{"product_id":"brand-advocates-isbn-9781118336038","title":"Brand Advocates","description":"\u003cp\u003e\"The ultimate guidebook to brand advocacy.\" —PORTER GALE, former VP of Marketing, Virgin America \u003c\/p\u003e\u003cp\u003eBrand 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. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eBrand Advocates\u003c\/i\u003e 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: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDiscover who your Brand Advocates are and what makes these influential customers tick\u003c\/li\u003e \u003cli\u003eCreate and grow your Advocate Army by continuously identifying Advocates on digital, social, and mobile channels\u003c\/li\u003e \u003cli\u003eEnergize and mobilize your Advocate Army to recommend your brand and products, boost sales, and defend you from social media ambushes\u003c\/li\u003e \u003cli\u003eReward your Advocates by giving them what they crave most\u003c\/li\u003e \u003cli\u003eMeasure results and ROI from advocacy programs\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEvery 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. \u003c\/p\u003e\u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTurning Advocates into Marketers 1\u003c\/p\u003e \u003cp\u003eYou Can Do This, Too 2\u003c\/p\u003e \u003cp\u003eWhat You’ll Learn 3\u003c\/p\u003e \u003cp\u003eWhy I Wrote This Book 3\u003c\/p\u003e \u003cp\u003eHow This Book Is Organized 3\u003c\/p\u003e \u003cp\u003eYour Advocate Army Is Ready. Are You? 4\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection One Understanding Brand Advocates 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 What’s a Brand Advocate, Anyway? 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Power of Brand Advocates 8\u003c\/p\u003e \u003cp\u003eBillions of Brand Advocates 9\u003c\/p\u003e \u003cp\u003eAdvocates All Around Us 10\u003c\/p\u003e \u003cp\u003eConsumers Trust Advocates, Not Ads 10\u003c\/p\u003e \u003cp\u003eDifferent from Fans and Followers 11\u003c\/p\u003e \u003cp\u003eMoney Can’t Buy Advocates’ Love 12\u003c\/p\u003e \u003cp\u003eBeyond Loyalty 13\u003c\/p\u003e \u003cp\u003eSocial Media Amplify Advocates 13\u003c\/p\u003e \u003cp\u003eTop 10 Things Advocates Will Do for You 14\u003c\/p\u003e \u003cp\u003eAdvocates for Life 15\u003c\/p\u003e \u003cp\u003eProactive Recommenders 15\u003c\/p\u003e \u003cp\u003eMost Passionate Advocates 16\u003c\/p\u003e \u003cp\u003eOff-the-Charts Engagement 17\u003c\/p\u003e \u003cp\u003eVisible Advocates 18\u003c\/p\u003e \u003cp\u003eHidden Advocates 18\u003c\/p\u003e \u003cp\u003eActive Advocates 19\u003c\/p\u003e \u003cp\u003eBrand Advocates Are Players (in a Good Way) 19\u003c\/p\u003e \u003cp\u003eCan’t Keep a Secret 21\u003c\/p\u003e \u003cp\u003eAdvocacy Moves Online 21\u003c\/p\u003e \u003cp\u003eYou Don’t Need to Own It to Recommend It 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Not All Advocates Are Equal 24\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInfluence Matters Most 24\u003c\/p\u003e \u003cp\u003eMeasuring Advocate Influence 25\u003c\/p\u003e \u003cp\u003eCreating Power Advocates 25\u003c\/p\u003e \u003cp\u003eMeasuring Advocate’s Klout 25\u003c\/p\u003e \u003cp\u003eStarbucks Melody 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 What’s a Brand Advocate Worth? 30\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProof in Advocacy Pudding 31\u003c\/p\u003e \u003cp\u003eEstimating the Value of an Advocate 31\u003c\/p\u003e \u003cp\u003eThree Examples 32\u003c\/p\u003e \u003cp\u003eConservative Estimate 33\u003c\/p\u003e \u003cp\u003eApple of Roy’s Eye 34\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Five Proven Ways (and One Shocking Way) to Create More Brand Advocates 36\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Advocate Personas 38\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSally Seller 38\u003c\/p\u003e \u003cp\u003eEd Expert 39\u003c\/p\u003e \u003cp\u003eChris