Details

Brand Advocates


Brand Advocates

Turning Enthusiastic Customers into a Powerful Marketing Force
1. Aufl.

von: Rob Fuggetta

17,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 06.07.2012
ISBN/EAN: 9781118336502
Sprache: englisch
Anzahl Seiten: 304

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

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
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 CDWGets 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
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.
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.
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

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