Brand Advocates E-Book

Rob Fuggetta

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 338

Veröffentlichungsjahr: 2012

Beschreibung

"The ultimate guidebook to brand advocacy." --PORTER GALE, former VP of Marketing, Virgin America Brand Advocates are your most loyal, passionate, and engaged customers, and your best marketers. They don't just buy your products--they sell your products for you. Brand Advocates tweet, blog, and Yelp about you; they praise you with five-star reviews on Amazon and TripAdvisor; they talk you up in social networks, online communities, and over coffee; and they defend you from detractors. Do you know who your Brand Advocates are? Are you systematically leveraging them to get more brand and product recommendations as well as drive sales? If you're not, you're missing the most powerful opportunity to turn likes into leads and social media into sales. Brand Advocates teaches you how to turn your enthusiastic customers into a powerful and sustainable marketing force. Through a step-by-step playbook and real-world examples, you'll learn exactly what it takes to build and activate your Advocate Army, from identifying your Advocates to energizing them and tracking results. By following this strategic and sustainable approach, you'll soon be able to: * Discover who your Brand Advocates are and what makes these influential customers tick * Create and grow your Advocate Army by continuously identifying Advocates on digital, social, and mobile channels * Energize and mobilize your Advocate Army to recommend your brand and products, boost sales, and defend you from social media ambushes * Reward your Advocates by giving them what they crave most * Measure results and ROI from advocacy programs Every company in the world--including yours!--has Brand Advocates. Get more value from your social media marketing and transform your company by unleashing the most powerful marketing force you have. Your Advocate Army is ready and waiting to build your brand and business.

Leseprobe

Table of Contents

Praise for Brand Advocates

Title Page

Copyright

Dedication

Acknowledgments

Introduction

Turning Advocates into Marketers

You Can Do This, Too

What You'll Learn

Why I Wrote This Book

How This Book Is Organized

Your Advocate Army Is Ready. Are You?

Section One: Understanding Brand Advocates

Chapter 1: What's a Brand Advocate, Anyway?

The Power of Brand Advocates

Billions of Brand Advocates

Advocates All Around Us

Consumers Trust Advocates, Not Ads

Different from Fans and Followers

Money Can't Buy Advocates' Love

Beyond Loyalty

Social Media Amplify Advocates

Top 10 Things Advocates Will Do for You

Advocates for Life

Proactive Recommenders

Most Passionate Advocates

Off-the-Charts Engagement

Visible Advocates

Hidden Advocates

Active Advocates

Brand Advocates Are Players (in a Good Way)

Can't Keep a Secret

Advocacy Moves Online

You Don't Need to Own It to Recommend It

Chapter 2: Not All Advocates Are Equal

Influence Matters Most

Measuring Advocate Influence

Creating Power Advocates

Measuring Advocate's Klout

Starbucks Melody

Chapter 3: What's a Brand Advocate Worth?

Proof in Advocacy Pudding

Estimating the Value of an Advocate

Three Examples

Conservative Estimate

Apple of Roy's Eye

Chapter 4: Five Proven Ways (and One Shocking Way) to Create More Brand Advocates

Chapter 5: Advocate Personas

Sally Seller

Ed Expert

Chris Creator

Sonny Sharer

Hay Floats Microsoft's Boat

Section Two: The Power of Advocate Marketing

Chapter 6: Unleashing Brand Advocates: An Out-of-the-Box Approach

Selling with Advocates

Trusted Advocates

Sustainable Marketing Force

Authentic Advocacy

Word of Mouth Marketing at Scale

Advocacy Drives Growth

Advocacy and the Consumer Decision Journey

Beyond Listening and Engagement

The Three R's of Advocacy

Three Major Advocacy Benefits

Traditional Marketing Model

The “Triangle of Trust”

Fair Exchange of Value

Maintaining Balance

Betting Against Beacon

Not an Either/Or

Advocacy in the Online Purchase Path

Section Three: Advocacy Goes Vertical

Chapter 7: Advocacy Sells Soap (and Other Consumer Products)

