Brand Advocate
Marketing Playbook
Rob Fuggetta
CEO/Founder, Zuberance
Today You Will Learn
• How to create advocacy plan
• How often to engage Advocates
• How to get advocacy buy-in
• 5 advoca...
• Zuberance Founder/CEO
• Author, “Brand Advocates:
Turning Enthusiastic
Customers into Powerful
Marketing Force” (Wiley, ...
Welcome to the “Age of Advocacy”
92% people trust peer recommendations; only 33% trust ads (Nielsen)
What is Advocacy?
Unpaid (genuine) recommendations
• Company
• Brand
• Product
• Service
• Cause
• Content
• Idea
What is an Advocacy Plan?
• Strategy for achieving advocacy goals and
objectives
• Typical plan: one year
• Organized by q...
Achieving Alignment
Marketing & Branding
Goals & Objectives
Advocacy Goals & Objectives
Advocacy Plan: Major Sections
1.
Advocacy
Situation
2.
Advocacy
Goals
3.
Advocacy
Strategy
4.
Advocacy
Tactics
5.
Advocacy...
1. Assess Your Advocacy Situation
• Current advocacy level
– Net Promoter Score®
– Overall tone of WOM
• Positive, negativ...
2. Set Advocacy Goals
• Where do we want/need
more advocacy?
– Company
– Brand
– Product
– Service
• Who do we want to get...
3. Define Advocacy Objectives
• # Advocates
• # Recommendations
• # “Energized Advocates”
• # Positive testimonials, revie...
4. Chart Advocacy Strategy
• How are we going to generate more
advocacy for our (company, brand,
product, etc.)?
• What’s ...
Create a Cause
Focus on Benefit
Focus on Emotional Benefit
Focus on What’s New or Hot
Focus on Unique, Compelling Feature
Focus on Key Segment
CIOs
IT Directors
IT Managers
5. Advocacy Tactics
• How are we going to identify Advocates?
• How are we going to energize Advocates?
• Where do we want...
20
Identify Advocates
How likely are you to recommend our
brand or products to your friends?
“Ultimate Question” for Custo...
Zuberance Advocate Funnel
Reviews Stories Answers Offers Referrals
Amplify
# # # # #
eMail Web Social* Usage** Support
# #...
Ten Ways to Energize Advocates
1. Rate and review products and services
2. Create and share testimonials (stories)
3. Answ...
How Often to Engage Advocates
Whenever you have something to share
with them that Advocates value (content,
news, offers)
Advocates are Different
• Highly engaged
• Very loyal
• Want you to succeed
Advocates are Frequent Recommenders
26
Advocate Program Timeline
Program Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Reviews
Stories
Answers
Offers
Refe...
