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Brand advocates : turning enthusiastic customers into a powerful marketing force /
"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...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley,
2012.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Brand Advocates; Contents; Acknowledgments; Introduction; Turning Advocates into Marketers; You Can Do This, Too; What You'll Learn; Why I Wrote This Book; How This Book Is Organized; Your Advocate Army Is Ready. Are You?; Part One Understanding Brand Advocates; Chapter 1 What's a Brand Advocate, Anyway?; The Power of Brand Advocates; Billions of Brand Advocates; Advocates All Around Us; Consumers Trust Advocates, Not Ads; Different from Fans and Followers; Money Can't Buy Advocates' Love; Beyond Loyalty; Social Media Amplify Advocates; Top 10 Things Advocates Will Do for You.
- Advocates for LifeProactive Recommenders; Most Passionate Advocates; Off-the-Charts Engagement; Visible Advocates; Hidden Advocates; Active Advocates; Brand Advocates Are Players (in a Good Way); Can't Keep a Secret; Advocacy Moves Online; You Don't Need to Own It to Recommend It; Chapter 2 Not All Advocates Are Equal; Influence Matters Most; Measuring Advocate Influence; Creating Power Advocates; Measuring Advocate's Klout; Starbucks Melody; Chapter 3 What's a Brand Advocate Worth?; Proof in Advocacy Pudding; Estimating the Value of an Advocate; Three Examples; Conservative Estimate.
- Apple of Roy's EyeChapter 4 Five Proven Ways (and One Shocking Way) to Create More Brand Advocates; Chapter 5 Advocate Personas; Sally Seller; Ed Expert; Chris Creator; Sonny Sharer; Hay Floats Microsoft's Boat; Part Two The Power of Advocate Marketing; Chapter 6 Unleashing Brand Advocates: An Out-of-the-Box Approach; Selling with Advocates; Trusted Advocates; Sustainable Marketing Force; Authentic Advocacy; Word of Mouth Marketing at Scale; Advocacy Drives Growth; Advocacy and the Consumer Decision Journey; Beyond Listening and Engagement; The Three R's of Advocacy.
- Three Major Advocacy BenefitsTraditional Marketing Model; The T̀̀riangle of Trust''; Fair Exchange of Value; Maintaining Balance; Betting Against Beacon; Not an Either/Or; Advocacy in the Online Purchase Path; Part Three Advocacy Goes Vertical; Chapter 7 Advocacy Sells Soap (and Other Consumer Products); Dirtiest Apartment in San Francisco; A Sea of Sameness; Advocacy Is Method for Success; Energizing Method Advocates; Peetniks Share their Passion for Peet's Coffee; Chapter 8 Restaurants Cook Up Success with Advocacy; Power of Restaurant Word of Mouth; Turning Happy Diners into Marketers.
- Rubio's Unleashes Its AdvocatesAdvocacy is Delicious for Restaurant.com; Chapter 9 Advocates Shape Up Fitness Club Sales; Fitness Marketing Hurdle; Advocates Pump Up Fitness Marketing; Large Fitness Company Activates its Advocates; Advocates Are the X Factor; Anytime Advocates; Chapter 10 Advocates Drive Auto Sales; Top Benefits of Advocacy for Auto Marketers; GMC Fuels Advocacy; Advocacy Drives Ford; MINI's Top Salesman; Chapter 11 Advocacy Powers Up Software Sales; The Power of Advocacy in Software; Unleashing Software Advocates; Why Advocate Marketing Is Powerful in Software.