Rob Fuggetta is founder/CEO of Zuberance, a leading Advocate marketing company, and author of “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force.” (John H. Wiley & Sons, Inc.). Join us for an exclusive evening with Rob and the sfAMA on Tuesday April 28 – register here.
Q. What’s your definition of a Brand Advocate?
A. A Brand Advocate is a highly-satisfied customer or other person who frequently recommends brands or products without being paid to do so.
Q. How do Brand Advocates differ from influencers?
A. There are three key differences between Advocates and influencers like professional bloggers, celebrities, or experts. First, Advocates are usually very loyal to the brands they recommend. Influencers are more concerned with their own brands. Second, while most influencers seek payments for their endorsements, Advocates usually recommend without cash or swag. Third and finally, people trust recommendations from people they know about 3X more than influencers. And a big reason for this is because authentic Advocates don’t get paid to recommend.
Q. So why do Advocates recommend brands and products?
The number one reason Advocates recommend brands and products is they want to help others. Think about the last time you recommended a restaurant or hotel to your friends or colleagues. Did the restaurant or hotel pay you to recommend? Probably not. Your reward is knowing that your friends enjoyed themselves.
Q. How can brands find Advocates?
A. There are many ways to find Advocates including social listening tools. However, one of the easiest ways to identify Advocates is to ask the “ultimate question” for customer loyalty: “On a scale of 0-10, how likely are you to recommend our brand or product?” People who answer 9 or 10 are considered Advocates.
Q. How can brands leverage their Advocates?
A. There are about 10 different ways brands can do this. Three of the most popular ways are getting Advocates to rate and review your products; create stories and testimonials; and refer friends. Other ways include getting Advocates to help you launch products; support causes; and speak at events. Advocates are eager to support, promote, and defend their favorite brands.
Rob Fuggetta Book & Speaking Engagements: www.BrandAdvocateBook.com