Congratulations to our partner Influitive! Yesterday Influitive announced that they were named to the leader quadrant in the G2 Crowd survey on brand advocacy software. G2Crowd is a leading business software review platform and rates products based on data sourced from product reviews shared by users and data aggregated from online sources and social networks. Over 150 customer reviews of seven different technology vendors determined the rankings. Influitive ranked highest in both customer satisfaction and market presence. Of the Influitive reviews, 98% of customers rated Influitive with four or five stars on a five-star scale and 99% said they believe Influitive is headed in the right direction.
We recently worked with a client to launch an Influitive AdvocateHub as a new front-end to their existing advocacy program. The decision to do this was made swiftly with the requirement that it went live 3 business days ahead of their inaugural user conference. Being able to unveil a hub at a major customer event is the perfect opportunity to accelerate engagement and build excitement for an advocacy program, however in this case it gave us only 14 business days to design, configure and populate it with activities/challenges! We are not ones to be overcome by what seemed impossible odds. What most hubs take 6 to 8 weeks to deploy, we accomplished in 2.5!
For those of you not familiar, an Influitive AdvocateHub enables the construction of a wider advocate community by inviting customers, partners, prospects and employees into it to complete "challenges" that span fun activities, educational opportunities and taking action such as making referrals, taking reference calls, writing product reviews and more. As advocates complete challenges, they earn points, badges and progress through levels that can be used for a variety of perks and privileges.
For our client, the hub out-stripped all expectations and success metrics that were defined in the planning stage: Nearly 60% of all attendees at the event joined and immediately started engaging in challenges. It exceeded the initial expectations for the number of participants 8 fold! Hub members completed over 1000 challenges in less than a week; nearly half became new social media followers of our client, and tweeting and forwarding of blog posts reached the highest levels our client had seen. Participants gave glowing reviews and volunteered for a variety of advocacy activities from case studies to presenting in webinars and at future events.
Customer references vs. advocates. Quite a topic of conversation. There are all sorts of articles about the differences between advocates and references. Simplistically customer reference programs have been a critical part of the sales process. Customers are recruited, requests are fulfilled, and sales increase. Usually customer reference activities are reactive. References are asked to participate in activities such as a call with a prospect or speaking at an event. Advocates, on the other hand, are proactive in their promotion (and defense) of your brand. An advocate will proactively engage in a community or at an event, amplify your message in social media, or help with new product input. And they will also take that important call with a prospect!
Here is an interesting article on how BMC made the transition from relying on references to a strong advocacy program. A valuable read.