You’re already sold on the power of Brand Advocates. You’re identifying and energizing your Advocates now to recommend your brand and products. What’s next? How can you get the greatest possible bang from your advocacy buck? How can you fully harness the power of Advocates to build your brand and business?

Watch the webinar below to learn about “Advanced Techniques for Energizing Your Brand Advocates.” (Click here to watch on Slideshare.)

10 Advanced Brand Advocacy Tips

1. Grow your Advocate Army. New customers, returning customers, and passives are three segments that brands can look to in order to identify and energize Advocates.

2. Leverage multiple touch points to identify and engage with Advocates: email, website, social channels, mobile, in-product, physical stores, customer service.

3. Use the full array of Advocate applications: reviews, stories, answers, offers.

4. Take Advantage of Advocate Apps. Various Advocacy apps can directly address marketing challenges and/or opportunities. For example, certain properties of a hotel chain are receiving poor online ratings and reviews. Using Advocate reviews, this hotel can focus their enthusiastic and highly satisfied Advocates on rating and reviewing these properties on third party review sites like TripAdvisor.

5. Energize Advocates by Segment. Not all Advocates are alike, so building a segment-driven Advocacy program is key to any brand advocacy strategy. Vary your messaging to target different Advocate segments and create distinct goals for approaching each segment.

6. Mobilize Advocates. Use Advocate applications to mobilize your Advocates around specific situations or opportunities. For example, Advocate stories can aid in brand repositioning, Advocate offers can drive lead generation, and Advocate reviews and stories can help to combat negative Word of Mouth.

7. Leverage Advocates for launches. Energize your most passionate customers pre-launch to build buzz and awareness about your new product.

8. Leverage Advocate content smartly. Advocate-generated content is digital gold. Place Advocate content on multiple pages on your website, on a dedicated tab on your Facebook page, in your paid search ads, etc.

9. Set it and forget it! Setup email marketing campaigns that ask new customers if they would recommend your product and write a review two weeks after the purchase.

10. Promote causes. Rally your Advocate Army to promote a charity and spread awareness to their social networks.

-Cara Fuggetta, Marketing Manager, Zuberance

The recording below is from our recent webinar, “3 Case Studies in 30 Minutes: How Three Travel and Hospitality Companies are Increasing Sales and Ratings by Leveraging Their Brand Advocates” featuring social marketing success stories from Rubio’s, Tryp by Wyndham, and Qatar Airways. The speaker was Founder/CEO of Zuberance, Rob Fuggetta (@robfuggetta).

Key Takeaways:

• Brand Advocate definition: Highly-satisfied customers and others who pro-actively recommend brands or products without being paid.
• Brand Advocates are a different breed- They are 2X more active content creators and 4X more likely to share great product experiences.
• On average, 50% of a company’s customers are Brand Advocates.
• Identify your brand’s Advocates by asking The Ultimate Question: On a scale from 1-10, how likely are you to recommend our brand or products to your friends? (9′s and 10′s are Advocates.)
• Advocate marketing has a sales conversion rate of 5% or higher compared to traditional marketing at less than 1%.
• Rubio’s Advocates have created over 3,800 Yelp reviews and shared 60,000 offers with their social networks.
• 41% of Tryp’s Advocates recommended the hotel by creating reviews. The average start rating was 4.7 stars out of 5.
• 43% of Qatar Airway’s Advocates actively recommend the airline. Qatar Airways is seeing an 80% click-through rate on Advocate stories that were shared with their social networks.

-Cara Fuggetta, Marketing Manager, Zuberance

The recording below is from our recent webinar, “5 Case Studies in 30 Minutes: How Five Software Companies are Increasing Sales and Positive Word of Mouth by Mobilizing Their Brand Advocates” featuring social marketing success stories from Intuit, Microsoft, NetApp, Webroot, and Symantec. The speaker was Founder/CEO of Zuberance, Rob Fuggetta (@robfuggetta).

