The document discusses different types of brand advocates. It defines a brand advocate as a highly satisfied customer who recommends brands and products without being paid. It then describes 7 types of brand advocates: Titanic Tweeter, Passionate Pilgrim, Heroic Hipster, Noiseless Ninja, Megaphone Millionaire, Curious Curator, and Giving Guru. For each type, it provides a description and suggestions on how brands can best engage with and motivate each type of advocate.

1. Copyright © 2018 brandove
Who is a
brand advocate?

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“A highly-satisfied customer who recommends his/her
favorite brands and products without being paid to do so”
Who is a
brand advocate?

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“A highly-satisfied customer who recommends his/her
favorite brands and products without being paid to do so”
Who is a
brand advocate?

4. Copyright © 2018 brandove
“A highly-satisfied customer who recommends his/her
favorite brands and products without being paid to do so”
Who is a
brand advocate?

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“A highly-satisfied customer who recommends his/her
favorite brands and products without being paid to do so”
Who is a
brand advocate?

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• Loves to talk about brands
Characteristics of a brand advocate?
83%
83% more likely to share information
about products with others
- Experticity

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• Loves to talk about brands
• Is a thought leader in his/her constantly
expanding social circles
Characteristics of a brand advocate?
70%
70% more likely to be seen as a good
source of information by people
around them
- Marketing Charts

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• Loves to talk about brands
• Is a thought leader in his/her constantly
expanding social circles
• Influences opinions and purchases
Characteristics of a brand advocate?
50%
50% more likely to influence a
purchase
- Marketing Charts

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• Loves to talk about brands
• Is a thought leader in his/her constantly
expanding social circles
• Influences opinions and purchases
• Is prolific at creating and sharing
information
Characteristics of a brand advocate?
2XThey write and share more than 2X
as many online communications
about brands
-Experticity

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• Loves to talk about brands
• Is a thought leader in his/her constantly
expanding social circles
• Influences opinions and purchases
• Is prolific at creating and sharing
information
• Spends more than average customers
Characteristics of a brand advocate?
2X2X more spends than average
customer on their favourite brands
- Zuberance

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Why brand advocates share?
90%
90% of social media engagement is
driven by 3% of your audience
• They love the product and/or the brand
• Sharing makes them look better, cooler
• They want to help others and provide value
• They like the advertising around the brand
so much so they want to share

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Triangle of trust
ADVOCACY
SYSTEM
PROSPECTS
BRANDS
BRAND
ADVOCATES
REWARDS
RECOMMENDATIONS
REVENUES

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BRAND
LOVER
BRAND
LOYALIST
BRAND
ADVOCATE
BRAND
PARTNER
BRAND
EVANGELIST
NOOBIE/
OBSERVER
Will promote and sell your brand for
little or no reward (unsolicited)
Actively participates in community and/
or creates content for the company
When asked, recommends your
brand/product/service
Return customer (retail) or continues
with subscription (service)
Had positive experience with your brand/
company; reaches out to your company
Recognizes your company name and/or
“Likes” or “Follows” you on social networks
Brand Advocacy Pyramid
Influence
• Speaking opportunities
• Thought leadership
VIP Experience
• Exclusive events
• Premium Membership
Empowerment
• Feedback
• Opinions
Recognition
• Thank-you
• Happy B-day
• Badges
Physical Rewards
• Gift Cards
• Swag

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7TYPES OF
ADVOCATES
THE
THE TITANIC TWEETER
makes his/her voice loud and clear. Share and
share a lot. These advocates are always on and
always sharing new findings. They are highly
engaged advocates on social.
THE PASSIONATE PILGRIM
is loyal to a fault. This brand advocate
has been loyal to your brand for years.
They know and love your product and will
advocate for the brand, no matter what.
THE HEROIC HIPSTER
knew your brand “before it was cool”.
This brand advocate is one of your first
customers and wants to tell everyone.
They have known your brand for longer
than most customers.
THE NOISELESS NINJA
quietly shares information about your brand.
Finding brand bargains, steals and deals. When
they see a deal, they have to tell their friends,
however they may do so by posting
anonymously or share with family and friends.
THE MEGAPHONE MILLIONAIRE
has a large audience. This brand advocate is
socially famous and is likely to be “real-life
famous” as well; actors, musicians, politicians,
writers, and entrepreneurs all fall into this
category.
THE CURIOUS CURATOR
has done their research. This brand advocate has
completed exhaustive research about your brand
and is loyal because they know your brand is the
best out there. They’re happy to share their
findings with friends and family.
THE GIVING GURU
is selfless and lives to give. This brand
advocate is always looking for
information that will be useful for their
friends and family.

