lauren mccadney

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

Energize! New Book Coming Soon from Zuberance Founder #Energize

My biggest inspiration at Zuberance has always been our customers like Intuit, Rubio’s, and CDW and their fanatical Brand Advocates. Now, I’m putting their stories in a book, entitled Energize! How to Turn Fans, Followers, and Enthusiastic Customers into Social Media Marketing Machines.”

In the coming weeks, you’ll get sneak previews of the book here on the ZuberRants blog.

WHY ENERGIZE!?

There are lots of books about social media.

(My friend Michael Brito has a new book called “Smart Business, Social Business.” I highly recommend it.)

But until now, there hasn’t been a book on how to turn Advocates into a marketing force.

Energize! fills that gap.

BEYOND SOCIAL MEDIA

Energize! isn’t a social media marketing book, per se.

It’s about passionate Brand Advocates like George Hamma, an avid BMW Mini Advocate whose enthusiastic recommendations have inspired five friends to buy their own Mini’s, worth about $200,000 to BMW; Melody Overton (AKA “Starbucks Melody”), a Seattle attorney who is a walking Starbucks encyclopedia and who knows more about Starbucks than its baristas; and Justin Dorfman, a CDW Champion, whose enthusiastic recommendations have driven several hundreds of thousands of dollars in sales for the online IT retailer. (Read: Extreme Brand Advocate Stories.)

And it’s about innovative marketers and visionary business leaders that are transforming their companies and delivering ground-breaking marketing results by activating their Brand Armies. People like Lauren McCadney, who is championing advocacy at CDW; Porter Gale, a social media rock-star and former CMO at Virgin America; and Eric Ryan, the CEO of Method Products, whose avid customers (“People Against Dirty”) have turned household cleaners into a social movement.

A HANDBOOK FOR BRAND ADVOCACY

Today, as the power has shifted from marketers to social-media powered consumers, getting more “social recommendations” (recommendations on the social web) has become the Holy Grail. Seventy-one percent of marketers say advocacy is now a top priority.

Energize! will show you how.

You’ll learn how to energize your Brand Army by getting them to recommend your brand and products via reviews, stories, answers to prospects’ questions, sharing promotional offers and content, and more.

Energize! will feature more than 100 real-world case studies, profiles of Brand Advocates and marketers, plus tips and tricks on how to build and activate your Brand Army.

I hope you have as much fun reading Energize! as I’m having writing it.

Stay tuned.

-Rob Fuggetta, Founder/CEO, Zuberance

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.

    Recap: Chicago Brand Advocacy Series- How to Turn Social Media into Sales #CHIBAS

    Last week, we brought the Brand Advocacy Series to Chicago where top marketers discussed "How to Turn Word of Mouth and Social Media into Sales." The panel provided attendees with valuable insights on how social media has changed the marketing landscape and what brands like CDW, Treseme, and Ooma are doing to energize advocacy.

    Watch live streaming video from zuberance at livestream.com

    Featured panel:

    Take a look at the video clips from the panel:

    View photos from the event on the Zuberance Facebook page.

    Key Takeaways from the panel:

    • The more you try and control the brand, the more you lose it. Everybody has a voice now. You have to be in the game and if you’re sitting in the sidelines right now, you’re in trouble.
    • We’re living in an era of engagement and dialogue. Case in point: Gap changed their logo which caused an uproar from Gap customers whose dissatisfaction was amplified by social media. Don’t even try and change your logo without engaging with your customers.
    • 3 out of 4 people no longer trust what advertisers have to say. But 9 out of 10 trust what a peer says.
    • Advocates are people who highly recommend brands or products without being paid to do so. Identify Advocates by asking them “The Ultimate Question,” “On a scale from 1-10, how likely are you to recommend our product or service to your friends/colleagues?” Those who answer a 9 or 10 are Advocates.
    • Advocates tell the CDW story better than any copywriter could. CDW is leveraging advocate-generated content in their catalog, direct mail, and various places on their website to help explain what CDW does.
    • Nexxus' Promend product (which replenishes split ends) approached Advocates in a pre-launch campaign to get feedback on their new product. They were able to create 150 reviews before launch, so prospects could read about the effectiveness of the product once it officially launched.
    • Ooma (a Voip device provider) who competes against Vonage, decreased their customer acquisition costs by 54% by energizing their Advocates.
    • Thousands of Facebook fans or Twitter followers won’t shift sales. Energize Advocates by making it easy for them to write reviews and testimonials, share offers, or provide feedback on a new product. Then leverage Advocate-generated content throughout your marketing campaigns.
    • It's not authentic if everyone loves you. People will become skeptical of product reviews if all of them are perfect, so don't get people to write inauthentic reviews.
    • One of TiVo's mantras: Don't be afraid to fail, but fail fast. When you find something that works, move it from to experimentation to optimization and push down on the accelerator.
    • There is not a one size fits all approach to social media. Use your common sense about where to grow your community.
    • Measuring the ROI of social media depends on what you are trying to achieve through social media whether it’s increasing purchase intent, content generation, traffic, or sales.

    -Cara Fuggetta, Marketing Manager, Zuberance