Sponsor your audience to energize Word of Mouth

In an effort to juice conversations, Intuit gives grants to small businesses to get people talking about small business, explained Laura Messerschmitt of Intuit.

This is not a “pay-for-play” solution which is a major “no-no” when seeking out recommendations for Advocates. Intuit is just trying to show general support for a community, especially at the local level.

-David Spark, Social Media Journalist, Spark Media Solutions

A successful social media campaign is integrated with all marketing and media efforts

Social media isn’t a “one size fits all” solution. If the client is in the B2B space they need to spend months if not years building a relationship. That’s because B2B sales cycles can be extremely long, said Mark Kurtz, Chief Growth Office and VP of New Media for Gage Marketing.

But in the B2C space, Gage can be very aggressive through promotions, contests, and ad campaigns. Ultimately though, social media doesn’t exist and survive in a bubble. It’s all about integrating a campaign, said Kurtz.

Connect social media with all forms of media.

-David Spark, Social Media Journalist, Spark Media Solutions

Use your Advocates’ reviews for marketing copy

You can hire the best copywriter, but they’ll never beat an Advocate when it comes to authenticity.

CDW realized that truism and as a result they started using advocate reviews in their marketing copy, said Lauren McCadney, Sr. Segment Marketing Manager for CDW.

With the success of using Advocate reviews, their next step is allowing Advocates to produce videos. Plus, CDW is building out a more formal and trackable Advocate referral program.