Introduction
Part One: The Power of Brand Advocates
1. What’s a Brand Advocate?
2. Brand Advocates: A Different Breed
3. Why You Should Care about Brand Advocates
4. What Makes Advocates Tick
5. An Army of Advocates
6. Ten Things Advocates Will Do For You
7. Three Things Advocates Can’t Fix
8. Not all Brand Advocates are Alike
9. What’s a Brand Advocate Worth?
10. Special Advocate Forces
11. What’s Your Advocate EQ?
12. What’s Your Advocacy Score?
Part Two: How to Build your Brand Army
13. Asking the Ultimate Question
14. Three Best Places to Ask the Ultimate Question
15. Listening for Advocates
Part Three: How to Energize Your Brand Army
16. Boosting Online Ratings
17. Getting Advocates to Tell Their Stories
18. Prospects Got Questions? Advocates have Answers!
19. An Offer Advocates’ Friends Can’t Refuse
20. Getting Ideas & Feedback from Advocates
21. Advocacy Moments
22. Energizing Advocates on Facebook & Twitter
23. Avoiding Advocate Burnout
Part Four: How to Mobilize Your Brand Army
24. Make it a Happy Holiday
25. Fighting a Social Media Ambush
26. Let Advocates Launch Your Products
Part Five: Advocates in Action
27. Advocates Drive Auto Sales
28. Advocates Cook Up Sales for Restaurants
29. Advocates Put Heads in Beds
30. Advocates Drive Hard ROI for Software Companies
31. Advocates Move Boxes for Consumer Electronics Companies
32. Advocates Ring Up Sales for Retailers
33. Advocates Pump up Sales for Fitness Clubs
Part Six: B2B Advocacy
34. Five Myths of B2B Advocacy
35. Three B2B Advocacy Success Stories
36. How B2B Advocacy Differs from B2C Advocacy
37. B2B Advocacy Best Practices
Part Seven: Love Your Advocates
38. Rewarding Your Advocates
39. Listening to Your Advocates
40. Winning Back Your Advocates
Part Eight: Keeping Score
41. Introducing Return on Advocacy (ROA)
42. What to Track & How
43. Metrics that Matter
Part Nine: Get Started Now
44. Advocating Advocacy
45. Herding the Marketing Cats
46. Put Advocacy on Your Agency’s Agenda
47. An Advocate Action Plan
48. The Advocate Flow
49. The 3 Advocate Program Critical Success Factors
50. 5 Advocate Program Mistakes to Avoid
51. Integrating Advocacy