Rob Fuggetta

Rob Fuggetta, Founder of Zuberance, on "Valley Girl" with Jesse Draper

A fresh and young take on business! The star of Nickelodeon's The Naked Brothers Band, Jesse Draper, is back as the Valley Girl, asking the tough questions of the top CEOs and entrepreneurs! This week, Zuberance Founder & CEO, Rob Fuggetta totally hangs out with Jesse.

In this fun and informative segment you'll learn:

  • What a Brand Advocate is
  • What "Zuberance does"
  • How to find Brand Advocates
  • If wine was involved when naming Zuberance
  • If Rob believes in aliens

It's true, Rob did blog about Brand Advocacy Gangnam Style: http://ow.ly/jdspY

Social Media Webinar: Influencers or Brand Advocates: Who Carries the Real Clout?

Webinar Recording: Influencers or Brand Advocates: Who Carries the Real Clout? Companies today are investing in Influencer outreach strategies in hopes that a known name can deliver their message to a vast audience. 40,000 blog subscribers may look tempting, but many brands are sitting right on top of an untapped digital gold mine: their own Brand Advocates. These highly satisfied customers are eager and willing to share their positive brand experiences, defend companies from negative Word of Mouth, and deliver new customers. As marketers are developing both influencer outreach and brand advocacy strategies, it’s important to understand the characteristics, motivations, and objectives behind engaging these two segments.

A BrightTALK Channel

Key Takeaways:

  • Don't confuse reach with influence. True influence drives action.
  • The motivations for influencers and Advocates are different. Influencers typically need some sort of perk, discount, or free trial to endorse a product. Advocates recommend because they've had great experiences and want to help others.
  • 22% trust bloggers. 44% trust media. 92% trust Brand Advocates.
  • Make influencers part of your movement. Demonstrate to influencers the relationship is a two-way street.
  • Reciprocal altruism is the core way to inspire advocacy. Embracing this idea is essential.
  • Leverage Advocate-generated content smartly. Put it in the purchase path- on your website, third party review sites, social media channels, etc.
  • True advocacy cannot be purchased or manufactured. It can only be earned.
  • Advocacy builds greater long-term business value for businesses than influencer programs. Influencers create a momentary spike in awareness.
  • Who's best at what? Use influencers for awareness and Advocates to drive sales. Build a camp of Advocates first.

Expert Speakers:

Jay Baer (@jaybaer), Social Media Strategist/Speaker, Convince & Convert and author of “The NOW Revolution, 7 Shifts to Make Your Business Faster, Smarter, and More Social (Wiley, 2011)

Jay Baer is a hype-free content strategist, speaker, and author. He founded the social and content accelerator firm Convince & Convert in 2008. It is the fifth marketing services firm he’s started or managed. Jay is a renowned and popular social media keynote speaker, delivering as many as 100 insightful, memorable, interesting and hilarious presentations each year to groups as large as 5,000. He’s also co-author of The NOW Revolution, 7 Shifts to Make Your Business Faster, Smarter, and More Social (Wiley, 2011) a leading book on social business, and an Amazon category best-seller.

Michael Brito (@britopian), SVP of Social Business, Edelman Digital and author of “Smart Business, Social Business: A Playbook for Social Media in Your Organization” (Que, 2011)

Michael Brito currently works for Edelman Digital as a Senior Vice President of Social Business. He is responsible for helping his clients socialize their organization and at the same time operationalize their social media initiatives internally. He is the author of Smart Business, Social Business: A Playbook For Social Media In The Organization.

Rob Fuggetta (@robfuggetta), Founder/CEO, Zuberance and author of “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force” (Wiley, 2012)

Rob Fuggetta is the world’s leading expert on brand advocacy. Fuggetta is the author of the ground-breaking new book, “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force” (John H. Wiley & Sons, Inc., 2012) Fuggetta is the Founder & CEO of Zuberance, a social media marketing company that powers Brand Advocate programs for top consumer and business brands. Prior to founding Zuberance in 2008, Fuggetta was the Chief Marketing Officer at Genuity, a Verizon spin-out. He also was formerly a partner at Regis McKenna, Inc., the legendary high tech marketing and communications firm in Palo Alto, where he co-led the global Apple account.

