The Marketing Power of Brand Advocates

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The Marketing Power of Brand Advocates

  1. 1. The Marketing Power of Brand Advocates Rob Fuggetta CEO/Founder, Zuberance
  2. 2. 2 Meet Your Best Marketers Your Advocates • Highly trusted • Influential • Amplified • Willing to recommend without pay or incentives
  3. 3. Today You Will Learn • What’s a Brand Advocate? (and why they matter) • 3 ways to identify Advocates • 4 Ways to energize Advocates • 10 ways to reward Advocates
  4. 4. • Zuberance Founder/CEO • Author, “Brand Advocates: Turning Enthusiastic Customers into Powerful Marketing Force” (Wiley, 2012) • Marketing consultant Apple; former CMO, Genuity About Rob Fuggetta @robfuggetta
  5. 5. 1. UNDERSTANDING BRAND ADVOCATES
  6. 6. People who recommend your company, brand, or products without pay or incentives 6 What’s a Brand Advocate?
  7. 7. 7 50% 37% 8% 3% 1% Good experience with product or service Help others Recommend when asked Let others know I'm knowledgeable Incentives and rewards Source: Loyalty Wins for Zuberance, March 2012 Why Advocates Recommend
  8. 8. 8 CDW Advocate Justin Dorfman • Generated $400K sales for CDW • CDW has paid Justin: $0 • Recommends CDW because of superb customer service ►81% surveyed CDW customers are Advocates
  9. 9. 9 Advocates: Unique, Valuable Segment Recommenders BusinessValue
  10. 10. 10 Not all Advocates are Alike How Advocates Differ • Influence • Reach • Activities (create, share) • Frequency • Brand; product; services
  11. 11. 11 Motivations Influencers vs. Advocates Influencers Advocates Low/none Very high Build audience & personal brand Help others Incentives In some cases No Loyalty
  12. 12. 12 Advocates are the Real Influencers Justin Dorfman, CDW Advocate Alexia Tsotsis, TechCrunch Co-Editor AdvocateInfluencer Item Alexia Justin # Twitter Followers 55,876 669 Trust level 22% 92% Influence on purchases (among Justin’s network) Low High
  13. 13. Fans vs. Advocates 13 41% 37% 35% 31% 28% Let friends know products I support Get coupons and discount offers Stay current on new products Learn about company/organization Meet people with similar interests as mine Why People Join Facebook Fan Pages % of US Facebook users Source: Morpace 58% 57% 54% 53% 50% 47% 36% 33% I want to help people I've had good experiences with a product Others could benefit from my perspective I would want to know before I buy things I've had bad experiences with a product I want others to make smart purchase decisions It feels great to be heard Feel connected to other people I give my opinions online regarding products & purchases because.. Why Advocates Recommend Brands Source: Comscore, Yahoo!
  14. 14. 14 Why Advocates Matter 1. Highly trusted 2. Drive sales 3. Massive reach 4. Surprisingly large segment
  15. 15. Advocates are Highly Trusted 92% 70% 53% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Word of Mouth Online reviews Your website Online ads Source: Nielsen
  16. 16. 16 Source: Multiple WOM 50% All other Marketing Tactics 50% Ads, paid search, email marketing, billboards, etc. 80% of Intuit Business ($3.2M) from AdvocatesSource: Intuit 50% of Business from Advocates
  17. 17. 17 Power of Advocates in Restaurants 1-star increase on Yelp boosts sales by 5% to 9% Source: “Reviews, Reputation, and Revenue: The Case of Yelp.com,” M. Luca, Sept 16, 2011 5% to 9%
  18. 18. 18 Advocates Drive Sales Buy This! Okay! One Energized Advocate Brings in 3 New Customers Source: Zuberance analysis
  19. 19. 19 Social Media Amplifies Advocates 1 Advocate’s Trusted Recommendations Family, Friends, Colleagues, Peers Shopping & Review Sites, Blogs, Brand Website, etc. Social & Business Networks Reach: 500+ Reach: 10,000+ Reach: 150+
  20. 20. 20 Advocates are Surprisingly Large Segment How likely are you to recommend our brand or products to your friends? “Ultimate Question” for Customer Loyalty: 50% Source: Zuberance customer data
  21. 21. 2. THREE WAYS TO IDENTIFY ADVOCATES
  22. 22. 3 Ways to ID Brand Advocates 1. Ask 2. Listen 3. Observe
  23. 23. 23 1. Ask How likely are you to recommend our brand or products to your friends? “Ultimate Question” for Customer Loyalty:
  24. 24. Ask Ultimate Question Everywhere Social Web eMail Support Usage Mobile How likely are you to recommend our brand or product?
  25. 25. Ask on Social Channels
  26. 26. Ask on Digital Channels
  27. 27. Ask on Mobiles
  28. 28. 2. Listen
  29. 29. 3. Observe
  30. 30. 3. FOUR WAYS TO ENERGIZE ADVOCATES
  31. 31. 4 Ways to Energize Advocates Reviews Stories Answers Offers
  32. 32. Parallels Software Energizes Advocates Ratings up 50% 30% Sales Conversions Thousands of Stories
  33. 33. Advocacy is Delicious for Rubio’s Ratings Up on Yelp 10% Sales Conversions Thousands of Stories
  34. 34. 34 3 Ways to Leverage Advocates Now! Super-charge Content Boost Product Launches Enhance Reference Programs
  35. 35. 4. 10 WAYS TO REWARD ADVOCATES
  36. 36. 36 1. Sneak peeks 2. Special events 3. Exclusive communities 4. Special content 5. Seek their opinions 6. Access to VIPs 7. Contribute to causes 8. Honor your Advocates 9. Show them you care 10. Say thank you Top 10 Ways to Reward Advocates
  37. 37. Key Takeaways 1. Advocates are genuine recommenders 2. Advocates are not same as fans, followers, loyal customers, influencers 3. Advocates are highly trusted, influential, and amplified; you have many more Advocates than you think 4. Identify Advocates by asking, listening, and observing 5. Energize Advocates to create and share content and offers plus launch products and more 6. Don’t pay or provide incentives to Advocates
  38. 38. • Zuberance.com • Blog.zuberance.com • BrandAdvocateBook.com Learn More
  39. 39. Move The Needle
  40. 40. www.onlinemarketinginstitute.org Thank You

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