david spark

Extreme Adidas Advocate: The Bob Lanier/Imelda Marcos of Sneaker Collections

NBA player Bob Lanier had big feet. Imelda Marcos has a big shoe collection. Founder of Blippy, AdBrite, and F*cked Company, Phil Kaplan, a.k.a. "Pud," has big feet and a collection of 40 Adidas sneakers all at the same time.

With that kind of collection, Phil Kaplan is undoubtedly an Adidas Advocate. He participates on the Adidas boards explicitly, and wears them all the time so you know he loves these sneaks.

-David Spark, Social Media Journalist, Spark Media Solutions

Advocating products that makes your job easier

When Co-Editor for ReadWriteWeb, Marshall Kirkpatrick, finds a good tool for his work, he won't stop telling people about it or blogging about it. His current favorite application is Needlebase, a point and click DIY database creation tool. Needlebase allows you to scrape structured data off of the web. Kirkpatrick's audience and friends learn about Needlebase through his testimonials and showing people how he's using it. http://www.youtube.com/watch?v=-kneS-fKP9U

-David Spark, Social Media Journalist and Producer, Spark Media Solutions

How JetBlue built long lasting relationships on their 10th birthday #NYBAS

If you want to make an impact on someone, and be memorable, do something unexpected and delightful. For example, what if you were to give away gifts on your birthday?

That’s exactly what JetBlue did on its 10th anniversary, as JetBlue's Corporate Communications Manager, Morgan Johnston, explains in this video. With a dash of social media ingenuity and P.T. Barnum showmanship, they created a series of spontaneous flash mobs around Manhattan with their birthday card/air ticket give away. Just through Twitter, they announced that they would hand anyone a free ticket on JetBlue to anyone who walked up to them with a birthday card (while supplies lasted of course). Within 15 minutes, JetBlue had 400 people with birthday cards lined up to receive free tickets.

Over the day they gave away 1000 tickets. People were so touched by this delightful and generous offer that they tweeted out their experience as well. JetBlue in turn tracked these users from their tweets to the flights they ended up taking. This allowed them to engage with users on a very deep level, following up with them to see how their trip went.

-David Spark, Social Media Journalist, Spark Media Solutions

Join Big Fuel and Zuberance May 17 in New York for an Exclusive Social Media Panel

Big Fuel and Zuberance are teaming up for an exclusive social media panel and cocktail party on "How to Turn Word of Mouth and Social Media into Sales" on Tuesday, May 17 at the Big Fuel office! As part of the Brand Advocacy Series, the event will bring together leading brands, marketers, and influencers to discuss real-world case studies, best practices and steps brands can take now to draw the line from social media marketing to ROI.

To request an invitation click here.

Event Details

  • Date: Tuesday May 17, 2011
  • Time: 5:30 PM - 8:30 PM
  • Location: Big Fuel Headquarters, 40 West 23rd Street, 5th Floor, New York
  • Twitter hashtag: #NYBAS

Featured Panel:

It's the $64,000 question: "Can social media and Word of Mouth marketing make me money?" We see examples of it happening all the time, but no one seems to be offering up any prescriptive solutions. Is there a formula for employing social media to drive measurable increases in qualified leads, traffic, and sales? The good news is that there are answers!

Join us and learn about:

  • Energizing Brand Advocates: How to harness your brand's fans into a powerful marketing channel
  • Real-World Case Studies: How leading brands are leveraging WOM and social media to drive customer acquisition
  • Measuring ROI: How to measure the ROI of WOM and social media
  • Best Practices: The do's and don'ts of effective WOM and social media marketing

To request an invitation, click here.

Join the conversation on Twitter now using #NYBAS.

Take a look at the recap of our last Brand Advocacy Series event in San Francisco.

We hope to see you there!

-Cara Fuggetta, Marketing Manager, Zuberance

Slidecast: A Marketing Imperative: Balancing Paid vs. Earned Media

Last week I moderated a great webinar for Zuberance on the subject of paid vs. earned media. We had four presentations, and you can listen and watch the entire one hour webinar as a slidecast.

