Can you imagine constructing a 20 storey building without a blueprint?
Obviously not! However, most people go off building a brand advocacy program which might involve thousands of brand advocates just like that!
What is a framework?
The basic structure of something : a set of ideas or facts that provide support for something
The RIDE Framework
The RIDE framework helps you define a brand advocacy program that is unique to your organization. It contains a set of ideas which will help provide the necessary support for your brand advocacy initiative.
It provides a systematic approach to to creating a brand advocacy program.
Why use the RIDE framework?
Most organizations have their own ways of doing things and culture. The RIDE framework provides a system that you can use and is flexible allowing you you to prioritize based on your situation and company.
What are the Components of the R.I.D.E framework?
It helps you think about the essential pieces which are needed for any successful brand advocacy program.
- Rewards and Recognition – What’s in it for the brand advocates how are you going to provide them recognition
- Impact Measurement – What’s the program doing for you, is it helping the organization
- Discovery – Where and how do you find and discover your brand advocates
- The 3 E’s – How to Evangelize, Empower and Engage your brand advocates
The hidden step 1 – Define your business objective?
There is a first step in creating your brand advocacy program. It’s about determining why you need it, how it’s going to help the organization. This is often the most critical part. Having a clear business objective ensures long term success of the advocacy program.
Is there a step 0?
Yes. Listening. Often the best way to think about your program, is to start by first listening to the conversations, and examining the content put out by your brand advocates.
More often that not this will help you to get important nuggets proving the necessity of the program. It gives great insight into the needs and issues faced by your customer and helps you see how your brand advocates are filling in gaps which you might not be addressing correctly.
Just like you can’t go about constructing a 20 storey building without a blueprint, the RIDE framework helps you to think through the essential elements necessary for a successful brand advocacy program.