All about Brand Advocates and Advocacy
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Advocacy Marketing: The CMO's Dilemma

BCG senior advisor Steve Knox talks about the shift to relationship-based marketing and how companies can get consumers to recommend their brands. To rea
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Great video by Steve Knox, ex P&G Veteran Advocacy and Word of Mouth Marketer, now head of Advocacy for  BCG
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How Advocacy Fuels Growth in India (BCG study)

How Advocacy Fuels Growth in India (BCG study) | All about Brand Advocates and Advocacy | Scoop.it
In India, brands with high levels of advocacy significantly outperform those that lack advocates or encounter consumer criticism. Marketers that tap into this powerful phenomenon—by determining who recommends a brand and who does not and by identifying the most and the least successful tactics for improving advocacy—have a formidable tool for driving growth.
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Advocacy Drivers by Category & Country ( Ogilvy Study)

Advocacy Drivers by Category & Country ( Ogilvy Study) | All about Brand Advocates and Advocacy | Scoop.it
Brands that lack evangelists will have to spend more on reach than those whose customers advocate for them.
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Clear evidence to show that consumers talk about facts ad features and to trigger Advocacy brands need to focus more on adding value and not viral content.
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The Blessing of Brand Advocacy

Brand advocacy pays off immensely for the brands themselves. Forget employing people to stand on street corners with signs or hand out flyers. Advocates can be anyone – employees, partners or simply satisfied customers, and they aren't in it for the money. Advocates are in it for the experience, the interaction and, most of all, the community. Advocates, especially those in the younger generation, crave engagement with their favorite brands, and as a result experience an authenticity that cuts through the overmarketing of the modern age, of which we are all too aware.
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Influencers vs. Advocates — Why?

“The future belongs to marketers who establish a foundation and process where interested people can market to each other.” – Seth Godin, “Unleashing the Ideavirus” Last week, we kicked off…
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Playtex Baby Discovers New Insight Through User-Born Content

Playtex Baby Discovers New Insight Through User-Born Content | All about Brand Advocates and Advocacy | Scoop.it
The infant care company tapped into its parental population to drive brand awareness, consumer insights, and user-generated content.
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Great example of how engaged consumers and advocates can generate Insights, social sharing as well as rich reviews which help and convert others
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5 ways to Encourage Brand Advocacy

5 components of a better customer engagement system to drive advocacy .

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Video : Advocates vs. Influencers

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A key area which needs education. Influencers and KOL/Key opinion leaders are fundamentally different from advocates. They might give you reach and impressions in theory but without impact and depth it is meaningless. Advocates give you the latter.  A combination of the 2 is more powerful than just using 1 of them. Genuine Influencers passionate about a brand or category can inspire and add value to everyday consumers who are advocates of a Brand 

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2 min Video : What is Advocate Marketing?

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Excellent intro by Zuberance founder- a  passionate advocate and practitioner of using Advocates for high ROI marketing

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9 WATCH OUTS in Advocacy marketing 

How do you get people talking in a way that influences your bottom line? Here is a list of nine things not to do. 
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How to Get and Cultivate Customer Advocates

How to Get and Cultivate Customer Advocates | All about Brand Advocates and Advocacy | Scoop.it
Instead of climbing onto a rooftop and shouting, why not have everyone on the street singing your praises?
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2 steps to build powerful Brand Advocates 

How can brand and companies engage and convert a loyalist into an Advocate.
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3 Surprising Findings About Brand Advocates

In the social media era, power has shifted from advertising's Mad Men to millions of trusted Brand Advocates. Their recommendations drive trillions of dollars o
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Value/ROI of a Brand Advocacy

Value/ROI of a Brand Advocacy | All about Brand Advocates and Advocacy | Scoop.it
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Value of an Advocate is not just in terms of Media. Advocates also give you content like reviews, testimonials which can be deployed on your own media (like our Client Philips has done here.http://bit.ly/1bladeUS) . Plus they also give you insights and ideas. These are all valuable outputs on which you spend money. Most importantly, Advocates give you real sales impact. They directly influence their friends to buy. This is 100% trackable by using a unique referral code for online retail. In short. Brand Advocates are super High ROI.
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BCG on the Power of Advocacy Marketing 

BCG on the Power of Advocacy Marketing  | All about Brand Advocates and Advocacy | Scoop.it
Word of mouth is a gift that keeps on giving, as advocates beget advocates. In addition to promoting products, digitally integrated advocacy programs can generate ongoing conversations between companies and customers, contribute creative ideas for new products, and deepen customer relationships. BCG provides guidance and a checklist for making advocacy a key capability.
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The Author is Steve Knox who ran P&G Word of Mouth Marketing unit in US for a few years before joining BCG
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Advocates or Influencers : Which Are More Important?

More on advocates and influencers. Influencers might be celebrities, bloggers or pundits who have the ability to effect a behavioral change in others by mentioning a specific brand.  The most extreme example is the paid celebrity endorsement, which may or may not have an effect on buying behavior. A true advocate, is on the other hand often a highly satisfied customer. Brand marketers love to find people who are so passionate about a product or service that they promote it solely for the sake of helping others, usually without any type of incentive.

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Do You Know Who Your Advocates Are?

Your Advocates are your most valuable customers, far more valuable than average customers and even more important than loyal customers. Why? Bcos Unlike average customers or even loyal customers, Advocates go out of their way to recommend you, refer customers, and defend your reputation from haters. In short, Advocates are powerful, trusted "salespeople" for your brand and products.
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Influencers & Advocates: The Right Balance

Back in January, I wrote about influencer marketing – specifically, 10 strategies for getting it right. This is because I believe that influencer marketing, when executed correctly, is a seriously powerful tool. Working with an influencer in your industry can allow you to tap into huge, new, and relevant audiences that are more than willing …
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A great drill down into when to use Influencers and Advocates, and their complementary roles
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How to Turn Relationships Into Brand Advocacy

Creating brand advocates is a big part of a brand's social media efforts. Everybody wants large numbers of raving fans singing their praises on social channels, but few are will...
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Like any relationship, to get something back one has to first give ie before asking for a return one needs to invest. Investing in a relationship is not something brands have done historically, as interrupting with content ie paid media  is not investment in relationship. Investing in relationship would mean putting real community management ( not facebook post management) at the core of the marketing effort. This is in turn would mean new skills, structure and systems ( and staff). In essence a wholesale change in the way marketing is today. 

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Video : What is a Brand Advocate, Anyway?

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A simple intro to the concept of Brand Advocate.

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5 Proven Ways (and One Shocking Way) to Create More Brand Advocates 

Advocates already exist. Your opportunity is to turn them into a powerful marketing force. But how do companies create more Brand Advocates? Here’s what it takes
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How To: Recognize the Power of Brand Advocates 

For years, public relations professionals have known of the power of brand advocacy. But in the digital age brand advocacy is evolving into the realm and responsibility of nearly every type of digital marketer. Whether you’re working on a search marketing campaign or overseeing a client’s display strategy, every marketer needs to understand and believe in brand advocacy 
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10 Authentic Ways to Reward Brand Advocates 

Paying for advocacy isn’t a smart move. It lessens the impact of advocacy. It’s like saying, “Since our product isn’t worth talking about genuinely, how about I give you 10 bucks to write a review.” Here are 10 ways to authentically reward Advocates 
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