The Power of Brand Advocates

www.zuberance.comTwitter: @Zuberance

Blog: blog.zuberance.com

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Brand Advocates, Definition

Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so.

►Beyond like, love, or loyalty: Advocacy

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Advocates: Unique, Powerful Segment

Most trusted sources Highly Influential Massive reach

Business Value

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Power of Word of Mouth (WOM)

Sources: Nielsen, Keller-Fay Group, Forrester

Trust Influence

Paid Media Earned Media/WOM

90%

25%

90%

30%

1B+

Impact on SalesCompletely or somewhat

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Boosting Digital Marketing Results

Brand ConsumerPaid Media 14% Consumers Trust

ConsumerSocial Media-Powered Brand Advocates

90% Consumers Trust

2%

Results

30%

Old World

BrandNew World

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5X More Valuable than Ave Customers

Ave Customer

Advocacy Value 3X

Brand Advocates

Spend Value 2XSpend

ValueSources: Deloitte; Owen, Brooks

$565,000Value of one Advocate for

enterprise software company

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Brand Advocates are Big Spenders

Household Cleaning Solu-tions

Salty Snacks Beer$0

$20

$40

$60

$80

$100

$18.42 $23.56

$35.54 $41.10

$52.23

$91.69

Ave CustomersBrand Advocates

Source: Deloittte

Spend 2X More than Ave. Customers on Favorite Brands

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Advocates Want to Help Others

I want to help people

I've had good experiences with a product

Others could benefit from my perspective

I would want to know before I buy things

I've had bad experiences with a product

I want others to make smart purchase decisions

It feels great to be heard

Feel connected to other people

58%

57%

54%

53%

50%

47%

36%

33%

I give my opinions online regarding products & purchases because…(Strongly agree: 5 on a 1-5 PT. scale)

Source: Comscore, Yahoo!

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Advocates are Most Trusted Source

Recommendations from people known

Consumers opinions posted online

Brand websites

Editorial content (e.g. newspaper article)

Brand sponsorships

TV

Newspaper

Magazines

Billboards/outdoor advertising

Radio

Emails signed up for

Ads before movies

Search engine results ads

Online video ads

Online banner ads

Text ads on mobile phones

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

90%70%70%

69%64%

62%61%

59%55%55%

54%52%

41%37%

33%24%

Sources Consumers Trust

Source: Nielsen

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Advocates vs. Loyal Customers

CTR Open Rate Conversion Rate0%

10%

20%

30%

40%

50%

60%

70%

2%

18%

8%6%

42%

57%

Loyal CustomersBrand Advocates

Source: Zuberance

Identical Offer from Brand, Dramatically Different Results

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Brand Sends Offers

to All Pro

spects

Brand Sends Offers

to Loyal C

ustomers

Advocate Sends O

ffers to Frie

nds0%

4%

8%

12%

16%

20%

2%5%

20%

Power of Advocate OffersOffers Shared by Trusted Advocates Convert

at 4X to 10X Higher Rate than Offers Sent by Brands

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Social Media Amplifies Advocates

Brand Advocates’ Reach Now Rivals Ads

Source for Social Media Reach: Forrester

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3X more trusted than paid media– 90% trust WOM; 24% trust ads

3X more influential than paid media– Proven to drive sales

Highly targeted, relevant Sustainable

“Advocate Media” is Digital Gold

Advocate Media is media (content) created and/or shared by Brand Advocates

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1. Create and publish favorable ratings & reviews2. Create and publish positive testimonials (stories)3. Answer prospects’ questions, driving sales4. Defend your brand’s cherished reputation5. Share offers and content with social networks6. Help you build email lists of qualified prospects7. Drive qualified traffic into stores8. Build buzz for new products/services9. Attend and encourage others to attend online/offline

events10. Provide feedback on new/envisioned products/services

Top 10 things Advocates Will Do for You

►What would you like your Advocates to do for you?

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Generate positive reviews, testimonials, answers Drive qualified leads, traffic, sales Cut customer acquisition costs Build your brand army

Energize Your Brand Advocates!

10X Return on Advocacy

The Power of Brand Advocateswww.zuberance.com

Twitter: @ZuberanceBlog: blog.zuberance.com

Request a Zuberance demo: sales@zuberance.com