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Brand advocates : turning enthusiastic customers into a powerful marketing force

Author: Rob Fuggetta
Publisher: Hoboken, N.J. : Wiley, ©2012.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Brand advocates are your most loyal, passionate, and engaged customers. These enthusiastic customers don't just buy your products--they sell your products for you. Brand advocates tweet, blog, and Yelp about you; they praise you with five-star reviews on Amazon and TripAdvisor; they talk you up in social networks, online communities, and over coffee; and they defend you from detractors. According to social media  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Rob Fuggetta
ISBN: 9781118336038 1118336038
OCLC Number: 769989902
Notes: Includes index.
Description: xx, 283 pages : illustrations ; 24 cm
Contents: What's a brand advocate, anyway? --
Not all advocates are equal --
What's a brand advocate worth? --
Five proven ways (and one shocking way) to create more brand advocates --
Advocate personas --
Unleashing brand advocates : an out-of-the-box approach --
Advocacy sells soap (and other consumer products) --
Restaurants cook up success with advocacy --
Advocates shape up fitness club sales --
Advocates drive auto sales --
Advocacy powers up software sales --
Activating B2B advocates --
Advocates rack up sales for hotels and airlines --
Advocacy moves CE boxes --
Advocate marketing playbook overview --
Identifying --
Energizing : boosting online ratings --
Energizing : the power of advocate stories --
Energizing : advocates have the answers --
Energizing : sharing the love --
Mobilizing --
Tracking --
Engaging advocates --
Rewarding --
Energizing 2.0 --
Advocacy curve --
Launching advocacy --
An open letter to CMOs (and other marketers).
Responsibility: Rob Fuggetta.
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Abstract:

Companies aren't trusted, brands aren't trusted, and nor are your executives. People trust each other, and now they have the tools to communicate with each other using social technologies and mobile,  Read more...

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    schema:description "What's a brand advocate, anyway? -- Not all advocates are equal -- What's a brand advocate worth? -- Five proven ways (and one shocking way) to create more brand advocates -- Advocate personas -- Unleashing brand advocates : an out-of-the-box approach -- Advocacy sells soap (and other consumer products) -- Restaurants cook up success with advocacy -- Advocates shape up fitness club sales -- Advocates drive auto sales -- Advocacy powers up software sales -- Activating B2B advocates -- Advocates rack up sales for hotels and airlines -- Advocacy moves CE boxes -- Advocate marketing playbook overview -- Identifying -- Energizing : boosting online ratings -- Energizing : the power of advocate stories -- Energizing : advocates have the answers -- Energizing : sharing the love -- Mobilizing -- Tracking -- Engaging advocates -- Rewarding -- Energizing 2.0 -- Advocacy curve -- Launching advocacy -- An open letter to CMOs (and other marketers)."@en ;
    schema:description ""Brand advocates are your most loyal, passionate, and engaged customers. These enthusiastic customers don't just buy your products--they sell your products for you. Brand advocates tweet, blog, and Yelp about you; they praise you with five-star reviews on Amazon and TripAdvisor; they talk you up in social networks, online communities, and over coffee; and they defend you from detractors. According to social media firm, Vitrue, a Facebook fan may be worth $3.28. But, according to a study by customer satisfaction company, Satmetrix, a single brand advocate for an enterprise software company is worth $565,000 based on his referral value. This book is the go-to resource for teaching businesses how to make their customers be one of their most effective marketing components. The book explains how to find your brand advocates by determining levels of customer loyalty, and how to use their resources and power. Once you've found your advocates, the book explains how to get them to fill the gap from customer to advocate, from enjoying their experience to actively promoting their experience. The book gives you the secrets of turning advocates into marketers. You'll learn how to Discover who Brand Advocates are and what makes these influential customers tick Create and grow your Brand Army by continuously identifying advocates on Facebook, Yelp, and other online reviewer sites Energize and mobilize your Brand Army to spread positive Word of Mouth, create and maintain customers, and become your biggest supporters; Reward your advocates by giving them what they crave most Keep score. You'll learn how to measure results and ROI from online marketing programs featuring brand advocates "--"@en ;
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