the value of this in $$) Points balance
2. Social Media Metrics • • •
Benchmark social media activity before the launch of AdvocateHub and six months after AdvocateHub Measure number of follows, likes etc… Measure the number of link shares
3. ROI Metrics • • • • • • • • • • • • •
Number of direct referrals Number of opportunities from direct referrals Number of closed deals from direct referrals Leads from indirect referrals (referrals via shared links) Number of online reviews (Appexchange, G2 Crowd) Number of referencable clients Number of references provided. Take this further by identifying which references influenced pipeline and closed deals) Number of case studies (put a dollar value on this) Number of testimonials (put a dollar value on this) Number of event registrations via links shared by advocates Velocity of deals through the funnel by comparing deals that had advocacy activities such as referrals and references associated to them Accounts with active advocates that have renewed vs accounts that don’t have advocates. This measures the influence of advocacy on renewal Upsell opportunities and closed upsell deals from active advocates vs non-‐ advocate accounts
4. Other Metrics • •
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Time saved receiving product feedback Number of surveys completed. For example -‐ run a survey with all of your customer base and with your advocates and compare the percentage completion rate Votes for an award program
Parting Tips: “You Are Not Alone” As the legendary Michael Jackson used to say, “you are not alone”. Don’t try and tackle this all by yourself. For example, if your goal is to get 10 online reviews this quarter and attain 5 testimonials, make sure your customer success / sales / account management team is aware of this. Give them some guidance on how they can direct customers to the AdvocateHub and hey, you can even incent these teams. To make sure you are not alone, don’t forget to share your results with other departments regularly. Use this template to help you track your progress and communicate to other departments & executives: http://support.influitive.com/solution/articles/145349-‐template-‐advocate-‐ marketing-‐plan-‐tracking-‐your-‐advocate-‐marketing-‐initiatives
Top 10 Learnings From VIP 1) 2) 3) 4) 5)
Hi! My name is… -‐ Advocates don’t respond to robots. Put a face to your Hub and continue your advocate relationship. Lights, camera, action! -‐ Make your Hub an experience. Use pictures, sounds and even video to elevate the Advocate experience and show off your Hub’s personality. Nice and easy -‐ Make is easy for your Advocates to complete challenges. Single stage challenges with easy instructions always achieve a higher completion rate than multi stage challenges. Perk fairly -‐ If you have a multi stage challenge make sure you reward generously so Advocates feel they have earned their points and made an impact. Stick to a schedule -‐ Get your advocates hooked by updating challenges once a week. This way they can expect new challenges and opportunities on a week-‐ to-‐week basis. Even better, set the challenges up before you send notifications.
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Switch up your communication -‐ Targeted high value challenges can be highly effective when getting your advocates to participate in your Hub. Try sending out 3 direct challenge emails to 1 daily digest every month.
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Know what you want -‐ Think about what you want from your Advocates. They can’t help you if you don’t know what you want. Start with an Advocate Marketing Plan and track basic metrics (explained in the previous sheet).
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Variety is the spice of life…and advocacy -‐ Depending on the goals you set out in your Advocate Marketing plan, your business objectives will drive your challenges, however, do not neglect the relationship with your advocates. We use a 1:3 ratio for challenges. 1/3 business objective asks, 1/3 information and news and 1/3 entertainment and engagement challenges.
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Mix up the experience -‐ Add contests or special ‘missions’. These will break the monotony of your hub and will help boost your engagement. This gives your Advocates a fresh experience.
10) Advocate hotline -‐ Begin and keep up with the communication in your hub. Advocates need feedback so always reply to messages. Even if it’s offline as well, always give thanks and keep conversations going (social media or even in person). Advocates need to know they are making a difference.
