Excerpted from the article:
"Play it right and loyal, engaged customers will create high-quality content for you in a variety of ways on the web, without being paid."
"Turn advocates into content creating machines. Forget incentives or perks. Brand advocates recommend their favorite products because they’ve had a fantastic experience and want to help others. The key is to make it easy for advocates to generate content by giving them online tools to create the following:
Highly positive reviews that will increase ratings, combat negative word of mouth, and improve SEOGlowing stories and testimonials that will boost awareness and brand reputationAnswers to prospects’ questions that will increase sales conversion ratesTweets, Facebook posts, and comments that will drive positive word of mouth for your brandVideos, photos, and other multimedia content to boost engagement.
Amplify advocates. Once advocates have created a piece of authentic and compelling content for your brand, give them the tools to share the love via social sharing widgets for channels like Facebook, Twitter, LinkedIn, and email. To help boost ratings, enable them to publish their reviews on relevant third party review sites such as Yelp, Amazon, or TripAdvisor.
Leverage content. Advocate-generated content is digital gold. Don’t keep this treasure buried in your backyard. Display how you’ve created raving advocates by posting their recommendations on media channels like your website, Facebook and Twitter. Another powerful way to leverage this content is to put positive reviews or testimonials at each step in the consumer purchase path to increase conversion rates and reduce shopping cart abandonment."
Full artilcle here: http://onforb.es/12LMAq0