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Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force Hardcover – July 31, 2012


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Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force + Word of Mouth Marketing: How Smart Companies Get People Talking + Contagious: Why Things Catch On
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Product Details

  • Hardcover: 304 pages
  • Publisher: Wiley; 1 edition (July 31, 2012)
  • Language: English
  • ISBN-10: 1118336038
  • ISBN-13: 978-1118336038
  • Product Dimensions: 9.2 x 6.4 x 1 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #235,163 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

Brand Advocates are your most loyal, passionate, and engaged customers, and your best marketers. They 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. Do you know who your Brand Advocates are? Are you systematically leveraging them to get more brand and product recommendations as well as drive sales? If you're not, you're missing the most powerful opportunity to turn likes into leads and social media into sales.

Brand Advocates teaches you how to turn your enthusiastic customers into a powerful and sustainable marketing force. Through a step-by-step playbook and real-world examples, you'll learn exactly what it takes to build and activate your Advocate Army, from identifying your Advocates to energizing them and tracking results. By following this strategic and sustainable approach, you'll soon be able to:

  • Discover who your Brand Advocates are and what makes these influential customers tick
  • Create and grow your Advocate Army by continuously identifying Advocates on digital, social, and mobile channels
  • Energize and mobilize your Advocate Army to recommend your brand and products, boost sales, and defend you from social media ambushes
  • Reward your Advocates by giving them what they crave most
  • Measure results and ROI from advocacy programs

Every company in the world—including yours!—has Brand Advocates. Get more value from your social media marketing and transform your company by unleashing the most powerful marketing force you have. Your Advocate Army is ready and waiting to build your brand and business.

About the Author

ROB FUGGETTA is the founder and CEO of Zuberance, the leading brand advocacy company. A twenty-year veteran of Silicon Valley, Rob has played a leadership role in three start-ups, including Genuity, which went public in June 2000. Rob was formerly a partner at Regis McKenna, Inc., the legendary Silicon Valley marketing and communications firm that helped put Apple on the map.


More About the Author

Rob Fuggetta is the founder and CEO of Zuberance, a brand advocacy technology company, and a leading advocacy expert and author. As Zuberance CEO, Rob is ultimately responsible for all aspects of the company's business including product, engineering, operations, customer success, and sales and marketing. Rob is a 20-year veteran of Silicon Valley who has played a leadership role in three start-ups including Genuity, which went public in June 2000. Rob was formerly a partner at Regis McKenna Inc., the legendary Silicon Valley marketing and communications firm, where he co-led the global Apple business.

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Customer Reviews

4.9 out of 5 stars
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An easy to read, insightful book chock full of real examples, I read this book cover to cover.
Romi Mahajan
Brand Advocates provides the most insightful look into best practices of companies reaching customers that truly loves brands.
KUKUSHKA
The book is also loaded with case studies that give the reader an idea of how the concept could be scaled and implemented.
cksyme

Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Jade Craven on June 8, 2013
Format: Kindle Edition Verified Purchase
It was a disappointing read, sadly. The first half seemed to be a collection of disorganized stories with the occasional useful anecdote chucked in. The latter half contained some meaty information. Section Four: The Advocate Marketing Playbook was really useful. By the time I reached it, though, I was annoyed at how Fuggetta took so long to get to the meaty stuff.

It *may* be useful to you. However, just be aware that you may need to skip ahead to get to useful information.
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2 of 2 people found the following review helpful By Kathryn Vargas on December 31, 2012
Format: Hardcover Verified Purchase
Seems obvious that what was written is true! As a former marketer as Rubios, we saw how advocacy worked first hand. Good writing, data and case studies. A good read.
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2 of 2 people found the following review helpful By S. DePolo on September 12, 2012
Format: Hardcover
This is one power-packed marketing book, full of cohesive and actionable advice on how to re-think your marketing, putting your best customers in charge. I'm impressed with how well he has laid out the best practices, case studies, and specific methodologies for a variety of verticals and companies, in both B2C and B2B situations. If you think that this stuff only works for B2C, this book will correct that misconception, too.

Worksheets such as the "Advocacy Readiness Score" on page 271 and tips such as "Top 10 Tips for Advocate Sharing" on page 206 are valuable tools that any company or entrepreneur can use to get into this hottest area of marketing today. I recommend that if you are in marketing, put this on your reading list now, before there are hundreds of blogs and companies with "brand advocacy" in their names. It's like "Social Media" was 10 years ago.

There's a reason that top executives are finally putting brand advocacy at the top of their marketing mix. It produces a greater return on investment than anything we've seen since social media came along. Companies of all sizes are finally "thinking beyond the like" (a Facebook like reference), and this book illuminates what's next. It is full of examples and recipes for how and when to implement these tactics for your business.
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1 of 1 people found the following review helpful By Chelsea Hickey on May 29, 2013
Format: Hardcover
Brand Advocates provides a lot of information on creating a brand advocacy program. From identifying and energizing to tracking, this is a book to keep on your desk. Full of great ideas, case studies and examples this is a great resource for DIY or how Zuberance can help your brand. I find myself referencing the book a lot for statistics and examples. The book is written in an ideal format for me, personally - a lot of sections, headings and lists. It's very easy to digest.

While I did launch Rubio's advocacy program with Zuberance, this book was full of new ideas for us.
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1 of 1 people found the following review helpful By Joel Amorim on April 15, 2013
Format: Kindle Edition
Straight to the point in what is working for Marketing in this new Era. Explore the different advocates and guess about the marketing future...
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1 of 1 people found the following review helpful By KUKUSHKA on November 9, 2012
Format: Hardcover Verified Purchase
Brand Advocates provides the most insightful look into best practices of companies reaching customers that truly loves brands. Book provides the most insightful stories of how companies find their truly loyal customer and then turn those into powerful marketing machine. There is no better marketing that users who love products to tell their friends about those products. This book is a must read for anyone startups or big company that is looking to grow their user base in a smart way. Thank you Rob for sharing your experiences with the world!
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1 of 1 people found the following review helpful By Laura M. on September 19, 2012
Format: Hardcover
Mr. Fuggetta does a great job of distilling advocates and explaining why an advocacy program is so critical to the success for marketing in our new world. If you are trying to convince your boss to let you test out an advocacy program, give them this book! Or, if you are a marketer tasks with figuring out that "social thing", I'd suggest you read this yourself.

(Disclosure: I am a client of Rob's company, Zuberance, so I received a free copy of this book. But, that didn't impact my review.)
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1 of 1 people found the following review helpful By Sarah M on September 11, 2012
Format: Hardcover
The best I've read about how to leverage your best weapon in sales and awareness-Advocates. The information is both valuable and thought provoking. The case studies compelling and informative- a must read for any marketer that understands the power of Advocates, or who wants to!
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