Creator 39\u003c\/p\u003e \u003cp\u003eSonny Sharer 40\u003c\/p\u003e \u003cp\u003eHay Floats Microsoft’s Boat 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Two The Power of Advocate Marketing 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Unleashing Brand Advocates: An Out-of-the-Box Approach 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSelling with Advocates 48\u003c\/p\u003e \u003cp\u003eTrusted Advocates 49\u003c\/p\u003e \u003cp\u003eSustainable Marketing Force 49\u003c\/p\u003e \u003cp\u003eAuthentic Advocacy 49\u003c\/p\u003e \u003cp\u003eWord of Mouth Marketing at Scale 50\u003c\/p\u003e \u003cp\u003eAdvocacy Drives Growth 50\u003c\/p\u003e \u003cp\u003eAdvocacy and the Consumer Decision Journey 51\u003c\/p\u003e \u003cp\u003eBeyond Listening and Engagement 52\u003c\/p\u003e \u003cp\u003eThe Three R’s of Advocacy 52\u003c\/p\u003e \u003cp\u003eThree Major Advocacy Benefits 53\u003c\/p\u003e \u003cp\u003eTraditional Marketing Model 57\u003c\/p\u003e \u003cp\u003eThe ‘‘Triangle of Trust’’ 57\u003c\/p\u003e \u003cp\u003eFair Exchange of Value 58\u003c\/p\u003e \u003cp\u003eMaintaining Balance 59\u003c\/p\u003e \u003cp\u003eBetting Against Beacon 60\u003c\/p\u003e \u003cp\u003eNot an Either\/Or 60\u003c\/p\u003e \u003cp\u003eAdvocacy in the Online Purchase Path 60\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Three Advocacy Goes Vertical 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Advocacy Sells Soap (and Other Consumer Products) 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDirtiest Apartment in San Francisco 69\u003c\/p\u003e \u003cp\u003eA Sea of Sameness 71\u003c\/p\u003e \u003cp\u003eAdvocacy Is Method for Success 71\u003c\/p\u003e \u003cp\u003eEnergizing Method Advocates 72\u003c\/p\u003e \u003cp\u003ePeetniks Share their Passion for Peet’s Coffee 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Restaurants Cook Up Success with Advocacy 78\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePower of Restaurant Word of Mouth 79\u003c\/p\u003e \u003cp\u003eTurning Happy Diners into Marketers 79\u003c\/p\u003e \u003cp\u003eRubio’s Unleashes Its Advocates 79\u003c\/p\u003e \u003cp\u003eAdvocacy is Delicious for Restaurant.com 86\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Advocates Shape Up Fitness Club Sales 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFitness Marketing Hurdle 90\u003c\/p\u003e \u003cp\u003eAdvocates Pump Up Fitness Marketing 91\u003c\/p\u003e \u003cp\u003eLarge Fitness Company Activates its Advocates 91\u003c\/p\u003e \u003cp\u003eAdvocates Are the X Factor 92\u003c\/p\u003e \u003cp\u003eAnytime Advocates 92\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Advocates Drive Auto Sales 98\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTop Benefits of Advocacy for Auto Marketers 99\u003c\/p\u003e \u003cp\u003eGMC Fuels Advocacy 99\u003c\/p\u003e \u003cp\u003eAdvocacy Drives Ford 101\u003c\/p\u003e \u003cp\u003eMINI’s Top Salesman 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Advocacy Powers Up Software Sales 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Power of Advocacy in Software 110\u003c\/p\u003e \u003cp\u003eUnleashing Software Advocates 110\u003c\/p\u003e \u003cp\u003eWhy Advocate Marketing Is Powerful in Software 111\u003c\/p\u003e \u003cp\u003eAdvocacy in a Parallels World 111\u003c\/p\u003e \u003cp\u003eTiger versus 3.5 Million Toothpicks 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Activating B2B Advocates 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePower of B2B Advocacy 117\u003c\/p\u003e \u003cp\u003eIt’s All about Trust 118\u003c\/p\u003e \u003cp\u003eBoosting B2B Marketing 118\u003c\/p\u003e \u003cp\u003eVerticalResponse Advocates Make the Leap 119\u003c\/p\u003e \u003cp\u003eCDW Gets Advocacy 121\u003c\/p\u003e \u003cp\u003eEnergizing Passionate Customers 124\u003c\/p\u003e \u003cp\u003eBeyond Ratings and Reviews 125\u003c\/p\u003e \u003cp\u003eThe Queen of QuickBooks 