Dirtiest Apartment in San Francisco

A Sea of Sameness

Advocacy Is Method for Success

Energizing Method Advocates

Peetniks Share their Passion for Peet's Coffee

Chapter 8: Restaurants Cook Up Success with Advocacy

Power of Restaurant Word of Mouth

Turning Happy Diners into Marketers

Rubio's Unleashes Its Advocates

Advocacy is Delicious for Restaurant.com

Chapter 9: Advocates Shape Up Fitness Club Sales

Fitness Marketing Hurdle

Advocates Pump Up Fitness Marketing

Large Fitness Company Activates Its Advocates

Advocates Are the X Factor

Anytime Advocates

Chapter 10: Advocates Drive Auto Sales

Top Benefits of Advocacy for Auto Marketers

GMC Fuels Advocacy

Advocacy Drives Ford

MINI's Top Salesman

Chapter 11: Advocacy Powers Up Software Sales

The Power of Advocacy in Software

Unleashing Software Advocates

Why Advocate Marketing Is Powerful in Software

Advocacy in a Parallels World

Tiger versus 3.5 Million Toothpicks

Chapter 12: Activating B2B Advocates

Power of B2B Advocacy

It's All about Trust

Boosting B2B Marketing

VerticalResponse Advocates Make the Leap

CDW Gets Advocacy

Energizing Passionate Customers

Beyond Ratings and Reviews

The Queen of QuickBooks

Chapter 13: Advocates Rack Up Sales for Hotels and Airlines

Beyond Reviews

Four Seasons of Advocacy

Circus Circus Advocates Don't Clown Around

TRYP by Wyndham Unleashes Advocates

Joy of Advocacy

Airlines Take Flight with Advocates

JetBlue Airways

Virgin America Airlines

Cruise's Virgin America

Qatar Airways

Chapter 14: Advocacy Moves CE Boxes

Advocacy's Influence Grows in CE

Advocacy Powers CE

Online Ratings Dominate in CE

CE Companies Power Up Advocates

DVR Manufacturer Records Ratings and Sales

Ooma Turns to Advocates

Section Four: Advocate Marketing Playbook

Chapter 15: Advocate Marketing Playbook Overview

Advocate Flow

Chapter 16: Identifying

Three Ways to Identify Advocates

Asking the Ultimate Question

Advocates, Detractors, and Passives, Oh My!

What's Your Net Promoter Score?

Growth by Advocacy

Turning Promoters into Profits

One Percent NPS, but Millions of Advocates

Ask Often

Where to Find Advocates

During Product Usage

When to Ask

Moments of Delight

Pulling the Trigger

Keep It Short

What Else to Ask

Where to Start

Who to Ask

Should You Use an Incentive?

Finding Advocates in the Social Media Jungle

Growing Your Advocate Army

Set It and Forget It!

But Wait, There's More!

Chapter 17: Energizing: Boosting Online Ratings

Silent Killers

Dumb Ideas

A Five-Star Solution to Bad Reviews

Advocates to the Rescue

Webroot Boosts Online Ratings

Webroot Identifies Advocates

Webroot Advocates Boost Online Ratings

Chapter 18: Energizing: The Power of Advocate Stories

Different from Reviews

Advocates Love Telling Stories

Creative Uses of Advocates' Stories

Three Strategic Uses for Advocates' Stories

Chapter 19: Energizing: Advocates Have the Answers

How Advocate Answers Works

Results

Where Advocate Answers Fit Best

Chapter 20: Energizing: Sharing the Love

Three Key Benefits of Advocate Sharing

Share This!

Advocacy Goes Viral

Most Valuable Sharing

How Social Sharing Works for Advocacy

How Advocates Share

Most Efficient Sharing Channels

Top 10 Tips for Advocate Sharing

Chapter 21: Mobilizing

Mobilizing Advocates for Product Launches

Real-World Examples

Advocate Seeding Program

Five Steps in an Advocate Seeding Program

Mobilizing Advocates During Social Media Crises

Two Important Things to Know about Social Media Crises

Brand under Attack? Fight Back!

But What If There Is No Advocate Cavalry?

