Check out the recording below from our recent webinar on “Turning Fans and Followers into Brand Advocates” where marketing experts shared best practices on leveraging your fans, followers, and customers to recommend your brand and products to their networks.
- Jeff Zabin, Research Director, Gleanster
- Rob Fuggetta, Founder/CEO, Zuberance
- Umang Shah, Social Strategist, Microsoft
- The most profitable customers aren't necessarily the best Brand Advocates.
- Not all Brand Advocates are created equal. They differ in levels of receptivity to recommending, levels of enthusiasm and influence, and reasons for recommending.
- Brand Advocates are a different breed: They are 50% more likely to influence purchases than other customers, 2X more active content creators, and 75% more likely to share great product experiences.
- Identify Advocates by asking "The Ulimate Question": On a scale from 1-10, How likely are you to recommend our brand? 9's & 10's are Advocates. Ask "The Ultimate Question" at all customer touch points such as email, website, social media, in-product, call center, etc.
- Energize your Advocates by giving them the tools to recommend: rate and review your products, create stories and testimonials, share offers with their networks, and answer prospects' questions.
- Mexican grill, Rubio's, has identified 45,000 Advocates in two weeks. Their Advocate army have shared 36,000 offers for their famous fish taco.
- VoIP provider, Ooma, increased their star rating on Amazon from 3.3 to 4.5 stars by energizing their Advocates.
- Only about 15% of your Facebook fans see your brand's posts on their newsfeed. How to overcome EdgeRank: Energize your Advocates to share your content.
- Microsoft SMB's guiding principle behind the entire marketing ecosystem is to create compelling content, deliver it to an engaged audience, amplify through an activated partner base, and measure with platforms and tools.
- Microsoft SMB's advocacy platform enables Advocates from both customer and partner communities to project positive influence.
- 72% of Microsoft customers identified themselves as Advocates. 25% of Advocates have shared a Microsoft offer with their social and business networks.
- In one campaign, 96% of Microsoft SMB Advocates on Facebook shared a promotional offer.