The document outlines the top 10 actions that brand advocates can take to benefit companies, emphasizing their role in generating referrals, writing positive reviews, and defending brand reputation. Key speakers will discuss strategies for leveraging word-of-mouth marketing and social media at the upcoming WOMMA Summit. It highlights successful examples from various brands, such as Anytime Fitness and Outright, showcasing the impact of advocacy on sales and brand perception.

1. Top 10 Things Advocates Will
Do For Your Brand
Rob Fuggetta, Founder/CEO, Zuberance
Laura Messerschmitt, VP Marketing, Outright
Andy Giefer, Social Media Director, Anytime Fitness
September 19, 2012

2. What is WOMMA Summit?
WOMMA Summit is the official word of mouth and social media event of the year. Join us for
three days of fantastic speakers, networking, and Q&A sessions led by WOMM masters like
John Bell and Jackie Huba starting at just $995.
Learn from these leading brands in the Learn How to:
WOMM and social media industry:
• Measure your ROI to show how successful
your programs really are
• Engage your audience through Facebook
Open Graph
• Transition from social media to social
business
• Generate great content that will drive real
conversation
Learn More & Register Today! Join the Conversation:
www.WOMMA.or/Summit #WOMMASummit

3. Today’s Speakers
Rob Fuggetta Laura Messerschmitt Andy Giefer
Zuberance Founder/CEO VP Marketing Social Media Director
Author, Brand Advocates Outright (a Go Daddy company) Anytime Fitness
@RobFuggetta @ljmesser @agiefer
Twitter hashtag: #BrandAdvocates 3

4. About Outright
Acquired by Go Daddy in
July, 2012
Helps small biz and self
employed with online 200,000+ customers
bookkeeping
Twitter hashtag: #BrandAdvocates 4

5. About Anytime Fitness
1,900+ clubs worldwide
“Top 10 Global Franchise”
- Entrepreneur Magazine
1.5 million members
Twitter hashtag: #BrandAdvocates 5

6. About Zuberance
Powering advocacy for leading consumer and
business brands
Twitter hashtag: #BrandAdvocates 6

7. Meet CDW’s Best Marketer
 Justin Dorfman, support engineer,
NetDNA
 Generated hundreds of thousands
in sales for CDW as result of his
advocacy
 CDW has paid Dorfman: $0
 Recommends CDW because of
reliable, personalized service
►81% surveyed CDW customers are Advocates
Twitter hashtag: #BrandAdvocates 7

8. Which Justin has more Real Klout?
Twitter hashtag: #BrandAdvocates 8

9. What’s a Brand Advocate?
Highly-satisfied customers and
others who pro-actively
recommend brands or
products without being paid.
►Beyond like, follow, or love: advocacy
Twitter hashtag: #BrandAdvocates 9

10. Not a Brand Advocate
Twitter hashtag: #BrandAdvocates 10

11. Advocates: Unique, Powerful Segment
 Most trusted sources
 Highly Influential
Business Value
 Massive reach
Twitter hashtag: #BrandAdvocates 11

12. Top 10 Things Advocates Will Do For Your Brand
#1. Give you referral leads and help you
sell products and services, serving as a
virtual salesforce.
Twitter hashtag: #BrandAdvocates 12

13. Anytime Advocates Drive Referrals
16,167 Offers
Shared by
Advocates
20% conversion
rate from Advocate
offer shares (5x
higher than avg)
Twitter hashtag: #BrandAdvocates 13

14. Top 10 Things Advocates Will Do For Your Brand
#2. Write highly positive reviews of your
products or services, boosting your online
ratings.
Twitter hashtag: #BrandAdvocates 14

15. Anytime Advocates Boost Ratings
Anytime Fitness
7,250+ Advocate displays Advocate
Reviews & reviews in
Advocate Stories Facebook tab
30% positive
review increase
on Yelp in 5
months
Twitter hashtag: #BrandAdvocates 15

16. Top 10 Things Advocates Will Do For Your Brand
#3. Create glowing testimonials about
their experiences with your company or
products.
Twitter hashtag: #BrandAdvocates 16