Mobilize Advocates to Boost Promotions

Takin' It to the Streets

Other Ways to Mobilize Advocates

Best Practices for Mobilizing Advocates

Chapter 22: Tracking

Using NPS to Track Advocacy

Where NPS Falls Short

Introducing Advocate Analytics

Three Questions Advocate Analytics Answer

Advocate Profiles

Advocate Activity

Advocacy Results

Measuring Advocacy Value

How Much Convincing Do You Need?

Total Advocacy Value

Sales Value

Measuring Sales Value Is Straightforward

Using CLV to Estimate Sales Value of Advocacy

CLV Challenges

Media Value of Advocacy

Peer Influence Analysis Model

Media Value of Trusted Impressions

$300 CPM for Word of Mouth?

Another Way to Value Recommendations

Return on Advocacy

Z Score

Chapter 23: Engaging Advocates

Don't Just Listen

Educating Advocates

How Often to Engage Advocates?

Advocate Community?

Chapter 24: Rewarding

Money Can't Buy Real Advocacy

No Money Down

Why Paying for Advocacy Is a Dumb Idea

Wine Down

Jaffe and Fuggetta Smack-Down

Chapter 25: Energizing 2.0

Chapter 26: Advocacy Curve

Social Media Adoption Curve

Advocacy Adoption Curve

The ROI Dividing Wall

Plot Yourself on the Advocacy Curve

Crossing the Advocacy Chasm

Demand Gen Catapults Advocacy across the Chasm

Advocacy Will Go Mainstream When…

Section Five: Putting Advocacy to Work for You

Chapter 27: Launching Advocacy

Three Steps to Launch

Creating an Advocacy Plan

Advocate Marketing Plan Outline

Technology Readiness (1 to 2 weeks)

Advocacy by the Numbers

B2C Consumer Electronics Example

B2B Example

B2C Bed and Breakfast Example

Five Secrets to Advocacy Success

Seven Fatal Advocacy Mistakes

Why Not Dive In?

Using a Pilot to Inform Advocacy Plans

Test Your Advocacy Readiness

Four Ways to Energize Potential Advocates

Chapter 28: An Open Letter to CMOs (and Other Marketers)

Fitness Club Ignores Advocates

Social Media Hangover

Get Social or Die

Advocacy: Social Media's Sweet Spot

Your Customers Are Way Ahead of You

Moving the Dollars

Index

Praise for Brand Advocates

“Ignite your Advocates! Fuggetta shows you how.”

—Scott Monty, Head of Social Media, Ford

“Inspiring Advocates is one of Method's seven obsessions. Get this book and be inspired!”

—Eric Ryan, Co-Founder, Method

“Creating and amplifying authentic Advocates should be front and center on every marketer's agenda. This book is a blueprint for how to turn genuine Advocates into a powerful marketing force.”

—Susan Helstab, Executive Vice President of Marketing, Four Seasons Hotels and Resorts

“Advocacy is the ultimate goal for every brand. And Rob Fuggetta has given us the ultimate guidebook to brand advocacy. Simple, clear, and filled with practical advice, this book shows you how to turn your enthusiastic customers into a powerful Brand Army.”

—Porter Gale, Former Vice President of Marketing, Virgin America

“In an era of connected consumerism, advocacy puts the word in word of mouth. Nothing is more authentic or effective. This book shows you exactly how to find and engage your advocates.”

—Brian Solis, Principal Analyst, Altimeter Group, and author of The End of Business as Usual

“Fuggetta's equation for building great brands in the social media age is proven and powerful. Every hotel marketer should read this book.”

—Chip Conley, Founder, Joie De Vivre Hospitality, and author of Emotional Equations

“Companies aren't trusted, brands aren't trusted, and nor are your executives. People trust each other, and now they have the tools to communicate with each other using social technologies and mobile, with or without brands involved. As a result, trust has shifted to the participants. Many brands, knowing their credibility has diminished, rely on advocacy programs where trusted members of the community are given a platform and encouraged to speak. Fuggetta shows you exactly how to create an advocacy program that empowers your trusted Advocates.”

—Jeremiah Owyang, Partner, Altimeter Group

“In this ever-connected world that we live in the rise and importance of the Brand Advocate has never been greater. This book should be a staple of ever marketer's library going forward.”

