Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force
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More About This Title Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force


Praise for Brand Advocates

"Ignite your Advocates! Fuggetta shows you how."
—SCOTT MONTY, Head of Social Media, Ford

"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, The End of Business as Usual

"Inspiring Advocates is one of Method's seven obsessions. Get this book and be inspired. Highly recommended!"
—ERIC RYAN, Cofounder, Method

"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, Emotional Equations

"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

"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


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.


Acknowledgments xvii

Introduction 1

Turning Advocates into Marketers 1

You Can Do This, Too 2

What You’ll Learn 3

Why I Wrote This Book 3

How This Book Is Organized 3

Your Advocate Army Is Ready. Are You? 4

Section One Understanding Brand Advocates 5

Chapter 1 What’s a Brand Advocate, Anyway? 7

The Power of Brand Advocates 8

Billions of Brand Advocates 9

Advocates All Around Us 10

Consumers Trust Advocates, Not Ads 10

Different from Fans and Followers 11

Money Can’t Buy Advocates’ Love 12

Beyond Loyalty 13

Social Media Amplify Advocates 13

Top 10 Things Advocates Will Do for You 14

Advocates for Life 15

Proactive Recommenders 15

Most Passionate Advocates 16

Off-the-Charts Engagement 17

Visible Advocates 18

Hidden Advocates 18

Active Advocates 19

Brand Advocates Are Players (in a Good Way) 19

Can’t Keep a Secret 21

Advocacy Moves Online 21

You Don’t Need to Own It to Recommend It 22

Chapter 2 Not All Advocates Are Equal 24

Influence Matters Most 24

Measuring Advocate Influence 25

Creating Power Advocates 25

Measuring Advocate’s Klout 25

Starbucks Melody 27

Chapter 3 What’s a Brand Advocate Worth? 30

Proof in Advocacy Pudding 31

Estimating the Value of an Advocate 31

Three Examples 32

Conservative Estimate 33

Apple of Roy’s Eye 34

Chapter 4 Five Proven Ways (and One Shocking Way) to Create More Brand Advocates 36

