Advocamp 2017 Activities For Newbies, Execs And Advocate Marketing Pros


Advocamp 2017 promises to be the best year of the conference yet, with speakers like Sean Ellis, Jonah Berger, and Geoffrey Moore lined up and ready to share strategies for explosive, advocate-fueled growth. Advocamp is the largest customer advocacy, experience, and engagement conference, happening this year in San Francisco, December 6-8th.

Advocamp: the biggest customer engagement and advocacy event of the year
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We want to make sure that you get the most out of this conference—whether you’re a new advocate marketer looking to learn the ropes, or a seasoned professional looking to climb to new heights.

That’s why we’ve curated the best talks and events for every type of camper—first time attendees, managers and executives, advanced advocate marketers, and content marketers. Plus, a bonus section for anyone looking to improve employee engagement. (See the full conference schedule here.)

First Time Advocamp Attendees

If you’re new to the concept of customer advocacy, or your organization is just starting to think about customer engagement, we’ve got some activities that’ll give you a running start.

1. Introduction to Advocate Marketing

Wednesday, December 6th at 9:00 a.m. (Part 1) and 10:30 a.m. (Part 2)

Join Deena Zenyk (Director of the Center of Excellence), Liz Richardson (Director of Client Services), and Kaitlin Ross (Enterprise Consultant) of the Influitive services team as they break down the fundamentals of advocate marketing nice and simple. In Part 1, Liz will explain the “Discover, Nurture, Mobilize” framework that underpins successful programs. In Part 2, Deena will present the campaigns-based approach that her team has pioneered to make advocate marketing more strategic than ever.

2. The Strategic Value of Fun: How to Use Humor and Entertainment to Increase Customer Engagement

Friday, December 8th at 8:55 a.m.

Advocate marketing—if it’s not fun, you’re not doing it right! Seasoned advocate marketer Lauren Turner (Principal Advocacy Consultant at Customers Love Me) shares tips from her years of experience, and explains why fun is anything but trivial. She’ll help you bring laughs, joy, and genuine engagement to your advocacy efforts.

3. After Dark Party at One Market Restaurant

Thursday, December 7th at 6:00 p.m.

Speaking of fun, conferences can’t all be sitting and learning. Unwind at the end of Day 2 at our After Dark Party, where we’ll also be presenting the BAMMIE awards. Grab a cocktail and let off some steam, while mingling with some of the brightest minds in advocate marketing. You may even pick up some inspiring ideas for your own advocacy program.

Managers and Executives

Interested to know how advocate marketing can improve your corporate strategy and help every department reach their annual targets? Look out for these informative sessions.

1. The Prosumer Age is Here: How to Tap Into the Hidden Power of Your Producer/Consumers

Wednesday, December 6th at 4:30 p.m.

In this session, Jon Wuebben (author of Future Marketing) will show how user-generated content can help prospects make buying decisions, adopt your product, then eventually develop and share their deep expertise. He’ll show you how to close the loop when that Prosumer-generated content can be used effectively to reach new prospects and audiences. This isn’t a session about getting users to create content on your behalf; it’s about giving your Prosumer customers an actual seat at the table for your marketing planning and execution.

2. Understanding The Role Of Customer Advocacy Throughout The Customer Journey

Thursday, December 7th at 10:40 a.m.

Misia Tramp (VP of Customer Experience Strategy and Insight at Metia) will present new research based on a study of 13 customer advocacy programs from major technology brands, measured on seven success metrics. Misia will explain the findings, and break them down into actionable tactics you can bring back to your own advocate marketing strategy. A detailed executive summary will also be shared with all attendees post-conference.

3. Advocacy and Authenticity: The Foundations of Market Power

Thursday, December 7th at 8:40 a.m.

In his keynote address, author of the seminal Crossing the Chasm, Geoffrey Moore, will explore the reasons why advocacy and authenticity should be the two guiding principles of every modern marketing strategy. He’ll also share his framework for conveying authenticity in all communications, as well as metrics that you should be monitoring to optimize for advocate marketing success.

4. How Reviews Can Transform Advocacy

Thursday, December 7th at 9:25 a.m.

As an experienced advocate marketer, you’ve probably already been using your program to source advocate reviews. Ready to do more? Great. Hear best practices and ideas to expand your reviews program directly from Michael Beahm (Senior Marketing Manager at Blackbaud), Julie Perino (Senior Director of Customer Marketing at Marketo), and Davin Wilfrid (Senior Manager of Content & Customer Advocacy at Quick Base). These three customer marketing leaders will reveal tips and stories of how they’ve used reviews to scale in-depth customer content, increase authenticity, and make a bigger impact across their entire organizations. Read more about this session on TrustRadius’s blog here.