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Advocates Rack Up Sales for Hotels and Airlines 134\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBeyond Reviews 135\u003c\/p\u003e \u003cp\u003eFour Seasons of Advocacy 135\u003c\/p\u003e \u003cp\u003eCircus Circus Advocates Don’t Clown Around 137\u003c\/p\u003e \u003cp\u003eTRYP by Wyndham Unleashes Advocates 138\u003c\/p\u003e \u003cp\u003eJoy of Advocacy 139\u003c\/p\u003e \u003cp\u003eAirlines Take Flight with Advocates 140\u003c\/p\u003e \u003cp\u003eJetBlue Airways 141\u003c\/p\u003e \u003cp\u003eVirgin America Airlines 141\u003c\/p\u003e \u003cp\u003eCruise’s Virgin America 142\u003c\/p\u003e \u003cp\u003eQatar Airways 144\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Advocacy Moves CE Boxes 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdvocacy’s Influence Grows in CE 147\u003c\/p\u003e \u003cp\u003eAdvocacy Powers CE 148\u003c\/p\u003e \u003cp\u003eOnline Ratings Dominate in CE 149\u003c\/p\u003e \u003cp\u003eCE Companies Power Up Advocates 149\u003c\/p\u003e \u003cp\u003eDVR Manufacturer Records Ratings and Sales 149\u003c\/p\u003e \u003cp\u003eOoma Turns to Advocates 150\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Four Advocate Marketing Playbook 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Advocate Marketing Playbook Overview 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdvocate Flow 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Identifying 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThree Ways to Identify Advocates 159\u003c\/p\u003e \u003cp\u003eAsking the Ultimate Question 160\u003c\/p\u003e \u003cp\u003eAdvocates, Detractors, and Passives, Oh My! 160\u003c\/p\u003e \u003cp\u003eWhat’s Your Net Promoter Score? 161\u003c\/p\u003e \u003cp\u003eGrowth by Advocacy 161\u003c\/p\u003e \u003cp\u003eTurning Promoters into Profits 161\u003c\/p\u003e \u003cp\u003eOne Percent NPS, but Millions of Advocates 162\u003c\/p\u003e \u003cp\u003eAsk Often 162\u003c\/p\u003e \u003cp\u003eWhere to Find Advocates 162\u003c\/p\u003e \u003cp\u003eDuring Product Usage 167\u003c\/p\u003e \u003cp\u003eWhen to Ask 168\u003c\/p\u003e \u003cp\u003eMoments of Delight 168\u003c\/p\u003e \u003cp\u003ePulling the Trigger 169\u003c\/p\u003e \u003cp\u003eKeep It Short 169\u003c\/p\u003e \u003cp\u003eWhat Else to Ask 169\u003c\/p\u003e \u003cp\u003eWhere to Start 170\u003c\/p\u003e \u003cp\u003eWho to Ask 170\u003c\/p\u003e \u003cp\u003eShould You Use an Incentive? 170\u003c\/p\u003e \u003cp\u003eFinding Advocates in the Social Media Jungle 171\u003c\/p\u003e \u003cp\u003eGrowing Your Advocate Army 172\u003c\/p\u003e \u003cp\u003eSet It and Forget It! 173\u003c\/p\u003e \u003cp\u003eBut Wait, There’s More! 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17 Energizing: Boosting Online Ratings 176\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSilent Killers 176\u003c\/p\u003e \u003cp\u003eDumb Ideas 177\u003c\/p\u003e \u003cp\u003eA Five-Star Solution to Bad Reviews 177\u003c\/p\u003e \u003cp\u003eAdvocates to the Rescue 177\u003c\/p\u003e \u003cp\u003eWebroot Boosts Online Ratings 178\u003c\/p\u003e \u003cp\u003eWebroot Identifies Advocates 178\u003c\/p\u003e \u003cp\u003eWebroot Advocates Boost Online Ratings 180\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18 Energizing: The Power of Advocate Stories 186\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDifferent from Reviews 186\u003c\/p\u003e \u003cp\u003eAdvocates Love Telling Stories 188\u003c\/p\u003e \u003cp\u003eCreative Uses of Advocates’ Stories 189\u003c\/p\u003e \u003cp\u003eThree Strategic Uses for Advocates’ Stories 190\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19 Energizing: Advocates Have the Answers 194\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Advocate Answers Works 194\u003c\/p\u003e \u003cp\u003eResults 196\u003c\/p\u003e \u003cp\u003eWhere Advocate Answers Fit Best 198\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20 