July 2012
Intermediate to advanced
304 pages
6h 45m
English
Content preview from Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing ForceBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
Chapter 24
Rewarding
Money Can't Buy Real Advocacy
Awhile back, I was pitching the Zuberance story to one of Silicon Valley's top venture capitalists. This guy's company has bankrolled some of the best-known, most successful start-ups. He's on a first-name basis with Mark, Sergey, and Larry.
But he wasn't buying my story. No matter how much third-party data I showed him, he just couldn't imagine that companies could get their customers—even their Brand Advocates—to recommend their brands or products without giving them cash, freebies, or discounts.
Finally, I asked him this question:
“The last time you went out for dinner and had a fabulous experience, did you tell a colleague or friend about it?”
“Ummm,” he said, scratching the stubble on his chin and squinting his eyes. “Yeah, I did,” he said grudgingly.
“And did the restaurant pay you or give you a free meal for your recommendation?” I asked.
“No,” he said, somewhat indignantly. (No one can buy his advocacy. Money can't buy VC's love, right?)
He went on: “I recommended the restaurant because I really enjoyed it and wanted my friends to enjoy it also.”
Game, set, match!
(By the way, I refused the temptation to point out to the VC that our meeting was a result of an unpaid word of mouth referral.)
No Money Down
Millions of people recommend restaurants, movies, books, hotels, cars, computers, software, smartphones, doctors, dentists, accountants, and yes, even venture capital firms, plus thousands of other companies, products, ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.