{"id":2794,"date":"2011-03-26T13:28:20","date_gmt":"2011-03-26T13:28:20","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=2794"},"modified":"2011-03-28T13:15:50","modified_gmt":"2011-03-28T13:15:50","slug":"long-term-advocacy-enhanced-by-emotional-connection","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/03\/long-term-advocacy-enhanced-by-emotional-connection\/","title":{"rendered":"Long-term Advocacy Enhanced by Emotional Connection"},"content":{"rendered":"

One of the most valuable returns of the social media proliferation is the renewed fervor around\u00a0Brand Advocacy<\/a>. The truly remarkable thing about Brand Advocates is that they proactively recommend brands and products <\/a>without getting paid<\/em><\/strong><\/a>\u2026<\/strong><\/em>but if they are not getting paid, then what\u00a0is<\/em> their motivator for advocacy?<\/p>\n

The #1 reason Brand Advocates recommend brands and products is that<\/strong> <\/strong>they want to help others<\/strong><\/em> <\/em><\/strong>(source:<\/em> <\/em>\u201cEngaging Advocates Through Search and Social Media,\u201d<\/em><\/a>comScore, Yahoo!, Dec. 2006<\/em>).\u00a0\u00a0 In other words, there is an\u00a0emotional component<\/strong> to their advocacy.\u00a0 The emotional component is not just important for Brand Advocates and their social graph, it is also key to the marketer and brand relationship with their Brand Advocates. <\/strong>If you can make an<\/strong> <\/strong>emotional connection with your consumer<\/strong><\/a>, that will go far in building long-term advocacy.<\/strong><\/p>\n

Empathize with your consumers\u2019 frustrations, celebrate their successes, and give them memorable experiences when they interact with or around your brand.\u00a0 Show you\u2019re human by sharing, caring, and interacting.\u00a0 Ask your Advocates questions, then respond to their answers and respond every time and listen, then ask them more questions and respond again.\u00a0 If you want to see what that looks like in action, follow me on twitter (@TedRubin<\/a>).<\/p>\n

There is a catch.\u00a0\u00a0You actually need to CARE about your consumers, or all of the actions I just listed will yield very little, if any, emotional connection.<\/strong> Even though you don\u2019t actually know or interact with many of your consumers as individuals, you still need to treat them as though you\u00a0already<\/em> have an emotional connection with them.\u00a0 That perspective is what will encourage you, as a brand\/marketer, to be even more attentive and responsive\u2026 and your consumers WILL notice and WILL love you for it.<\/p>\n

Add the\u00a0emotional connection<\/em>\u2026 it will enhance your relationship and insure\u00a0long-term<\/strong>advocacy.<\/p>\n

Ted Rubin<\/p>\n

Ted Rubin<\/a> Ted has a deep online background beginning in 1997 with Seth Godin, as CMO of e.l.f. Cosmetics, & recently as Chief Social Marketing Officer, Open Sky.<\/p>\n

Originally posted at ZuberRants<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

One of the most valuable returns of the social media proliferation is the renewed fervor around\u00a0Brand Advocacy. The truly remarkable thing about Brand Advocates is that they proactively recommend brands and products without getting paid\u2026but if they are not getting paid, then what\u00a0is their motivator for advocacy? The #1 reason Brand Advocates recommend brands and … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[928,1136,32,30,1029,897,565,3,1078],"class_list":["post-2794","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-brand-advocate","tag-emotional-connection","tag-marketing","tag-social-media","tag-social-media-marketing","tag-social-media-strategy","tag-social-reach","tag-ted-rubin","tag-zuberance"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2794","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=2794"}],"version-history":[{"count":8,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2794\/revisions"}],"predecessor-version":[{"id":2815,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2794\/revisions\/2815"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=2794"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=2794"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=2794"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}