cdw

CDW's Award-Winning Marketer & Social Media Leader Joins Zuberance Advisory Board

We are thrilled to announce the newest addition to Zuberance's advisory board- Lauren McCadney, CDW's head of social media and a "Top 2012 Digital Marketer." Lauren joins other innovative marketers on the Zuberance advisory board like Porter Gale (former VP of Marketing for Virgin America), Bill McBride (President/COO of Club One), Ted Rubin (CMO of Collective Bias). “I have personally experienced the power of Zuberance’s unique customer advocacy solution at CDW,” said McCadney. “We are generating compelling, measurable results from our Zuberance-powered advocacy program. I have become a Zuberance Advocate myself, and am delighted to join the company’s advisory board,” she added.

“We are honored that Lauren is joining our advisory board,” said Rob Fuggetta, Zuberance Founder & CEO. “Lauren is a visionary marketer and social media leader. She brings to our advisory board an in-depth understanding of how B2B companies can turn their enthusiastic customers into a powerful marketing force,” added Fuggetta.

Read full press release here.

CDW's Head of Social Recognized by BtoB Magazine as 'Top Digital Marketer' for Advocacy Strategy

Lauren McCadney, senior manager-social media for IT retailer, CDW, has been recognized by BtoB Magazine as one of the Top Digital Marketers of 2012 for her successful brand advocacy strategy. Lauren was recognized among digital marketers from top brands like Adobe, Cisco, Visa, IBM, and more. CDW's superb customer service has created an army of Advocates like Justin Dorfman, a self-described "hard-core CDW Advocate," who has purchased hundreds of thousands of dollars of computer gear from CDW while serving in IT positions for various companies. In fact, CDW Advocates spend about 14 times what a typical customer spends. The company examines these Advocates to uncover what they have in common to see if there are ways it can create more of them.

CDW has energized Advocates like Justin Dorfman to create and share positive reviews. 36% of CDW Advocates have created reviews and 22% have shared them with their networks on Facebook, Twitter, LinkedIn, and email.

Here's a video of Lauren discussing ways to leverage Advocate-generated content:

http://www.youtube.com/watch?v=hir070Ex7qE

Zuberance Founder/CEO, Rob Fuggetta, interviewed Lauren on her advocacy success in his new book, "Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force." You can read the interview here.

Congratulations to Lauren and the CDW team on this outstanding accomplishment!

Extreme Brand Advocate Story: Justin Dorfman, a CDW Champion and Friend #Energize

The following is an excerpt from the upcoming book, “Energize! How to Turn Fans, Followers, and Loyal Customers into Social Media Marketing Machines,” by Rob Fuggetta, Founder & CEO, Zuberance. Most people assume that advocacy is limited only to sexy or cool brands like Apple, Starbucks, or Porsche. Not true. Advocates of business brands can also be just as enthusiastic.

Hard-Core CDW Advocate: Justin Dorfman

Justin Dorfman is a self-described “hard-core CDW Advocate.” (CDW is a leading provider of technology solutions for business, government, education, and healthcare. Ranked No. 38 on Forbes’ list of America’s Largest Private Companies, CDW features dedicated account managers who help customers choose the right technology products and services to meet their needs.)

Dorfman, 26, is a support engineer for NetDNA, a content delivery network based in Los Angeles. Dorfman’s passion for CDW was ignited back in 2004 when he bought his first product – a RAID controller, a device that manages physical disk drives – from CDW while working for Western Costume Company, a costume warehouse in Hollywood. He was so impressed with CDW’s responsiveness and customer service that he said: “Oh my God, I’m in love with this company.”

The Interal CDW Champion

Since then, he’s purchased hundreds of thousands of dollars of computer gear from CDW while serving in IT positions for other companies. For example, when he started a new position as a junior systems engineer in December 2009 at Mahalo, he started buying gear from CDW. “I turned Mahalo into a CDW customer,” says Dorfman. In the 16 months he was at Mahalo, the company purchased about $200,000 in computer gear from CDW, largely as a result of Dorfman’s enthusiastic advocacy.

CDW has never paid Dorfman for his recommendations. “I put my reputation on the line for CDW and they’ve stood by me. They deliver every time,” says Dorfman. He adds: “They’re reliable. They don’t lie. You get your own account manager. There’s no calling and waiting on hold. They care for IT professionals. They know what we’re up against. They really get it.”

Establishing Advocate Relationships

Dorfman has become Facebook friends with CDW Senior Account Manager, Matt Cipolla. Cipolla has even recommended Dorfman on LinkedIn. “We know each other’s girlfriend’s names. We’re on a first-name basis. You’re just not going to get that from other IT companies,” says Dorfman.

In addition to evangelizing CDW to colleagues and friends offline, Dorfman recommends CDW online on Twitter (@jdorfman, where he has 443 followers as of July 2011;) by re-Tweeting CDW’s content and deals; talking them up on his blog (blog.justindorfman.com); his personal website Frugal IT; and on Spiceworks, an online community for IT professionals, where he created a “I love CDW” icon.

Lauren McCadney, Sr. Segment Marketing Manager for CDW, says: “I believe he (Justin) has come to represent the future of marketing:  influential Brand Advocates that establish a personal relationship with their favorite brands.  I've worked him for more years than I can count. And it was only in the last five years that I've come to really know customers like Justin as both a source of consumer insight but also as a friend.”

