• Understand how advocacy can support your business objectives
• Develop detailed advocate personas
• Define a standard advocate marketing process
• Assign the program owners and sponsors
• Identify the top campaigns the program will support
• Establish a "home" for your advocates

Identify and onboard

• Define recruitment and onboarding objectives
• Rely on email and 1:1 outreach early on
• Solicit feedback
• Scale using a variety of recruiting tactics
• Incorporate social and inbound marketing later
• Make advocacy part of the customer experience
• Recognize early/strong advocates

Engage

• Specify campaign objectives
• Design asks that are relevant to advocate personas
• Spend time making campaigns engaging
• Alert advocates about campaigns
• Track advocate response/participation rates
• Acknowledge advocate participation
• Repurpose high-performing campaigns

Reward

• Understand what types of rewards your advocates want
• Design rewards with gamification principles in mind
• Provide small, easy-to-earn rewards
• Provide large, hard-to-achieve rewards
• Allow advocates to publicly promote their achievements

• Identify strategic, operational and tactical metrics
• Instrument program to capture metrics
• Hold weekly meeting to review and discuss performance
• Optimize advocate recruiting efforts
• Optimize advocate marketing campaigns