About this Course

Developing Your Social Networks to Build Positive & Proactive Advocacy Efforts

Organisations and brands marketing on social media would have developed a sizeable community at some point. As advertising messages become less effective to these communities as consumers become wary, brands and organisations need to leverage on their consumers' 'love' on social media to support key brand messages with more credibility. Unlike sponsored influencers or celebrities, these everyday consumers have much more significant social credibility. They can influence other consumers' perceptions and possibly even defend the brands in times of social media crisis. So is there a systematic way to develop social media advocacy?

This course offers a strategic framework on developing a social media advocacy program. The key principles presented in the framework can be customised to the needs of any brand or organisation for deployment. Through a combination of presentation and case studies, it will arm attendees with the right mindset and understanding to plan, deploy and sustain an effective social media advocacy program.

Learning Outcomes:

• Understand the key principles of social media advocacy
  
• Appreciate the benefits of social media advocacy done right
  
• Create a social media advocacy strategy
  
• Develop a systematic process to recruit social advocates
  
• Use social advocates effectively and correctly
  
• Plan for sufficient resources to sustain a social media advocacy program
  
• Benchmark the success of a social media advocacy program
  

Course Outline:

Introduction to developing social media advocacy

• The evolution of social media marketing
  
• Who are the real social advocates
  
• Key benefits to getting social media advocacy right
  
• Program vs. campaign
  

Recruiting your social advocates

• Who – Identifying the key groups of social advocates
  
• Where – Locating your social advocates
  
• What – Considering key issues when recruiting social advocates
  
• How – Starting the social advocacy program
  

Using your social advocates (correctly)

• Convincing the community via:
  

          - Discussions to facilitate key conversations

          - Referrals to encourage trials

          - Influence using social credibility

• Amplifying key messages
  
• Protecting the brand
  

Sustaining your social media advocacy program

• Resources needed to start and sustain a program
  
• Results to quantify the returns of the program
  
• Review the results for improvement
  

Who Will Benefit?

Business owners, Company executives, Brand owners, Corporate Communications and Marketing professionals.

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