Social Media to Sales

WEBINAR: How to Avoid Becoming Social Media Roadkill

This is the presentation from our latest webinar, "How to Avoid Becoming Social Media Roadkill: Top 5 Ways to Combat Negative Word of Mouth" featuring Travis Murdock, VP of Edelman. Please feel free to contact us to discuss how Zuberance technology can help your company turn social media into sales. In the Social Media Age, where a handful of bad Tweets can taint your brand, no company is immune from online brand critics.

In this Social Media webinar we addressed:

  • How to defend yourself from online brand critics
  • How to leverage your Brand Advocates to combat negative Word of Mouth
  • When to fight back, and when to sashay away

There were some great questions asked by the audience. Here are a few of them that were discussed:

1) Who should respond to negative word of mouth?

Not CEOs- Take Whole Foods for example: Whole Foods CEO, John Mackey, was caught posting positive comments about his company and negative comments about his competitors under a pseudo name. Instead, let your advocates respond. They are authentic, trusted customers who willingly spread positive word of mouth to combat complaints.

2) How do you address a customer who is outraged? Do you handle it on Facebook or do you take it offline?

First, companies need to understand how common and widespread the complaint is to determine whether to respond to an individual. For broad complaints, companies should address the issue publicly, and also at a personal level when possible. If the complaint is regarding an issue specific to a customer’s personal product or account, companies can resolve it privately to make sure a customer’s personal needs are met. It is also important to determine if the same person is complaining under multiple screen names. Jack Neff, from Adage, suggests correlating online complaints with call center volume to clarify the scope of the complaint.

3) What if the negative reviews are coming from closed system like Apple’s app store?

Companies can energize their advocates so that the positive reviews are highlighted rather than the negative reviews. Brands should also look to other places online where prospects are reading content, seeing reviews, and having conversations that are influencing purchase decisions, and energize advocates to post positive comments in these places. It is useful to establish an ambassador inside the company for each social media channel to learn the culture, build relationships, and contribute to the community. If a widespread complaint surfaces, companies can look to these ambassadors to help diffuse the issue because they are already respected by their followers within the specific social media channel.

Ted Rubin and Rob Fuggetta on How To Turn Social Media Into Sales Now – Recorded Webinar

Here is a recording of our latest Zuberance webinar where Ted Rubin and Rob Fuggetta talk about how social media and particularly brand advocates are changing the marketing landscape. There are some great tips by Ted an Rob on how to move beyond monitoring and how to start driving sales with social media. By the end of the webinar you will learn how to measure social media ROI just like any other online marketing program.

Brand Advocates: Do They Influence Sales?

A recent study by eMarketer highlights the importance of brand advocates and their influence online and offline. Over 53% of US online users  have an active role helping a friend or a family member make a decision about a product purchase and over 40% of active US online users share product advice that they've read online.

Reaching your advocates and giving them tools to share their love for your brand and products online becomes ever more important if you want to influence the bottom line by driving sales. There is a great probability that your next sale will be driven and influenced by an advocate of your product or brand. You need to be ready ahead of time and empower your advocates to drive more sales.

Zuberance has done this for several types of customers like large Telcos, beloved consumer brands and internet retailers among others. We know what it takes to mobilize your brand advocates online and we've seen the value of doing it right by driving conversion rates higher than 70% in some cases.

Ted Rubin: How A Chief Marketing Officer Drives Sales With Social Media

EyesLipsFace, under Ted's leadership, has been at the forefront of social marketing and innovation by using social media to turn advocates into sales and quantifiable ROI. According to a study by Zuberance, the advocate channel outperforms more traditional online marketing channels like search engine marketing and display by a factor of five on average. EyesLipsFace has been able to tap into that advocate channel by energizing their passionate customers and turning them into a large virtual sales force that is driving quantifiable sales.