Rob Fuggetta, CEO of Zuberance, provides a marketing playbook on creating an advocacy plan. The document outlines how to assess the current advocacy situation, set advocacy goals and objectives, develop an advocacy strategy with tactics, and create an advocacy timeline. It also discusses best practices for identifying advocates, energizing them to recommend the brand, and avoiding common advocacy mistakes to achieve advocacy success.

1. Brand Advocate
Marketing Playbook
Rob Fuggetta
CEO/Founder, Zuberance

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. • 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. Welcome to the “Age of Advocacy”
92% people trust peer recommendations; only 33% trust ads (Nielsen)

5. What is Advocacy?
Unpaid (genuine) recommendations
• Company
• Brand
• Product
• Service
• Cause
• Content
• Idea

6. What is an Advocacy Plan?
• Strategy for achieving advocacy goals and
objectives
• Typical plan: one year
• Organized by quarter

7. Achieving Alignment
Marketing & Branding
Goals & Objectives
Advocacy Goals & Objectives

8. Advocacy Plan: Major Sections
1.
Advocacy
Situation
2.
Advocacy
Goals
3.
Advocacy
Strategy
4.
Advocacy
Tactics
5.
Advocacy
Timeline

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. 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. 3. Define Advocacy Objectives
• # Advocates
• # Recommendations
• # “Energized Advocates”
• # Positive testimonials, reviews
• Increase ratings
• # Referral leads, clicks, sales

12. 4. Chart Advocacy Strategy
• How are we going to generate more
advocacy for our (company, brand,
product, etc.)?
• What’s our approach?

13. Create a Cause

14. Focus on Benefit

15. Focus on Emotional Benefit

16. Focus on What’s New or Hot

17. Focus on Unique, Compelling Feature

18. Focus on Key Segment
CIOs
IT Directors
IT Managers

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
Identify Advocates
How likely are you to recommend our
brand or products to your friends?
“Ultimate Question” for Customer Loyalty:

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. 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. How Often to Engage Advocates
Whenever you have something to share
with them that Advocates value (content,
news, offers)

24. Advocates are Different
• Highly engaged
• Very loyal
• Want you to succeed

25. Advocates are Frequent Recommenders

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. 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. Advocacy Education Tools
Zuberance.com/resources BrandAdvocateBook.com

29. Zuberance Webinars

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. 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. • Zuberance.com
• Blog.zuberance.com
• BrandAdvocateBook.com
Learn More

33. Move The Needle

34. www.onlinemarketinginstitute.org
Thank You