Energizing: Sharing the Love 199\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThree Key Benefits of Advocate Sharing 200\u003c\/p\u003e \u003cp\u003eShare This! 200\u003c\/p\u003e \u003cp\u003eAdvocacy Goes Viral 200\u003c\/p\u003e \u003cp\u003eMost Valuable Sharing 201\u003c\/p\u003e \u003cp\u003eHow Social Sharing Works for Advocacy 201\u003c\/p\u003e \u003cp\u003eHow Advocates Share 202\u003c\/p\u003e \u003cp\u003eMost Efficient Sharing Channels 206\u003c\/p\u003e \u003cp\u003eTop 10 Tips for Advocate Sharing 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21 Mobilizing 208\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMobilizing Advocates for Product Launches 209\u003c\/p\u003e \u003cp\u003eReal-World Examples 209\u003c\/p\u003e \u003cp\u003eAdvocate Seeding Program 211\u003c\/p\u003e \u003cp\u003eFive Steps in an Advocate Seeding Program 211\u003c\/p\u003e \u003cp\u003eMobilizing Advocates During Social Media Crises 214\u003c\/p\u003e \u003cp\u003eTwo Important Things to Know about Social Media Crises 215\u003c\/p\u003e \u003cp\u003eBrand under Attack? Fight Back! 216\u003c\/p\u003e \u003cp\u003eBut What If There Is No Advocate Cavalry? 217\u003c\/p\u003e \u003cp\u003eMobilize Advocates to Boost Promotions 217\u003c\/p\u003e \u003cp\u003eTakin’ It to the Streets 218\u003c\/p\u003e \u003cp\u003eOther Ways to Mobilize Advocates 218\u003c\/p\u003e \u003cp\u003eBest Practices for Mobilizing Advocates 219\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22 Tracking 220\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUsing NPS to Track Advocacy 220\u003c\/p\u003e \u003cp\u003eWhere NPS Falls Short 220\u003c\/p\u003e \u003cp\u003eIntroducing Advocate Analytics 221\u003c\/p\u003e \u003cp\u003eThree Questions Advocate Analytics Answer 221\u003c\/p\u003e \u003cp\u003eAdvocate Profiles 221\u003c\/p\u003e \u003cp\u003eAdvocate Activity 223\u003c\/p\u003e \u003cp\u003eAdvocacy Results 225\u003c\/p\u003e \u003cp\u003eMeasuring Advocacy Value 226\u003c\/p\u003e \u003cp\u003eHow Much Convincing Do You Need? 226\u003c\/p\u003e \u003cp\u003eTotal Advocacy Value 227\u003c\/p\u003e \u003cp\u003eSales Value 227\u003c\/p\u003e \u003cp\u003eMeasuring Sales Value Is Straightforward 228\u003c\/p\u003e \u003cp\u003eUsing CLV to Estimate Sales Value of Advocacy 228\u003c\/p\u003e \u003cp\u003eCLV Challenges 228\u003c\/p\u003e \u003cp\u003eMedia Value of Advocacy 229\u003c\/p\u003e \u003cp\u003ePeer Influence Analysis Model 229\u003c\/p\u003e \u003cp\u003eMedia Value of Trusted Impressions 230\u003c\/p\u003e \u003cp\u003e$300 CPM for Word of Mouth? 231\u003c\/p\u003e \u003cp\u003eAnother Way to Value Recommendations 231\u003c\/p\u003e \u003cp\u003eReturn on Advocacy 232\u003c\/p\u003e \u003cp\u003eZ Score 233\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 23 Engaging Advocates 234\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDon’t Just Listen 234\u003c\/p\u003e \u003cp\u003eEducating Advocates 235\u003c\/p\u003e \u003cp\u003eHow Often to Engage Advocates? 235\u003c\/p\u003e \u003cp\u003eAdvocate Community? 236\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 24 Rewarding 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMoney Can’t Buy Real Advocacy 237\u003c\/p\u003e \u003cp\u003eNo Money Down 238\u003c\/p\u003e \u003cp\u003eWhy Paying for Advocacy Is a Dumb Idea 238\u003c\/p\u003e \u003cp\u003eWine Down 238\u003c\/p\u003e \u003cp\u003eJaffe and Fuggetta Smack-Down 239\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 25 Energizing 2.0 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 26 Advocacy Curve 245\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Media Adoption Curve 245\u003c\/p\u003e \u003cp\u003eAdvocacy Adoption Curve 246\u003c\/p\u003e \u003cp\u003eThe ROI Dividing Wall 246\u003c\/p\u003e \u003cp\u003ePlot Yourself on the Advocacy Curve 247\u003c\/p\u003e \u003cp\u003eCrossing the Advocacy Chasm 247\u003c\/p\u003e \u003cp\u003eDemand Gen Catapults Advocacy across the Chasm 