Brand Advocates: Turning Enthusiastic Customers Into a Powerful Marketing Force
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Brand Advocates: Turning Enthusiastic Customers Into a Powerful Marketing Force

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Rob Fuggetta
499 g
232x162x25 mm

Acknowledgments xvii

Introduction 1

Turning Advocates into Marketers 1

You Can Do This, Too 2

What You'll Learn 3

Why I Wrote This Book 3

How This Book Is Organized 3

Your Advocate Army Is Ready. Are You? 4

Section One Understanding Brand Advocates 5

Chapter 1 What's a Brand Advocate, Anyway? 7

The Power of Brand Advocates 8

Billions of Brand Advocates 9

Advocates All Around Us 10

Consumers Trust Advocates, Not Ads 10

Different from Fans and Followers 11

Money Can't Buy Advocates' Love 12

Beyond Loyalty 13

Social Media Amplify Advocates 13

Top 10 Things Advocates Will Do for You 14

Advocates for Life 15

Proactive Recommenders 15

Most Passionate Advocates 16

Off-the-Charts Engagement 17

Visible Advocates 18

Hidden Advocates 18

Active Advocates 19

Brand Advocates Are Players (in a Good Way) 19

Can't Keep a Secret 21

Advocacy Moves Online 21

You Don't Need to Own It to Recommend It 22

Chapter 2 Not All Advocates Are Equal 24

Influence Matters Most 24

Measuring Advocate Influence 25

Creating Power Advocates 25

Measuring Advocate's Klout 25

Starbucks Melody 27

Chapter 3 What's a Brand Advocate Worth? 30

Proof in Advocacy Pudding 31

Estimating the Value of an Advocate 31

Three Examples 32

Conservative Estimate 33

Apple of Roy's Eye 34

Chapter 4 Five Proven Ways (and One Shocking Way) to Create More Brand Advocates 36

Chapter 5 Advocate Personas 38

Sally Seller 38

Ed Expert 39

Chris Creator 39

Sonny Sharer 40

Hay Floats Microsoft's Boat 40

Section Two The Power of Advocate Marketing 43

Chapter 6 Unleashing Brand Advocates: An Out-of-the-Box Approach 45

Selling with Advocates 48

Trusted Advocates 49

Sustainable Marketing Force 49

Authentic Advocacy 49

Word of Mouth Marketing at Scale 50

Advocacy Drives Growth 50

Advocacy and the Consumer Decision Journey 51

Beyond Listening and Engagement 52

The Three R's of Advocacy 52

Three Major Advocacy Benefits 53

Traditional Marketing Model 57

The ''Triangle of Trust'' 57
Fair Exchange of Value 58

Maintaining Balance 59

Betting Against Beacon 60

Not an Either/Or 60

Advocacy in the Online Purchase Path 60

Section Three Advocacy Goes Vertical 67

Chapter 7 Advocacy Sells Soap (and Other Consumer Products) 69

Dirtiest Apartment in San Francisco 69

A Sea of Sameness 71

Advocacy Is Method for Success 71

Energizing Method Advocates 72

Peetniks Share their Passion for Peet's Coffee 75

Chapter 8 Restaurants Cook Up Success with Advocacy 78

Power of Restaurant Word of Mouth 79

Turning Happy Diners into Marketers 79

Rubio's Unleashes Its Advocates 79

Advocacy is Delicious for 86

Chapter 9 Advocates Shape Up Fitness Club Sales 89

Fitness Marketing Hurdle 90

Advocates Pump Up Fitness Marketing 91

Large Fitness Company Activates its Advocates 91

Advocates Are the X Factor 92

Anytime Advocates 92

Chapter 10 Advocates Drive Auto Sales 98

Top Benefits of Advocacy for Auto Marketers 99

GMC Fuels Advocacy 99

Advocacy Drives Ford 101

MINI's Top Salesman 106

Chapter 11 Advocacy Powers Up Software Sales 109

The Power of Advocacy in Software 110

Unleashing Software Advocates 110

Why Advocate Marketing Is Powerful in Software 111

Advocacy in a Parallels World 111

Tiger versus 3.5 Million Toothpicks 114

Chapter 12 Activating B2B Advocates 117

Power of B2B Advocacy 117

It's All about Trust 118

Boosting B2B Marketing 118

VerticalResponse Advocates Make the Leap 119

CDWGets Advocacy 121

Energizing Passionate Customers 124

Beyond Ratings and Reviews 125

The Queen of QuickBooks 132

Chapter 13 Advocates Rack Up Sales for Hotels and Airlines 134

Beyond Reviews 135

Four Seasons of Advocacy 135

Circus Circus Advocates Don't Clown Around 137

TRYP by Wyndham Unleashes Advocates 138

Joy of Ad
Brand advocates are your most loyal, passionate, and engaged customers. These enthusiastic customers don't just buy your products--they sell your products for you. Brand advocates tweet, blog, and Yelp about you; they praise you with five-star reviews on Amazon and TripAdvisor; they talk you up in social networks, online communities, and over coffee; and they defend you from detractors. According to social media firm, Vitrue, a Facebook fan may be worth $3.28. But, according to a study by customer satisfaction company, Satmetrix, a single brand advocate for an enterprise software company is worth $565,000 based on his referral value.
This book is the go-to resource for teaching businesses how to make their customers be one of their most effective marketing components. The book explains how to find your brand advocates by determining levels of customer loyalty, and how to use their resources and power. Once you've found your advocates, the book explains how to get them to fill the gap from customer to advocate, from enjoying their experience to actively promoting their experience. The book gives you the secrets of turning advocates into marketers. You'll learn how to
Discover who Brand Advocates are and what makes these influential customers tick
Create and grow your Brand Army by continuously identifying advocates on Facebook, Yelp, and other online reviewer sites
Energize and mobilize your Brand Army to spread positive Word of Mouth, create and maintain customers, and become your biggest supporters;
Reward your advocates by giving them what they crave most
Keep score. You'll learn how to measure results and ROI from online marketing programs featuring brand advocates