Managing and Promoting Advocacy – The New Frontier


Advocacy is integral to the success or failure of all organizations. More than 90% of all consumers report that a Word of Mouth recommendation is the leading influence on their purchase behavior. Today, forward-thinking companies are the ones that identify and work with their customer Advocates to genuinely build the brand, the customer base, and the bottom line.

In this presentation, Molly McFarland and Robert Pasick will describe:
 
·       How to identify and understand your Advocates
·       How to motivate them to advocate on your behalf
·       How to empower them with the tools that make it easy to advocate
·       How companies are using the URefer process to manage the entire process
 
Since earning his Ph.D. in clinical psychology and public practice from Harvard University in 1975, Robert Pasick has provided leadership development services through teaching, coaching, speaking and writing. He is the president and founder of Leaders Connect and CEO Connect, which are leadership development and networking programs for executives and entrepreneurs. He also is a faculty affiliate at the William Davidson Institute at the Ross School of Business at the University of Michigan.  He has made many public appearances on radio and TV. In addition to “Oprah,” he has been featured on NBC’s “Today Show," NPR and CNN.  He often can be heard on radio in Detroit and Ann Arbor. Rob’s clients range from veteran Fortune 500 executives to men and women starting their first businesses or stepping into their first professional careers. His areas of specialty include healthcare, food and hospitality, life science, medical device, auto and financial services companies. 
 
Molly McFarland subbed for … (Richard Beedon has spent over 30 years in the technology arena. During that time, Dick acted as the principal financial and strategic architect in the successful formation, funding, growth and sale/IPO of 3 companies. Currently Dick is the Founder of uRefer, an Ann Arbor based company that is the leading social marketing technology company. The uRefer social marketing platform is a systematic approach that automates the process of promoting and managing brand advocacy for our clients. Prior to uRefer, Dick led the acquisition and subsequent turnaround of Entyre Doc Prep. Dick bought the service company and led the creation of the mortgage industry leading web services document creation and management software product X4.)