You may spend millions of dollars on elaborate marketing campaigns. But there is nothing more powerful than a trusted recommendation from a Brand Advocate. Here are ten real-world examples of companies turning their enthusiastic customers into powerful marketing forces.
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Top 10 Things Advocates Will Do For Your Brand
1. Top 10 Things Advocates Will
Do For Your Brand
Rob Fuggetta, Founder/CEO, Zuberance
Laura Messerschmitt, VP Marketing, Outright
Andy Giefer, Social Media Director, Anytime Fitness
September 19, 2012
2. What is WOMMA Summit?
WOMMA Summit is the official word of mouth and social media event of the year. Join us for
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• Generate great content that will drive real
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Learn More & Register Today! Join the Conversation:
www.WOMMA.or/Summit #WOMMASummit
3. Today’s Speakers
Rob Fuggetta Laura Messerschmitt Andy Giefer
Zuberance Founder/CEO VP Marketing Social Media Director
Author, Brand Advocates Outright (a Go Daddy company) Anytime Fitness
@RobFuggetta @ljmesser @agiefer
Twitter hashtag: #BrandAdvocates 3
4. About Outright
Acquired by Go Daddy in
July, 2012
Helps small biz and self
employed with online 200,000+ customers
bookkeeping
Twitter hashtag: #BrandAdvocates 4
5. About Anytime Fitness
1,900+ clubs worldwide
“Top 10 Global Franchise”
- Entrepreneur Magazine
1.5 million members
Twitter hashtag: #BrandAdvocates 5
6. About Zuberance
Powering advocacy for leading consumer and
business brands
Twitter hashtag: #BrandAdvocates 6
7. Meet CDW’s Best Marketer
Justin Dorfman, support engineer,
NetDNA
Generated hundreds of thousands
in sales for CDW as result of his
advocacy
CDW has paid Dorfman: $0
Recommends CDW because of
reliable, personalized service
►81% surveyed CDW customers are Advocates
Twitter hashtag: #BrandAdvocates 7
8. Which Justin has more Real Klout?
Twitter hashtag: #BrandAdvocates 8
9. What’s a Brand Advocate?
Highly-satisfied customers and
others who pro-actively
recommend brands or
products without being paid.
►Beyond like, follow, or love: advocacy
Twitter hashtag: #BrandAdvocates 9
10. Not a Brand Advocate
Twitter hashtag: #BrandAdvocates 10
11. Advocates: Unique, Powerful Segment
Most trusted sources
Highly Influential
Business Value
Massive reach
Twitter hashtag: #BrandAdvocates 11
12. Top 10 Things Advocates Will Do For Your Brand
#1. Give you referral leads and help you
sell products and services, serving as a
virtual salesforce.
Twitter hashtag: #BrandAdvocates 12
13. Anytime Advocates Drive Referrals
16,167 Offers
Shared by
Advocates
20% conversion
rate from Advocate
offer shares (5x
higher than avg)
Twitter hashtag: #BrandAdvocates 13
14. Top 10 Things Advocates Will Do For Your Brand
#2. Write highly positive reviews of your
products or services, boosting your online
ratings.
Twitter hashtag: #BrandAdvocates 14
16. Top 10 Things Advocates Will Do For Your Brand
#3. Create glowing testimonials about
their experiences with your company or
products.
Twitter hashtag: #BrandAdvocates 16
17. Outright Advocates Create Glowing Testimonials
1,463 Outright Outright showcases
Advocate Stories Advocate
Created 53% of Advocates testimonials on
chose to share to website
Facebook
Twitter hashtag: #BrandAdvocates 17
18. Top 10 Things Advocates Will Do For Your Brand
#4. Answer prospects’ questions,
overcoming buyers’ objections and
reducing shopping cart abandonment
rates.
Twitter hashtag: #BrandAdvocates 18
19. Ooma Advocates Have the Answers
50% CTR among
prospects who get
questions answered by
Advocates
2,440+ Ooma
Advocates opted in
to answer
questions
Each question is
getting an average of
2.3 answers
Twitter hashtag: #BrandAdvocates 19
20. Top 10 Things Advocates Will Do For Your Brand
#5. Share your content and offers with
their social networks, driving referral
leads, clicks, and sales.
Twitter hashtag: #BrandAdvocates 20
22. Top 10 Things Advocates Will Do For Your Brand
#6. Help you launch new products.
Twitter hashtag: #BrandAdvocates 22
23. Outright Advocates Launch iPhone App
Advocate sharing
drove iPhone App to
Top 25 in App Store
90% CTR from
prospects in
Advocates’ networks
713% CTR on
Twitter
Twitter hashtag: #BrandAdvocates 23
24. Top 10 Things Advocates Will Do For Your Brand
#7. Create better ads than your high-
priced ad agency and more compelling
copy than your most skilled wordsmith.
Twitter hashtag: #BrandAdvocates 24
25. Anytime Advocates Create Compelling Copy
“The Cheers of
Fitness Clubs”
“This club provides
the keys to your
future
success…guaranteed
!”
Twitter hashtag: #BrandAdvocates 25
26. Top 10 Things Advocates Will Do For Your Brand
#8. Defend your cherished company and
brand reputation from detractors.
Twitter hashtag: #BrandAdvocates 26
27. Safelite Advocates Combat Negative Word of Mouth
4.9/5 Stars
Avg Advocate star
rating
Advocates boosted
ratings on
SuperPages.com
from 2.35 to 4 stars
Twitter hashtag: #BrandAdvocates 27
28. Top 10 Things Advocates Will Do For Your Brand
#9. Alert you to competitive threats and
market opportunities.
Twitter hashtag: #BrandAdvocates 28
29. Outright Advocates Scan the Web
Outright Advocates alert
the company when
people post incorrect
info about their software
on the web
Twitter hashtag: #BrandAdvocates 29
30. Top 10 Things Advocates Will Do For Your Brand
#10. Give you profitable ideas and
produce feedback.
Twitter hashtag: #BrandAdvocates 30
31. Outright Advocates Give Branding Feedback
Outright created
Facebook group for
Advocates to provide
feedback and get
questions answered
Twitter hashtag: #BrandAdvocates 31
32. Welcome to the Science of Advocacy
Twitter hashtag: #BrandAdvocates 32
33. Download
BrandAdvocateBook.com Chapter 1
Now!
“Brand Advocates: Turning Enthusiastic Customers
into a Powerful Marketing Force”
Rob Fuggetta, founder & CEO, Zuberance
“The ultimate guidebook to brand advocacy”
-- Porter Gale, former VP Marketing, Virgin America
“Shows you exactly how to energize Advocates.”
-- Jeremiah Owyang, Altimeter Group
“...brilliant ”
-- Erin Hintz, VP Global Marketing & GM eCommerce, Citrix
Twitter hashtag: #BrandAdvocates
34. Let’s Connect!
Follow us on
Twitter:
@Zuberance
Visit our blog:
Blog.zuberance.com
Twitter hashtag: #BrandAdvocates 34
35. Register For Our Upcoming Webinar
Influencers or Brand Advocates: Who Carries the Real Clout?
Wednesday, October 24 at 11am PST/2pm EST
To register, go to zuberance.com/webinars
Rob Fuggetta Michael Brito Jay Baer
Author of Brand Advocates Author of Smart Business, Social Business Author of The Now Revolution
Twitter hashtag: #BrandAdvocates 35