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 Life -- Proactive 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 Eye -- Chapter 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 Benefits -- Traditional Marketing Model -- The ``Triangle 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 Advocates -- Advocacy 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 -- Advocacy in a Parallels World -- Tiger versus 3.5 Million Toothpicks -- Chapter 12 Activating B2B Advocates -- Power of B2B Advocacy -- It's All about Trust -- Boosting B2B Marketing -- VerticalResponse Advocates Make the Leap -- CDW Gets Advocacy -- Energizing Passionate Customers -- Beyond Ratings and Reviews -- The Queen of QuickBooks -- Chapter 13 Advocates Rack Up Sales for Hotels and Airlines -- Beyond Reviews -- Four Seasons of Advocacy -- Circus Circus Advocates Don't Clown Around.

TRYP by Wyndham Unleashes Advocates -- Joy of Advocacy -- Airlines Take Flight with Advocates -- JetBlue Airways -- Virgin America Airlines -- Cruise's Virgin America -- Qatar Airways -- Chapter 14 Advocacy Moves CE Boxes -- Advocacy's Influence Grows in CE -- Advocacy Powers CE -- Online Ratings Dominate in CE -- CE Companies Power Up Advocates -- DVR Manufacturer Records Ratings and Sales -- Ooma Turns to Advocates -- Part Four Advocate Marketing Playbook -- Chapter 15 Advocate Marketing Playbook Overview -- Advocate Flow -- Chapter 16 Identifying -- Three Ways to Identify Advocates -- Asking the Ultimate Question -- Advocates, Detractors, and Passives, Oh My! -- What's Your Net Promoter Score? -- Growth by Advocacy -- Turning Promoters into Profits -- One Percent NPS, but Millions of Advocates -- Ask Often -- Where to Find Advocates -- During Product Usage -- When to Ask -- Moments of Delight -- Pulling the Trigger -- Keep It Short -- What Else to Ask -- Where to Start -- Who to Ask -- Should You Use an Incentive? -- Finding Advocates in the Social Media Jungle -- Growing Your Advocate Army -- Set It and Forget It! -- But Wait, There's More! -- Chapter 17 Energizing: Boosting Online Ratings -- Silent Killers -- Dumb Ideas -- A Five-Star Solution to Bad Reviews -- Advocates to the Rescue -- Webroot Boosts Online Ratings -- Webroot Identifies Advocates -- Webroot Advocates Boost Online Ratings -- Chapter 18 Energizing: The Power of Advocate Stories -- Different from Reviews -- Advocates Love Telling Stories -- Creative Uses of Advocates' Stories -- Three Strategic Uses for Advocates' Stories -- Chapter 19 Energizing: Advocates Have the Answers -- How Advocate Answers Works -- Results -- Where Advocate Answers Fit Best -- Chapter 20 Energizing: Sharing the Love -- Three Key Benefits of Advocate Sharing -- Share This!.

Advocacy Goes Viral -- Most Valuable Sharing -- How Social Sharing Works for Advocacy -- How Advocates Share -- Most Efficient Sharing Channels -- Top 10 Tips for Advocate Sharing -- Chapter 21 Mobilizing -- Mobilizing Advocates for Product Launches -- Real-World Examples -- Advocate Seeding Program -- Five Steps in an Advocate Seeding Program -- Mobilizing Advocates During Social Media Crises -- Two Important Things to Know about Social Media Crises -- Brand under Attack? Fight Back! -- But What If There Is No Advocate Cavalry? -- Mobilize Advocates to Boost Promotions -- Takin' It to the Streets -- Other Ways to Mobilize Advocates -- Best Practices for Mobilizing Advocates -- Chapter 22 Tracking -- Using NPS to Track Advocacy -- Where NPS Falls Short -- Introducing Advocate Analytics -- Three Questions Advocate Analytics Answer -- Advocate Profiles -- Advocate Activity -- Advocacy Results -- Measuring Advocacy Value -- How Much Convincing Do You Need? -- Total Advocacy Value -- Sales Value -- Measuring Sales Value Is Straightforward -- Using CLV to Estimate Sales Value of Advocacy -- CLV Challenges -- Media Value of Advocacy -- Peer Influence Analysis Model -- Media Value of Trusted Impressions -- 300 CPM for Word of Mouth? -- Another Way to Value Recommendations -- Return on Advocacy -- Z Score -- Chapter 23 Engaging Advocates -- Don't Just Listen -- Educating Advocates -- How Often to Engage Advocates? -- Advocate Community? -- Chapter 24 Rewarding -- Money Can't Buy Real Advocacy -- No Money Down -- Why Paying for Advocacy Is a Dumb Idea -- Wine Down -- Jaffe and Fuggetta Smack-Down -- Chapter 25 Energizing 2.0 -- Chapter 26 Advocacy Curve -- Social Media Adoption Curve -- Advocacy Adoption Curve -- The ROI Dividing Wall -- Plot Yourself on the Advocacy Curve -- Crossing the Advocacy Chasm.

Demand Gen Catapults Advocacy across the Chasm -- Advocacy Will Go Mainstream When... -- Part Five Putting Advocacy to Work for You -- Chapter 27 Launching Advocacy -- Three Steps to Launch -- Creating an Advocacy Plan -- Advocate Marketing Plan Outline -- Technology Readiness (1 to 2 weeks) -- Advocacy by the Numbers -- B2C Consumer Electronics Example -- B2B Example -- B2C Bed and Breakfast Example -- Five Secrets to Advocacy Success -- Seven Fatal Advocacy Mistakes -- Why Not Dive In? -- Using a Pilot to Inform Advocacy Plans -- Test Your Advocacy Readiness -- Four Ways to Energize Potential Advocates -- Chapter 28 An Open Letter to CMOs (and Other Marketers) -- Fitness Club Ignores Advocates -- Social Media Hangover -- Get Social or Die -- Advocacy: Social Media's Sweet Spot -- Your Customers Are Way Ahead of You -- Moving the Dollars -- Index.