Top 10 Things Advocates Will Do For Your Brand

Rob Fuggetta, Founder/CEO, ZuberanceLaura Messerschmitt, VP Marketing, Outright

Andy Giefer, Social Media Director, Anytime FitnessSeptember 19, 2012

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Today’s Speakers

Rob FuggettaZuberance Founder/CEOAuthor, Brand Advocates

@RobFuggetta

Twitter hashtag: #BrandAdvocates

Laura MesserschmittVP Marketing

Outright (a Go Daddy company)@ljmesser

Andy GieferSocial Media Director

Anytime Fitness@agiefer

About Outright

200,000+ customers

Helps small biz and self employed with online bookkeeping

Acquired by Go Daddy in July, 2012

About Anytime Fitness

1,900+ clubs worldwide

1.5 million members

“Top 10 Global Franchise” - Entrepreneur Magazine

Powering advocacy for leading consumer and business brands

About Zuberance

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

Meet CDW’s Best Marketer

►81% surveyed CDW customers are Advocates

Which Justin has more Real Klout?

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

Not a Brand Advocate

Advocates: Unique, Powerful Segment

Most trusted sources Highly Influential Massive reach

Business Value

#1. Give you referral leads and help you sell products and services, serving as a virtual salesforce.

Anytime Advocates Drive Referrals

16,167 Offers Shared by Advocates

20% conversion rate from Advocate

offer shares (5x higher than avg)

#2. Write highly positive reviews of your products or services, boosting your online ratings.

Anytime Advocates Boost Ratings

7,250+ Advocate Reviews &

Advocate Stories

Anytime Fitness displays Advocate

reviews in Facebook tab

30% positive review increase

on Yelp in 5 months

#3. Create glowing testimonials about their experiences with your company or products.

Outright Advocates Create Glowing Testimonials

1,463 Outright Advocate Stories

Created

Outright showcases Advocate

testimonials on website

53% of Advocates chose to share to

Facebook

#4. Answer prospects’ questions, overcoming buyers’ objections and reducing shopping cart abandonment rates.

Ooma Advocates Have the Answers50% CTR among

prospects who get questions answered by

Advocates

Each question is getting an average of

2.3 answers

2,440+ Ooma Advocates opted in

to answer questions

#5. Share your content and offers with their social networks, driving referral leads, clicks, and sales.

Outright Advocates Share Educational Content

43% CTR from prospects in

Advocates’ networks

27, 150 Trusted Impressions

#6. Help you launch new products.

Outright Advocates Launch iPhone App

90% CTR from prospects in

Advocates’ networks

713% CTR on Twitter

Advocate sharing drove iPhone App to Top 25 in App Store

#7. Create better ads than your high-priced ad agency and more compelling copy than your most skilled wordsmith.

Anytime Advocates Create Compelling Copy

“The Cheers of Fitness Clubs”

“This club provides the keys to your future success…

guaranteed!”

#8. Defend your cherished company and brand reputation from detractors.

Safelite Advocates Combat Negative Word of Mouth

Advocates boosted ratings on

SuperPages.com from 2.35 to 4 stars

4.9/5 StarsAvg Advocate star

rating

#9. Alert you to competitive threats and market opportunities.

Outright Advocates Scan the Web

Outright Advocates alert the company when

people post incorrect info about their software

on the web

#10. Give you profitable ideas and produce feedback.

Outright Advocates Give Branding Feedback

Outright created Facebook group for

Advocates to provide feedback and get

questions answered

Welcome to the Science of Advocacy

BrandAdvocateBook.com

“Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force”

“The ultimate guidebook to brand advocacy”-- Porter Gale, former VP Marketing, Virgin America

Rob Fuggetta, founder & CEO, Zuberance

“Shows you exactly how to energize Advocates.”-- Jeremiah Owyang, Altimeter Group

“...brilliant ”-- Erin Hintz, VP Global Marketing & GM eCommerce, Citrix

Download Chapter 1

Let’s Connect!

Visit our blog:Blog.zuberance.com

Follow us on Twitter:

@Zuberance

Register For Our Upcoming Webinar

Influencers or Brand Advocates: Who Carries the Real Clout?

Wednesday, October 24 at 11am PST/2pm EST

Michael BritoAuthor of Smart Business, Social Business

Jay BaerAuthor of The Now Revolution

Rob FuggettaAuthor of Brand Advocates

To register, go to zuberance.com/webinars

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