CHAPTER 9

Empowering Brand Ambassadors to R-E-S-O-N-A-T-E

Advocacy happens when customers talk favorably about a brand or defend it without being asked to do so. They just love the brand, what it stands for and how it makes them feel.

—Ann Tran, Forbes top social media influencer

The acceleration of social media and content marketing has done more than usher in an era of inbound marketing. In fact, many predict that advocate marketing will be as mainstream in a few years as e-mail marketing is today.1 Brands and small businesses are recognizing its power in cultivating fans that can serve as brand ambassadors. But more than just brand advocates, these ambassadors are formally assigned to a brand’s marketing efforts typically in return for some ...

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