The following is an excerpt from the upcoming book, “Energize! How to Turn Fans, Followers, and Loyal Customers into Social Media Marketing Machines,” by Rob Fuggetta, Founder & CEO, Zuberance. Most people assume that advocacy is limited only to sexy or cool brands like Apple, Starbucks, or Porsche. Not true. Advocates of business brands can also be just as enthusiastic.
Hard-Core CDW Advocate: Justin Dorfman
Justin Dorfman is a self-described “hard-core CDW Advocate.” (CDW is a leading provider of technology solutions for business, government, education, and healthcare. Ranked No. 38 on Forbes’ list of America’s Largest Private Companies, CDW features dedicated account managers who help customers choose the right technology products and services to meet their needs.)
Dorfman, 26, is a support engineer for NetDNA, a content delivery network based in Los Angeles. Dorfman’s passion for CDW was ignited back in 2004 when he bought his first product – a RAID controller, a device that manages physical disk drives – from CDW while working for Western Costume Company, a costume warehouse in Hollywood. He was so impressed with CDW’s responsiveness and customer service that he said: “Oh my God, I’m in love with this company.”
The Interal CDW Champion
Since then, he’s purchased hundreds of thousands of dollars of computer gear from CDW while serving in IT positions for other companies. For example, when he started a new position as a junior systems engineer in December 2009 at Mahalo, he started buying gear from CDW. “I turned Mahalo into a CDW customer,” says Dorfman. In the 16 months he was at Mahalo, the company purchased about $200,000 in computer gear from CDW, largely as a result of Dorfman’s enthusiastic advocacy.
CDW has never paid Dorfman for his recommendations. “I put my reputation on the line for CDW and they’ve stood by me. They deliver every time,” says Dorfman. He adds: “They’re reliable. They don’t lie. You get your own account manager. There’s no calling and waiting on hold. They care for IT professionals. They know what we’re up against. They really get it.”
Establishing Advocate Relationships
Dorfman has become Facebook friends with CDW Senior Account Manager, Matt Cipolla. Cipolla has even recommended Dorfman on LinkedIn. “We know each other’s girlfriend’s names. We’re on a first-name basis. You’re just not going to get that from other IT companies,” says Dorfman.
In addition to evangelizing CDW to colleagues and friends offline, Dorfman recommends CDW online on Twitter (@jdorfman, where he has 443 followers as of July 2011;) by re-Tweeting CDW’s content and deals; talking them up on his blog (blog.justindorfman.com); his personal website Frugal IT; and on Spiceworks, an online community for IT professionals, where he created a “I love CDW” icon.
Lauren McCadney, Sr. Segment Marketing Manager for CDW, says: “I believe he (Justin) has come to represent the future of marketing: influential Brand Advocates that establish a personal relationship with their favorite brands. I've worked him for more years than I can count. And it was only in the last five years that I've come to really know customers like Justin as both a source of consumer insight but also as a friend.”
Read more: Extreme Brand Advocate Stories