You may spend millions of dollars on elaborate marketing campaigns. But there is nothing more powerful than a trusted recommendation from a Brand Advocate. Here are ten real-world examples of companies turning their enthusiastic customers into powerful marketing forces.

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

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WOMMA Summit is the official word of mouth and social media event of the year. Join us for
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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