How can you accurately measure the ROI of a brand advocacy program?

It depends on what you mean by advocacy and the nature of the brand. But if you’re hiring influencers to drive traffic or create TikTok/Reels. It’s crucial to trust, but verify. Not every influencer is reliable—there’s incentives inflate views and other ER metrics because their business is the attention economy. So, how should you do this? 1. Audit their profile. Several websites can measure fake followers within their overall engagement. 2. You need to give them 🥕 Avoid standard per-post deals. Instead, opt for performance-based comp. Pay a base for the post, but really pay if they get X amount of views. Again, audit those views. 3. Use of custom links for each influencer. Verify, then re-verify, even with influencers you trust.

Brand advocacy programs are strategic initiatives to cultivate the support & enthusiasm of satisfied customers, employees, influencers, or partners who promote & endorse a brand. When it comes to measuring the ROI of brand advocacy programs, the 1st step is to define the objectives of your brand advocacy program & what do you hope to achieve? Examples include - increased brand awareness, customer acquisition, or sales growth. - enhancing brand reputation online - increasing website traffic - drive conversions - improve customer retention & reduce churn - encourage evangelism and loyalty - increase employee advocacy in case of employer branding And then Identify key performance indicators (KPIs) that align with your objectives.

Objectives: Increase Brand Awareness and Reach Metrics: Social reach, follower growth, brand mentions, share of voice, etc. Objective: Online brand reputation Metrics: share of voice, sentiment analysis, brand mentions, engagement rates, shares, reposts Objective: Employer branding Metrics: NPS, Employee satisfaction surveys & retention rates, reviews, and ratings, employee participation rate, talent retention rates, churn rates, employee ratings, employee sentiment analysis Objectives: Drive Traffic and Lead Generation Metrics: Website traffic from various sources such as direct, referrals, social media, SEO; CTRs, lead conversion rates Objectives: Demonstrate Thought Leadership Metrics: Thought leadership content share

Collect data from various analytics tools such as: - Social listening tools eg. Konnect insights, brand mentions etc for sentiment analysis, share of voice, brand mentions etc. - Google analytic (GA4) - Meta analytics and facebook insights - Instagram professional dashboard - Twitter & LinkedIn analytics - CRM data - Data from third-party sources such as Smiliar web - Google, trust pilot, facebook page & Glassdoor ratings and reviews - Conducting first and customer and employee satisfaction surveys to gauge NPS and CSAT. - Monitoring influencer mentions - No. of backlinks earned Once you collect and analyse data, it should reflect in your over customer lifetime value (CLV) calculations!

Brand advocacy can be considered a form of paid social media promotion (since someone's time has to be invested to run it and you may be paying for a tool to run it). So a good way to gauge it's effectiveness can be CPM or CPC relative to other paid social tactic benchmarks.

Brand advocacy programs are strategic initiatives designed to cultivate and leverage the support and enthusiasm of satisfied customers, employees, influencers, or partners who voluntarily promote and endorse a brand. These programs aim to harness the power of word-of-mouth marketing and capitalize on the positive sentiments of advocates to enhance brand visibility, credibility, and ultimately drive business growth. Here are some common types of brand advocacy programs that brands can leverage: 1. Customer & Employee Advocacy Programs 2. Influencer & Partner Advocacy Programs 3. Brand Communities & Referral Programs 4. Social Media Advocacy and UGCs 5. Online Reptation Management Programs

Find your own brand outreach strategy through influencers , brand ambassadors . Because you want to pick right person to be associated with your brand who may not be your buyer but strong advocate for your brand by all means . We may not see tv commercial for rolls rice , Rolex watch still we cannot ignore admiration among strangers , new sayers about these names . ROI must be able to implement aspirations for target audience which will turn into loyal customer funnel, and yes to perceive unique approach ,we need experts over GPT apps . Hope it will help readers to finalise brand ROI in future .