Praise for 'Brand Advocates' 'Ignite your Advocates! Fuggetta shows you how.' --SCOTT MONTY, Head of Social Media, Ford 'Creating and amplifying authentic Advocates should be front and center on every marketer's agenda. This book is a blueprint for how to turn genuine Advocates into a powerful marketing force.' --SUSAN HELSTAB, Executive Vice President of Marketing, Four Seasons Hotels and Resorts 'Advocacy is the ultimate goal for every brand. And Rob Fuggetta has given us the ultimate guidebook to brand advocacy. Simple, clear, and filled with practical advice, this book shows you how to turn your enthusiastic customers into a powerful Brand Army.' --PORTER GALE, former Vice President of Marketing, Virgin America 'In an era of connected consumerism, advocacy puts the word in word of mouth. Nothing is more authentic or effective. This book shows you exactly how to find and engage your advocates.' --BRIAN SOLIS, Principal Analyst, Altimeter Group, and author, 'The End of Business as Usual' 'Inspiring Advocates is one of Method's seven obsessions. Get this book and be inspired. Highly recommended!' --ERIC RYAN, Cofounder, Method 'Fuggetta's equation for building great brands in the social media age is proven and powerful. Every hotel marketer should read this book.' --CHIP CONLEY, Founder, Joie De Vivre Hospitality, and author, 'Emotional Equations' 'Brand Advocates is a book every public relations professional should read. It's the definitive guide to authentic advocacy.' --AEDHMAR HYNES, Chief Executive Officer, Text 100 Public Relations 'Companies aren't trusted, brands aren't trusted, and nor are your executives. People trust each other, and now they have the tools to communicate with each other using social technologies and mobile, with or without brands involved. As a result, trust has shifted to the participants. Many brands, knowing their credibility has diminished, rely on advocacy programs where trusted members of the community are given a platform and encouraged to speak. Fuggetta shows you exactly how to create an advocacy program that empowers your trusted Advocates.' --JEREMIAH OWYANG, Partner, Altimeter Group Brand Advocates are your most loyal, passionate, and engaged customers, and your best marketers. They 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 you up in social networks, online communities, and over coffee; and they defend you from detractors. Do you know who your Brand Advocates are? Are you systematically leveraging them to get more brand and product recommendations as well as drive sales? If you're not, you're missing the most powerful opportunity to turn likes into leads and social media into sales. Brand Advocates teaches you how to turn your enthusiastic customers into a powerful and sustainable marketing force. Through a step-by-step playbook and real-world examples, you'll learn exactly what it takes to build and activate your Advocate Army, from identifying your Advocates to energizing them and tracking results. By following this strategic and sustainable approach, you'll soon be able to: Discover who your Brand Advocates are and what makes these influential customers tick Create and grow your Advocate Army by continuously identifying Advocates on digital, social, and mobile channels Energize and mobilize your Advocate Army to recommend your brand and products, boost sales, and defend you from social media ambushes Reward your Advocates by giving them what they crave most Measure results and ROI from advocacy programs Every company in the world--including yours!--has Brand Advocates. Get more value from your social media marketing and transform your company by unleashing the most powerful marketing force you have. Your Advocate Army is ready and waiting to build your brand and business.