brand advocacy webinar

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.

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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.

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.

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.