Key Takeaways:

• Brand Advocate definition: Highly-satisfied customers and others who pro-actively recommend brands or products without being paid.
• Brand Advocates are a different breed- They are 2X more active content creators and 4X more likely to share great product experiences.
• On average, 50% of a company’s customers are Brand Advocates.
• Identify your brand’s Advocates by asking The Ultimate Question: On a scale from 1-10, how likely are you to recommend our brand or products to your friends? (9′s and 10′s are Advocates.)
• Advocate marketing has a sales conversion rate of 5% or higher compared to traditional marketing at less than 1%.
• Webroot Advocates have created 5,500 reviews and rated their security software an average of 4.5 out of 5 stars.
• NetApp is seeing an 80% in-bound click rate from offers shared by their Advocates to their social networks.
• Intuit has identified a brand army of 30,000 Advocates. 11,000 Intuit Advocates. have recommended Intuit through reviews and offer sharing.
• For a particular campaign, 96% of Microsoft SMB’s Advocates shared an offer with their Facebook friends.
• Norton’s sales jumped $25 million and their ratings doubled on Amazon after energizing Norton Advocates.

To learn more about the benefits of energizing Brand Advocates, download our whitepaper, “The ROI of Energizing Brand Advocates.”

-Cara Fuggetta, Marketing Manager, Zuberance

The recording below is from our recent webinar, “3 Case Studies in 30 Minutes: How Three Health and Fitness Companies are Increasing Sales and Positive Word of Mouth by Leveraging Their Brand Advocates” featuring social marketing success stories from 24 Hour Fitness, Club One, and Anytime Fitness. The speaker was Founder/CEO of Zuberance, Rob Fuggetta (@robfuggetta).

Key Takeaways:

• Brand Advocate definition: Highly-satisfied customers and others who pro-actively recommend brands or products without being paid.
• Brand Advocates are a different breed- They are 2X more active content creators and 4X more likely to share great product experiences.
• On average, 50% of a company’s customers are Brand Advocates.
• Identify your brand’s Advocates by asking The Ultimate Question: On a scale from 1-10, how likely are you to recommend our brand or products to your friends? (9′s and 10′s are Advocates.)
• Advocate marketing campaigns yield an 86% click-through rate vs. 5% for traditional marketing.
• Club One has identified 8,800 Advocates who have shared over 16,000 Club One offers with their social networks.
• Anytime Fitness has energized their brand army to share over 1,000 offers driving trials and memberships.
• 24 Hour Fitness has mobilized their 90,000 Advocates to publish over 2,600 reviews to Yelp.

To learn more about how Fitness companies are turning their Brand Advocates into a marketing force, download our whitepaper, “Club One Gets 9X ROI by Energizing Brand Advocates.”

-Cara Fuggetta, Marketing Manager, Zuberance

We are hosting three (that’s right three) upcoming webinars that will feature social marketing success stories from top brands like Intuit, Microsoft, 24 Hour Fitness, and Motel 6.

The case studies will be presented by Rob Fuggetta (@robfuggetta), Founder/CEO of Zuberance and author of soon to be published book, “Energize! How to Turn Word of Mouth and Social Media into Sales by Energizing Brand Advocates.”

Take your pick from the webinars below. Heck, why not sharpen your social marketing skills and sign up for all three?!

Particpants will learn how to:

• Identify and energize your best customers (AKA Brand Advocates)
• Boost ratings and increase positive reviews on review sites like Yelp, Amazon, and TripAdvisor
• Generate leads and drive sales via social media
• Measure the impact of mobilizing Brand Advocates

Join the conversation on twitter for all three webinars using #zuberance

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3 Case Studies in 30 Minutes: How Three Health & Fitness Companies are Increasing Sales and Positive Word of Mouth by Leveraging Their Brand Advocates
Date: Tues, Dec 13, 2011
Time: 11 AM PST/ 2 PM EST
Featuring case studies from:

• 24 Hour Fitness
• Club One
• Anytime Fitness

Register now for the Health & Fitness Webinar

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5 Case Studies in 30 Minutes: How Five Software Companies are Increasing Sales and Positive Word of Mouth by Mobilizing Their Brand Advocates
Date: Wed, Dec 14, 2011
Time: 11 AM PST/ 2 PM EST
Featuring case studies from:

• Intuit
• Microsoft
• Webroot
• NetApp
• Corel

Register now for the Software Webinar

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3 Case Studies in 30 Minutes: How Three Hotels are Increasing Sales and Ratings by Leveraging Their Brand Advocates
Date: Thurs, Dec 15, 2011
Time: 11 AM PST/ 2 PM EST
Featuring case studies from:

• Motel 6
• Tryp by Wyndham,
• Circus Circus

Register now for the Hotel Webinar

Hope you will join us!