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7TYPES OF
ADVOCATES
THE
THE TITANIC TWEETER
makes his/her voice loud and clear. Share and
share a lot. These advocates are always on and
always sharing new findings. They are highly
engaged advocates on social.
THE PASSIONATE PILGRIM
is loyal to a fault. This brand advocate
has been loyal to your brand for years.
They know and love your product and will
advocate for the brand, no matter what.
THE HEROIC HIPSTER
knew your brand “before it was cool”.
This brand advocate is one of your first
customers and wants to tell everyone.
They have known your brand for longer
than most customers.
THE NOISELESS NINJA
quietly shares information about your brand.
Finding brand bargains, steals and deals. When
they see a deal, they have to tell their friends,
however they may do so by posting
anonymously or share with family and friends.
THE MEGAPHONE MILLIONAIRE
has a large audience. This brand advocate is
socially famous and is likely to be “real-life
famous” as well; actors, musicians, politicians,
writers, and entrepreneurs all fall into this
category.
THE CURIOUS CURATOR
has done their research. This brand advocate has
completed exhaustive research about your brand
and is loyal because they know your brand is the
best out there. They’re happy to share their
findings with friends and family.
THE GIVING GURU
is selfless and lives to give. This brand
advocate is always looking for
information that will be useful for their
friends and family.
Keep them in the know, keep them afloat with great
content and keep them in safe waters.
THE TITANIC TWEETER
The Titanic Tweeter makes his/her voice loud and
clear. Share and share a lot. These advocates are
always on and always sharing new findings. They
are highly engaged advocates on social.
Motivate them to share by providing them with
lots of interesting and entertaining content.

17. Copyright © 2018 brandove
7TYPES OF
ADVOCATES
THE
THE TITANIC TWEETER
makes his/her voice loud and clear. Share and
share a lot. These advocates are always on and
always sharing new findings. They are highly
engaged advocates on social.
THE PASSIONATE PILGRIM
is loyal to a fault. This brand advocate
has been loyal to your brand for years.
They know and love your product and will
advocate for the brand, no matter what.
THE HEROIC HIPSTER
knew your brand “before it was cool”.
This brand advocate is one of your first
customers and wants to tell everyone.
They have known your brand for longer
than most customers.
THE NOISELESS NINJA
quietly shares information about your brand.
Finding brand bargains, steals and deals. When
they see a deal, they have to tell their friends,
however they may do so by posting
anonymously or share with family and friends.
THE MEGAPHONE MILLIONAIRE
has a large audience. This brand advocate is
socially famous and is likely to be “real-life
famous” as well; actors, musicians, politicians,
writers, and entrepreneurs all fall into this
category.
THE CURIOUS CURATOR
has done their research. This brand advocate has
completed exhaustive research about your brand
and is loyal because they know your brand is the
best out there. They’re happy to share their
findings with friends and family.
THE GIVING GURU
is selfless and lives to give. This brand
advocate is always looking for
information that will be useful for their
friends and family.
Keep them in the know, keep them afloat with great
content and keep them in safe waters.
THE PASSIONATE PILGRIM
The Passionate Pilgrim is loyal to a fault. This
brand advocate has been loyal to your brand for
years. They know and love your product and will
advocate for the brand, no matter what.
Be sure to thank these advocates to recognize
their devote loyalties to your brand. In doing so,
you’ll secure a lifelong customer.

18. Copyright © 2018 brandove
7TYPES OF
ADVOCATES
THE
THE TITANIC TWEETER
makes his/her voice loud and clear. Share and
share a lot. These advocates are always on and
always sharing new findings. They are highly
engaged advocates on social.
THE PASSIONATE PILGRIM
is loyal to a fault. This brand advocate
has been loyal to your brand for years.
They know and love your product and will
advocate for the brand, no matter what.
THE HEROIC HIPSTER
knew your brand “before it was cool”.
This brand advocate is one of your first
customers and wants to tell everyone.
They have known your brand for longer
than most customers.
THE NOISELESS NINJA
quietly shares information about your brand.
Finding brand bargains, steals and deals. When
they see a deal, they have to tell their friends,
however they may do so by posting
anonymously or share with family and friends.
THE MEGAPHONE MILLIONAIRE
has a large audience. This brand advocate is
socially famous and is likely to be “real-life
famous” as well; actors, musicians, politicians,
writers, and entrepreneurs all fall into this
category.
THE CURIOUS CURATOR
has done their research. This brand advocate has
completed exhaustive research about your brand
and is loyal because they know your brand is the
best out there. They’re happy to share their
findings with friends and family.
THE GIVING GURU
is selfless and lives to give. This brand
advocate is always looking for
information that will be useful for their
friends and family.
Keep them in the know, keep them afloat with great
content and keep them in safe waters.
THE HEROIC HIPSTER
The Heroic Hipster knew your brand “before it
was cool”. This brand advocate is one of your
first customers and wants to tell everyone.
They have known your brand for longer than most
customers, which makes them great brand
advocates and a valuable source of information
for other current and new customers so it’s
important to encourage them to share.

