Media fragmentation and information overload stymies ad effectiveness. Consumers are ignoring digital ads, and overall, trust in brands is declining, a trend which according to the Edelman Trust Barometer, is accelerating.
Influecers vs. Advocates
How can brands convey communications in a trustworthy matter that resonates with their audiences? The key, according to Jim Larrison (@jlarrison) of Dynamic Signal, is advocacy, and this doesn’t simply mean paying an industry bigwig to tweet on your brand’s behalf.
Jim’s presentation centered on importance of finding passionate advocates amongst employees and the “mid-tail” of the influence spectrum – connected people who have enough social media pull to move the needle in a particular sector, and who really care about the industry or segment.
These trusted peers who are talking about relevant topics have the real ability to drive individual behavior. And those ‘trusted peers’ include employees, who have significantly more credibility than the C-suite, according to the aforementioned Edelman Trust Barometer.
Why advocacy works is simple: it’s centered on trust, and done well, it’s trust at scale [tweet this]. But brands and marketers need to realize they’re not renting trust – it’s not a transactional relationship. Herein lies the challenge, because most marketers today stop marketing at the buy. They are optimizing for the purchase event, not building advocacy.
Rewards for advocacy can be surprisingly simple
The rewards advocates value are simple. Employees are motivated by simple recognition, as are brand fans and followers. Access to unique content and authentic relationships are also rewards they value. And tangible rewards – membership in a group, swag and prizes, are also important — but not as much as the recognition and access.
Marketers who develop advocacy programs dramatically increase marketing effectiveness. In addition to being authentic and credibility, empowering and cultivating advocates also covers more surface area within the marketplace.