All About Brand Advocates and Social Marketing

Twitter Implements Do Not Track Privacy Option – NY Times

It’s no secret that Facebook is worth about $100 billion because itcollected personal data about its users. A lot of data. Although Twitter tracks its users too — albeit in a much less aggressive way — the company has decided to take a different route. It announced Thursday that it is joining Mozilla, the maker of the Firefox Web browser, and giving its users the ability to opt-out of being tracked in any way through Twitter.

Marketers from GNC to P&G Weigh in on Social Platform Strategy- Brands on Facebook: Advertising is Optional – AdAge

One in five clicks in the U.S. happens on Facebook, and like any mass platform, most brands maintain a presence there and carefully cultivate their fan base. But do they need to advertise as well? That’s the question facing brands — as well as investors –as Facebook prepares for its anticipated $100 billion IPO on Friday.

GM to Forgo Pricey Superbowl Ads – WSJ

General Motors Co. said it will forgo advertising in the next Super Bowl rather than swallow a price hike, a surprising reversal of strategy that comes as the auto maker overhauls its global marketing operations. Super Bowl advertising is effective but has become too expensive to justify the cost, Joel Ewanick, GM’s global marketing chief, said in an interview. Ads for next year’s National Football League championship game are up about 9%, selling for about $3.8 million for a 30-second spot, according to media buyers.

Facebook Running Tests For User Highlighted Posts -

Facebook is considering charging its members US$2 to “highlight” important posts so they are more visible on the social networking site. The feature is being trialled and was chanced across by a Facebook user in Whangarei who initially assumed it might be a scam. However, Facebook spokeswoman Mia Garlick confirmed it was a new “feature” it was testing.

Internet Greets Facebook IPO Price With Glee, Skepticism – CNN

Friends may be priceless. But ‘friending’ is worth $38 a share. That’s what Facebook set as the initial price when its stock begins trading on Wall Street Friday morning. That’s at the top end of the range analysts were expecting and gives the company a valuation of roughly $104 billion.

Twitter Pumps Up Discovery Feature with Social Signals – CNET

Twitter’s “Discover” feature is getting more dialed in to users’ preferences, a blog post by Twitter Vice President Satya Patel announced this morning. The post says the feature will pay attention to “additional personalization signals” to figure out which stories to display, instead of just showing users what’s trending.

Facebook Sets IPO Date For May 18: Report – Forbes

Facebook has set a planned date for its initial public offering of May 18, according to the Wall Street Journal, citing “people familiar with the matter.” The social networking giant is expected to start its roadshow on Monday to pitch the company to potential Wall Street investors, the Journal reports.

79% of Marketers Plan to Increase Spend on Social Media Marketing – eMarketer

As marketers spread their time and resources across digital, social media is becoming a bigger piece of the puzzle. Looking at spending on advertising and marketing tactics, 79% of US marketing professionals said they plan to increase spending on social media marketing or ads in the next 12 months, with mobile and tablet spending not far behind, at 75% and 66%, respectively, as the next areas that will see budget growth.

Report: Cover Images Draw Eyeballs on Facebook Timeline Pages – AllFacebook

Eye-tracking outfit EyeTrackShop turned its eyes to timeline for pages and found that the cover image was king.EyeTrackShop’s findings ran counter to those from another eye-tracking study earlier this month by Simple Usability, which concluded that the importance of cover images was overrated, saying that most users did not notice creative combinations of the cover image and profile image, and many thought of the former as advertising space.

LinkedIn Tops the Forbes Fast Fast Tech 25: Annual List of Growth Kings – Forbes

The crucial question for investors is how much weight you give to things you can’t begin to imagine. That leap of faith is what drives interest in our list of America’s 25 Fastest-Growing Tech Companies. All of them have shown a remarkable ability to defy sales gravity. We combed more than 5,000 publicly traded technology companies, looking for profitable companies with a minimum revenue of $150 million and a minimum market value of $500 million.

Below is the recording of our recent webinar, “Brand Advocates on Facebook: What You Need to Know About Timeline, EdgeRank, and Leveraging Your Superfans.”

(Click here to view webinar recording on Slideshare.)

Featured Speakers:

Key Takeaways:

  • Brand Advocates are a different breed; They are 50% more likely to influence purchase decisions than other customers, 2X more active content creators, and 75% more likely to share great product experiences.
  • Facebook Timeline features give brands more real estate to boost advocacy such as pinning Advocate-generated content, showcasing Advocate reviews, and highlighting Advocate identification.
  • Even though these new Timeline features are valuable, 88% of Facebook fans never return to a brand page after “liking” it. Also, due to EdgeRank, only 16% of your fanbase see branded posts in their newsfeeds.
  • Brands can work around EdgeRank by giving Advocates content to share on Facebook (such as educational content, videos, offers, etc) and encouraging Advocates to create content themselves and then posting it to Facebook (such as reviews, testimonials, etc.) Though EdgeRank still applies to Facebook users, your Advocates will be reaching people in their networks that most likely aren’t fans of your brand on Facebook.
  • By leveraging their Advocates on Facebook, brands are increasing reach, building their brand armies, boosting click through rates.


