A tweet summary of the #SSUAdvocate panel at the Social Shake Up 2013. The most tweeted sentence came from Emily Yelling: "An advocate is somebody who tells the truth about your product".
Obviously, for SCN members, this is a very pertinent topics. Thanks to kai.petzelt and Malcolm Kimberlin for making the discussion possible.
You can read this blog on Storify here. (SCN, please install the plugin!)
Little did I know how heated the discussion would get, as Malcolm obviously has a gift for pairing together the right people: all individuals with strong opinions; none of them afraid to share them. The panelists were Emily Yellin, Brian Vellmure, Anneke Seley and yours truly, Natascha Thomson. Our talented panel host was Kai Petzelt from SAP, supported by audience moderator Ric Dragon. A video will be available soon.
In good social media fashion, Kai had crowd-sourced the topic for our panel, a process he describes in this blog: How I found the Answer to the Million $$ Social Media Question.
Us panelists certainly did not agree on many issues, including the definition of an advocate, or even the role of marketing (let's face it, the goal of marketing is to make people take action, which means you want to manipulate them).
The tweets below summarize highlights from the panel:
Here a picture of our panel (sans Kai). From left to right: Anneke, Natascha, Emily, & Brian.
I like that the panel is representative of business sched.co/15dtle9 #ssuadvocate
Sensei Marketing@SenseiMarketing
“@samfiorella: Q: if an advocate advocates, but no one is listening to them, are they an advocate? #ssuadvocate#socialshakeup
An advocate is really someone that is telling you the truth about your product ~ #ssuadvocate#socialshakeup
I like that @EYellin expanded the advocate definition to include negative "advocates", they too provide value #ssuadvocate #socialshakeup
@samfiorella Yup! Customers will buy from you, advocates will fight for you. #ssuadvocate #socialshakeup
Great insight coming from #ssuadvocate We think advocacy is extremely important - we even did a global study about it social.ogilvy.com/Advocacy2013
@bryankramer People are more credible when you are not paying them #socialshakeup #ssuadvocate
#ssuadvocate panel agrees that listening before engaging is key for building brand advocates #SocialShakeUp
@sapcrm 85% of responders say they'd pay up to 25% more to ensure superior customer experience #remarkable #ssuadvocate -@kevinttully
#ssuadvocate @suzimcctwitter.com/nathomson/statu...
@fairlight Hiring people who are naturally kind/interested others' needs speaks (authentic) volumes about your biz. #ssuadvocate
RT @bacraw:@JasonEng_@RicDragon@jmoss224 u thank ur advocates. Brand recognition, opportunities, product. Branded value. #ssuadvocate
We're loving the discussion coming out of #SocialShakeUp's #ssuadvocate panel. Might be of interest to attendees: bit.ly/1a0Qxw2
RT @sparksgrove : It's not about the product experience, it's about the customer experience. #ssuadvocate
fantastic panel!!! #ssuadvocate #SocialShakeUp
Love this RT
@jasondominy: "It's not just about being remarkable, you have to market the remarkable." @nathomson#ssuadvocate #SocialShakeUp
"The people who are willing to share the truth about a product, people tend the trust more." @NaThomson#ssuadvocate #SocialShakeUp
If you send a sales prospect to a happy customer who says only good things, has less credibility @annekeseley#ssuadvocate
@nancyrubin Amazing day of learning on Twitter - if you aren't listening, you aren't learning! #ssuadvocate
#ssuadvocate panel agrees that listening before engaging is key for building brand advocates #SocialShakeUp
"You have to pay attention to influencers, but don't do that to the exclusion of everyone else." @EYellin
RT @jasondominy : I think advocacy is really about humanizing a business relationship. #ssuadvocate #SocialShakeUp#ronr
Yes. RT @kasperrisbjerg: @samfiorella damn. Sounds like I am in the wrong session! #ssuadvocate
Our panel, very happy after the great audience participation during our panel. Left to right: Brian, Emily, Kai, Natascha, Anneke.
Thx to the audience, @kaipetzelt & fellow panelists! #ssuadvocate:
http://twitter.com/EYellin@nathomson
Build a better advocate ROCKED!! Great interactive throw down! #ssuadvocate
I believe I can speak for all of us when I say that some lasting connections were created at the event. Anneke already agreed to speak at an upcoming social media practitioner event in Silicon Valley. Contact me if you are in SV, do social media for a living, and would like to join.
See you at the Social Shake up 2014!
For more social media tips and news, visit MarketingXLerator.com.
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