Azeem Azhar's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.

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Building social advocacy
through insight
Azeem Azhar, London April 2013
@azeem / @peerindex
http://partners.peerindex.com/

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Social media is growing up
s
fie
nti ates
Ide oc
v Phase 3:
ad
Advocacy
s
ow e Superstar
Gr ienc
d
au Phase 2:
“Have followers,
want advocacy!”
Phase 1:
“No presence,
want followers!”
today t

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You have managed to build up significant audiences
6.2M
followers
755K
followers
130K
followers
93K
followers

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Now what?

5. The next step is to “find the gold” and develop advocacy to
generate social media ROI
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Luckily, abundant social data makes this possible
All people
Identify and activate
Your influencers
brand’s
Find gold in followers
your existing
community
Your brand
Find new customers
followers’ look- and advocates you
alikes didn’t know about

7. It’s about influence in all its layers (not about a single score)
Topics
Context
Location
Activity
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It’s also not about celebrity
92%
of consumers TRUST
earned media, above all
other forms of advertising
SOURCE: Nielsen’s Global Trust in Advertising Survey

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...or simple follower counts
Lemmings, moony
wedding?, pyramid, buy
followers, topical auth,

10. After identifying your influencers you need to activate them
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11. AUTOMOTIVE PAN-EUROPEAN CASE STUDY
PERK
Objective
Work with Blue Hive to deliver awareness campaign six
months prior to launch
Approach
Position as a well designed, technical innovation for
modern family
Execution
1.Identified 25,000+ influencers matching B-MAX brand
footprint across Europe
2.Activated > 750 influencers with Ford B-Max content
3.Tracked discussion, content generation and message
100+ 4,200 14M
spread blog influencers people
mentions engaged reached
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12. ENTERTAINMENT NATIONAL PERK CASE STUDY
Objective
Build awareness & drive sign-ups for Tesco owned movie-
on-demand service blinkbox
Approach
Target movie influencers to generate word-of-mouth
referrals
Execution
1.Identified 800 influencers matching Blinkbox brand
footprint
2.Activated 250 to receive 10 movie rentals free of charge
(£35 value)
3.Tracked discussion, content generation and message
6.3% 800 435K
spread which drove positive sentiment and acquisition engagement Influencers earned
rate engaged media imps
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Keep in touch:
Azeem Azhar
@azeem / @peerindex
http://partners.peerindex.com/