tapping advocates for true engagement

Tapping Advocates for True Engagement Gamification: Integrating Fun into Your #GivingTuesday Campaign

October 14th, 2014 - 2:25PM - 2:35PM

: : Connected Learning

Who We Are

Dynamic Signal is the leader in employee and consumer,

partnering with top brands to help them empower their

employees and influencers as advocates

Over $30MM in Venture Funding

Founded in 2010

S a n F r a n c i s c o • N e w Y o r k • C h i c a g o • L o n d o n

Tapping Advocates for True Engagement

Large scale advocate relationships are critical to the mid and long term success. These relationships should drive tremendous ROI and provide for ongoing engagement.

Gamification: Integrating Fun into Your #GivingTuesday Campaign

Operational Drivers of Large Scale Influencer & Advocate Management

Credit Compliance Convenience

One click allows

advocates to

immediately share

content across every

social network

We ensure advocates

only have access to

approved content,

eliminating all risk of

violating social media

policies

We motivate, reward,

and recognize

advocates for their

participation through

leaderboards and

badges


Trust Matters Everywhere! The percent of people that trust recommendations or information shared from…


15%

70%

Friends & Acquaintances


Large scale advocate relationships are critical to the mid and long term success. These relationships should drive tremendous ROI and provide for ongoing engagement.


Operational Drivers of Large Scale Influencer & Advocate Management

Social & Earned Media

Strategy

Highly Fragmented Audiences

Complicated Marketing Messages

Difficulty in Building True Consumer Engagement

Fans

Advocates

Influencers

Tapping Advocates for True Engagement Understanding Advocates in the Market Today…

What Does An Advocate Look Like?

Advocates

Influencers

Fans and Followers

Semi-pro content creators Content bloggers/enthusiasts who expect to be paid

Social Publishers Enthusiasts looking for content and non-cash social currency

Super fans Brand advocates seeking Brand perks and recognition

Understanding Advocates in the Market Today…

How to Get to Sustained Advocacy…



What are the primary drivers for cause advocates and fans to continue a direct relationship by advocating and sharing content on behalf of the cause/brand?

Overview of the Operational Components to Advocate Marketing

% Advocate Strong Motivation Drivers

Recognition Access Rewards

73% 63% 56%

• Thank You recognition • Viewed as good advocate • Identified as value add • Called on to help out

• Invited into program • Exclusive membership • Access to unique content • Authentic relationships

• Increased levels in program • Prizes & gifts • Branded products & swag • Virtual rewards

Overview of the Operational Components to Advocate Marketing

Brands & Non-Profits are empowering and tapping into the many different types of market voices to build and operate engagement communities. Each of these segments can offer tangible and measurable ROI

Market Voices

Reach

Influence

Rewards

Mass

Significant

Viral

Large

High Trust

Category

Engaged

Brand

Peers

Unlimited

Influencer Amplifier Connector Fanatic Relationships


The types and levels of rewards and recognition is driven by the type of advocate or fan member, and their active participation in being a strong ambassador.


Values of On-Going Advocate Incentive Program

Activate Advocate Members

• Keeping your advocates and fans coming back

• Activating your advocates to share your owned media

• Create true cause expert willing to share experiences

• Empowering your fans to generate branded & relevant content that can be shared across program

Grow Member Loyalty

• Increase & grow your relationship with your advocates and fans

• Drive ROI via sharing coupons and deals across members

• Provide measurable value to the advocates & influencers

• Ensuring always feel recognized for their contribution & loyalty

• Building a stronger relationship between you and your customer

• Thanking and acknowledging them for their patronage

The ideal relationship ensures you have an advocate that visits the program regularly, engages with you cause across the web, and actively promotes your business…


Points can translate directly into rewards for users based on their sharing and participation in the program.

Tapping Advocates for True Engagement Overview of the Operational Components to Advocate Marketing

Examples of Rewards & Incentive Programs


Building Gamification into Engagement



Member A Joins Community and connects 2

Channels:

+5 Pts. for joining

Shares 2 posts per channel (10 pts. / share x # of channels

shared on)

+40 Pts.

Member A completes Share Activity #1 (shares

1 article on Twitter and Facebook (10 pts. each) + 10 bonus pts. for completing activity)

+30 Pts.

Total points earned in Week #1 by Member A: 75

Member initiated

Brand initiated

The goals and objectives behind any incentives built into your ambassador program should be tied to building a sustainable relationship with advocates


Building active GT ambassadors through an authentic relationship between your cause and your fans/advocates can activate and empower your membership to become involved and hyper loyal!

Rewards & Incentives

Gifts & Prizes Events & Concerts Merchandise Industry Events

Digital Rewards Charitable Donations Travel Tickets Special Experiences


The types and levels of rewards and recognition is driven by the type of advocate or fan member, and their active participation in being a strong #GT ambassador.


Extrinsic Rewards Intrinsic Rewards Explicit Rewards

• Better life/supporting cause • Challenge/competition • Creativity • Fun & enjoyment • Group effort/achievement • Learning & betterment • Satisfying curiosity • Part of making better product • Access to GT/Charity Exec • More networking opps • Behind the scenes • People of similar interests • Progress badges • Charity badges/gifts

• Prizes & gifts • Information/advice • 3rd party incentives • Customized/personalized

treatment • New products • Cash rewards • Non-monetary rewards • Deals & discounts • Special events & shows • Invitation to Events • Points accumulation • Virtual rewards/badges • Travel & experiences

• Ability to join VIP circle • Access to exclusive channels • Access to exclusive resources • Chance for wider fame • Reputation building • Exposure in the media • Recognition by leadership • Reputation by peers • Followers on social channels • Subscribers sign-up • Membership badges • More traffic to blog/site • Higher Influence score

Types of Advocate Program Rewards


tapping advocates for true engagement

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