outright

Brand Advocacy Gangnam Style

Advocates for “Gangnam Style” have turned a Korean pop single and its star Psy (pronounced sigh) into a global sensation.

Faster than you can say kimchi, Gangnam Style has shot to the top of the YouTube charts. It’s been viewed by over 337 million times on YouTube in only about eight weeks.

I knew Gangnam Style had tipped when I watched thousands of San Francisco Giants’ fans – including 60-year-old Giants broadcaster Jon Miller  – whipping the lasso at the Giants’ division-clinching win recently over the Padres.

How much do you want to bet that Bud or one of the big beer brands is working on a spot featuring Psy right now? Cue the horses.

So what does Gangnam Style have to with brand advocacy? Everything.

When Advocates find something they like – whether it’s a hilarious Korean rap video or an iPhone app for an accounting software company, they share it with their friends.

Outright, which provides accounting software for small businesses, recently engaged Advocates for the launch of its new iPhone app. Result? Outright’s iPhone app jumped to the Top 25 list on Apple's App Store. Outright got an astonishing 90 percent click-through rate among Advocates’ friends and a staggering 713% CTR on Twitter.

As the Outright example shows, you don’t need a hip, clever video or even a sexy brand to get your content and offers out there.

Find your Advocates and make it easy for them to share your content. That’s brand advocacy Gangnam style!

Here's the Gangnam style video for you to watch once again (warning: this WILL get stuck in your head!):

http://www.youtube.com/watch?v=9bZkp7q19f0

Webinar Recording: Top 10 Things Advocates Will Do For Your Brand

Below is the recording from our latest social media webinar, "Top 10 Things Advocates Will Do For Your Brand" co-hosted by the Word of Mouth Marketing Association.

Expert Speakers:

1. Give you referral leads and help you sell products and services, serving as a virtual salesforce.

Anytime Fitness Advocates have shared 16,167 offers on Facebook, Twitter, and via email. Anytime Fitness is seeing a 20% conversion rate from Advocate offer shares (5X higher than average).

2. Write highly positive reviews of your products or services, boosting your online ratings.

Anytime Fitness Advocates have written over 7,250 glowing reviews and stories which are displayed on Anytime's Facebook page. Advocates have also published their reviews on Yelp which has increased positive reviews by 30% in the past five months.

3. Create glowing testimonials about their experiences with your company or products.

Outright Advocates have written 1,463 stories, some of which are showcased on Outright's website. Of the Advocates who shared their story, 53% chose to share on Facebook.

4. Answer propects' questions, overcoming buyers' objections and reducing shopping cart abandonment rates.

2,440 Advocates for the VoIP provider, Ooma, have opted in to answer prospects' questions. Each question is getting an average of 2.3 answers. Ooma is seeing a 50% click-through-rate among prospects who get questions answered by Advocates.

5. Share your content and offers with their social networks, driving referral leads, clicks, and sales.

Outright Advocates love to share educational content such as a video about their Tax Resource Center. 43% of people in Advocates' networks clicked through to watch the video.

6. Help you launch new products.

Outright energized their Advocates to help launch their new iPhone app. Advocate sharing drove the app to the Top 25 in the app store.

7. Create better ads than your high-priced ad agency and more compelling copy than your most skilled wordsmith.

One Anytime Fitness Advocate described the club as "the Cheers of fitness clubs." Another Advocate wrote, "This club provides the keys to your future success...guaranteed!"

8. Defend your cherished company and brand reputation from detractors.

Auto-windshield repair company, Safelite, boosted ratings on SuperPages.com from 2.35 to 4 stars by energizing their Advocates to write reviews. Advocates gave Safelite an average of 4.9 out of 5 stars!

9. Alert you to competitive threats and market opportunities.

Outright Advocates alert the company when people post incorrect information about their software on the web.

10. Give you profitable ideas and produce feedback.

Outright created a Facebook group exclusively for their Advocates to provide feedback such as input on a new tagline.

To learn more about the power of advocacy, download Chapter One of Rob Fuggetta's new book, "Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force."

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

REGISTER NOW

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

REGISTER NOW

Webinar Recording: Secrets of B2B Social Media & Word of Mouth Marketing #B2BWOM

Below is the recording from our recent webinar on "Secrets of B2B Social Media & Word of Mouth Marketing" during which top marketers with a breadth of experience running B2B marketing shared social media success stories from brands like Intuit, Adobe, Microsoft, and CDW.

View more videos from Zuberance
Speakers:
Key Takeaways:
  • Only 5% of Chief Marketing Officers rate their companies' online marketing performance as excellent.
  • B2B marketers say their top challenges are generating more leads, reaching decision makers, and improving lead quality.
  • One of CDW's best marketers and salespeople is "Hard-core" CDW Advocate, Justin Dorfman.
  • 83% of online consumers say online reviews influence their purchases.
  • Intuit found that Advocates love to share new product information before the public launch (beyond just discount offers.)
  • Companies can double their conversions by putting Advocate-generated recommendations on product pages.
  • 80% of Intuit's sales are driven by Word of Mouth.
  • Brand Advocates are your secret B2B marketing weapon- 90% of buyers trust Word of Mouth vs 14% trust ads.
  • Advocacy best practices: 1) Don't pay your Advocates. 2) Make Advocate/Word of Mouth marketing part of ongoing marketing mix. 3) Scale and track advocacy programs.
  • How to identify Advocates: Ask them The Ultimate Question, "How likely are you to recommend our brand/product to your friends and colleagues?"
  • Build your brand army by identifying Advocates across touch points: Email, website, call center, product page, social media, packaging, etc.
  • Advocates recommend because they've had a great experience with your brand/product and they want to help others.

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.)

Make sure to download our "Top 5 Myths of B2B Word of Mouth" whitepaper.

-Cara Fuggetta, Marketing Manager, Zuberance