The 7 Brand Advocate Types You Need To Know (Infographic)
Imagine if you were able to identify and engage with people willing to help you out for free because they are passionate about your company. If you are open to it, your customers will open up for you and help you succeed. That doesn’t cost a lot – just some time engaging with people that like what you like. But alas, almost all organizations are self-absorbed and reluctant to be working alongside their best customers. And that’s a big miss.
Mark Fidelman, Contributor, Forbes, July 29, 2013.
When I remodeled my first house I started with the bathrooms. Everything in the bathrooms needed to go except the sink and the toilets. They had stood the test of time because they were made by Kohler. But in one of the bathrooms a Kohlertoilet had cracked because the floor of my house (original built in the 19th century) was uneven. So I decided to call Kohler to ask them if they stood by their products and to ask for a new toilet. The toilet was 12 years old but they bought me a new one anyway.
So whenever anyone asks me about what kitchen or bathroom products to buy – I always say Kohler. In fact, I won’t buy any product from any competitor of Kohler’s. I’m that sold on the company. I guess that makes me an advocate of the brand although they probably don’t know me. And that’s a common problem for most organizations.
I am what SocialChorus, an advocate marketing software company, calls a Passionate Pilgrim. But there are at least 6 more advocate types. I figured other companies should learn how to identify their advocates and why connecting with them is important. Because any company that is not actively grouping and engaging advocates to perform targeted sales activities is wasting money and losing business.
There are at least 7 customer advocate archetypes – let’s examine each:
1. The Titanic Tweeter
The Titanic Tweeters are eager to share anything and everything. They often steer a ship chock-full of eager passengers. The trick is to supply them with interesting, entertaining and digestible content. Remember, the Titanic Tweeter has seen it all—the good, the bad and the ugly—but they may post first and ask questions later. Do not let them hit a social iceberg.
Keep them in the know, keep them afloat with great content and keep them in safe waters.
2. The Passionate Pilgrim
This advocate is in love with your brand—not in a crusader way, but in a loyal and committed way. This advocate has used your product or service for years and believes that the world would be a model ‘city upon a hill’ if the rest of humanity would only catch on.
So, the Pilgrims will gladly spread the gospel of your brand. The only risk is that they may annoy their network with too much branded content. Therefore, give the pilgrim an advocate map that helps them share great messaging with regular but not overwhelming frequency.
3. The Heroic Hipster
The Heroic Hipster spotted your brand first and wants the world to know it. He or she searches far and wide for products and services that rock and will help them stand out from the crowd.
The Heroic Hipsters want to be first in line to lead the charge for your brand. They want to know about new releases, upcoming events and brand exclusives before the rest of the world. Otherwise, Heroic Hipsters feel less compelled to advocate for your brand. Welcome these web warriors into an elite and privileged unit of your advocates to best leverage their network.
4. The Megaphone Millionaire
These are your celeb musicians, actors, entrepreneurs, writers, comedians, political leaders and other rock stars who have a huge following because they’re well known, have great things to say or hopefully both. Either way, they share loudly.
Choose these advocates wisely. Sarah Jessica Parker was a logical choice for the fashion brand Halston—Post Foods perhaps should have reconsidered making Mike Tyson a Twitter advocate for Golden Crisp Cereal. The Megaphone Millionaires must sync with the values and image of your brand.
5. The Giving Guru
They used to send us emails about the National Do Not Call Registry, and today they post about the Hallmark e-card scam, proper battery recycling and the latest product recall. The Giving Guru looks diligently for information, products and services that will help their friends and family members. If your brand can help the people they love and care about, they will advocate.
So help the Guru lookout for friends and family. It’s not always about your product or service—a mobile app developer, for instance, can give the Giving Guru tips on mobile privacy and security.
6. The Curious Curator
The Curious Curator has a big appetite for detailed data and analytical information. They will read and click from link to link to link in order to collect the very best sources on a subject. They then share these sources or summarize and analyze key findings and insights for their friends, family members and business associates. The Curious Curators are a sharp, critical crowd.
Give this advocate a thought-provoking argument, a lesson from history or a privileged view under the hood of your brand. The Curious Curators enjoy the investigative process and look forward to sharing the results. Help them on this journey and they may advocate for your brand.
7. The Noiseless Ninja
The Noiseless Ninja is the stealthy yet influential brand advocate. They tip-toe the social streets in search of killer deals, sneaky offers and great brand secrets. These reclusive readers may anonymously post their findings in blogs, share their teachings face to face or whisper across the digital winds.
Do not try to make the Noiseless Ninjas reveal themselves with email lists and ‘like us to enter’ contests. Remember, the Noiseless Ninja likes brands them let them stay in the shadows. Instead, give them codes to enter for discounts or great brand intelligence they may feel disposed to share. Because they are quiet, the words mean a lot when they choose to speak up with the people who respect
Does advocacy marketing work?
It’s clear that it does – and as proof – take a look at what SocialChorus has accomplished with companies like Pepsi, Kia and other Fortune 500 companies. Similarly, Marcy Massura of the MSL Group , told me that her advocacy and word of mouth marketing with brands like M&Ms, Snickers (Mars ), Lunchables (Kraft), Clear (Unilever UN +0.18%) Oscar Mayer (Lunchables) were huge successes. This isn’t nice to have marketing, it’s must have marketing.
Imagine if you were able to identify and engage with people willing to help you out for free because they are passionate about your company. If you are open to it, your customers will open up for you and help you succeed. That doesn’t cost a lot – just some time engaging with people that like what you like. But alas, almost all organizations are self-absorbed and reluctant to working alongside their best customers. And that’s a big miss.
~ Curated by TME World of Marketing, August 14, 2013.