brand advocate marketing playbook
TRANSCRIPT
Brand Advocate Marketing Playbook
Rob FuggettaCEO/Founder, Zuberance
Today You Will Learn
• How to create advocacy plan• How often to engage Advocates• How to get advocacy buy-in• 5 advocacy mistakes to avoid• 5 secrets to advocacy success
• Zuberance Founder/CEO• Author, “Brand Advocates:
Turning Enthusiastic Customers into Powerful Marketing Force” (Wiley, 2012)
• Marketing consultant Apple; former CMO, Genuity
About Rob Fuggetta
@robfuggetta
Welcome to the “Age of Advocacy”
92% people trust peer recommendations; only 33% trust ads (Nielsen)
What is Advocacy?
Unpaid (genuine) recommendations
• Company• Brand• Product• Service• Cause• Content• Idea
What is an Advocacy Plan?
• Strategy for achieving advocacy goals and objectives
• Typical plan: one year• Organized by quarter
Achieving Alignment
Marketing & BrandingGoals & Objectives
Advocacy Goals & Objectives
Advocacy Plan: Major Sections
1. Advocacy Situation
2. Advocacy
Goals
3. Advocacy Strategy
4. Advocacy
Tactics
5. Advocacy Timeline
1. Assess Your Advocacy Situation
• Current advocacy level– Net Promoter Score®– Overall tone of WOM
• Positive, negative, neutral
• Current Advocates– How many?– Who they are?– What and how advocating?
®Net Promoter Score is a registered trademark of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld
2. Set Advocacy Goals
• Where do we want/need more advocacy?– Company– Brand– Product– Service
• Who do we want to get more advocacy from?– Customer segments– Other
3. Define Advocacy Objectives
• # Advocates• # Recommendations• # “Energized Advocates”• # Positive testimonials, reviews• Increase ratings • # Referral leads, clicks, sales
4. Chart Advocacy Strategy
• How are we going to generate more advocacy for our (company, brand, product, etc.)?
• What’s our approach?
Create a Cause
Focus on Benefit
Focus on Emotional Benefit
Focus on What’s New or Hot
Focus on Unique, Compelling Feature
Focus on Key Segment
CIOs
IT Directors
IT Managers
5. Advocacy Tactics
• How are we going to identify Advocates?• How are we going to energize Advocates?• Where do we want to amplify Advocates?• What are we going to measure?
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Identify Advocates
How likely are you to recommend our brand or products to your friends?
“Ultimate Question” for Customer Loyalty:
Zuberance Advocate Funnel
Reviews Stories Answers Offers Referrals
Amplify
# # # # #
eMail Web Social* Usage** Support
# # # # #
POP***
#
Mobile
0
3rd Party Sites
#
Social NWs
#
Brand Website
#
Identify
Energize
Loyalty Group
#
Ten Ways to Energize Advocates
1. Rate and review products and services
2. Create and share testimonials (stories)
3. Answer prospects’ questions
4. Share content and offers
5. Refer prospects to you
6. Promote and/or attend online/offline events
7. Help you launch new products, services
8. Give you feedback
9. Get others to join loyalty club
10.Recruit other Advocates
How Often to Engage Advocates
Whenever you have something to share with them that Advocates value (content, news, offers)
Advocates are Different
• Highly engaged• Very loyal• Want you to succeed
Advocates are Frequent Recommenders
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Advocate Program Timeline
Program Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Reviews
Stories
Answers
Offers
Referrals
Months
Getting Advocacy Buy-In
1. Involve key stakeholders but stay in control
2. Internal communication and education
3. Provide relevant case studies
4. Provide data about missed advocacy opportunity
5. Focus on “beachhead” where you can demonstrate success quickly
Marketing
E-team
Sales
Support. CX
IT
Key Advocacy Stakeholders
Advocacy Education Tools
Zuberance.com/resources BrandAdvocateBook.com
Zuberance Webinars
5 Advocacy Mistakes to Avoid
1. Paying or providing incentives
2. Setting unreasonable expectations
3. Being “ROI-obsessed”
4. Over-focusing on Advocate reviews
5. Not aligning advocacy with other marketing programs
5 Keys to Advocacy Success
1. Leverage multiple touch points to ID & energize Advocates
2. Give Advocates multiple ways to recommend
3. Connect advocacy to other marketing programs and goals
4. Build relationships with Advocates
5. Make advocacy an ongoing program
• Zuberance.com• Blog.zuberance.com• BrandAdvocateBook.com
Learn More
Move The Needle
www.onlinemarketinginstitute.org
Thank You