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

4.9 out of 5 stars 16 customer reviews

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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.

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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: 6.2 x 1 x 9.3 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #649,739 in Books (See Top 100 in Books)

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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.

Customer Reviews

Top Customer Reviews

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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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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Format: Hardcover Verified Purchase
Most social media books leave me cold. Not this one. Brand Advocates is clearly-written, entertaining, and informative. I love the profiles of Brand Advocates like Starbucks Melody and Justin Dorfman, the CDW Advocate. Really brings the topic to life. Since I'm in the entertainment field, I would have liked some examples from the entertainment industry. But since the process of turning Advocates into a marketing force works across multiple industries that wasn't a big concern for me. I highly recommend this book.
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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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By Karen on September 11, 2012
Format: Hardcover Verified Purchase
Loved this book! It's a quick read because the author mixes up stories about actual brand advocates, marketers, and a ton of really impressive case studies for brands that you might not think people love to recommend. The book not only helped me understand all the things that advocates will do for a brand, but also clearly showed how to start a brand advocate program- step by step. I passed it on to a colleague and I'm looking forward to see if she thought it was as great as I did!
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Format: Hardcover
Rob Fuggetta's book is a real eye-opener for marketers. As the profession struggles to find meaning in an increasingly competitive world "Brand Advocates" helps marketers discover, utilize, and benefit from their most underutilized asset- those customers who are raving fans.

An easy to read, insightful book chock full of real examples, I read this book cover to cover.
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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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Format: Hardcover
Rob Fuggetta's new book, Brand Advocates, is music to my ears. For a long time, I've been pushing the value of loyalty strategies in social media crisis planning, and now I'm starting to feel like people are catching on. The book will be a valuable resource for anyone working with social media.

Brand advocacy strategies are aimed mainly at turning customers into a marketing force. As Jeremiah Owyang said, "Companies aren't trusted, brands aren't trusted...People trust each other." Developing social media strategies that build advocate armies enables any brand to make use of the most highly trusted source of information today: people.

Fuggetta is CEO of Zuberance, a powerful new platform that helps enterprise level clients identify and arm brand advocates. The book makes the Zuberance baseline thinking available to the masses. It's an easy read (I read 90% of it on a 3 ½ hour plane ride). The book makes sense of a cultural phenomenon that many marketers are afraid of: the customer is in charge. As Fuggetta says, "Your advocates will evangelize you without payments or points, coupons or cash. You can't buy authentic Advocates. Their advocacy is not for sale...Smart marketers aren't fighting this customer uprising. They're harnessing it." And he has the data and case studies to prove it.

The key ingredient in the equation is a formula called the Net Promoter Score, which has been around since 2003, but has been misunderstood and underused. The book starts out defining what a brand advocate is and moves into identification methods, measuring, how to unleash the power of an advocate army, and much more. The book is also loaded with case studies that give the reader an idea of how the concept could be scaled and implemented.
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