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7TYPES OF
ADVOCATES
THE
THE TITANIC TWEETER
makes his/her voice loud and clear. Share and
share a lot. These advocates are always on and
always sharing new findings. They are highly
engaged advocates on social.
THE PASSIONATE PILGRIM
is loyal to a fault. This brand advocate
has been loyal to your brand for years.
They know and love your product and will
advocate for the brand, no matter what.
THE HEROIC HIPSTER
knew your brand “before it was cool”.
This brand advocate is one of your first
customers and wants to tell everyone.
They have known your brand for longer
than most customers.
THE NOISELESS NINJA
quietly shares information about your brand.
Finding brand bargains, steals and deals. When
they see a deal, they have to tell their friends,
however they may do so by posting
anonymously or share with family and friends.
THE MEGAPHONE MILLIONAIRE
has a large audience. This brand advocate is
socially famous and is likely to be “real-life
famous” as well; actors, musicians, politicians,
writers, and entrepreneurs all fall into this
category.
THE CURIOUS CURATOR
has done their research. This brand advocate has
completed exhaustive research about your brand
and is loyal because they know your brand is the
best out there. They’re happy to share their
findings with friends and family.
THE GIVING GURU
is selfless and lives to give. This brand
advocate is always looking for
information that will be useful for their
friends and family.
Keep them in the know, keep them afloat with great
content and keep them in safe waters.
THE CURIOUS CURATOR
The Curious Curator has done their research. This
brand advocate has completed exhaustive research
about your brand and is loyal because they know
your brand is the best out there. They’re happy to
share their findings with friends and family.
Encourage them to share educational content about
your brand that will fuel their intellectual mind.

20. Copyright © 2018 brandove
7TYPES OF
ADVOCATES
THE
THE TITANIC TWEETER
makes his/her voice loud and clear. Share and
share a lot. These advocates are always on and
always sharing new findings. They are highly
engaged advocates on social.
THE PASSIONATE PILGRIM
is loyal to a fault. This brand advocate
has been loyal to your brand for years.
They know and love your product and will
advocate for the brand, no matter what.
THE HEROIC HIPSTER
knew your brand “before it was cool”.
This brand advocate is one of your first
customers and wants to tell everyone.
They have known your brand for longer
than most customers.
THE NOISELESS NINJA
quietly shares information about your brand.
Finding brand bargains, steals and deals. When
they see a deal, they have to tell their friends,
however they may do so by posting
anonymously or share with family and friends.
THE MEGAPHONE MILLIONAIRE
has a large audience. This brand advocate is
socially famous and is likely to be “real-life
famous” as well; actors, musicians, politicians,
writers, and entrepreneurs all fall into this
category.
THE CURIOUS CURATOR
has done their research. This brand advocate has
completed exhaustive research about your brand
and is loyal because they know your brand is the
best out there. They’re happy to share their
findings with friends and family.
THE GIVING GURU
is selfless and lives to give. This brand
advocate is always looking for
information that will be useful for their
friends and family.
Keep them in the know, keep them afloat with great
content and keep them in safe waters.
THE GIVING GURU
The Giving Guru is selfless and lives to give. This
brand advocate is always looking for information
that will be useful for their friends and family.
Provide these advocates with educational or
entertaining content that will help their networks
and these advocates will surely share.

