Brand Advocate Marketing Playbook
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Rob Fuggetta, CEO of Zuberance, provides a marketing playbook on creating an advocacy plan. The document outlines how to assess the current advocacy situation, set advocacy goals and objectives, develop an advocacy strategy with tactics, and create an advocacy timeline. It also discusses best practices for identifying advocates, energizing them to recommend the brand, and avoiding common advocacy mistakes to achieve advocacy success.
Brand Advocate Marketing Playbook
- 1. Brand Advocate Marketing Playbook Rob Fuggetta CEO/Founder, Zuberance
- 2. Today You Will Learn • How to create advocacy plan • How often to engage Advocates • How to get advocacy buy-in • 5 advocacy mistakes to avoid • 5 secrets to advocacy success
- 3. • Zuberance Founder/CEO • Author, “Brand Advocates: Turning Enthusiastic Customers into Powerful Marketing Force” (Wiley, 2012) • Marketing consultant Apple; former CMO, Genuity About Rob Fuggetta @robfuggetta
- 4. Welcome to the “Age of Advocacy” 92% people trust peer recommendations; only 33% trust ads (Nielsen)
- 5. What is Advocacy? Unpaid (genuine) recommendations • Company • Brand • Product • Service • Cause • Content • Idea
- 6. What is an Advocacy Plan? • Strategy for achieving advocacy goals and objectives • Typical plan: one year • Organized by quarter
- 7. Achieving Alignment Marketing & Branding Goals & Objectives Advocacy Goals & Objectives
- 8. Advocacy Plan: Major Sections 1. Advocacy Situation 2. Advocacy Goals 3. Advocacy Strategy 4. Advocacy Tactics 5. Advocacy Timeline
- 9. 1. Assess Your Advocacy Situation • Current advocacy level – Net Promoter Score® – Overall tone of WOM • Positive, negative, neutral • Current Advocates – How many? – Who they are? – What and how advocating? ®Net Promoter Score is a registered trademark of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld
- 10. 2. Set Advocacy Goals • Where do we want/need more advocacy? – Company – Brand – Product – Service • Who do we want to get more advocacy from? – Customer segments – Other
- 11. 3. Define Advocacy Objectives • # Advocates • # Recommendations • # “Energized Advocates” • # Positive testimonials, reviews • Increase ratings • # Referral leads, clicks, sales
- 12. 4. Chart Advocacy Strategy • How are we going to generate more advocacy for our (company, brand, product, etc.)? • What’s our approach?
- 13. Create a Cause
- 14. Focus on Benefit
- 15. Focus on Emotional Benefit
- 16. Focus on What’s New or Hot
- 17. Focus on Unique, Compelling Feature
- 18. Focus on Key Segment CIOs IT Directors IT Managers
- 19. 5. Advocacy Tactics • How are we going to identify Advocates? • How are we going to energize Advocates? • Where do we want to amplify Advocates? • What are we going to measure?
- 20. 20 Identify Advocates How likely are you to recommend our brand or products to your friends? “Ultimate Question” for Customer Loyalty:
- 21. Zuberance Advocate Funnel Reviews Stories Answers Offers Referrals Amplify # # # # # eMail Web Social* Usage** Support # # # # # POP*** # Mobile 0 3rd Party Sites # Social NWs # Brand Website # Identify Energize Loyalty Group #
- 22. Ten Ways to Energize Advocates 1. Rate and review products and services 2. Create and share testimonials (stories) 3. Answer prospects’ questions 4. Share content and offers 5. Refer prospects to you 6. Promote and/or attend online/offline events 7. Help you launch new products, services 8. Give you feedback 9. Get others to join loyalty club 10.Recruit other Advocates
- 23. How Often to Engage Advocates Whenever you have something to share with them that Advocates value (content, news, offers)
- 24. Advocates are Different • Highly engaged • Very loyal • Want you to succeed
- 25. Advocates are Frequent Recommenders
- 26. 26 Advocate Program Timeline Program Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Reviews Stories Answers Offers Referrals Months
- 27. Getting Advocacy Buy-In 1. Involve key stakeholders but stay in control 2. Internal communication and education 3. Provide relevant case studies 4. Provide data about missed advocacy opportunity 5. Focus on “beachhead” where you can demonstrate success quickly Marketing E- team Sales Support. CX IT Key Advocacy Stakeholders
- 28. Advocacy Education Tools Zuberance.com/resources BrandAdvocateBook.com
- 30. 5 Advocacy Mistakes to Avoid 1. Paying or providing incentives 2. Setting unreasonable expectations 3. Being “ROI-obsessed” 4. Over-focusing on Advocate reviews 5. Not aligning advocacy with other marketing programs
- 31. 5 Keys to Advocacy Success 1. Leverage multiple touch points to ID & energize Advocates 2. Give Advocates multiple ways to recommend 3. Connect advocacy to other marketing programs and goals 4. Build relationships with Advocates 5. Make advocacy an ongoing program
- 32. • Zuberance.com • Blog.zuberance.com • BrandAdvocateBook.com Learn More
- 33. Move The Needle