17. Outright Advocates Create Glowing Testimonials
1,463 Outright Outright showcases
Advocate Stories Advocate
Created 53% of Advocates testimonials on
chose to share to website
Facebook
Twitter hashtag: #BrandAdvocates 17

18. Top 10 Things Advocates Will Do For Your Brand
#4. Answer prospects’ questions,
overcoming buyers’ objections and
reducing shopping cart abandonment
rates.
Twitter hashtag: #BrandAdvocates 18

19. Ooma Advocates Have the Answers
50% CTR among
prospects who get
questions answered by
Advocates
2,440+ Ooma
Advocates opted in
to answer
questions
Each question is
getting an average of
2.3 answers
Twitter hashtag: #BrandAdvocates 19

20. Top 10 Things Advocates Will Do For Your Brand
#5. Share your content and offers with
their social networks, driving referral
leads, clicks, and sales.
Twitter hashtag: #BrandAdvocates 20

21. Outright Advocates Share Educational Content
27, 150 Trusted
Impressions
43% CTR from
prospects in
Advocates’ networks
Twitter hashtag: #BrandAdvocates 21

22. Top 10 Things Advocates Will Do For Your Brand
#6. Help you launch new products.
Twitter hashtag: #BrandAdvocates 22

23. Outright Advocates Launch iPhone App
Advocate sharing
drove iPhone App to
Top 25 in App Store
90% CTR from
prospects in
Advocates’ networks
713% CTR on
Twitter
Twitter hashtag: #BrandAdvocates 23

24. Top 10 Things Advocates Will Do For Your Brand
#7. Create better ads than your high-
priced ad agency and more compelling
copy than your most skilled wordsmith.
Twitter hashtag: #BrandAdvocates 24

25. Anytime Advocates Create Compelling Copy
“The Cheers of
Fitness Clubs”
“This club provides
the keys to your
future
success…guaranteed
!”
Twitter hashtag: #BrandAdvocates 25

26. Top 10 Things Advocates Will Do For Your Brand
#8. Defend your cherished company and
brand reputation from detractors.
Twitter hashtag: #BrandAdvocates 26

27. Safelite Advocates Combat Negative Word of Mouth
4.9/5 Stars
Avg Advocate star
rating
Advocates boosted
ratings on
SuperPages.com
from 2.35 to 4 stars
Twitter hashtag: #BrandAdvocates 27

28. Top 10 Things Advocates Will Do For Your Brand
#9. Alert you to competitive threats and
market opportunities.
Twitter hashtag: #BrandAdvocates 28

29. Outright Advocates Scan the Web
Outright Advocates alert
the company when
people post incorrect
info about their software
on the web
Twitter hashtag: #BrandAdvocates 29

30. Top 10 Things Advocates Will Do For Your Brand
#10. Give you profitable ideas and
produce feedback.
Twitter hashtag: #BrandAdvocates 30

31. Outright Advocates Give Branding Feedback
Outright created
Facebook group for
Advocates to provide
feedback and get
questions answered
Twitter hashtag: #BrandAdvocates 31

32. Welcome to the Science of Advocacy
Twitter hashtag: #BrandAdvocates 32

33. Download
BrandAdvocateBook.com Chapter 1
Now!
“Brand Advocates: Turning Enthusiastic Customers
into a Powerful Marketing Force”
Rob Fuggetta, founder & CEO, Zuberance
“The ultimate guidebook to brand advocacy”
-- Porter Gale, former VP Marketing, Virgin America
“Shows you exactly how to energize Advocates.”
-- Jeremiah Owyang, Altimeter Group
“...brilliant ”
-- Erin Hintz, VP Global Marketing & GM eCommerce, Citrix
Twitter hashtag: #BrandAdvocates

34. Let’s Connect!
Follow us on
Twitter:
@Zuberance
Visit our blog:
Blog.zuberance.com
Twitter hashtag: #BrandAdvocates 34

35. Register For Our Upcoming Webinar
Influencers or Brand Advocates: Who Carries the Real Clout?
Wednesday, October 24 at 11am PST/2pm EST
To register, go to zuberance.com/webinars
Rob Fuggetta Michael Brito Jay Baer
Author of Brand Advocates Author of Smart Business, Social Business Author of The Now Revolution
Twitter hashtag: #BrandAdvocates 35