Top 10 Ways to “Sell” a Brand Advocate Program to Your CMO

You’re excited about starting a Brand Advocate program. Now you need to “sell” your CMO or VP marketing on the idea. Here’s some advice and guidance on how to get your CMO’s blessings and budget for an advocacy program:

1.      Keep it simple. Advocacy is a fancy term for Word of Mouth marketing. Some people may not understand or even heard of the term “advocacy.” But your CMO (and nearly all business people for that matter) know the power of Word of Mouth. So instead of saying to your CMO, “We’d like to start an advocacy program,” try telling them: “We’d like to start a Word of Mouth marketing program.”

2.      Find the CMO’s pain/attack the pain. This is “sales 101.” Focus in on the CMO’s pain and show him or her how an advocacy program will help fix it. See chart below:

CMO Pain How Advocacy can Help Real-world example
Negative Word of Mouth, e.g. low online ratings Boost online ratings Symantec doubled its star ratings and increased sales 200% on Amazon.com in one quarter after energizing its Advocates
High customer acquisition costs Lower customer acquisition costs Ooma, a VoIP provider, cut acquisition costs 54% by energizing its Advocates
Get more value from Facebook marketing Find Advocates from among Facebook fans and turn them into a marketing force Ancestry.com has identified over 2,000 Advocates on its Facebook page, and is inviting Advocates to share testimonials plus offers with their Facebook friends.

3.      Give your CMO the “word” on Word of Mouth. 94% of consumers trust Word of Mouth; only 24% trust ads, Nielsen says. If you have information about the influence of Word of Mouth on your company’s sales, give it to the CMO. If you don’t have this research, ask your sales team. Many companies get more than half of their sales from Word of Mouth.

4.      Show your CMO negative Word of Mouth about your company. Negative Word of Mouth comes in many forms: poor reviews and ratings; nasty posts on Facebook and Twitter; venomous comments in online forums. Screen-grab this content and show it to your CMO. Or just have your CMO type in your company or brand name with the word “sucks” and see how many hits you get.

5.      Prove that negative Word of Mouth – even a little – can hurt your company’s sales. If your CMO responds by saying, “Oh well, a few negative reviews aren’t a big problem,” share research with him or her that proves that even a few negative reviews can kill your sales and ruin your reputation. One negative post on social media, on average, has as much impact on customer purchase decisions as five positive posts, NM Incite says. And 80% of consumers change their mind after reading a single bad review, according to a survey by Cone, a Boston-based strategy and communications agency.

6.      Provide stats proving that positive Word of Mouth boosts sales. Numerous studies prove that advocacy drives sales. A one-star increase in ratings on Yelp can boost restaurant sales by 5% to 9%, a Harvard study showed. And companies with only 12% higher Net Promoter Scores (a measure of advocacy) grew their revenues 2X faster than companies with lower Net Promoter Scores, according to a Bain study.

7.      Set clear expectations. When making the case for advocacy, it's important to estimate on how many Advocates you can identify; how many will recommend your brand and product; how many will create and/or share or publish positive reviews, testimonials, etc.

8.      Focus on Return on Advocacy. Advocate marketing programs have compelling, measurable ROI as measured by media and sales value. Club One Fitness, a San Francisco-based fitness chain, got $525,000 in lifetime membership revenues from a two-month advocacy campaign. And Parallels, a software company, got a 30% sales conversion rate when Advocates shared offers and testimonials with their peers. To help you estimate the Return on Advocacy from an Advocate marketing program, download "What's a Brand Advocate Worth?".

9.      Show why your company should move some of its marketing dollars into advocacy. About 90 percent of most company’s marketing investments go to traditional marketing like ads. Yet only 1 in 5 CMOs say they’re getting the marketing results they want. Arm yourself with the facts: What’s your sales conversion rate for traditional marketing programs? How many leads are you getting? How qualified are these leads? Then, drawing on relevant case studies and examples, show how advocacy programs are more effective and less expensive than traditional marketing programs.