—Paul Dunay, Chief Marketing Officer, Networked Insights, and co-author of FacebookMarketing for Dummies

“Empowering your Advocates to tell your story and help sell your products is a game-changing marketing approach. I'm an Advocate for Advocacy, and for this brilliant book.”

—Erin Hintz, Vice President of Global Marketing & General Manager of eCommerce, Citrix

“We are hearing so much now about social media creating a shift from ‘the wisdom of crowds’ to ‘the wisdom of friends,’ but what does that really mean for Brand Advocacy? A lot. It's this ‘wisdom of friends’ that brings a new ‘social power’ to Brand Advocacy, and Rob Fuggetta is leading the charge in showing us how to activate and energize their power.”

—Ted Rubin, Chief Social Marketing Officer, Collective Bias, and most followed CMO on Twitter

“Turning customers into Advocates is how brands like Disney and Harley-Davidson succeeded decades before the advent of the Web, but now, social media has given both fans and Detractors a louder voice. Today, you can't out-market your Detractors, and you cannot build a brand without Advocates. Fuggetta gives practical guidance on how to authentically find, create and unleash Brand Advocates.”

—Augie Ray, Former Social Media Analyst, Forrester Research

“Advocacy drove success for Salesforce.com, Success Factors, and other breakthrough companies. The next big winners in software as a service or any industry are companies that create and mobilize Advocates. Every entrepreneur should read this book and put its powerful lessons to work.”

—Gordon Ritter, Founder and General Partner, Emergence Capital Partners

“Marketing messages don't drive buying decisions; people do. Rob Fuggetta makes a powerful case for investing in Brand Advocates as your most important competitive asset.”

—Paul Gillin, Author of The New Influencers and Social Marketing to the Business Customer

“Advocacy is at the top of the agenda for nearly every CMO. If you're a CMO (or aspire to become one), Fuggetta's book is a must-read.”

—Pete Krainik, Founder, CMO Club

“A must-read for anyone looking to drive sales through social media. This book shows you how to turn ‘likes’ into leads. Highly recommended!”

—Avi Savar, Founder & Chief Creative Officer, social media agency Big Fuel

“Through natural and un-aided conversations on the social web, Advocates are influencing their micro-communities through the purchase funnel. And they do it without the expectation of receiving anything in return. Advocacy, even on a small scale, can deliver viable business value. But brands must spend time listening, activating, and empowering their Advocates to begin to see the results. This book will take you step by step to help you build, engage, and empower your Advocates so that you can start seeing real business value from your marketing investments.”

—Michael Brito, Senior Vice President of Social Business Planning, Edelman Digital, and author of Smart Business, Social Business

“Advocacy is a powerful global force. Whether your company is in Boston or Bangalore, Singapore or Silicon Valley, you need to turn your customers, partners, and others into Advocates. This book explains exactly how to do this.”

—Deepak Kamra, General Partner, Canaan Partners

“Forget about the loud-mouthed social media ‘influencers;’ the only influence that matters are your customer advocates. Nothing is more credible and authentic.”

—Joseph Jaffe, Author of Flip the Funnel and Partner, Evol8tion, LLC

“Brand Advocates is a book every public relations professional should read. It's the definitive guide to authentic advocacy.”

—Aedhmar Hynes, Chief Executive Officer, Text 100 Public Relations

Copyright © 2012 by Zuberance, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

Library of Congress Cataloging-in-Publication Data:

Fuggetta, Rob.

Brand advocates: turning enthusiastic customers into a powerful marketing force / Rob Fuggetta.

Includes Index.

ISBN 978-1-118-33603-8 (paperback); ISBN 978-1-118-33650-2 (ebk);

ISBN 978-1-118-33654-0 (ebk); ISBN 978-1-118-33658-8 (ebk)

1. Relationship marketing. 2. Customer loyalty. 3. Word-of-mouth advertising. 4. Branding (Marketing) I. Title.

HF5415.55

658.8'2–dc23

2012008486

To Cara Lynn Fuggetta, my loving daughter.

Acknowledgments

This book and Zuberance itself would not be possible without our customers, partners, employees, and others, all of whom are passionate believers in the power of advocacy.