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VP, Principal Analyst at Constellation Research, Chief Strategy Officer at 7Summits, Inc. Dion focuses on the topics of digital engagement, customer experience, enterprise collaboration, digital workplace, digital transformation, social business, Service-Oriented Architecture (SOA), open business models, and next-generation enterprises. His thought leadership can be found on ZDNet, On Web Strategy, InformationWeek, ebizQ.

3 responses to “Advocacy: The New Currency of Marketing”

  1. Gregory Shove

    Dion, I like (and agree) with how you imply the same process can be used to manage all forms of advocates – from employees to influential bloggers. Over the last 6 months, brands have been using our software platform to manage all the advocate groups you cover – employees, industry, superfans, customers etc. And we are getting some powerful learnings – eg in a well-designed b-to-c brand advocate program, a typical advocate will take 7.5 social actions for the brand over 90 days. Our platform also tracks the earned media value (EMV) for our client programs – so there is no guessing about the social ROI of advocate programs any more.

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