Chapter 5 Advocate Personas 38

Sally Seller 38

Ed Expert 39

Chris Creator 39

Sonny Sharer 40

Hay Floats Microsoft’s Boat 40

Section Two The Power of Advocate Marketing 43

Chapter 6 Unleashing Brand Advocates: An Out-of-the-Box Approach 45

Selling with Advocates 48

Trusted Advocates 49

Sustainable Marketing Force 49

Authentic Advocacy 49

Word of Mouth Marketing at Scale 50

Advocacy Drives Growth 50

Advocacy and the Consumer Decision Journey 51

Beyond Listening and Engagement 52

The Three R’s of Advocacy 52

Three Major Advocacy Benefits 53

Traditional Marketing Model 57

The ‘‘Triangle of Trust’’ 57

Fair Exchange of Value 58

Maintaining Balance 59

Betting Against Beacon 60

Not an Either/Or 60

Advocacy in the Online Purchase Path 60

Section Three Advocacy Goes Vertical 67

Chapter 7 Advocacy Sells Soap (and Other Consumer Products) 69

Dirtiest Apartment in San Francisco 69

A Sea of Sameness 71

Advocacy Is Method for Success 71

Energizing Method Advocates 72

Peetniks Share their Passion for Peet’s Coffee 75

Chapter 8 Restaurants Cook Up Success with Advocacy 78

Power of Restaurant Word of Mouth 79

Turning Happy Diners into Marketers 79

Rubio’s Unleashes Its Advocates 79

Advocacy is Delicious for 86

Chapter 9 Advocates Shape Up Fitness Club Sales 89

Fitness Marketing Hurdle 90

Advocates Pump Up Fitness Marketing 91

Large Fitness Company Activates its Advocates 91

Advocates Are the X Factor 92

Anytime Advocates 92

Chapter 10 Advocates Drive Auto Sales 98

Top Benefits of Advocacy for Auto Marketers 99

GMC Fuels Advocacy 99

Advocacy Drives Ford 101

MINI’s Top Salesman 106

Chapter 11 Advocacy Powers Up Software Sales 109

The Power of Advocacy in Software 110

Unleashing Software Advocates 110

Why Advocate Marketing Is Powerful in Software 111

Advocacy in a Parallels World 111

Tiger versus 3.5 Million Toothpicks 114

Chapter 12 Activating B2B Advocates 117

Power of B2B Advocacy 117

It’s All about Trust 118

Boosting B2B Marketing 118

VerticalResponse Advocates Make the Leap 119

CDW Gets Advocacy 121

Energizing Passionate Customers 124

Beyond Ratings and Reviews 125

The Queen of QuickBooks 132

Chapter 13 Advocates Rack Up Sales for Hotels and Airlines 134

Beyond Reviews 135

Four Seasons of Advocacy 135

Circus Circus Advocates Don’t Clown Around 137

TRYP by Wyndham Unleashes Advocates 138

Joy of Advocacy 139

Airlines Take Flight with Advocates 140

JetBlue Airways 141

Virgin America Airlines 141

Cruise’s Virgin America 142

Qatar Airways 144

Chapter 14 Advocacy Moves CE Boxes 147

Advocacy’s Influence Grows in CE 147

Advocacy Powers CE 148

Online Ratings Dominate in CE 149

CE Companies Power Up Advocates 149

DVR Manufacturer Records Ratings and Sales 149

Ooma Turns to Advocates 150

Section Four Advocate Marketing Playbook 153

Chapter 15 Advocate Marketing Playbook Overview 155

Advocate Flow 157

Chapter 16 Identifying 159

Three Ways to Identify Advocates 159

Asking the Ultimate Question 160

Advocates, Detractors, and Passives, Oh My! 160

What’s Your Net Promoter Score? 161

Growth by Advocacy 161

Turning Promoters into Profits 161

One Percent NPS, but Millions of Advocates 162

Ask Often 162

Where to Find Advocates 162

During Product Usage 167

When to Ask 168

Moments of Delight 168

Pulling the Trigger 169

Keep It Short 169

What Else to Ask 169

Where to Start 170

Who to Ask 170

Should You Use an Incentive? 170

Finding Advocates in the Social Media Jungle 171

Growing Your Advocate Army 172

Set It and Forget It! 173

But Wait, There’s More! 174

Chapter 17 Energizing: Boosting Online Ratings 176

Silent Killers 176

Dumb Ideas 177

A Five-Star Solution to Bad Reviews 177

Advocates to the Rescue 177

Webroot Boosts Online Ratings 178

Webroot Identifies Advocates 178

Webroot Advocates Boost Online Ratings 180

Chapter 18 Energizing: The Power of Advocate Stories 186

Different from Reviews 186

Advocates Love Telling Stories 188

Creative Uses of Advocates’ Stories 189

Three Strategic Uses for Advocates’ Stories 190

Chapter 19 Energizing: Advocates Have the Answers 194

How Advocate Answers Works 194

Results 196

Where Advocate Answers Fit Best 198

Chapter 20 Energizing: Sharing the Love 199

Three Key Benefits of Advocate Sharing 200

Share This! 200

Advocacy Goes Viral 200

Most Valuable Sharing 201

How Social Sharing Works for Advocacy 201

How Advocates Share 202

Most Efficient Sharing Channels 206

Top 10 Tips for Advocate Sharing 206

Chapter 21 Mobilizing 208

Mobilizing Advocates for Product Launches 209

Real-World Examples 209

Advocate Seeding Program 211

Five Steps in an Advocate Seeding Program 211

Mobilizing Advocates During Social Media Crises 214

Two Important Things to Know about Social Media Crises 215

Brand under Attack? Fight Back! 216

But What If There Is No Advocate Cavalry? 217

Mobilize Advocates to Boost Promotions 217

Takin’ It to the Streets 218

Other Ways to Mobilize Advocates 218

Best Practices for Mobilizing Advocates 219

Chapter 22 Tracking 220

Using NPS to Track Advocacy 220

Where NPS Falls Short 220

Introducing Advocate Analytics 221

Three Questions Advocate Analytics Answer 221

Advocate Profiles 221

Advocate Activity 223

Advocacy Results 225

Measuring Advocacy Value 226

How Much Convincing Do You Need? 226

Total Advocacy Value 227

Sales Value 227

Measuring Sales Value Is Straightforward 228

Using CLV to Estimate Sales Value of Advocacy 228

CLV Challenges 228

Media Value of Advocacy 229

Peer Influence Analysis Model 229

Media Value of Trusted Impressions 230

$300 CPM for Word of Mouth? 231

Another Way to Value Recommendations 231

Return on Advocacy 232

Z Score 233

Chapter 23 Engaging Advocates 234

Don’t Just Listen 234

Educating Advocates 235

How Often to Engage Advocates? 235

Advocate Community? 236

Chapter 24 Rewarding 237

Money Can’t Buy Real Advocacy 237

No Money Down 238

Why Paying for Advocacy Is a Dumb Idea 238

Wine Down 238

Jaffe and Fuggetta Smack-Down 239

Chapter 25 Energizing 2.0 243

Chapter 26 Advocacy Curve 245

Social Media Adoption Curve 245

Advocacy Adoption Curve 246

The ROI Dividing Wall 246

Plot Yourself on the Advocacy Curve 247

Crossing the Advocacy Chasm 247

Demand Gen Catapults Advocacy across the Chasm 247

Advocacy Will Go Mainstream When . . . 247

Section Five Putting Advocacy to Work for You 251

Chapter 27 Launching Advocacy 253

Three Steps to Launch 253

Creating an Advocacy Plan 253

Advocate Marketing Plan Outline 254

Technology Readiness (1 to 2 weeks) 259

Advocacy by the Numbers 259

B2C Consumer Electronics Example 260

B2B Example 261

B2C Bed and Breakfast Example 261

Five Secrets to Advocacy Success 263

Seven Fatal Advocacy Mistakes 267

Why Not Dive In? 270

Using a Pilot to Inform Advocacy Plans 270

Test Your Advocacy Readiness 271

Four Ways to Energize Potential Advocates 272

Chapter 28 An Open Letter to CMOs (and Other Marketers) 273

Fitness Club Ignores Advocates 274

Social Media Hangover 274

Get Social or Die 275

Advocacy: Social Media’s Sweet Spot 275

Your Customers Are Way Ahead of You 275

Moving the Dollars 276

Index 277