10.  Show how a Brand Advocate program will super-charge your company’s Content Marketing Program. Depending on the size of your company, your company may be spending millions of dollars developing content. (Companies spend about 26% of their marketing budgets on developing content, one study showed.) One design firm charges $10,000 to $15,000 for a single infographic! Show how a Brand Advocate program will deliver thousands of pieces of premium content like highly positive reviews and glowing customer testimonials for less than the cost of brand-developed content. Ancestry.com, the popular genealogy website, generated over 6,800 glowing Advocate testimonials in less than 90 days.

-Rob Fuggetta, Founder & CEO, Zuberance, and author, “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force” (Wiley, 2012)

Brand Advocacy Belongs at #SXSW! Vote to Put Zuberance CEO on a Panel

50 Cent, The Black Keys, and Zuberance CEO/author of Brand Advocates, Rob Fuggetta. What do they all have in common? They're all SXSW alumni! Well...not yet at least. Help us get Rob to SXSW Interactive to spread the love of brand advocacy by voting for his two presentation submissions!

To vote, click the two links below and click the thumbs up icon. If you haven't previously, you'll need to create a SXSW account.

[Panel Discussion] "Defining the New Social Media Advocate"

CLICK HERE TO VOTE NOW

Brand advocates are at the heart of social media marketing. Whether moved to action by strong emotional ties to a brand or motivated by compensation and/or tangible incentives, brands and agencies are relying on the “borrowed reputation” of their advocates to amplify their marketing and advertising activities. Advocacy programs now operate under the cloud of consumer mistrust in digital and social content as the lines between paid and earned media continue to blur. While there is nothing inherently wrong with paying advocates, some argue that such programs are not suitable for brands to conduct on social media, regardless of the level of transparency offered. This panel examines how brands can best activate the kinetic advocacy of their social networks while preserving trust and building stronger individual and community relationships.

Speakers

 

[Solo Presentation] "How to Turn Brand Advocates into a Marketing Force"

CLICK HERE TO VOTE NOW

Speaker

In the social media age, power has shifted from advertising’s Mad Men to millions of passionate Brand Advocates. Their trusted recommendations are driving purchase decisions for trillions of dollars in sales of cars to computers; soap to software; hotel rooms to home appliances; fitness memberships to fish tacos; and more. In this presentation, advocacy expert Rob Fuggetta shows marketers and business leaders how to identify Brand Advocates; energize them to spread positive Word of Mouth and drive sales; and track results from advocacy programs. Plus, Rob will present real-world case studies about how companies like Intuit, CDW, Rubio’s Fresh Mexican Grill and many others are leveraging their most enthusiastic customers to spread positive Word of Mouth and drive sales.

Learn More About SXSW here

We greatly appreciate it!

Cheers to advocacy,

-Cara Fuggetta, Marketing Manager, Zuberance

Webinar Recording: Top 5 Myths of Brand Advocacy REVEALED with Ancestry.com

Below is the recording of our recent webinar, "Top 5 Myths of Brand Advocacy REVEALED." Enjoy! You can also view the recording on our webinar channel here. A BrightTALK Channel

Featured Speakers:

Key Takeaways:

  • Advocacy is like a marathon (an ongoing strategy), not a sprint (one time campaign).
  • Brand Advocates are highly satisfied customers and others who pro-actively recommend brands or products without being paid.
  • Compared to Fans, Followers, and Loyal Customers, Advocates are the most trusted sources of information. They are highly influential with a massive reach via social media.
  • Myth 1: Brands need to pay or incentivize Advocates to get them to recommend their company/products.
    • Truth: It’s unnecessary to pay or incentivize Brand Advocates for their recommendations.
    • Advocates recommend because they’ve had good experiences with a product or service and to help others. Only 1% said they recommend for incentives or rewards. (Read research study, Three Surprising Facts About Brand Advocates here).
  • Myth 2: Few Customers are Brand Advocates.
    • Truth: On average, 50% of customers are Brand Advocates (Both B2B and B2C).
    • 64% of Ancestry.com customers surveyed indicated they were Advocates.
  • Myth 3: Only “sexy” brands have Advocates.
    • Truth: Brand Advocates are active recommenders across several categories.
    • Some Advocacy categories that might surprise you are windshield repair, virtualization software, data storage, and web conferencing!
  • Myth 4: Influencers have more power than Advocates.
    • Truth: Brand Advocates are more influential than Influencers.
    • Studies show that Advocates are 5x more trusted than Influencers and 60x more influential than brands themselves.
  • Myth 5: Advocacy Programs are difficult to measure.
    • Truth: Advocacy programs are very measurable.
    • Welcome to the science of Advocacy. The Zuberance platform lets you track, measure, and analyze Advocacy data like in-bound clicks, reviews, and shared stories.
  • Advocates don’t have to go unnoticed; a simple thank you never goes out of style. Advocates can be rewarded without being incentivized by giving them sneak peaks to new product features, inviting them to focus groups, giving them exclusive content, and more.

