brand advocate marketing

How David is Beating Goliath in the Telecom Wars

VoIP provider Ooma doesn’t have Vonage or Xfinity’s $100 million+ marketing war chest. So Ooma is turning instead to its enthusiastic customers (AKA “Ooma Advocates”) to spread Word of Mouth and help sell more VoIP boxes.

Result: Ooma is cutting customer acquisition costs 54%!

Here are some other key stats from Ooma's advocacy program:

  • 27,194 Ooma Advocates identified (63% advocacy rating)
  • 3,713 Advocate reviews with an average 4.7 rating out of 5. 34% of Advocates that wrote reviews published them to Amazon.com, Sears.com, Facebook, Twitter, and Email
  • 8,354 offers shared on Facebook, Twitter and by EMail which has generated more than 6,305 inbound clicks
  • 2,442 Ooma Advocates have opted in to answer prospects’ questions. More than half of these Advocates have answered one or more questions asked by Ooma prospects.

Read more on TMCnet here

Check out Ooma's VP of Marketing, Jim Gustke, discussing the benefits of energizing their Advocates below (or click here to watch on YouTube):

http://www.youtube.com/watch?feature=player_embedded&v=iZHhUcb2SLo

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.

[Infographic] Influencers vs Brand Advocates & Why Influencer Outreach is Overrated

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. We teamed up with Jay Baer, Founder of Convince & Convert, and created the Infographic below to show what makes Influencers and Brand Advocates different and why Influencer outreach is overrated.

(Click here to enlarge.)

Consumers Don't Trust Brands, They Trust Their Friends

Dear Brands,

Consumers don’t trust you.

Sincerely,

The truth.

OK, maybe that’s a little dramatic, but a new study by Nielsen found that consumers are indeed losing faith in paid media and looking to their friends for brand recommendations more than ever before.

  • 92% of consumers around the world say they trust earned media (recommendations from friends and family) above all other forms of advertising, an increase of 18% since 2007.
  • 70% trust online consumer reviews, an increase of 15%.
  • Less than half of consumers trust TV, magazine, and newspaper ads, which is a 25% decline from previous studies.

(Click on the image to enlarge.)

With the rise of social media and third party review sites, everyone has a voice these days. Even my Grandma told me she wrote a Yelp review of her local Hometown Buffet (she gave it 5/5 stars of course). It is now crucial that brands get their Advocates to venture out on the social web and recommend on their behalf.

Check out these success stories of companies empowering their Advocates:

To learn more about leveraging your trusted and influential Brand Advocates, download “Turning Fans and Followers into Brand Advocates.”