Zocalo Rolls Out Brand Advocate Platform

Zocalo Group, a word-of-mouth, digital and social media marketing agency within Omnicom, has launched a brand advocacy platform called FanRally, which it says can identify and engage with influential advocates whose recommendations lead to sales.

FanRally uses game mechanics to offer advocates ways to earn and redeem points for learning, talking, sharing, recommending and providing feedback. Zocalo first compiles customer data from CRM, social channels and select third-party vendors, then analyses and 'reconciles' it using tools and data partners to pinpoint advocate candidates.

Only those fans who match the brand's 'ideal advocate' criteria will receive an e-mail invite to receive rewards, sneak previews, special offers and more.

Zocalo Group President and CEO Paul Rand (pictured) comments: 'Nearly every brand recognizes the power of social media, and most are now recognizing that the biggest value comes from their brand fans. FanRally will fundamentally change the way brands fully capitalize on social media by helping them create more meaningful and effective brand-consumer experiences - leading to affinity, recommendations, sales and product innovation.'

Web site: www.zocalogroup.com .