All About Brand Advocates and Social Marketing

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.

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.

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.)

Facebook to Start Placing Ads in User News Feeds in January – AdAge

Facebook will feature its “Sponsored Story” ad units in users’ news feeds starting next month, giving marketers a more prominent foothold in the social network. The move is seen as an important step toward Facebook’s goal of delivering ads to its huge mobile-user base, and perhaps ultimately to third-party websites. “We really see Facebook becoming the operating system of the Internet for ad delivery in the future,” says ad executive Dave Williams.

Most Top Brands Have Google+ Pages, But Few Have Many Followers – Mashable

At this point, most of the top brands have Google+ brand pages, but only a fraction of them are getting many visitors, according to two research firms.

Foursquare Gros to 15 million Users, More Than Tripling its Community in the Last 12 Months – Econsultancy

This marks a year of strong growth for Foursquare, during which it secured $50m of venture capital funding  that put a value of around $600m on the company. A blog post by co-founders Dennis Crowley and Naveen Selvadural said the cash would allow Foursquare to “move more quickly”, and the new membership stats suggest it has worked.

Twitter Joins Facebook, Google, Launches ‘Brand Pages’ for Marketers – AdAge

Twitter’s existing brand pages have been under the radar, especially compared with the buildup around Google+ brand pages, which were launched last month. But Chief Revenue Officer Adam Bain said that he’s spent the better part of the past year meeting with chief marketing officers, and brand pages were a recurring and frequent request.

Instagram Becomes the Largest Mobile Social Network – Socialfresh

Instagram added 2 million new users last month. Everyone seems to love the fast growing app (only available on iPhone for 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.

View more videos from Zuberance


Key Takeaways:

  • The most profitable customers aren’t necessarily the best Brand Advocates.
  • Not all Brand Advocates are created equal. They differ in levels of receptivity to recommending, levels of enthusiasm and influence, and reasons for recommending.
  • Brand Advocates are a different breed: They are 50% more likely to influence purchases than other customers, 2X more active content creators, and 75% more likely to share great product experiences.
  • Identify Advocates by asking “The Ulimate Question”: On a scale from 1-10, How likely are you to recommend our brand? 9’s & 10’s are Advocates. Ask “The Ultimate Question” at all customer touch points such as email, website, social media, in-product, call center, etc.
  • Energize your Advocates by giving them the tools to recommend: rate and review your products, create stories and testimonials, share offers with their networks, and answer prospects’ questions.
  • Mexican grill, Rubio’s, has identified 45,000 Advocates in two weeks. Their Advocate army have shared 36,000 offers for their famous fish taco.
  • VoIP provider, Ooma, increased their star rating on Amazon from 3.3 to 4.5 stars by energizing their Advocates.
  • Only about 15% of your Facebook fans see your brand’s posts on their newsfeed. How to overcome EdgeRank: Energize your Advocates to share your content.
  • Microsoft SMB’s guiding principle behind the entire marketing ecosystem is to create compelling content, deliver it to an engaged audience, amplify through an activated partner base, and measure with platforms and tools.
  • Microsoft SMB’s advocacy platform enables Advocates from both customer and partner communities to project positive influence.
  • 72% of Microsoft customers identified themselves as Advocates. 25% of Advocates have shared a Microsoft offer with their social and business networks.
  • In one campaign, 96% of Microsoft SMB Advocates on Facebook shared a promotional offer.


We also conducted a poll during the webinar and asked the audience, “How much of your business comes from Word of Mouth?” ANSWER: 48% say that 50% or more of their business comes from WOM. (See results below.)



-Cara Fuggetta, Marketing Manager, Zuberance

Ooma has the #1 rated VoIP service according to Consumer Reports. Now, Ooma is turning thousands of its highly-satisfied customers (AKA “Brand Advocates”) into a powerful Word of Mouth marketing force. Jim Gustke, VP of Marketing for Ooma, discusses the benefits of energizing their Brand Advocates.

Some of the highlights from Ooma’s advocacy program:

  • Built a Brand Army of 20,000+ Ooma Advocates (Ooma envisions a Brand Army of hundreds of thousands of Ooma Advocates)
  • 63% of Ooma customers identified themselves as Advocates
  • Advocates gave the Ooma device an average star rating of 4.7 out of 5 stars
  • 34% of Ooma Advocates who have created reviews have published them on,, Facebook, and Twitter
  • For a recent Advocate campaign, Ooma got a 6.25% sales conversion rate for offers shared by Advocates

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


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:

All registrants will receive a free copy of:

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.”


Are Location-Based Ads on Foursquare’s Radar? - Adweek

A new option from Foursquare would, with a user’s permission, automatically report the user’s location near a designated spot or let the user know when friends are nearby. Foursquare Radar would relieve users of the need to call up the application and check in when they arrive at a destination. It could also provide a “geo-fencing” solution for businesses to reach out to potential customers in the area.

70% of Companies Ignore Customer Complaints on Twitter - Convince & Convert

Despite increasing numbers of customers using Twitter to publicly complain about brands, the vast majority of companies respond in the exact same way….with the quiet of contempt. New research from Maritz and Evolve24 of 1,298 Twitter complainants found that only 29% of those tweet gripes were replied to by the companies in question.

New Study: Consumers Go Online to Verify Product Recommendations – ZuberRants

A recent study by Cone Communications found that many consumers go online to seek additional information about products they’re considering purchasing as well as to verify recommendations they’ve received from their peers. This study truly highlights why it’s important that brands continuously drive their most enthusiastic customers to where prospects are seeking online product information.

LinkedIn’s New Features- a Lot Like Facebook & Twitter with More Opportunities for Marketers - Social Media Today

Thanks to the recent updates, admins of company profiles on LinkedIn can post real, honest-to-goodness status updates and actually include a link! This is very exciting for now all updates you make to your company status will appear on your follower’s LinkedIn home page. Your followers will have the option to Like, Share or Comment on your status update and in turn this “engagement” will also be seen by all of your followers’ respective networks, providing your company, your brand with a whole new and expanded audience.

Google+ Traffic Falls 60% From Post-Launch Highs - Mashable

Traffic to Google+ spiked 1,200% in the first few days following its public launch Sept. 20, but has since plummeted by 60%, according to a report from a data analytics company.

-Cara Fuggetta, Marketing Manager, Zuberance

Market research firm, Gleanster, recently released a report called, “Deep Dive: How Top Performers Leverage Social Networking to Mobilize Brand Advocacy.” The report explores some of the strategies, tactics, and tools currently being implemented by Top Performers in their online customer advocacy programs.

Gleanster highlights that consumers are naturally inclined to share their experiences with a product or service, and they’ve been participating with company Facebook pages and Twitter accounts for some time now. But truly leveraging the enthusiasm of your most active supporters- moving them to influence others- takes more than a basic social media ccount. True brand advocacy programs allow companies to identify and motivate their most ardent fans while providing insights and systems that work at scale.

A few key takeaways:

  • Brand advocacy programs effectively drive new customer acquisition, ultimately resulting in higher sales.
  • Companies need to make sharing recommendations as easy and convenient as possible, and also make it possible for Advocates to disseminate their recommendations across multiple networks in one well swoop.
  • Brand advocacy programs can provide companies with important insights into the wants and needs- both met and unmet- of their most satisfied customers. These insights can help drive new product development as well as new loyalty programs and other initiatives that focus on enhancing the overall customer experience.

Download “How Top Performers Leverage Social Networking to Mobilize Brand Advocacy” now.

-Cara Fuggetta, Marketing Manager, Zuberance