Your advocates are the people who will talk about your stuff, defend your brand, and convert their friends. You can help your word of mouth spread much further and much faster by giving these people the tools to do it. For Avon, their brand is built on these advocates: their representatives.
Since Avon has depended on word of mouth since 1886, it made sense that their representatives were doing well in social media. But with six million representatives in 70 different markets speaking over 40 languages, Avon needed a way to give all of them the tools to start more online conversations.
According to Avon’s Social Media Manager, Leigh Acton, and Director of Digital Projects, Robert Jacobs, they needed something branded that their representatives could personalize and share on their Facebook pages. In their presentation below from SocialMedia.org’s BlogWell conference in New York, they explain how widgets became an amazing tool for their representatives to share their message.
In their presentation, Leigh and Robert also explain:
- Why they don’t control their representatives’ marketing strategies
- Which Facebook apps worked the best
- How they helped their reps through the process