Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force

304 Pages·2012·4.39 MB·English

by  Rob Fuggetta

Praise for Brand Advocates
‘‘IgniteyourAdvocates!Fuggettashowsyouhow.’’
—ScottMonty,
HeadofSocialMedia,Ford
‘‘InspiringAdvocatesisoneofMethod’ssevenobsessions.Getthisbookandbe
inspired!’’
—EricRyan,
Co-Founder,Method
‘‘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
Advocatesintoapowerfulmarketingforce.’’
—SusanHelstab,
ExecutiveVicePresidentofMarketing,FourSeasonsHotelsandResorts
‘‘Advocacyistheultimategoalforeverybrand.AndRobFuggettahasgivenus
theultimateguidebooktobrandadvocacy.Simple,clear,andfilledwithpractical
advice, this book shows you how to turn your enthusiastic customers into a
powerfulBrandArmy.’’
—PorterGale,
FormerVicePresidentofMarketing,VirginAmerica
‘‘Inaneraofconnectedconsumerism,advocacyputsthewordinwordofmouth.
Nothingismoreauthenticoreffective.Thisbookshowsyouexactlyhowtofind
andengageyouradvocates.’’
—BrianSolis,
PrincipalAnalyst,AltimeterGroup,andauthorofTheEndofBusinessasUsual
‘‘Fuggetta’sequationforbuildinggreatbrandsinthesocialmediaageisproven
andpowerful.Everyhotelmarketershouldreadthisbook.’’
—ChipConley,
Founder,JoieDeVivreHospitality,andauthorofEmotionalEquations
‘‘Companies aren’t trusted, brands aren’t trusted, and nor are your executives.
Peopletrusteachother,andnowtheyhavethetoolstocommunicatewitheach
otherusingsocialtechnologiesandmobile,withorwithoutbrandsinvolved.Asa
result,trusthasshiftedtotheparticipants.Manybrands,knowingtheircredibility
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.’’
—JeremiahOwyang,
Partner,AltimeterGroup
‘‘In this ever-connected world that we live in the rise and importance of the
Brand Advocate has never been greater. This book should be a staple of ever
marketer’slibrarygoingforward.’’
—PaulDunay,
ChiefMarketingOfficer,NetworkedInsights,
andco-authorofFacebook
MarketingforDummies
‘‘EmpoweringyourAdvocatestotellyourstoryandhelpsellyourproductsisa
game-changingmarketingapproach.I’manAdvocateforAdvocacy,andforthis
brilliantbook.’’
—ErinHintz,
VicePresidentofGlobalMarketing&GeneralManagerofeCommerce,Citrix
‘‘We are hearing so much now about social media creating a shift from ‘the
wisdom of crowds’ to ‘the wisdom of friends,’ but what does that really mean
forBrandAdvocacy?Alot.It’sthis‘wisdomoffriends’thatbringsanew‘social
power’toBrandAdvocacy,andRobFuggettaisleadingthechargeinshowingus
howtoactivateandenergizetheirpower.’’
—TedRubin,
ChiefSocialMarketingOfficer,CollectiveBias,
andmostfollowedCMOonTwitter
‘‘Turning customers into Advocates is how brands like Disney and Harley-
Davidson succeeded decades before the advent of the Web, but now, social
media has given both fans and Detractors a louder voice. Today, you can’t
out-market your Detractors, and you cannot build a brand without Advocates.
Fuggettagivespracticalguidanceonhowtoauthenticallyfind,createandunleash
BrandAdvocates.’’
—AugieRay,
FormerSocialMediaAnalyst,ForresterResearch
‘‘Advocacy drove success for Salesforce.com, Success Factors, and other break-
throughcompanies.Thenextbigwinnersinsoftwareasaserviceoranyindustry
are companies that create and mobilize Advocates. Every entrepreneur should
readthisbookandputitspowerfullessonstowork.’’
—GordonRitter,
FounderandGeneralPartner,EmergenceCapitalPartners
‘‘Marketing messages don’t drive buying decisions; people do. Rob Fuggetta
makesapowerfulcaseforinvestinginBrandAdvocatesasyourmostimportant
competitiveasset.’’
—PaulGillin,
AuthorofTheNewInfluencersandSocialMarketingtotheBusinessCustomer
‘‘AdvocacyisatthetopoftheagendafornearlyeveryCMO.Ifyou’reaCMO(or
aspiretobecomeone),Fuggetta’sbookisamust-read.’’
—PeteKrainik,
Founder,CMOClub
‘‘Amust-readforanyonelookingtodrivesalesthroughsocialmedia.Thisbook
showsyouhowtoturn‘likes’intoleads.Highlyrecommended!’’
—AviSavar,
Founder&ChiefCreativeOfficer,socialmediaagencyBigFuel
‘‘Through natural and un-aided conversations on the social web, Advocates are
influencingtheirmicro-communitiesthroughthepurchasefunnel.Andtheydo
it without the expectation of receiving anything in return. Advocacy, even on
a small scale, can deliver viable business value. But brands must spend time
listening,activating,andempoweringtheirAdvocatestobegintoseetheresults.
Thisbookwilltakeyoustepbysteptohelpyoubuild,engage,andempoweryour
Advocatessothatyoucanstartseeingrealbusinessvaluefromyourmarketing
investments.’’
—MichaelBrito,
SeniorVicePresidentofSocialBusinessPlanning,EdelmanDigital,
andauthorofSmartBusiness,SocialBusiness
‘‘Advocacy is a powerful global force. Whether your company is in Boston
or Bangalore, Singapore or Silicon Valley, you need to turn your customers,
partners,andothersintoAdvocates.Thisbookexplainsexactlyhowtodothis.’’
—DeepakKamra,
GeneralPartner,CanaanPartners
‘‘Forgetabouttheloud-mouthedsocialmedia‘influencers;’theonlyinfluencethat
mattersareyourcustomeradvocates.Nothingismorecredibleandauthentic.’’
—JosephJaffe,
AuthorofFliptheFunnelandPartner,Evol8tion,LLC
‘‘Brand Advocates is a book every public relations professional should read. It’s
thedefinitiveguidetoauthenticadvocacy.’’
—AedhmarHynes,
ChiefExecutiveOfficer,Text100PublicRelations
BRAND
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ROB FUGGETTA
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Brandadvocates:turningenthusiasticcustomersintoapowerfulmarketingforce/Rob
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To Cara Lynn Fuggetta, my loving daughter.
‘‘No day but today.’’

Contents
Acknowledgments xvii
Introduction 1
TurningAdvocatesintoMarketers 1
YouCanDoThis,Too 2
WhatYou’llLearn 3
WhyIWroteThisBook 3
HowThisBookIsOrganized 3
YourAdvocateArmyIsReady.AreYou? 4
Section One Understanding Brand Advocates 5
Chapter 1 What’saBrandAdvocate,Anyway? 7
ThePowerofBrandAdvocates 8
BillionsofBrandAdvocates 9
AdvocatesAllAroundUs 10
ConsumersTrustAdvocates,NotAds 10
DifferentfromFansandFollowers 11
MoneyCan’tBuyAdvocates’Love 12
BeyondLoyalty 13
SocialMediaAmplifyAdvocates 13
Top10ThingsAdvocatesWillDoforYou 14
AdvocatesforLife 15
ProactiveRecommenders 15
MostPassionateAdvocates 16
Off-the-ChartsEngagement 17
VisibleAdvocates 18
HiddenAdvocates 18
ix