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More About This Title Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force
English
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
English
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.
English
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 Restaurant.com 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
