The Secret to Brand Advocacy

By Brandon Whalen     |     November 13, 2012

Every year, our partners at the Word of Mouth Marketing Association put together an awesome three day conference in Las Vegas, Nevada. WOMMA’s Summit brings together some of the biggest and brightest minds in the social media and brand marketing industry.

One of the big themes this year has been the idea that companies need to focus less on acquiring new customers and more on existing fans. Your existing fans are the ones who could care less about what you do or how you do it. What they really care about is why you do what you do. What matters to these folks is your values and your integrity. These are the things that really make a brand human.

So ask yourself a few questions. Why does your company exist? What drives you? How do you want to change the world?

We like to think that visual storytelling is the best way to communicate these values, and in today’s world, video is the medium of choice. A brand’s advocates are more important, and more powerful than any form of advertising, so we created this short video scribe to for the WOMMA Summit conference to help people understand the importance.

Make sure you head to where you can get our free Advocacy Toolkit with research from Zuberance and Comblu.

About Brandon Whalen

Brandon is Head of Marketing at Room 214. As a social media strategist he has worked on the social media presence for multiple world-wide brands including Travel Channel, Anthony Bourdain and Hello Kitty. Brandon's work has resulted in growth of multiple millions of new fans on various social media networks for clients. As a contributor to Capture The Conversation and Word of Mouth Marketing Association's All Things WOMM blog, Brandon covers a big range of topics from social media marketing news to digital marketing strategy guides. Outside of work he is an active musician and lead singer for a band called My Body Sings Electric. You can catch the band playing shows around Denver or the west coast a few times a year. Want to connect with Brandon when he's not singing, writing, rooting on the Colorado Rockies or staying fit? Check his Facebook account, follow him on Twitter @Brandonsings, or head to Brandon's account on Google Plus.


  • Matt Antonino says:

    “Your existing fans are the ones who could care less about what you do or how you do it. What they really care about is why you do what you do.”

    Huh? Your existing fans only care about one thing: how do you solve a problem they have? Are they bored? You need to entertain them. They need a Christmas gift? Show them why your product rocks. They don’t care WHY you sell tshirts. They care that you can get it there overnight rush before Grandma’s birthday.

  • Thanks for the response Matt. I probably should have been more specific… the “why” is what really matters to your core, passionate fans (if you really have them). If people only cared about what you do, what makes Apple any different than a PC? They both make personal computers, right.

    However, when I spend $1500 on a computer I prefer to know that the company who made my computer is in the business because they want to make the most beautiful, easily useable products possible. On the other hand, I can find a dozen companies who want to sell computers, but they aren’t much to get excited about.

    Granted this doesn’t apply to every company, but I would argue that the really successful brands with crazy dedicated fans have a pretty solid reason that explains why they create their products. Think Toms Shoes, Mini, Apple etc.

    You make a great point about companies solving problems. However, if it’s a simple solution with a lot of competitors who can easily fill the need, what is going to separate you from your competition?

  • seo says:

    Thanks for sharing this informative post with us.

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