We’re helping a new client get a more formalized customer advocacy program off and running. We’re contacting customers that have given high NPS scores recently, that have been part of early adopter or beta testing programs, or that were ‘known’ to product marketing. But there are other treasure troves of advocates out there! Stories on our client's web site and quotes in press releases are just two examples of advocacy in action. In the zeal to get new advocates you need to be careful to not overlook the ones you already have! Make sure they are welcomed into any new program. It’s a great opportunity to reconnect and understand the activities they are now interested in. They have been there for you in the past, make sure they are a central part of your program moving forward.