VIDEO: Excellent customer service creates Brand Advocates

Is there a brand that you enjoy more because of the personal attention they've given you? Most often this is in the service industry, but it doesn't necessarily have to be that way. Sometimes it's because you had a problem with a product and they handled it so well that you immediately became an Advocate. http://www.youtube.com/watch?v=jk3vHSfWRuw

Ted Rubin, a consultant with Zuberance, loves Virgin America, Dell, BlackBerry, and Verizon. They won him over because he just loves brands that do excellent customer service. When they handle his problems well, he appreciates it, and he tells people about it. (Read Ted's recent blog post that highlights the importance of customer service here.)

The brands that get the most advocacy from Rubin are the ones who engage and interact with him on Twitter.

-David Spark, Social Media Jounalist, Spark Media Solutions

Dave Carroll on creating an international fan base through "United Breaks Guitars"

Standing outside the Marriott at SXSW, I ran into Dave Carroll, a Canadian singer made internationally famous through his frustrating customer support story, "United Breaks Guitars." It just so happens that Carroll and I appeared together in a piece on Al Jazeera about his song and the unbelievable success it brought to him through the power of social media. http://www.youtube.com/watch?v=nFKDOagvaaA&feature=related

Carroll says that as of today, the "United Breaks Guitars" video has been viewed 10 million times. He estimates that the press from the story alone has reached more than 150 million people.

A few nice things have resulted from all this fame. Carroll's gone from being just a Canadian singer to known internationally with new fans discovering his music. And given his songwriting and storytelling abilities, other companies have approached him asking him to tell their tale in a four minute song.

-David Spark, Social Media Journalist, Spark Media Solutions

Upcoming 4/19 Webinar- Balancing Paid vs. Earned Media #PaidvEarned

Zuberance is co-hosting a webinar with Forrester Reasearch Inc’s Sean Corcoran and Edelman Digital's David Armano about how marketers can learn to more effectively balance Paid vs. Earned Media. Date: Tuesday, April 19

Time: 10am PST/1pm EST

Register here

We live in the age of the informed, connected and social consumer.  Marketers who fail to drive and leverage earned media may be risking the opportunity to increase brand awareness and reputation. Some new media evangelists, however, will tell you that social media will replace traditional advertising entirely. But the truth is – success for today’s marketers is learning how to leverage both.

Marketers Will Learn:

  • How to appropriately leverage Earned Media vs. Paid Media.
  • How to gain more Earned Media by tapping a large segment of your highly satisfied customers (aka Brand Advocates).
  • How to integrate Earned Media into your existing marketing efforts.
  • How to measure the impact of Earned Media

Register now!

Tell us about your experience with Paid and Earned Media

We’re conducting a brief survey to identify the questions, concerns and strategies marketers are experiencing with balancing Paid and Earned Media. The findings from this survey will be shared on the webinar.  Take the survey now!

Featured Panel:

  • Sean Corcoran, Senior Analyst, Forrester Research Inc (@seancorc)
  • David Armano, SVP, Edelman Digital (@armano)
  • Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta)
  • Moderator: David Spark, Social Media Journalist, Spark Media Solutions (@dspark)

Learn more about the webinar.

We hope you will join us!

-Cara Fuggetta, Marketing Manager, Zuberance

Advocating products that make your life easier

As a tech blogger for VentureBeat, Anthony Ha is always an Advocate for something. Currently, his obsession is the online travel service Hipmunk. "It's the only tolerable way to book travel," said Ha. He likes the way Hipmunk searches, sorts, and displays his travel options. Beyond writing about Hipmunk in VentureBeat, Ha will occasionally tweet about Hipmunk, but that's usually out of frustration when he can't find the flight he wants and is forced to go to another "lesser" service.


-David Spark, Social Media Journalist and Producer, Spark Media Solutions

How the Grateful Dead enabled fans to spread advocacy

One band that was never upset with Napster during the early days was the Grateful Dead. Way before the Internet was popularized, they were already allowing a non-digital version of free music sharing. The band encouraged concertgoers to record their shows on tape and trade it with each other, allowing their Advocates to spread the word about the band. It sounds counterintuitive to how musicians make a living, but it fit in perfectly with the brand of the Grateful Dead who were in themselves, counter culture. I interviewed David Meerman Scott, author of "Marketing Lessons of the Grateful Dead" at SXSW in the video below:


For other businesses bold enough to seek out alternative revenue streams, if you focus on a counter intuitive method you can break out and be successful.

-David Spark, Social Media Journalist and Producer, Spark Media Solutions