-Cara Fuggetta, Marketing Manager, Zuberance

3 Case Studies in 30 Minutes: How Three Hotels are Increasing Sales and Ratings by Leveraging Their Brand Advocates

Date: Thursday, December 15, 2011

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

Join the conversation on Twitter: #zuberance

CLICK HERE TO REGISTER NOW

Hotels and resorts spend billions on marketing and sales promotions trying to lure travelers to their properties and keep them coming back through loyalty reward programs. However, an influential and powerful segment that is often overlooked is Brand Advocates. The value of energizing Brand Advocates goes beyond loyalty. Brand Advocates are highly satisfied customers that pro-actively recommend your properties to their social networks online and offline. Mobilizing Brand Advocates turns your enthusiastic guests into a cost-effective marketing force, boosting ratings and reviews and driving sales.

Register now to attend this free webinar featuring real-world success stories from:

• Motel 6
• Tryp by Wyndham
• Atlantis

Participants will learn how to:

• Identify and energize your best customers (AKA Brand Advocates)
• Boost ratings and increase positive reviews on TripAdvisor and other review sites
• Generate leads and drive sales via social media
• Measure the impact of mobilizing Brand Advocates

All participants will receive a free whitepaper, “How Hotels Can Turn Word of Mouth and Social Media into Sales.”

Expert Speaker: Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta)

Rob Fuggetta, the founder and CEO of Zuberance, has more than 20 years of experience in Word of Mouth marketing, His WOM strategies have created marketing success for Apple, Intuit, Norton, and many others. Fuggetta is a frequent speaker and author of an upcoming book, “Energize! How to Turn Social Media & Word of Mouth into Sales by Energizing Brand Advocates.”

REGISTER NOW

5 Case Studies in 30 Minutes: How Five Software Companies are Increasing Sales and positive Word of Mouth by Mobilizing their Brand Advocates

Date: Wednesday, December 14, 2011

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

Join the conversation on Twitter: #zuberance

CLICK HERE TO REGISTER NOW

Word of Mouth is the “world’s most powerful sales tool,” according to Nielsen. In fact, many software companies get more than half their business from Word of Mouth. In today’s social-media-connected world, the voice of your customers on blogs, social networks, and third party review sites such as Amazon is more influential than ever. But how do software marketers harness the power of social media and Word of Mouth to drive sales and positive reviews?

Register now to attend this free webinar featuring real-world success stories from:

• Intuit
• Microsoft
• Webroot
• NetApp
• Corel

Participants will learn how to:

• Identify and energize your best customers (AKA Brand Advocates)
• Boost ratings and increase positive reviews on Amazon and other review sites
• Generate leads and drive sales via social media
• Measure the impact of mobilizing Brand Advocates

All participants will receive a free whitepaper, “The ROI of Energizing Brand Advocates.”

Expert Speaker: Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta)

Rob Fuggetta, the founder and CEO of Zuberance, has more than 20 years of experience in Word of Mouth marketing, His WOM strategies have created marketing success for Apple, Intuit, Norton, and many others. Fuggetta is a frequent speaker and author of an upcoming book, “Energize! How to Turn Social Media & Word of Mouth into Sales by Energizing Brand Advocates.”

REGISTER NOW

3 Case Studies in 30 Minutes: How Three Health and Fitness Companies are Increasing Sales and Positive Word of Mouth by Leveraging Their Brand Advocates

Date: Tuesday, December 13, 2011

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

Join the conversation on Twitter: #zuberance

CLICK HERE TO REGISTER NOW

Word of Mouth is the “world’s most powerful sales tool,” according to Nielsen. In fact, most health and fitness companies get more than half their business from Word of Mouth referrals. In today’s social-media-connected world, the voice of your members on blogs, social networks, and third party review sites such as Yelp is more influential than ever. But how do health and fitness marketers harness the power of social media and Word of Mouth to drive sales and positive reviews?

Register now to attend this free webinar featuring real-world success stories from:

• 24 Hour Fitness
• Club One
• Anytime Fitness

Participants will learn how to:

• Identify and energize your best customers (AKA Brand Advocates)
• Boost ratings and increase positive reviews on Yelp and other review sites
• Generate referral leads and drive sales via social media
• Measure the impact of mobilizing Brand Advocates

All participants will receive a free whitepaper, “Club One Gets 9X ROI by Energizing Brand Advocates.”

