#MetricsChat Recap: Lynn Svitenko talks Brand Advocacy
The very first #MetricsChat session of 2015 was on the intriguing topic of “Brand Advocacy“. Our expert guest host Lynn Svitenko, Director of Customer Success, Viralheat shared useful insights around the topic. Lynn brings with her 17 years of experience working with brands of various sizes, specializing in marketing, brand advocacy and social media.
In this 30 minutes power-packed Twitter chat, our expert shared some great tips/techniques for Marketing and Social Media enthusiasts. The flow of questions was at lightening fast speed, but Lynn rocked them all!
If you could not join the conversation but still wish to know what we covered, you can check out the Chat Summary right here:
Q1. @TEK: What is the difference between a brand advocate and a loyal customer?
A1. @LSvitenko: Great question. Are you a member of any frequent flyer programs? How much do you recommend that airline? An advocate actively recommends the brands they love where loyalty programs usually incentivize members by rewarding them.
Q2. @suruchisharma23: What factors should companies/brands consider while formulating their brand advocacy strategy?
A2. @LSvitenko: Most importantly brands need to define how they will identify their advocates.
Q3. @ksalkind3: How do you keep a track of your Brand advocates? How often do you interact with them?
A3. @LSvitenko: Groups and community forums are an excellent way to communicate with and track your Advocates. The type of social channel you use and how often you engage with your Advocates depends on the Advocates and your brand.
Q4. @Carly_Marketing: How long should you spend building a relationship with advocates to turn them into major influencers for your brand?
A4. @LSvitenko: Advocates and Influencers are very different. I would have a separate strategy for each group. Advocates n Influencers can b very different groups depending on how strict U R w/identification. If you follow definition from Satmetrix, then they are identified as those who recommend. WOM is the most trusted form of advertising – you trust a recommendation from a trusted source. Value of an Advocate recommending your brand is just as valuable if not more so than an Influencer
Q5. @DRayG86: With barriers of entry constantly lowering what our ways to keep existing customers happy with their existing service?
A5. @LSvitenko: So much control is now in the hands of the consumer. brands need to make sure they focus on quality first.
Q6. @dumb_captcha: What are the benefits of creating brand advocates vs other forms of reach like paid social ads?
A6. @LSvitenko: Great ?, Jerry. Figuring out what your objectives and KPIs are most important before doing anything else. Then once you build advocacy and loyalty, you use the numbers to develop your ROI equation. Everyone’s is diff!
We saw some engaging questions and answers hitting the e-floor during the chat session. Lynn covered several topics of interest ranging from Brand influencers, Advocate Marketing to Digital Marketing in general. If you wish to connect with Lynn, you can tweet to her @Lsvitenko– she would be happy to solve some of the toughest marketing puzzles!
Last but definitely not the least, in case you wish to explore how Viralheat makes social media management effective, feel free to reach out to us on Twitter @viralheat or get connected through our website.
#MetricsChat will be back on Feb 5, 2015 with an all-new guest host. Stay tuned for the update! And as always, if you’re interested in hosting #MetricsChat, please email firstname.lastname@example.org with the subject line #MetricsChat.
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