 

To learn more, download Chapter 1 of Rob Fuggetta's new book, Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force by clicking here.

Zuberance Powers 30 Million Brand Advocate Recommendations & Prospect Responses

We've hit a major milestone! Today we announced that we've now powered a total of 30 million Brand Advocate recommendations and prospect responses by Advocates' friends and colleagues, driving billions of dollars in measurable sales and media value for brands.

 

Advocate Recommendations

Via the award-winning Zuberance Advocacy Platform, Brand Advocates have created hundreds of thousands of:

  • Positive reviews on shopping sites, review sites
  • Facebook posts, Tweets about their favorite brands and products
  • Favorable testimonials
  • Answers to prospects’ questions

In addition, Advocates have shared hundreds of thousands of promotional offers and brand content with their social networks, reaching millions of prospects with trusted, relevant recommendations.

Prospect Responses

Recommendations by Zuberance-powered Advocates have generated millions of responses from prospects. A response from a prospect includes any of the following actions by someone in the Advocate’s network such as:

  • Clicks-through to read Advocates’ reviews or testimonials
  • Downloads a white paper, registers for a webinar, or joins a customer or loyalty club
  • Redeems a promotional offers like a 14-day pass to a fitness club
  • Purchases the recommended product or service

Zuberance’s powerful analytics tracks Advocates recommendations and prospect responses (plus sales and media value delivered to brands) via promotion codes, impression tags, and other metrics.

Tapping into Advocates’ Social Graph

“Zuberance is tapping into the social graph of brand’s Advocates to deliver recommendations, referrals, and revenues for brands,” said Rob Fuggetta, founder and CEO of Zuberance. “By doing this, Zuberance is enabling companies to get measurable value from social media. We’re turning likes into leads and social media into sales,” said Fuggetta.

Thank you to all of our customers, board members, advisers, and of course Brand Advocates for sharing your enthusiasm for companies that rock!

Read the full press release here.

This Week in Social: Ch 1 of "Brand Advocates" Now Available, Foursquare Lets Brands Talk to Users

Foursquare to Let Brands Talk to Users Who've Checked in the Most - AdAge Foursquare will start letting businesses capitalize on the enthusiasm of customers who've checked in repeatedly by rolling out a way to message them, starting today. Through the "local updates" tool, businesses can send their updates to a pool of users who will be picked by Foursquare's algorithm based on the frequency and recency of their check-ins and the businesses they've "liked" (a feature Foursquare made available with its redesign last month).

Now Available! Download Chapter 1 of New Book, Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force - BrandAdvocateBook.com

In this ground-breaking book, advocacy expert Rob Fuggetta shows marketers and business leaders how to identify Brand Advocates; energize them to spread positive Word of Mouth and drive sales; and track results from advocacy programs. Brand Advocates is chock full of colorful real-world stories of Brand Advocates and innovative marketers who are getting eye-popping results by turning Advocates into powerful marketing forces.

Twitter is Working on a Way to Retrieve Your Own Tweets - NY Times

Trying to remember that pithy, brilliantly composed tweet about the latest Wes Anderson movie that you fired off a few months ago? You’re out of luck: Twitter gives users access only to the last few thousand posts made to the site. But Dick Costolo, Twitter’s chief executive, promises that this will eventually change.