Getting Advocacy Buy-In
1. Involve key stakeholders but
stay in control
2. Internal communication and
education
3. Provide...
Advocacy Education Tools
Zuberance.com/resources BrandAdvocateBook.com
Zuberance Webinars
5 Advocacy Mistakes to Avoid
1. Paying or providing incentives
2. Setting unreasonable expectations
3. Being “ROI-obsessed...
5 Keys to Advocacy Success
1. Leverage multiple touch points
to ID & energize Advocates
2. Give Advocates multiple ways to...
• Zuberance.com
• Blog.zuberance.com
• BrandAdvocateBook.com
Learn More
Move The Needle
www.onlinemarketinginstitute.org
Thank You
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Brand Advocate Marketing Playbook

  1. 1. Brand Advocate Marketing Playbook Rob Fuggetta CEO/Founder, Zuberance
  2. 2. Today You Will Learn • How to create advocacy plan • How often to engage Advocates • How to get advocacy buy-in • 5 advocacy mistakes to avoid • 5 secrets to advocacy success
  3. 3. • 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
  4. 4. Welcome to the “Age of Advocacy” 92% people trust peer recommendations; only 33% trust ads (Nielsen)
  5. 5. What is Advocacy? Unpaid (genuine) recommendations • Company • Brand • Product • Service • Cause • Content • Idea
  6. 6. What is an Advocacy Plan? • Strategy for achieving advocacy goals and objectives • Typical plan: one year • Organized by quarter
  7. 7. Achieving Alignment Marketing & Branding Goals & Objectives Advocacy Goals & Objectives
  8. 8. Advocacy Plan: Major Sections 1. Advocacy Situation 2. Advocacy Goals 3. Advocacy Strategy 4. Advocacy Tactics 5. Advocacy Timeline
  9. 9. 1. Assess Your Advocacy Situation • Current advocacy level – Net Promoter Score® – Overall tone of WOM • Positive, negative, neutral • Current Advocates – How many? – Who they are? – What and how advocating? ®Net Promoter Score is a registered trademark of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld
  10. 10. 2. Set Advocacy Goals • Where do we want/need more advocacy? – Company – Brand – Product – Service • Who do we want to get more advocacy from? – Customer segments – Other
  11. 11. 3. Define Advocacy Objectives • # Advocates • # Recommendations • # “Energized Advocates” • # Positive testimonials, reviews • Increase ratings • # Referral leads, clicks, sales
  12. 12. 4. Chart Advocacy Strategy • How are we going to generate more advocacy for our (company, brand, product, etc.)? • What’s our approach?
  13. 13. Create a Cause
  14. 14. Focus on Benefit
  15. 15. Focus on Emotional Benefit
  16. 16. Focus on What’s New or Hot
  17. 17. Focus on Unique, Compelling Feature
  18. 18. Focus on Key Segment CIOs IT Directors IT Managers
  19. 19. 5. Advocacy Tactics • How are we going to identify Advocates? • How are we going to energize Advocates? • Where do we want to amplify Advocates? • What are we going to measure?
  20. 20. 20 Identify Advocates How likely are you to recommend our brand or products to your friends? “Ultimate Question” for Customer Loyalty:
  21. 21. Zuberance Advocate Funnel Reviews Stories Answers Offers Referrals Amplify # # # # # eMail Web Social* Usage** Support # # # # # POP*** # Mobile 0 3rd Party Sites # Social NWs # Brand Website # Identify Energize Loyalty Group #
  22. 22. Ten Ways to Energize Advocates 1. Rate and review products and services 2. Create and share testimonials (stories) 3. Answer prospects’ questions 4. Share content and offers 5. Refer prospects to you 6. Promote and/or attend online/offline events 7. Help you launch new products, services 8. Give you feedback 9. Get others to join loyalty club 10.Recruit other Advocates
  23. 23. How Often to Engage Advocates Whenever you have something to share with them that Advocates value (content, news, offers)
  24. 24. Advocates are Different • Highly engaged • Very loyal • Want you to succeed
  25. 25. Advocates are Frequent Recommenders
  26. 26. 26 Advocate Program Timeline Program Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Reviews Stories Answers Offers Referrals Months
  27. 27. Getting Advocacy Buy-In 1. Involve key stakeholders but stay in control 2. Internal communication and education 3. Provide relevant case studies 4. Provide data about missed advocacy opportunity 5. Focus on “beachhead” where you can demonstrate success quickly Marketing E- team Sales Support. CX IT Key Advocacy Stakeholders
  28. 28. Advocacy Education Tools Zuberance.com/resources BrandAdvocateBook.com
  29. 29. Zuberance Webinars
  30. 30. 5 Advocacy Mistakes to Avoid 1. Paying or providing incentives 2. Setting unreasonable expectations 3. Being “ROI-obsessed” 4. Over-focusing on Advocate reviews 5. Not aligning advocacy with other marketing programs
  31. 31. 5 Keys to Advocacy Success 1. Leverage multiple touch points to ID & energize Advocates 2. Give Advocates multiple ways to recommend 3. Connect advocacy to other marketing programs and goals 4. Build relationships with Advocates 5. Make advocacy an ongoing program
  32. 32. • Zuberance.com • Blog.zuberance.com • BrandAdvocateBook.com Learn More
  33. 33. Move The Needle
  34. 34. www.onlinemarketinginstitute.org Thank You

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