To learn more, download the whitepaper, “Turning Fans and Followers into Brand Advocates.”

Date: April 12, 2012                  Time: All day event                  Price: FREE


Webcast provider, BrightTALK, is hosting an all day online summit on the topic of “Social B2B” on April 12 where our Founder/CEO, Rob Fuggetta, will be presenting on brand advocacy.

Social media has definitely been the buzz word for the last decade, but what makes it unique for B2B organizations? Does Facebook and Google+ work for B2B and is LinkedIn the best social network to engage professionals? Experts will share their best practices on social media programs aimed at the B2B buyer, social CRM and the important steps you need to take to become a social business.

Some of the presentations include:

  • How Three B2B Companies Are Leveraging Brand Advocates to Drive Sales featuring Rob Fuggetta, Founder/CEO, Zuberance
  • Mastering B2B Social Media featuring Kipp Bodnar, Inbound Marketing, Hubspot
  • The Shift to Social Business featuring Michael Brito, SVP Social Business, Edelman Digital
  • The Secrets of Building Online B2B Audiences with Social Media featuring Quoc-Thai Dang, Demand Generation Marketing Manager, BrightTALK
  • And more!


Are you a business owner? How important is Word of Mouth in promoting your products / services? Most likely your answer is VERY IMPORTANT!

And you are not alone. Three years of working with Enterprise Customers have given Zuberance enough experience and data to unequivocally state that the most satisfied customers a Business has, their Brand Advocates, are extremely important for their success; Data from a recent study tells us that:

  • 30% of Brand Advocates recommend once a week or more
  • Brand Advocates recommend across many categories; the most popular are Technology (25%), Restaurants (15%) Household Items (10%), Travel (7%)
  • Brand Advocates have Social Networks that are larger than average (300-600)
  • Brand Advocates recommend consumer (67%) and business (31%) products
  • When a Brand Advocate recommends he/she prompts the recipient to consider (61%) and buy (22%)

We deeply believe in the power of Brand Advocacy and the benefits it can bring to your business. In order to make these benefits available more broadly we are releasing Zuberance Self Service (Beta).

In a nutshell: Zuberance Self Service allows any business to identify their most satisfied customers, their Brand Advocates, and then energize these Advocates to generate online reviews and share offers with their social networks. All of the activities are tracked so impact is clearly understood and messaging / offers can be optimized. Zuberance Self Service compiles best practices Zuberance has gathered through three years of catering to Enterprise Brands.

Zuberance Self Service is completely free during the Beta, after the Beta period is over Zuberance Self Service will be free for any company up to 200 Advocates identified; and then charged in a tiered subscription model based on the number of Advocates in the program.

Through the next few months we will be adding more features and capabilities, we look forward to receiving your comments and feedback (please use our online community.)

-Filiberto Selvas, VP of Product, Zuberance

Twitter Adds Embeddable Tweets: 8 Creative Ways to Leverage Them – Social Media Examiner

Embedded tweets allow you to take a tweet or a conversation and post it on your website or in a blog post. You can use this feature to share your Twitter conversation with a larger audience. Read this post to learn how to leverage this new feature in 8 creative ways.

Facebook Adds Yahoo Patent Lawsuit to IPO Filing – Mashable

Facebook updated its $5 billion initial public offering (IPO) filing this week to include the details about its patent battle with Yahoo. This is the third time Facebook has amended its S-1 form. The list of lawsuits against the company seems to grow as the company gets closer to becoming a publicly traded company, which is expected to happen by May.

Google to Launch Third-Party Commenting Platform to Rival Facebook – The Next Web

Google is about to launch a new commenting system that will tie into the search giant’s Google+ platform, web services and web search, a source close to the product’s development confirmed with The Next Web. The Google comment system, which will almost certainly rival that of Facebook, will have deep links to Google’s network of services and websites, indexing comments in Google Search, and most significantly, the system will be available for use on third party sites.

Twitter Rewind: Big Highlights From 2012 to 2006 – Mashable

Six-year-old Twitter is a remarkably different animal than it was when co-founder Jack Dorsey sent the service’s first tweet in March 2006: “just setting up my twttr,” he wrote. To keep the social media powerhouse intact as more people, celebrities and world leaders find their roles in the birdcage, Twitter has evolved its aesthetics, functionality and business model. In this post, Mashable gathered the best moments in Twitter’s eventful existence to help you reminisce.

New Study: Men Seek Online Product Reviews and Tell Their Friends About Their Findings – eMarketer

A new study by Men’s Health magazine and GfK Roper found that men not only compare prices online and read consumer reviews, but they also tell their friends when they learn something positive about a brand or product online. These online shopping activities are significantly higher for product categories like tech, auto, food/cooking, and more.


