How do you convert a passive fan of your brand into an Advocate? #NYBAS

After moderating a fantastic event "How to Turn Word of Mouth and Social Media into Sales" in NYC, I asked Abbey Klaassen, editor of AdAge, what she thinks the trick is to convert a passive fan into an active brand advocate. Someone who goes out of their way to tell everyone how wonderful your product is.

Klaassen said a great way to convert fans to advocates is to simply delight them in completely unexpected ways.

As an example, she told a great story of receiving a free burrito at a Chipolte restaurant. Klaassen had always been a customer and a passive fan of the chain of Mexican restaurants, but one day, out of the blue, she received this special unexpected treat. A free burrito!

It was an element of surprise and delight that took Klaassen off guard in a positive way. The net result is she came back to her office and told everyone about it. "I don’t know what I did to deserve this, but I like it," said Klaassen.

-David Spark, Social Media Journalist, Spark Media Solutions

Join Big Fuel and Zuberance May 17 in New York for an Exclusive Social Media Panel

Big Fuel and Zuberance are teaming up for an exclusive social media panel and cocktail party on "How to Turn Word of Mouth and Social Media into Sales" on Tuesday, May 17 at the Big Fuel office! As part of the Brand Advocacy Series, the event will bring together leading brands, marketers, and influencers to discuss real-world case studies, best practices and steps brands can take now to draw the line from social media marketing to ROI.

To request an invitation click here.

Event Details

  • Date: Tuesday May 17, 2011
  • Time: 5:30 PM - 8:30 PM
  • Location: Big Fuel Headquarters, 40 West 23rd Street, 5th Floor, New York
  • Twitter hashtag: #NYBAS

Featured Panel:

It's the $64,000 question: "Can social media and Word of Mouth marketing make me money?" We see examples of it happening all the time, but no one seems to be offering up any prescriptive solutions. Is there a formula for employing social media to drive measurable increases in qualified leads, traffic, and sales? The good news is that there are answers!

Join us and learn about:

  • Energizing Brand Advocates: How to harness your brand's fans into a powerful marketing channel
  • Real-World Case Studies: How leading brands are leveraging WOM and social media to drive customer acquisition
  • Measuring ROI: How to measure the ROI of WOM and social media
  • Best Practices: The do's and don'ts of effective WOM and social media marketing

To request an invitation, click here.

Join the conversation on Twitter now using #NYBAS.

Take a look at the recap of our last Brand Advocacy Series event in San Francisco.

We hope to see you there!

-Cara Fuggetta, Marketing Manager, Zuberance