book

Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force

by Rob Fuggetta

July 2012

Intermediate to advanced

304 pages

6h 45m

English

Wiley

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Turning Advocates into MarketersYou Can Do This, TooWhat You'll LearnWhy I Wrote This BookHow This Book Is OrganizedYour Advocate Army Is Ready. Are You?
The Power of Brand AdvocatesBillions of Brand AdvocatesAdvocates All Around UsConsumers Trust Advocates, Not AdsDifferent from Fans and FollowersMoney Can't Buy Advocates' LoveBeyond LoyaltySocial Media Amplify AdvocatesTop 10 Things Advocates Will Do for YouAdvocates for LifeProactive RecommendersMost Passionate AdvocatesOff-the-Charts EngagementVisible AdvocatesHidden AdvocatesActive AdvocatesBrand Advocates Are Players (in a Good Way)Can't Keep a SecretAdvocacy Moves OnlineYou Don't Need to Own It to Recommend It
Influence Matters MostMeasuring Advocate InfluenceCreating Power AdvocatesMeasuring Advocate's KloutStarbucks Melody

Proof in Advocacy PuddingEstimating the Value of an AdvocateThree ExamplesConservative EstimateApple of Roy's Eye
Sally SellerEd ExpertChris CreatorSonny SharerHay Floats Microsoft's Boat
Selling with AdvocatesTrusted AdvocatesSustainable Marketing ForceAuthentic AdvocacyWord of Mouth Marketing at ScaleAdvocacy Drives GrowthAdvocacy and the Consumer Decision JourneyBeyond Listening and EngagementThe Three R's of AdvocacyThree Major Advocacy BenefitsTraditional Marketing ModelThe “Triangle of Trust”Fair Exchange of ValueMaintaining BalanceBetting Against BeaconNot an Either/OrAdvocacy in the Online Purchase Path
Dirtiest Apartment in San FranciscoA Sea of SamenessAdvocacy Is Method for SuccessEnergizing Method AdvocatesPeetniks Share their Passion for Peet's Coffee
Power of Restaurant Word of MouthTurning Happy Diners into MarketersRubio's Unleashes Its AdvocatesAdvocacy is Delicious for Restaurant.com
Fitness Marketing HurdleAdvocates Pump Up Fitness MarketingLarge Fitness Company Activates Its AdvocatesAdvocates Are the X FactorAnytime Advocates
Top Benefits of Advocacy for Auto MarketersGMC Fuels AdvocacyAdvocacy Drives FordMINI's Top Salesman
The Power of Advocacy in SoftwareUnleashing Software AdvocatesWhy Advocate Marketing Is Powerful in SoftwareAdvocacy in a Parallels WorldTiger versus 3.5 Million Toothpicks
Power of B2B AdvocacyIt's All about TrustBoosting B2B MarketingVerticalResponse Advocates Make the LeapCDW Gets AdvocacyEnergizing Passionate CustomersBeyond Ratings and ReviewsThe Queen of QuickBooks
Beyond ReviewsFour Seasons of AdvocacyCircus Circus Advocates Don't Clown AroundTRYP by Wyndham Unleashes AdvocatesJoy of AdvocacyAirlines Take Flight with AdvocatesJetBlue AirwaysVirgin America AirlinesCruise's Virgin AmericaQatar Airways
Advocacy's Influence Grows in CEAdvocacy Powers CEOnline Ratings Dominate in CECE Companies Power Up AdvocatesDVR Manufacturer Records Ratings and SalesOoma Turns to Advocates
Advocate Flow
Three Ways to Identify AdvocatesAsking the Ultimate QuestionAdvocates, Detractors, and Passives, Oh My!What's Your Net Promoter Score?Growth by AdvocacyTurning Promoters into ProfitsOne Percent NPS, but Millions of AdvocatesAsk OftenWhere to Find AdvocatesDuring Product UsageWhen to AskMoments of DelightPulling the TriggerKeep It ShortWhat Else to AskWhere to StartWho to AskShould You Use an Incentive?Finding Advocates in the Social Media JungleGrowing Your Advocate ArmySet It and Forget It!But Wait, There's More!
Silent KillersDumb IdeasA Five-Star Solution to Bad ReviewsAdvocates to the RescueWebroot Boosts Online RatingsWebroot Identifies AdvocatesWebroot Advocates Boost Online Ratings
Different from ReviewsAdvocates Love Telling StoriesCreative Uses of Advocates' StoriesThree Strategic Uses for Advocates' Stories
How Advocate Answers WorksResultsWhere Advocate Answers Fit Best
Three Key Benefits of Advocate SharingShare This!Advocacy Goes ViralMost Valuable SharingHow Social Sharing Works for AdvocacyHow Advocates ShareMost Efficient Sharing ChannelsTop 10 Tips for Advocate Sharing
Mobilizing Advocates for Product LaunchesReal-World ExamplesAdvocate Seeding ProgramFive Steps in an Advocate Seeding ProgramMobilizing Advocates During Social Media CrisesTwo Important Things to Know about Social Media CrisesBrand under Attack? Fight Back!But What If There Is No Advocate Cavalry?Mobilize Advocates to Boost PromotionsTakin' It to the StreetsOther Ways to Mobilize AdvocatesBest Practices for Mobilizing Advocates
Using NPS to Track AdvocacyWhere NPS Falls ShortIntroducing Advocate AnalyticsThree Questions Advocate Analytics AnswerAdvocate ProfilesAdvocate ActivityAdvocacy ResultsMeasuring Advocacy ValueHow Much Convincing Do You Need?Total Advocacy ValueSales ValueMeasuring Sales Value Is StraightforwardUsing CLV to Estimate Sales Value of AdvocacyCLV ChallengesMedia Value of AdvocacyPeer Influence Analysis ModelMedia Value of Trusted Impressions$300 CPM for Word of Mouth?Another Way to Value RecommendationsReturn on AdvocacyZ Score
Don't Just ListenEducating AdvocatesHow Often to Engage Advocates?Advocate Community?
Money Can't Buy Real AdvocacyNo Money DownWhy Paying for Advocacy Is a Dumb IdeaWine DownJaffe and Fuggetta Smack-Down
Social Media Adoption CurveAdvocacy Adoption CurveThe ROI Dividing WallPlot Yourself on the Advocacy CurveCrossing the Advocacy ChasmDemand Gen Catapults Advocacy across the ChasmAdvocacy Will Go Mainstream When…
Three Steps to LaunchCreating an Advocacy PlanAdvocate Marketing Plan OutlineTechnology Readiness (1 to 2 weeks)Advocacy by the NumbersB2C Consumer Electronics ExampleB2B ExampleB2C Bed and Breakfast ExampleFive Secrets to Advocacy SuccessSeven Fatal Advocacy MistakesWhy Not Dive In?Using a Pilot to Inform Advocacy PlansTest Your Advocacy ReadinessFour Ways to Energize Potential Advocates
Fitness Club Ignores AdvocatesSocial Media HangoverGet Social or DieAdvocacy: Social Media's Sweet SpotYour Customers Are Way Ahead of YouMoving the Dollars

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Publisher Resources

Become 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,
and much more.