WEBINAR: Brand Advocates on Facebook: What You Need to Know About Timeline, EdgeRank, and Leveraging Your Superfans


Date: Wed, April 18, 2012

Time: 11:00 AM PST/ 2:00 PM EST

Twitter hashtag: #zuberance

With 845 million active users and 2.7 billion “likes” everyday, Facebook’s marketing potential has brands foaming at the mouth. However, due to the constant evolution of Facebook updates plus EdgeRank filtering your content, the road to Facebook marketing success is quite a bumpy one. Instead of focusing on simply racking up “likes,” let your Superfans (AKA Brand Advocates) drive your Facebook strategy. Brand Advocates are truly a different breed; beyond “liking” your brand, they’ll proactively recommend your products to their friends, share your content, and help you build your brand army.

Register for the webinar and we’ll teach you how to turn “likes” into leads and Superfans into social media marketing machines.

You’ll learn how to:

  • Identify your Brand Advocates amongst your fanbase
  • Leverage new Timeline features to boost advocacy
  • Energize Brand Advocates to improve EdgeRank
  • Generate leads and lower customer acquisition costs via your Superfans
  • Plus, real-world case studies on how top brands like Box, GMC, Parallels, and more are leveraging their Advocates on Facebook

About the Speakers

Scott Meldrum, Founder/CEO, Pollin8: Social Content + Communications (@ScottMeldrum)

As an expert in Interactive Marketing and Social Media, Scott Meldrum provides digital strategy, creative and media solutions for leading companies in the entertainment and retail industries. Leveraging 15 years of interactive experience, he has delivered digital advertising and social media programs for brands like Starbucks, Best Buy, Shell, and TiVo, and has helped recording artists Jennifer Lopez, Avril Lavigne, and Coldplay reach star status.

Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta)

Rob Fuggetta is the leading expert on brand advocacy. He is a former partner at Regis McKenna Inc., the legendary marketing and communications firm where he co-managed the Apple account. He later became CMO at Genuity, a Verizon spin-out which went public in June 2000. Fuggetta is the author of “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force,” to be published by John Wiley & Sons in 2012.

Bonus! Each registrant will receive a free copy of the Zuberance whitepaper, “Turning Fans and Followers into Brand Advocates.”


“Most would probably agree that someone sharing a brand’s content with their friends is a high indicator of brand ambassadorship” says Doug Schumacher in a recent post from iMedia. The post highlighted last week’s top ten brands with the highest engagement rates on their Facebook Pages. Disney came in first place at .27% with an image of a smiling Chesire Cat.

This may be impressive in terms of Facebook Pages (especially when considering the implications of EdgeRank), but if you want to see some jaw-dropping, make-you-wanna-get up-and-dance sharing percentages, engage your Brand Advocates.

On average, across all our customers, about 15% to 20% of Brand Advocates share content they create or is provided to them by brands. For example, 23% of CDW Advocates shared reviews they created.

This shows yet again that Brand Advocates are, by far, a company’s most engaged customers.

To learn more about leveraging your Brand Advocates, download our whitepaper, Turning Fans and Followers into Brand Advocates.

Brand Advocates – consumers and business buyers who frequently recommend brands and products without being paid – are highly trusted and influential. Their recommendations drive trillions of dollars of purchase decisions for everything from cars to computers, fish tacos to fitness memberships, software to smart phones. Now, a new study sponsored by Zuberance has revealed three surprising findings about Brand Advocates.

This study provides further evidence about the power and influence of Brand Advocates.The message in the data is clear for B2C and B2B marketers: find and activate your Advocates now to generate more recommendations, referrals, and revenues.

Download the full report here.

Don’t miss our March 21 webinar: Founder/CEO of Zuberance, Rob Fuggetta, will present the findings from “Three Surprising Facts About Brand Advocates” and share the implications for marketers. Click here to register.

(Click here to view the Infographic in your browser.)

Brands have been intensely focusing on racking up the “likes” on their Facebook page through various marketing tactics such as offering incentives, investing in Facebook ads, and more. But even with hundreds of thousands of Facebook fans, the road to kick ass Facebook engagement is a rather bumpy one.

Take a look at these stats working against you when it comes to Facebook marketing:

88% of Facebook users never return to a fan page once they “like” it (

Due to EdgeRank, each time a brand posts to their Facebook page, only about 16-18% of fans actually see the post in their newsfeeds (source: comScore, Facebook.)

According to a recent Ehrenberg-Bass study, now you can add this stat: Only 1% of Facebook fans engage with brands.

So how do you overcome these obstacles and increase brand engagement? Focus not just on your fans, but on your fanatics (AKA your Brand Advocates) to share your content with their friends.

Why focus on your Brand Advocates?

  • Brand Advocates are a different breed: They are 50% more likely to influence purchase decisions and 75% more likely to share great product experiences.
  • By mobilizing your Advocates to share content on your behalf, you expand your reach beyond your current fan base to your Advocates’ networks.
  • Brand Advocates will spread the love across channels (Twitter, LinkedIn, third party review sites, etc.), not just Facebook.
  • Your customers don’t trust you anyway. 90% of consumers trust Word of Mouth; only 24% trust online ads (source: Nielsen.)

To learn more about leveraging your brand fanatics, download our whitepaper, Turning Fans and Followers into Brand Advocates.