Read more: “Energize! How to Turn Fans, Followers, and Loyal Customers into Social Media Marketing Machines”

Read more: Extreme Brand Advocate Stories

-Rob Fuggetta, Founder/CEO, Zuberance

Upcoming Sept 21 Webinar: Secrets of B2B Social Media & Word of Mouth Marketing #B2BWOM

Title: Secrets of B2B Social Media & Word of Mouth MarketingDate: Wednesday, September 21 Time: 11am PST/ 2pm EST

Twitter hashtag: #B2BWOM

Click here to Register now!

As a B2B marketer, are you harnessing the power of social media and Word of Mouth to drive leads and sales?

Register now to attend this free webinar featuring real-world case studies from leading B2B companies like Intuit, Adobe, Microsoft, CDW and more!

What You’ll Learn

  • How to generate referral leads and boost sales via social media and Word of Mouth
  • How to turn Facebook fans and Twitter followers into a powerful marketing force
  • The Do’s & Don’ts of social media marketing involving customer advocates

Expert Presenters

Laura Messerschmitt, VP of Marketing, Outright (@ljmesser)

Laura Messerschmitt is the Vice President of Marketing at Outright, an online bookkeeping solution for small businesses.  Prior to Outright, she spent seven years with Intuit, where she led social media marketing efforts and advocacy programs.   She holds a B.S. in Mathematics (Summa Cum Laude) from UCLA and an MBA from Stanford University.

 

Rob Fuggetta, Founder/CEO of Zuberance (@robfuggetta)

Rob has more than 20 years of experience in Word of Mouth marketing. His WOM strategies have created marketing success for Apple, Intuit, Norton, and many others. Fuggetta is a frequent speaker and author of the upcoming book, “Energize! How to Turn Fans, Followers, and Enthusiastic Customers into Social Media Marketing Machines.”

Register Now!

Use your Advocates’ reviews for marketing copy

You can hire the best copywriter, but they’ll never beat an Advocate when it comes to authenticity.

CDW realized that truism and as a result they started using advocate reviews in their marketing copy, said Lauren McCadney, Sr. Segment Marketing Manager for CDW.

With the success of using Advocate reviews, their next step is allowing Advocates to produce videos. Plus, CDW is building out a more formal and trackable Advocate referral program.

Chicago Brand Advocacy Series: How are you measuring Social Media? #CHIBAS

Below is part 4 of 5 of the Chicago Brand Advocacy Series panel discussion on "How to Turn Word of Mouth and Social Media into Sales."

Watch live streaming video from zuberance at livestream.com


  • Moderated by: Brian Quinton, Editor, Chief Marketer, Promo Magazine
  • Lauren McCadney, Senior Segment Marketing Manager, CDW
  • Stephen Strong, Global Director of Interactive, Alberto Culver
  • Mark Kurtz, Partner & Chief Growth Officer, Gage Marketing
  • Rob Fuggetta, Founder/CEO, Zuberance
  • You can find key takeaways, photos, and more videos from the Chicago Brand Advocacy Series here.

    Chicago Brand Advocacy Series: How are you leveraging Brand Advocates? #CHIBAS

    Below is part 3 of 5 of the Chicago Brand Advocacy Series panel discussion on "How to Turn Word of Mouth and Social Media into Sales."

    Watch live streaming video from zuberance at livestream.com

     

  • Moderated by: Brian Quinton, Editor, Chief Marketer, Promo Magazine
  • Lauren McCadney, Senior Segment Marketing Manager, CDW
  • Stephen Strong, Global Director of Interactive, Alberto Culver
  • Mark Kurtz, Partner & Chief Growth Officer, Gage Marketing
  • Rob Fuggetta, Founder/CEO, Zuberance
  • You can find key takeaways, photos, and more videos from the Chicago Brand Advocacy Series here.

    Chicago Brand Advocacy Series: How has social media changed the way you market? #CHIBAS

    Below is part 2 of 5 of the Chicago Brand Advocacy Series panel discussion on "How to Turn Word of Mouth and Social Media into Sales."

     

    Watch live streaming video from zuberance at livestream.com


  • Moderated by: Brian Quinton, Editor, Chief Marketer, Promo Magazine
  • Lauren McCadney, Senior Segment Marketing Manager, CDW
  • Stephen Strong, Global Director of Interactive, Alberto Culver
  • Mark Kurtz, Partner & Chief Growth Officer, Gage Marketing
  • Rob Fuggetta, Founder/CEO, Zuberance
  • You can find key takeaways, photos, and more videos from the Chicago Brand Advocacy Series here.

    Chicago Brand Advocacy Series: Q&A with Audience #CHIBAS

    Below is part 5 of 5 of the Chicago Brand Advocacy Series panel discussion on "How to Turn Word of Mouth and Social Media into Sales."  

    Watch live streaming video from zuberance at livestream.com


  • Moderated by: Brian Quinton, Editor, Chief Marketer, Promo Magazine
  • Lauren McCadney, Senior Segment Marketing Manager, CDW
  • Stephen Strong, Global Director of Interactive, Alberto Culver
  • Mark Kurtz, Partner & Chief Growth Officer, Gage Marketing
  • Rob Fuggetta, Founder/CEO, Zuberance
  • You can find key takeaways, photos, and more videos from the Chicago Brand Advocacy Series here.