Will be easy for our customers to create and distribute their own branded versions of this app – for their employees, business partners and customers. Will not be a mobile version of our desktop (we use responsive for that) – this is a new experience that gets the right content and messages in front of the brands’ best advocates and superfans.
Found this Martin Scorcese quote that got me thinking about getting others to care about our obsession: powering brand advocates.
Over the last 12 months, Facebook has moved to a fully paid media network, and are making it hard for brands to “earn” reach with their own content to their own fans. Brands are now looking for better ways to reach these fans – and the friends of the fans. One way, besides paying for social reach ads, is to leverage the audiences of advocates (aka superfans, ambassadors, influencers).
We think that a 1000 active brand advocates have more reach and engagement power than about 3million brand fans/followers and here’s why:
The average advocate has 245 Facebook friends1, and 33% of those friends will see their post2. A brand page’s post, on the other hand, will often only reach 3% of their fan base3. Thus, a post on behalf of a brand page with 1M fans will reach about 30,000 people. 375 advocates posting about a brand will make the feed of about 82 friends per advocate, reaching over 30,600 people.
So that’s one of the reasons we are adding 20 Fortune 1000 customers in Q1!
2. Stanford University