Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force
- 3h 33m
- Rob Fuggetta
- John Wiley & Sons (US)
- 2012
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.
About the Author
ROB FUGGETTA is the founder and CEO of Zuberance, the leading brand advocacy company. A twenty-year veteran of Silicon Valley, Rob has played a leadership role in three start-ups, including Genuity, which went public in June 2000. Rob was formerly a partner at Regis McKenna, Inc., the legendary Silicon Valley marketing and communications firm that helped put Apple on the map.
In this Book
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Introduction
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What's a Brand Advocate, Anyway?
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Not All Advocates are Equal
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What's a Brand Advocate Worth?
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Five Proven Ways (and One Shocking Way) to Create More Brand Advocates
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Advocate Personas
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Unleashing Brand Advocates—An Out-of-the-Box Approach
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Advocacy Sells Soap (and other Consumer Products)
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Restaurants Cook up Success with Advocacy
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Advocates Shape up Fitness Club Sales
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Advocates Drive Auto Sales
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Advocacy Powers up Software Sales
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Activating B2B Advocates
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Advocates Rack up Sales for Hotels and Airlines
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Advocacy Moves CE Boxes
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Advocate Marketing Playbook Overview
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Identifying
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Energizing—Boosting Online Ratings
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Energizing—The Power of Advocate Stories
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Energizing—Advocates Have the Answers
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Energizing—Sharing the Love
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Mobilizing
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Tracking
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Engaging Advocates
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Rewarding
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Energizing 2.0
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Advocacy Curve
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Launching Advocacy
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An Open Letter to CMOs (and other Marketers)