No API For You: Twitter Shuts Off "Find Friends" Feature For Instagram - TechCrunch

Instagram has just announced 80 million users and a new app update; Noticeably missing in the update? The “Find Your Friends” on Twitter feature, which allowed users to follow the same people they follow on Twitter on Instagram. The feature is missing due to API restrictions from Twitter’s end, restrictions that possibly came about over concerns about Instagram’s scale and its strain on data pulls.

New INFOGRAPHIC: Influencers vs Brand Advocates and Why Influencer Outreach is Overrated - ZuberRants

Many marketers are investing in Influencer outreach strategies in hopes that a known name can deliver their message to a vast audience. 40,000 Twitter followers may look tempting, but don’t overlook your own satisfied customers, your genuine Brand Advocates. While their networks may be smaller, their enthusiasm is greater and their recommendations drive real business.

 

New Book By Zuberance CEO Shows How to Turn Brand Advocates into Powerful Marketing Force

LEARN MORE ABOUT BRAND ADVOCATES at BrandAdvocateBook.com Getting more customer recommendations is considered the Holy Grail in the social media age. For example, restaurants that boost their Yelp ratings by only one star can increase revenues by a whopping nine percent, according to recent research by Michael Luca from Harvard Business School. For a large restaurant chain, this can mean millions of dollars in sales.

Now, a ground-breaking new book shows marketers, small business owners, and even non-profits how to generate thousands of customer recommendations and boost online ratings by turning their best customers – “Brand Advocates” – into a volunteer marketing force.

The book, Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force (Wiley; ISBN: 978-1-1183-3603-8; July 2012; Hardcover & E-book) provides a step-by-step guide on how marketers, small business owners, and others can:

  • Discover who their Brand Advocates are and what makes these influential customers tick
  • Energize Advocates, generating thousands of positive recommendations on Amazon.com, TripAdvisor, Yelp, Facebook, Twitter and elsewhere without paying for or providing incentives to Advocates
  • Reward Brand Advocates by giving them what they crave most (here’s a hint: it isn’t money)
  • Measure results and ROI from advocacy programs

 Advocacy is Hot

Driving customer advocacy is now the #1 digital priority for CMOs worldwide, a recent IBM study of global CMOs showed.  And eMarketer recently stated: “Brand advocacy has become a critical part of the social media marketing mix.”

“Ultimate Guidebook to Brand Advocacy”

Brand Advocates is the first book that focuses on these influential consumers and shows marketers exactly how to engage and energize them to drive positive Word of Mouth, referral leads, and sales.

Porter Gale, the former VP Marketing at Virgin America, calls Brand Advocates the “ultimate guidebook to brand advocacy.” Says Gale: “Advocacy is the ultimate goal for every brand. Rob Fuggetta's book is simple, clear, and filled with practical advice.”

 Packed with Real-World Case Studies

Brand Advocates is packed with dozens of real-world case studies from multiple industries and verticals including consumer products, restaurants, health and fitness, automotive, software, consumer electronics, and more. It includes a chapter devoted to how B2B marketers can activate Advocates as well.

Brand Advocates shows how GMC, Ford, Rubio’s Fresh Mexican Grill, Club One Fitness, Virgin America, Intuit, Microsoft, Circus Circus Hotel & Casino, and many others are leveraging their Advocates to amplify positive Word of Mouth and sales.

Who Should Read Brand Advocates?

  • Brand Advocates is valuable for a wide range of audiences:
  • B2C and B2B marketers in a variety of roles: branding, online/digital, social media, demand generation, eCommerce, corporate communications, market research, and more
  • Sales executives and managers
  • Customer experience and loyalty program professionals
  • Executives and managers in ad agencies, digital agencies, public relations firms, and other marketing services providers
  • Small business owners and entrepreneurs
  • Professionals in non-profit organizations, government agencies, and NGOs (non-governmental organizations) plus in political campaigns
  • College students in business and marketing programs

In addition, any company or organization that is measuring customer satisfaction, loyalty, or advocacy via Net Promoter® can also benefit from Brand Advocates. The book describes how to turn Promoters into a powerful marketing force.