Expert Speaker: Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta)

Rob Fuggetta, the founder and CEO of Zuberance, has more than 20 years of experience in Word of Mouth marketing, His WOM strategies have created marketing success for Apple, Intuit, Norton, and many others. Fuggetta is a frequent speaker and author of an upcoming book, “Energize! How to Turn Social Media & Word of Mouth into Sales by Energizing Brand Advocates.”

REGISTER NOW

Check out the recording below from our recent webinar on “Turning Fans and Followers into Brand Advocates” where marketing experts shared best practices on leveraging your fans, followers, and customers to recommend your brand and products to their networks.

Speakers:

Getting more fans and followers is great. Finding your Brand Advocates and energizing them to generate Social Recommendations is even better.

REGISTER NOW

Date: Wed, Oct 26, 2011
Time: 11am-12pm PST
Twitter hashtag: #LikesToLeads
Sponsors: Zuberance & Gleanster

Many marketers today are focused on building their social following on Facebook, Twitter, and other channels. However, clicking a ubiquitous “Like” or “Follow” button is the lowest common denominator when it comes to showing brand affinity. To gain true social marketing value, companies should identify their most enthusiastic fans and followers (AKA Brand Advocates) and energize them to share recommendations to their social networks. That’s exactly what Top Performers are doing, according to new Gleanster research. How they’re doing it, what technologies, business processes, and organizational resources they’re implementing, what metrics they’re using to track and measure success, and what specific business benefits they’re deriving as a result of their efforts are the focus of this webinar.

Register for the webinar and learn how to:

• Identify your Brand Advocates amongst your fans and followers
• Turn likes into leads
• Reduce customer acquisition costs via your fans and followers
• Energize your fans to generate social recommendations

Featured Speakers:

• Umang Shah (@umang_shah), Social Strategist, Microsoft
• Jeff Zabin (@jeffzabin), Research Director, Gleanster
• Rob Fuggetta (@robfuggetta), Founder/CEO, Zuberance

All registrants will receive a free copy of:

• How Top Performers Leverage Social Networking to Mobilize Brand Advocacy – Gleanster Report
• Turning Fans & Followers into Brand Advocates – Zuberance Report

About the Speakers

Umang Shah, Social Strategist, Microsoft

Umang Shah is a Social Strategist at Microsoft, responsible for engaging customers and partners in the US Small and Midsize Business market.  Prior to Microsoft, he founded Cubed Consulting, a small Integrated Marketing consultancy providing services to emerging and evolving businesses in the San Francisco Bay Area.  During his time at the Xerox Corporation, Umang became a recognized Thought Leader in Customer Marketing and Social Media.  He led a Digital Marketing Team (unofficially) tasked with “making Xerox cool again” through the creative application of emergent technologies.  Umang has served as the Social Media Strategy Advisor to VC Taskforce and was also responsible for launching innovative Customer Marketing programs for BEA Systems and VMware.  Umang is currently based in Bellevue, WA.

Jeff Zabin, Research Director, Gleanster

Jeff Zabin is research director at Gleanster, where his coverage includes social media marketing and monitoring. Until December 2009, he served as vice president and research fellow at Aberdeen Group. Zabin is the author of two bestselling business books: The Seven Steps to Nirvana and Precision Marketing. He has written more than a hundred influential articles in leading trade magazines as well as dozens of popular industry reports. Prior to joining Aberdeen in 2007, Zabin headed up product marketing and led the thought leadership program for the Global Marketing Solutions division of Fair Isaac (FICO) and served as vice president of marketing at Seurat Company, which was acquired by FICO in 2003. Zabin began his career in educational publishing, at Houghton Mifflin, and later served as a Peace Corps volunteer in rural Bolivia. He is a graduate of the University of Wisconsin-Madison.

Rob Fuggetta, Founder/CEO, Zuberance

Rob Fuggetta, the founder and CEO of Zuberance, has more than 20 years of experience in Word of Mouth marketing, His WOM strategies have created marketing success for Apple, Intuit, Norton, and many others. Fuggetta is a frequent speaker and author of an upcoming book, “Energize! How to Turn Social Media & Word of Mouth into Sales by Energizing Brand Advocates.”

REGISTER NOW