Building an Advocate Community For Your Brand

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On Air: 11:00 - 12:00 EST (GMT-5)
Monday, January 26th, 2015

The most talked about and most loved brands are those that create a deep connection with their customers and build brand advocacy. The best advocacy programs enable customers to ‘control’ the image of a brand in their own hands and promote this image to their respective networks. They empower company’s fans, turning what once was a one-way marketing channel into an expansive web of promotional conversations, extending the visibility and reach of brand messaging. It may seem scary for brands to relinquish ‘control’ however in this fast-paced social media world are brands really in control in the first place? This panel will explore brand advocate marketing and community building, diving into examples of successful advocacy marketing initiatives and sharing tips from the likes of Hootsuite, Yammer, Pearson, Influitive, Yelp and more.


Dan SpicerDan Spicer
EMEA Community Lead at HootSuite

Dan Spicer heads up the EMEA community team at Hootsuite. With over 9 million users worldwide, Dan has experience in growing and nurturing communities, executing social strategies and delivering social media success across multiple languages. He was previously Head of Social at an independent UK digital agency leading social strategy and activation for a number of global brands.

Connect with Dan on Twitter at @DanSpicer or on Google+.


Kim EnglandKim England
Director, Global Internal Communities at Pearson

Kim England is Director, Global Internal Communities at Pearson, the world’s leading education company. Kim manages an internal and bridged external Jive community of approx 42,000 users. She has 10+ years of communication and change experience, spending the last 4 years working to support business collaboration across the Pearson enterprise.

Connect with Kim on Twitter at @miss_england_19 or on Google+.

Christie FiduraChristie Fidura

Former Community Manager of the number 2 ranked B2B Online Customer Community out of the Top 106, Christie is an award-winning and internationally recognised Senior Community Manager. She builds, manages, nurtures, grows, engages, empowers and activates Communities to improve the customer/corporate relationship, delivering benefits to both sides. Christie is a natural communicator and enjoys using social media to connect. She resides in London with her digital marketing husband and her natively digital 9-year-old daughter.

Connect with Christie on Twitter at @cfidurauk or on Google+.

Matthew PartoviMatthew Partovi
ResponsiveOrg Lead at Microsoft

Matthew works at Microsoft to help organisations become more responsive. He does this by leading Microsoft’s contribution to ResponsiveOrg – a global community that promotes a fundamental shift in our way of organising and working.

Connect with Matthew on Twitter at @matthewpartovi or on Google+.

Alex ShebarAlex Shebar
London Community Director at Yelp

Alex Shebar is a former reporter turned community manager and legendary rock star, but without any of the money, fame or musical talent. He is Yelp’s London first Community Director. This job often includes eating and drinking around London, which is tough, but someone’s got to do it. He thinks he’s the man for the job.

Connect with Alex on Twitter at @AlexShebar @YelpLondon or on Google+.

Truman TangTruman Tang
Senior Marketing Manager, Customer & Advocacy at Influitive

Truman’s community game spans more than 5 years. From innovative start-ups to international corporations, Truman has guided companies, such as Electronic Arts, Condé Nast and Hewlett Packard, to truly engage with their biggest fans, evangelists and advocates. He currently heads up Influitive’s Community and Advocate Marketing Program.

Connect with Truman on Twitter at @trumantang, LinkedIn or on Google+.

Discussion Questions

  1. What are brand advocates and why are they important to your organisation? 
  2. What are some of the key benefits to advocate marketing? 
  3. More and more brands are investing in advocacy marketing, what are some of tactics/techniques brands should explore? 
  4. How do you target brand advocates? What should brands be listening for and how do you engage them? 
  5. Moving onto advocate communities, what are some of the platforms available to help nurture and engage brand advocates? 
  6. Could you explain how your brand targets and manages brand advocates? 

RSVP & Watch the Hangout

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Sherrie Rohde

Community Manager at Magento
As the Community Manager for Magento, Sherrie connects people with resources and with each other, and, since she’s just a bit passionate about the topic, she also co-produces a weekly broadcast for community professionals called #CMGRHangout. An ENFP, Sherrie is obsessed with innovation, terrified of status quo, and motivated by adventure. 
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