About the Author

Rob Fuggetta is the world’s foremost authority on brand advocacy. Fuggetta is the founder and CEO of Zuberance, a leading social media marketing company that powers award-winning advocacy programs for consumer and business brands. A twenty-year veteran of Silicon Valley, Fuggetta has played a leadership role in three start-ups including Genuity, a Verizon spinout. He was formerly a partner at Regis McKenna, Inc., the legendary Silicon Valley marketing and communications firm that helped put Apple on the map.

 Available Now

Published by John Wiley & Sons, Inc., Brand Advocates is available now at leading book sellers including Amazon.com (print and Kindle edition); Barnes & Noble; 800 CEO Read; and BAM (Books-a-Million). In addition, the book is available directly from Wiley at www.wiley.com in both print and e-book editions from Wiley.com.

Net Promoter® is a registered trademark of Satmetrix Systems, Inc.; Bain & Company; and Fred Reichheld. All other trademarks are trademarks of their respective holders.

8/1 Webinar: Top 5 Myths of Brand Advocacy REVEALED with Ancestry.com's Head of Social

Webinar: Top 5 Myths of Brand Advocacy REVEALED Date: Wednesday, August 1, 2012

Time: 11am PST/2pm EST

Twitter Hashtag: #BrandAdvocates

REGISTRATION: Click the orange "Attend" button in the webinar player below or click here.

10 webinar attendees will win a free copy of Rob Fuggetta's new book, "Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force."

Brand Advocacy is hot! According to a recent IBM study, brand advocacy is the #1 priority for CMO’s globally. As forward-thinking marketers are developing strategies to find and activate their most enthusiastic customers, it’s important to put to rest some myths surrounding advocacy. This webinar will address what it takes to run a successful advocacy program and the characteristics and motivations of Brand Advocates.  (Do you know what Advocates crave most? Here’s a hint: It isn’t money.)

What You’ll Learn: •    Surprising insights about who Brand Advocates are and what makes them tick •    Best practices for engaging and energizing this influential segment to drive leads and sales •    How to measure the impact from brand advocacy programs •    Real world case studies from top brands like Ancestry.com, Rubio’s, and Intuit

TO REGISTER CLICK THE ORANGE "ATTEND" BUTTON IN THE PLAYER BELOW. A BrightTALK Channel Expert Speakers

Nick Cifuentes, Global Social Media Director, Ancestry.com (@nickcifuentes) Nick Cifuentes is the global social media director at Ancestry.com, the world's largest online resource for family history, with more than 2 million paying subscribers as of July 2012. An industry veteran, Nick has worked in digital media and marketing since 2004, functioning in strategy, copywriting, analytics, search, planning, online media, and social media. He is a frequent guest writer on various industry blogs, and publishes his own blogs as well, including one focusing on digital media, and another on his side passion, ultramarathon running.

Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta) Rob Fuggetta is the leading expert on brand advocacy. He is a former partner at Regis McKenna Inc., the legendary marketing and communications firm where he co-managed the Apple account. He later became CMO at Genuity, a Verizon spin-out which went public in June 2000. Fuggetta is the author of “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force,” to be published by John Wiley & Sons in 2012.

Join Zuberance at the Inbound Marketing Summit in SF June 12-13

Inbound Marketing Summit

Location: Fort Mason Center, San Francisco

Date: June 12-13

Hosted by: The Pulse Network

The Inbound Marketing Summit is a must-attend conference for digital, social and mobile marketers. With a unique mix of inspirational speakers including Kare Anderson, Rick Bakas, Chris Brogan, Laura Fitton, and Tim Hayden, industry watchers and experts like Allen Bonde, Jim Ewel, Esteban Kolsky, Scott Liewehr, Sameer Patel, and Paul Taylor, cutting edge content and real-world case studies, IMS is where innovative marketing professionals meet up, participate in sessions and network with their peers.

Zuberance is one of the sponsors of the conference and our Founder/CEO, Rob Fuggetta, will be hosting a book signing for his new book, "Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force." He will also be speaking on the panel, "Fan Marketing Tools for Facebook and Beyond," with the CEO's of Argyle Social and Twylah.

Click here to register.

We hope you'll join us!