21. Copyright © 2018 brandove
7TYPES OF
ADVOCATES
THE
THE TITANIC TWEETER
makes his/her voice loud and clear. Share and
share a lot. These advocates are always on and
always sharing new findings. They are highly
engaged advocates on social.
THE PASSIONATE PILGRIM
is loyal to a fault. This brand advocate
has been loyal to your brand for years.
They know and love your product and will
advocate for the brand, no matter what.
THE HEROIC HIPSTER
knew your brand “before it was cool”.
This brand advocate is one of your first
customers and wants to tell everyone.
They have known your brand for longer
than most customers.
THE NOISELESS NINJA
quietly shares information about your brand.
Finding brand bargains, steals and deals. When
they see a deal, they have to tell their friends,
however they may do so by posting
anonymously or share with family and friends.
THE MEGAPHONE MILLIONAIRE
has a large audience. This brand advocate is
socially famous and is likely to be “real-life
famous” as well; actors, musicians, politicians,
writers, and entrepreneurs all fall into this
category.
THE CURIOUS CURATOR
has done their research. This brand advocate has
completed exhaustive research about your brand
and is loyal because they know your brand is the
best out there. They’re happy to share their
findings with friends and family.
THE GIVING GURU
is selfless and lives to give. This brand
advocate is always looking for
information that will be useful for their
friends and family.
Keep them in the know, keep them afloat with great
content and keep them in safe waters.
THE MEGAPHONE MILLIONAIRE
The Megaphone Millionaire has a large audience.
This brand advocate is socially famous and is
likely to be “real-life famous” as well; actors,
musicians, politicians, writers, and entrepreneurs
all fall into this category.
They have a huge following therefore if they share
brand content it will be seen by many.

22. Copyright © 2018 brandove
7TYPES OF
ADVOCATES
THE
THE TITANIC TWEETER
makes his/her voice loud and clear. Share and
share a lot. These advocates are always on and
always sharing new findings. They are highly
engaged advocates on social.
THE PASSIONATE PILGRIM
is loyal to a fault. This brand advocate
has been loyal to your brand for years.
They know and love your product and will
advocate for the brand, no matter what.
THE HEROIC HIPSTER
knew your brand “before it was cool”.
This brand advocate is one of your first
customers and wants to tell everyone.
They have known your brand for longer
than most customers.
THE NOISELESS NINJA
quietly shares information about your brand.
Finding brand bargains, steals and deals. When
they see a deal, they have to tell their friends,
however they may do so by posting
anonymously or share with family and friends.
THE MEGAPHONE MILLIONAIRE
has a large audience. This brand advocate is
socially famous and is likely to be “real-life
famous” as well; actors, musicians, politicians,
writers, and entrepreneurs all fall into this
category.
THE CURIOUS CURATOR
has done their research. This brand advocate has
completed exhaustive research about your brand
and is loyal because they know your brand is the
best out there. They’re happy to share their
findings with friends and family.
THE GIVING GURU
is selfless and lives to give. This brand
advocate is always looking for
information that will be useful for their
friends and family.
Keep them in the know, keep them afloat with great
content and keep them in safe waters.
THE NOISELESS NINJA
The Noiseless Ninja quietly shares information
about your brand. Finding brand bargains, steals
and deals.
When they see a deal, they have to tell their
friends, however they may do so by posting
anonymously or share with family and friends.

23. Copyright © 2018 brandove
Why brand advocacy?
Traditional “one-way” marketing and
advertising is no longer the most effective way
to market to consumers
Brands are realizing that leveraging brand
advocates to share the brand story is a more
credible and valuable way to reach new
customers

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83%
83% of people say word-of-mouth
recommendations are the most
trusted source of brand discovery
- Nielsen
• More credibility
Benefits of brand advocacy

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Advocate content and opportunities
receive 8-10X more engagement than
branded content
- SocialChorus
• More credibility
• More engagement
Benefits of brand advocacy
10X

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92%
92% of advocates’ audience is new to
the brand
- Dell
• More credibility
• More engagement
• New customer reach
Benefits of brand advocacy

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77%
77% of consumers are more likely to
buy a product when they hear about
it from friends and family
- Nielsen
• More credibility
• More engagement
• New customer reach
• Lift in brand preference
Benefits of brand advocacy

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Marketing induced consumer to
consumer WOM generates more than
2X the sales of paid advertising
- McKinsey
• More credibility
• More engagement
• New customer reach
• Lift in brand preference
• Increase in Sales
Benefits of brand advocacy
2X

29. Copyright © 2018 brandove
Get in touch at:
shelly@brandove.co
(or call Shelly @ 9871012009)
www.brandove.co

30. Copyright © 2018 brandove
Credits:
• Experticity – www.experticity.com
• Influitive – www.influitive.com
• Zuberace – www.zuberance.com
• 7 Types of Brand Advocates And What You Need To Know -
https://www.socialchorus.com/7-types-advocates-need-know/