Explain how a firm can go about building an 'army of advocates'. What is the value to the firm? Give an example.
Are there some downsides associated with the amount of control consumers have via social media to spread brand-related messages?
1) Advocates are those customers who gives a positive feedback of a brand and promotes a brand and this way a company can encourage those customers to influence others on behalf of the company without compensation.
Brand advocates influence others and encourage them to buy a company's product. They also use social media for their advocacy.
Ways to create army of advocates :-
There are five steps to create army of advocates :-
a) The company needs to first identify the goals which it wants to make the advocates achieve.
b) Next, to get to know the customers, it is important to engage the advocates in some activity. Identifying their needs, demand and personal interest is important in this step.
c) The company needs to continue the process with fun and interest so that afterwards the advocates won't feel disinterested. The company can arrange some quizes, puzzles, games for them.
d) To encourage the advocates more, it is important to engage other customer-oriented departments such as customer representative, sales, customer marketing etc. who can engage the advocates to get more customer referrals.
e) Lastly, to build an army of advocates, it is important to make a community for them so that they can gather around, share their own opinion, provides different ideas etc. to improve the references.
Examples :-
Advocates are much valuable for a brand as they can attract many customers from outside and thus can promote positive things regarding a brand.
One of the famous advocates are Walmart's "Mommy bloggers" and Ford's "Fiesta agents".
2) Downsides :-
There are indeed has some downsides of this brand advocacy such as sometimes a company fails to identify potential advocates for the promotion. Besides, a study says less than 10% of companies has their brand advocates who share their positive opinion through social media which is a very less percentage.
Hope this helps :)
Explain how a firm can go about building an 'army of advocates'. What is the value...
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