Jencey Keeton from Fossil discussed Fossil's advocate marketing program where they engage customers, employees, influencers and bloggers to create and share authentic brand content on social media. Advocate content performs much better than paid content by receiving 10x more engagement. Fossil's goals are to power advocates to create content, increase brand awareness and elevate brand perception. Initial results found over 1,000 advocate activities and over 100,000 audience engagements, with a program value of $70,000. Next steps include utilizing advocate content across channels and growing customer programs.

1. Fill Your Content Gap: Activate
Advocates to Create Authentic Content
#SMTLive

2. Thanks to Our Sponsor
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3. Join the Conversation…
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4. Our Speakers
#SMTLive
Jencey Keeton is a Global Social Media Marketing Manager for Fossil with eight years of traditional and digital marketing
experience. She specializes in retail and live entertainment, creating brand strategy across digital touchpoints and tracking
KPIs through consumer engagement and acquisition. In her current role, Jencey is focused on creating innovative and
exciting content stories to raise awareness and engagement across social platforms, as well as building strategic programs
with top bloggers and customer influencers. @justjencey
Ann Handley speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most
influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is
the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its
category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program , and the co-
author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks,
Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011. Paperback 2012.)
Her new book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, will be published by Wiley in
the fall of 2014. @MarketingProfs
Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for
designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder
of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. Twitter: @nalvino
Paul Gillin, moderator, is a writer, speaker and online media consultant who specializes in social media and content
marketing. He is a prolific writer who has published five books and more than 300 articles since 2007, including the monthly
New Channels column in BtoB magazine for 7 years. Paul is a veteran technology journalist with more than 25 years of
editorial leadership experience. His website is gillin.com & he blogs at paulgillin.com & Newspaper Death Watch. Twitter:
@pgillin

5. Advocate Marketing is trusted
92%trust recommendations from people they know
over all other forms of advertisement
77%of consumers are more likely to buy a product
when they hear about it from someone they trust

6. Brands engage
thousands of insiders
– their best
employees,
customers,
partners
& influencers –
who create & share
authentic brand
content with their
social networks.
Customers
Employees
& Partners
Social
Media
Team
Turn social marketing inside out

7. Advocate content performs better
10X Advocate content receives 10 times
more engagement than brand paid
content
7X Advocate content receives 7 times
more engagement than content
posted to brand’s owned channels
Advocate content gets more engagement
Advocates are more trusted

8. Fossil’s approach
Consumers
Employees
Social
Influencers &
Bloggers
Consume
Read, watch &
experience content
Share
Push content into
their social feeds
Create
Develop original content that
authentically reflects their
experiences

9. Program goals & KPIs
Goals
• Power advocates to
create content
• Increase brand
awareness
• Elevate existing brand
perception
KPIs
• # of advocates
• Content creation
• Advocate & audience
engagements
• Mentions & impressions

10. Fossil style partners #fossilstyle
• Women’s handbag
• Men’s watches
• Women’s watches
• Women’s jewelry

11. Fossil Style Partners create & share

12. Advocates create authentic content

13. Advocates create authentic content

14. Initial program results
Active advocates
Advocate activities
Audience engagements
Program AMV to date $70K
#AdvocateU
7K
1K
100

15. What’s next?
• Utilize and repurpose advocate
content on website, social, blog
• Grow and scale existing customer
programs
• Activate employee advocates
• Expand to new brands

16. Thank you
Jencey Keeton
@justjencey
Download now:
http://bit.ly/AdvocateContent
Ebook
Nicole Alvino
@nalvino

17. 5 best practices for connecting with
advocates/influencers.*
• Recognize that your advocates are customers and
employees as well as “influencers.”
• Build a network before you need it.
• Make them the hero – not your product or service.
• Have a goal.
• Generously define who’s who.
*(and 1 pet peeve)
#SMTLive

18. …and 1 pet peeve.
Thinking
transactions, not
relationships.
#SMTLive

19. #SMTlive
Yes.

20. No.
#SMTlive

21. Our Speakers
#SMTLive
Jencey Keeton is a Global Social Media Marketing Manager for Fossil with eight years of traditional and digital marketing
experience. She specializes in retail and live entertainment, creating brand strategy across digital touchpoints and tracking
KPIs through consumer engagement and acquisition. In her current role, Jencey is focused on creating innovative and
exciting content stories to raise awareness and engagement across social platforms, as well as building strategic programs
with top bloggers and customer influencers. @justjencey
Ann Handley speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most
influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is
the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its
category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program , and the co-
author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks,
Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011. Paperback 2012.)
Her new book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, will be published by Wiley in
the fall of 2014. @MarketingProfs
Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for
designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder
of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. Twitter: @nalvino
Paul Gillin, moderator, is a writer, speaker and online media consultant who specializes in social media and content
marketing. He is a prolific writer who has published five books and more than 300 articles since 2007, including the monthly
New Channels column in BtoB magazine for 7 years. Paul is a veteran technology journalist with more than 25 years of
editorial leadership experience. His website is gillin.com & he blogs at paulgillin.com & Newspaper Death Watch.
Twitter:@pgillin

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23. Upcoming Webinar
July 22nd
Content Marketing: Is 2014 Really
Shaping Up to Be The Year of Video?
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