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Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force Hardcover – July 31, 2012
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From the Inside Flap
Brand Advocates are your most loyal, passionate, and engaged customers, and your best marketers. They don't just buy your productsthey 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 worldincluding 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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Top Customer Reviews
It *may* be useful to you. However, just be aware that you may need to skip ahead to get to useful information.
(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.)
An easy to read, insightful book chock full of real examples, I read this book cover to cover.
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.Read more ›
Most Recent Customer Reviews
This is one of those breakthrough books that actually makes sense as a sustainable endeavor (as opposed to trend-of-the-month ideas)! Read morePublished 17 months ago by david
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. Read morePublished on May 29, 2013 by Chelsea Hickey
Straight to the point in what is working for Marketing in this new Era. Explore the different advocates and guess about the marketing future...Published on April 15, 2013 by Joel Amorim
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.Published on December 31, 2012 by Kathryn Vargas
I loved how Brand Advocates walked through the business case for building an advocacy program and gave dozens of real-world examples of how it is being done today. Read morePublished on September 21, 2012 by Travis R Murdock
Rob helps answer a critical question for marketers plagued by today's over-messaged, tuned-out media landscape: how do I spark word-of-mouth engagement for my brand by turning... Read morePublished on September 20, 2012 by CRC
I really liked the case studies and stats Rob provided. But I especially liked his straight forward descriptions of the next steps that made the book very practical. Great job!Published on September 19, 2012 by Ejoaquinh