brand advocate webinar

9/19 Webinar: Top 10 Things Advocates Will Do For Your Brand Featuring Anytime Fitness & Outright

Date: Wednesday,September 19, 2012 Time: 9:00 AM PST/ 12:00 PM EST

Hosted By: Zuberance & Word of Mouth Marketing Association (WOMMA)


Hashtag: #BrandAdvocates

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You may spend millions of dollars on elaborate marketing campaigns. But there is nothing more powerful than a trusted recommendation from a Brand Advocate. In fact, Brand Advocate recommendations are the #1 influencer of purchase decisions in nearly every product category from smartphones to software, cars to computers, financial services to fitness memberships. Advocates' love for you is no summer romance or brand fling. When you create and engage an Advocate, you've identified a renewable marketing asset you can leverage for years.

What You'll Learn:

  • How to identify and energize your best customers (AKA Brand Advocates)
  • 10 creative ways to leverage the enthusiasm of your best customers to drive positive Word of Mouth and sales
  • How to measure the impact of brand advocacy program

Expert Speakers

Andy Giefer, Director of Social Media, Anytime Fitness (@agiefer)

Andy heads social media for Anytime Fitness, the world's largest fitness franchise. He’s particularly interested in how social transforms consumer experiences and expectations. In previous roles, he produced award-winning work at a Minneapolis agency, and spent a year teaching and traveling in Argentina. Andy is currently training for his 8th marathon and tweets at @agiefer.

Laura Messerschmitt, VP of Marketing, Outright, a Go Daddy company (@ljmesser)

Laura has over 10 years of experience working with small businesses at Deloitte Consulting, the Export-Import Bank, Intuit, and Outright.  Her first job was in a small business (an after school tutoring program for young kids) and she's still serving small businesses today at Outright, the online accounting solution for sole proprietors.   Laura led Outright threw a tremendous growth period over the last year using advocacy and social marketing to drive acquisition. This culminated in the acquisition of Outright by Go Daddy in July 2012.

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

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." Published by John H. Wiley & Sons, Inc., a major business publisher, Brand Advocates shows how companies are leveraging Brand Advocates to build their brands and businesses – and how you can too! 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.

10 attendees will receive a copy of Rob's new book, Brand Advocates

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Webinar Recording: Three Surprising Facts About Brand Advocates

Check out the recording of our recent webinar where we revealed new research, "Three Surprising Facts About Brand Advocates" featuring Founder/CEO of Zuberance, Rob Fuggetta.

View more videos from Zuberance

3 Surprising Findings About Brand Advocates:

1. Brand Advocates are more active than previously thought

  • Advocates recommend 9 brands on average
  • 32% recommend 10 or more brands
  • 16% recommend more than 15 brands
  • Advocates recommend on average 26X per year
  • 30% recommend once weekly or more
  • Brand Advocates are active in many industries. The categories most recommended are Technology (25%), Restaurants/Dining (15%), and Entertainment/Leisure (14%).

2. Brand Advocates have larger social networks than earlier estimated

  • Brand Advocates have 200-450 people in their social networks.
  • Online Brand Advocates have 300-600 people in their social networks.

3. Brand Advocates recommend both consumer and business products

  • 67% advocate both business and consumer products.

Other Findings

  • “Power Advocates” make up about 15% of Brand Advocates. They recommend dozens of products, do so several times a week, and have 500+ people in their social networks.
  • 83% of Advocates say their recommendations impact purchase decisions of their friends- 61% say their friends consider buying the recommended product and 22% say their friends actually purchase the recommended product.
  • Email (at 57%) and Facebook (at 35%) are the most used online tools for recommending.
  • Altruism, not rewards, spur Advocates. 50% say they recommend because they’ve had good experiences with a product/service. 37% say they recommend because they want to help others.

3 Implications for Marketers

  1. Find and energize Brand Advocates now to drive advocacy and sales.
  2. B2B Marketers need to engage and energize Brand Advocates.
  3. Don’t pay or provide financial incentives to Brand Advocates.

Download the full report on "Three Surprising Facts About Brand Advocates" now.

All the findings are also outlined in Infographic form here.