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 luncheon with Rob on Thursday September 3rd – RSVP 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. 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.
To read the full 5 question interview, check out the original post at the SF AMA website: http://sfama.org/5-questions-with-brand-advocacy-expert-rob-fuggetta/