Brand Advocates

Informationen zum Autor 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. Klappentext Brand advocates are your most loyal, passionate, and engaged customers. These enthusiastic customers 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. According to social media firm, Vitrue, a Facebook fan may be worth $3.28. But, according to a study by customer satisfaction company, Satmetrix, a single brand advocate for an enterprise software company is worth $565,000 based on his referral value.This book is the go-to resource for teaching businesses how to make their customers be one of their most effective marketing components. The book explains how to find your brand advocates by determining levels of customer loyalty, and how to use their resources and power. Once you've found your advocates, the book explains how to get them to fill the gap from customer to advocate, from enjoying their experience to actively promoting their experience. The book gives you the secrets of turning advocates into marketers. You'll learn how to* Discover who Brand Advocates are and what makes these influential customers tick* Create and grow your Brand Army by continuously identifying advocates on Facebook, Yelp, and other online reviewer sites* Energize and mobilize your Brand Army to spread positive Word of Mouth, create and maintain customers, and become your biggest supporters;* Reward your advocates by giving them what they crave most* Keep score. You'll learn how to measure results and ROI from online marketing programs featuring brand advocates Zusammenfassung Brand advocates are your most loyal, passionate, and engaged customers. These enthusiastic customers 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. According to social media firm, Vitrue, a Facebook fan may be worth $3.28. But, according to a study by customer satisfaction company, Satmetrix, a single brand advocate for an enterprise software company is worth $565,000 based on his referral value.This book is the go-to resource for teaching businesses how to make their customers be one of their most effective marketing components. The book explains how to find your brand advocates by determining levels of customer loyalty, and how to use their resources and power. Once you've found your advocates, the book explains how to get them to fill the gap from customer to advocate, from enjoying their experience to actively promoting their experience. The book gives you the secrets of turning advocates into marketers. You'll learn how to* Discover who Brand Advocates are and what makes these influential customers tick* Create and grow your Brand Army by continuously identifying advocates on Facebook, Yelp, and other online reviewer sites* Energize and mobilize your Brand Army to spread positive Word of Mouth, create and maintain customers, and become your biggest supporters;* Reward your advocates by giving them what they crave most* Keep score. You'll learn how to measure results and ROI from online marketing programs featuring brand advocates Inhaltsverzeichnis Acknowledgments xviiIntroduction 1Turning Advocates into Marketers 1You Can Do...

Autorentext
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.

Klappentext
Brand advocates are your most loyal, passionate, and engaged customers. These enthusiastic customers 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. According to social media firm, Vitrue, a Facebook fan may be worth $3.28. But, according to a study by customer satisfaction company, Satmetrix, a single brand advocate for an enterprise software company is worth $565,000 based on his referral value. This book is the go-to resource for teaching businesses how to make their customers be one of their most effective marketing components. The book explains how to find your brand advocates by determining levels of customer loyalty, and how to use their resources and power. Once you've found your advocates, the book explains how to get them to fill the gap from customer to advocate, from enjoying their experience to actively promoting their experience. The book gives you the secrets of turning advocates into marketers. You'll learn how to * Discover who Brand Advocates are and what makes these influential customers tick * Create and grow your Brand Army by continuously identifying advocates on Facebook, Yelp, and other online reviewer sites * Energize and mobilize your Brand Army to spread positive Word of Mouth, create and maintain customers, and become your biggest supporters; * Reward your advocates by giving them what they crave most * Keep score. You'll learn how to measure results and ROI from online marketing programs featuring brand advocates

Inhalt
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 Adv…

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