Below is the recording of our recent webinar, “Top 5 Myths of Brand Advocacy REVEALED.” Enjoy!
You can also view the recording on our webinar channel here.
- Nick Cifuentes, Global Social Media Director, Ancestry.com (@NickCifuentes)
- Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta)
- Advocacy is like a marathon (an ongoing strategy), not a sprint (one time campaign).
- Brand Advocates are highly satisfied customers and others who pro-actively recommend brands or products without being paid.
- Compared to Fans, Followers, and Loyal Customers, Advocates are the most trusted sources of information. They are highly influential with a massive reach via social media.
- Myth 1: Brands need to pay or incentivize Advocates to get them to recommend their company/products.
- Truth: It’s unnecessary to pay or incentivize Brand Advocates for their recommendations.
- Advocates recommend because they’ve had good experiences with a product or service and to help others. Only 1% said they recommend for incentives or rewards. (Read research study, Three Surprising Facts About Brand Advocates here).
- Myth 2: Few Customers are Brand Advocates.
- Truth: On average, 50% of customers are Brand Advocates (Both B2B and B2C).
- 64% of Ancestry.com customers surveyed indicated they were Advocates.
- Myth 3: Only “sexy” brands have Advocates.
- Truth: Brand Advocates are active recommenders across several categories.
- Some Advocacy categories that might surprise you are windshield repair, virtualization software, data storage, and web conferencing!
- Myth 4: Influencers have more power than Advocates.
- Truth: Brand Advocates are more influential than Influencers.
- Studies show that Advocates are 5x more trusted than Influencers and 60x more influential than brands themselves.
- Myth 5: Advocacy Programs are difficult to measure.
- Truth: Advocacy programs are very measurable.
- Welcome to the science of Advocacy. The Zuberance platform lets you track, measure, and analyze Advocacy data like in-bound clicks, reviews, and shared stories.
- Advocates don’t have to go unnoticed; a simple thank you never goes out of style. Advocates can be rewarded without being incentivized by giving them sneak peaks to new product features, inviting them to focus groups, giving them exclusive content, and more.
To learn more, download Chapter 1 of Rob Fuggetta’s new book, Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force by clicking here.