Experienced advocate marketing practitioners

Are you an experienced marketer, sales rep, or customer service professional who already knows the power of advocate marketing? We’ve got no shortage of informative sessions that will give you advanced tactics to make your program more powerful that ever.

1. 4 Ways Your Advocates Will Help Start A Movement

Friday, December 8th at 8:30 a.m.

So you’ve successfully run an advocate marketing program for a year or two. Now what? Amy Rosenberg (Marketing Manager at Namely) will dive into how to take your program to the next level by creating a movement behind your product. By corralling active community members behind common values and goals, you can make your advocate program something much larger than you originally dreamed possible. Amy will give you her 4 best tactics for strategically shaping your own unstoppable movement.

2. The Future of Advocacy: Proving Value with Metrics

Thursday, December 7th at 10:40 a.m.

David Spinks (CEO of CMX Media) knows that you need hard numbers to gain widespread support for your advocate marketing efforts. Join this session to discover how to prove the value of your program with the latest research drawn from 533 real community builders. When you leave this session, you’ll understand the state of advocacy today and be armed with the strategic measurements you need to take to generate massive ROI for your business.

3. Old Meets New: A Strategic, Campaigns-Based Approach to Advocate Marketing

Wednesday, December 6th at 10:30 a.m.

Deena Zenyk knows that advocate marketing strategy is about way more than throwing ideas out there and “seeing what sticks.” She will take you through her patented model for creating time-bound campaigns aligned with core metrics. Her approach will set your advocate marketing program up for long term success, and help you to better manage your time, budget, and outcomes.

If you’re already an Influitive customer, and are interested in product-focused sessions, join three leaders from Influitive’s product team on Friday, December 8th 8:30-9:45 a.m. Aaron Rothschild (Director of Product Management), Jonathan James (Director of Product), and Raif Barbaros (Chief Technology Officer) will be leading sessions on recent enhancements to our product and our roadmap for future features.

Content Marketers

If you’re responsible for creating content, or even if you play a supporting role helping your content team surface stories, be sure to catch these sessions tailored to you.

1. The C Factor: A Customer-Driven Growth Framework

Thursday, December 7th at 10:40 a.m.

If you’re a content marketer who has never heard Sujan Patel speak before, you’re in for a real treat. Sujan Patel (Co-founder of Web Profits and author of Content Marketing Playbook) is a veritable fountain of ideas who will leave you scribbling notes until you get a hand cramp. In this session, he’ll teach his three part framework for customer-driven growth.

2. How To Cultivate Your Best Content From Your Biggest Fans

Friday, December 8th at 8:30 a.m.

Content marketers in 2018 will write less content than ever, as their advocates increasingly step upt to speak on behalf of brands they believe in. Join Lindsey Erlick (Senior Manager of Student Advocacy & Marketing at Pearson) as she walks you through the surprisingly simple, yet easy-to-overlook steps toward sourcing content from your advocates. She’ll share tips and best practices she’s used to successfully lead Pearson’s advocacy efforts.

Bonus: Best sessions for improving employee engagement

As advocate marketers, we’re often so fixated on customer advocacy that we can overlook employee advocacy. But we say: leave no advocacy stone unturned! Instead, use tips from these sessions to enlist your co-workers as advocates.

1. Four Essential Elements for Employee Advocacy

Thursday, December 7th at 11:05 a.m.

Looking to engage your employee advocates? Samantha Stone (Founder and CMO of The Marketing Advisory Network) will present original research that looks into the factors that hold employees back from advocating, but more importantly, how to overcome these obstacles. You’ll walk out of this session with a four-fold action plan in hand that you can implement as soon as you get back to the office.

2. Employee Engagement: Taking Care Of Your Cabin

Thursday, December 7th at 11:30 a.m.

While you’re hunting for prospects in the wilderness, you may be overlooking what’s going on in your own cabin. In this session, Shristi Shonka (Director of Client Experience) and Sarah Schreiner (Senior Strategy Analyst of Client Experience) from ADP will delve into their use-case for employee engagement, and share their winning formula. They’ll talk about the distinction between employee engagement and employee satisfaction, and help you define and realize your company’s goals using their framework.

3. The Big Bang Theory & Advocate Marketing: How aPriori Leveraged Big Events to Accelerate Our AdvocateHub Deployment

Thursday, December 7th at 11:30 a.m.

Working with a small advocacy team? Rick Burke (VP of Marketing) and Sandy Turcotte-Lim (Director of Advocate & Content Marketing) from aPriori will share how they maximize their small-but-mighty team’s work hours by recruiting the amplification powers of their whole team. The’ll also discuss how big company events can energize employee and customer advocates in a way that has a lasting impact beyond the event itself.

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