Webinar Recording: Turning Fans and Followers into Brand Advocates #LikesToLeads

Check out the recording below from our recent webinar on “Turning Fans and Followers into Brand Advocates” where marketing experts shared best practices on leveraging your fans, followers, and customers to recommend your brand and products to their networks.

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Key Takeaways:

  • The most profitable customers aren't necessarily the best Brand Advocates.
  • Not all Brand Advocates are created equal. They differ in levels of receptivity to recommending, levels of enthusiasm and influence, and reasons for recommending.
  • Brand Advocates are a different breed: They are 50% more likely to influence purchases than other customers, 2X more active content creators, and 75% more likely to share great product experiences.
  • Identify Advocates by asking "The Ulimate Question": On a scale from 1-10, How likely are you to recommend our brand? 9's & 10's are Advocates. Ask "The Ultimate Question" at all customer touch points such as email, website, social media, in-product, call center, etc.
  • Energize your Advocates by giving them the tools to recommend: rate and review your products, create stories and testimonials, share offers with their networks, and answer prospects' questions.
  • Mexican grill, Rubio's, has identified 45,000 Advocates in two weeks. Their Advocate army have shared 36,000 offers for their famous fish taco.
  • VoIP provider, Ooma, increased their star rating on Amazon from 3.3 to 4.5 stars by energizing their Advocates.
  • Only about 15% of your Facebook fans see your brand's posts on their newsfeed. How to overcome EdgeRank: Energize your Advocates to share your content.
  • Microsoft SMB's guiding principle behind the entire marketing ecosystem is to create compelling content, deliver it to an engaged audience, amplify through an activated partner base, and measure with platforms and tools.
  • Microsoft SMB's advocacy platform enables Advocates from both customer and partner communities to project positive influence.
  • 72% of Microsoft customers identified themselves as Advocates. 25% of Advocates have shared a Microsoft offer with their social and business networks.
  • In one campaign, 96% of Microsoft SMB Advocates on Facebook shared a promotional offer.


We also conducted a poll during the webinar and asked the audience, “How much of your business comes from Word of Mouth?” ANSWER: 48% say that 50% or more of their business comes from WOM. (See results below.)



-Cara Fuggetta, Marketing Manager, Zuberance

Upcoming 10/26 Webinar: Turning Fans & Followers into Brand Advocates #LikesToLeads

Getting more fans and followers is great. Finding your Brand Advocates and energizing them to generate Social Recommendations is even better. REGISTER NOW

Date: Wed, Oct 26, 2011 Time: 11am-12pm PST Twitter hashtag: #LikesToLeads Sponsors: Zuberance & Gleanster

Many marketers today are focused on building their social following on Facebook, Twitter, and other channels. However, clicking a ubiquitous “Like” or “Follow” button is the lowest common denominator when it comes to showing brand affinity. To gain true social marketing value, companies should identify their most enthusiastic fans and followers (AKA Brand Advocates) and energize them to share recommendations to their social networks. That’s exactly what Top Performers are doing, according to new Gleanster research. How they’re doing it, what technologies, business processes, and organizational resources they’re implementing, what metrics they’re using to track and measure success, and what specific business benefits they’re deriving as a result of their efforts are the focus of this webinar.

Register for the webinar and learn how to:

  • Identify your Brand Advocates amongst your fans and followers
  • Turn likes into leads
  • Reduce customer acquisition costs via your fans and followers
  • Energize your fans to generate social recommendations

Featured Speakers:

All registrants will receive a free copy of:

About the Speakers

Umang Shah, Social Strategist, Microsoft

Umang Shah is a Social Strategist at Microsoft, responsible for engaging customers and partners in the US Small and Midsize Business market.  Prior to Microsoft, he founded Cubed Consulting, a small Integrated Marketing consultancy providing services to emerging and evolving businesses in the San Francisco Bay Area.  During his time at the Xerox Corporation, Umang became a recognized Thought Leader in Customer Marketing and Social Media.  He led a Digital Marketing Team (unofficially) tasked with “making Xerox cool again” through the creative application of emergent technologies.  Umang has served as the Social Media Strategy Advisor to VC Taskforce and was also responsible for launching innovative Customer Marketing programs for BEA Systems and VMware.  Umang is currently based in Bellevue, WA.

Jeff Zabin, Research Director, Gleanster

Jeff Zabin is research director at Gleanster, where his coverage includes social media marketing and monitoring. Until December 2009, he served as vice president and research fellow at Aberdeen Group. Zabin is the author of two bestselling business books: The Seven Steps to Nirvana and Precision Marketing. He has written more than a hundred influential articles in leading trade magazines as well as dozens of popular industry reports. Prior to joining Aberdeen in 2007, Zabin headed up product marketing and led the thought leadership program for the Global Marketing Solutions division of Fair Isaac (FICO) and served as vice president of marketing at Seurat Company, which was acquired by FICO in 2003. Zabin began his career in educational publishing, at Houghton Mifflin, and later served as a Peace Corps volunteer in rural Bolivia. He is a graduate of the University of Wisconsin-Madison.

Rob Fuggetta, Founder/CEO, Zuberance

Rob Fuggetta, the founder and CEO of Zuberance, 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 an upcoming book, "Energize! How to Turn Social Media & Word of Mouth into Sales by Energizing Brand Advocates."


Report: How Top Performers Leverage Social Networking to Mobilize Brand Advocacy

Market research firm, Gleanster, recently released a report called, "Deep Dive: How Top Performers Leverage Social Networking to Mobilize Brand Advocacy." The report explores some of the strategies, tactics, and tools currently being implemented by Top Performers in their online customer advocacy programs. Gleanster highlights that consumers are naturally inclined to share their experiences with a product or service, and they've been participating with company Facebook pages and Twitter accounts for some time now. But truly leveraging the enthusiasm of your most active supporters- moving them to influence others- takes more than a basic social media ccount. True brand advocacy programs allow companies to identify and motivate their most ardent fans while providing insights and systems that work at scale.

A few key takeaways:

  • Brand advocacy programs effectively drive new customer acquisition, ultimately resulting in higher sales.
  • Companies need to make sharing recommendations as easy and convenient as possible, and also make it possible for Advocates to disseminate their recommendations across multiple networks in one well swoop.
  • Brand advocacy programs can provide companies with important insights into the wants and needs- both met and unmet- of their most satisfied customers. These insights can help drive new product development as well as new loyalty programs and other initiatives that focus on enhancing the overall customer experience.

Download "How Top Performers Leverage Social Networking to Mobilize Brand Advocacy" now.

-Cara Fuggetta, Marketing Manager, Zuberance