247\u003c\/p\u003e \u003cp\u003eAdvocacy Will Go Mainstream When \u003ci\u003e. . . \u003c\/i\u003e247\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Five Putting Advocacy to Work for You 251\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 27 Launching Advocacy 253\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThree Steps to Launch 253\u003c\/p\u003e \u003cp\u003eCreating an Advocacy Plan 253\u003c\/p\u003e \u003cp\u003eAdvocate Marketing Plan Outline 254\u003c\/p\u003e \u003cp\u003eTechnology Readiness (1 to 2 weeks) 259\u003c\/p\u003e \u003cp\u003eAdvocacy by the Numbers 259\u003c\/p\u003e \u003cp\u003eB2C Consumer Electronics Example 260\u003c\/p\u003e \u003cp\u003eB2B Example 261\u003c\/p\u003e \u003cp\u003eB2C Bed and Breakfast Example 261\u003c\/p\u003e \u003cp\u003eFive Secrets to Advocacy Success 263\u003c\/p\u003e \u003cp\u003eSeven Fatal Advocacy Mistakes 267\u003c\/p\u003e \u003cp\u003eWhy Not Dive In? 270\u003c\/p\u003e \u003cp\u003eUsing a Pilot to Inform Advocacy Plans 270\u003c\/p\u003e \u003cp\u003eTest Your Advocacy Readiness 271\u003c\/p\u003e \u003cp\u003eFour Ways to Energize Potential Advocates 272\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 28 An Open Letter to CMOs (and Other Marketers) 273\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFitness Club Ignores Advocates 274\u003c\/p\u003e \u003cp\u003eSocial Media Hangover 274\u003c\/p\u003e \u003cp\u003eGet Social or Die 275\u003c\/p\u003e \u003cp\u003eAdvocacy: Social Media’s Sweet Spot 275\u003c\/p\u003e \u003cp\u003eYour Customers Are Way Ahead of You 275\u003c\/p\u003e \u003cp\u003eMoving the Dollars 276\u003c\/p\u003e \u003cp\u003eIndex 277\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eROB FUGGETTA\u003c\/b\u003e 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.   \u003c\/p\u003e\u003cp\u003eBrand 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.\u003c\/p\u003e \u003cp\u003eBrand 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDiscover who your Brand Advocates are and what makes these influential customers tick\u003c\/li\u003e \u003cli\u003eCreate and grow your Advocate Army by continuously identifying Advocates on digital, social, and mobile channels\u003c\/li\u003e \u003cli\u003eEnergize and mobilize your Advocate Army to recommend your brand and products, boost sales, and defend you from social media ambushes\u003c\/li\u003e \u003cli\u003eReward your Advocates by giving them what they crave most\u003c\/li\u003e \u003cli\u003eMeasure results and ROI from advocacy programs\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEvery 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.\u003c\/p\u003e  \u003cp\u003e\"The ultimate guidebook to brand advocacy.\" —PORTER GALE, former VP of Marketing, Virgin America \u003c\/p\u003e\u003cp\u003eBrand 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. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eBrand Advocates\u003c\/i\u003e 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: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDiscover who your Brand Advocates are and what makes these influential customers tick\u003c\/li\u003e \u003cli\u003eCreate and grow your Advocate Army by continuously identifying Advocates on digital, social, and mobile channels\u003c\/li\u003e \u003cli\u003eEnergize and mobilize your Advocate Army to recommend your brand and products, boost sales, and defend you from social media ambushes\u003c\/li\u003e \u003cli\u003eReward your Advocates by giving them what they crave most\u003c\/li\u003e \u003cli\u003eMeasure results and ROI from advocacy programs\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEvery 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988853965029,"sku":"NP9781118336038","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118336038.jpg?v=1761781785","url":"https:\/\/k12savings.com\/products\/brand-advocates-isbn-9781118336038","provider":"K12savings","version":"1.0","type":"link"}