facebook marketing

Join Zuberance at the Inbound Marketing Summit in SF June 12-13

Inbound Marketing Summit

Location: Fort Mason Center, San Francisco

Date: June 12-13

Hosted by: The Pulse Network

The Inbound Marketing Summit is a must-attend conference for digital, social and mobile marketers. With a unique mix of inspirational speakers including Kare Anderson, Rick Bakas, Chris Brogan, Laura Fitton, and Tim Hayden, industry watchers and experts like Allen Bonde, Jim Ewel, Esteban Kolsky, Scott Liewehr, Sameer Patel, and Paul Taylor, cutting edge content and real-world case studies, IMS is where innovative marketing professionals meet up, participate in sessions and network with their peers.

Zuberance is one of the sponsors of the conference and our Founder/CEO, Rob Fuggetta, will be hosting a book signing for his new book, "Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force." He will also be speaking on the panel, "Fan Marketing Tools for Facebook and Beyond," with the CEO's of Argyle Social and Twylah.

Click here to register.

We hope you'll join us!

Webinar Recording- Brand Advocates on Facebook: Timeline, EdgeRank, Leveraging Superfans

Below is the recording of our recent webinar, "Brand Advocates on Facebook: What You Need to Know About Timeline, EdgeRank, and Leveraging Your Superfans." (Click here to view webinar recording on Slideshare.)

Featured Speakers:

Key Takeaways:

  • Brand Advocates are a different breed; They are 50% more likely to influence purchase decisions than other customers, 2X more active content creators, and 75% more likely to share great product experiences.
  • Facebook Timeline features give brands more real estate to boost advocacy such as pinning Advocate-generated content, showcasing Advocate reviews, and highlighting Advocate identification.
  • Even though these new Timeline features are valuable, 88% of Facebook fans never return to a brand page after "liking" it. Also, due to EdgeRank, only 16% of your fanbase see branded posts in their newsfeeds.
  • Brands can work around EdgeRank by giving Advocates content to share on Facebook (such as educational content, videos, offers, etc) and encouraging Advocates to create content themselves and then posting it to Facebook (such as reviews, testimonials, etc.) Though EdgeRank still applies to Facebook users, your Advocates will be reaching people in their networks that most likely aren't fans of your brand on Facebook.
  • By leveraging their Advocates on Facebook, brands are increasing reach, building their brand armies, boosting click through rates.

 

To learn more, download the whitepaper, "Turning Fans and Followers into Brand Advocates."

WEBINAR: Brand Advocates on Facebook: Timeline, EdgeRank and How to Leverage Superfans

[UPDATE: CLICK HERE TO VIEW WEBINAR RECORDING HERE]

WEBINAR: Brand Advocates on Facebook: What You Need to Know About Timeline, EdgeRank, and Leveraging Your Superfans

REGISTER NOW

Date: Wed, April 18, 2012

Time: 11:00 AM PST/ 2:00 PM EST

Twitter hashtag: #zuberance

With 845 million active users and 2.7 billion “likes” everyday, Facebook’s marketing potential has brands foaming at the mouth. However, due to the constant evolution of Facebook updates plus EdgeRank filtering your content, the road to Facebook marketing success is quite a bumpy one. Instead of focusing on simply racking up “likes,” let your Superfans (AKA Brand Advocates) drive your Facebook strategy. Brand Advocates are truly a different breed; beyond “liking” your brand, they’ll proactively recommend your products to their friends, share your content, and help you build your brand army.

Register for the webinar and we’ll teach you how to turn “likes” into leads and Superfans into social media marketing machines.

You’ll learn how to:

  • Identify your Brand Advocates amongst your fanbase
  • Leverage new Timeline features to boost advocacy
  • Energize Brand Advocates to improve EdgeRank
  • Generate leads and lower customer acquisition costs via your Superfans
  • Plus, real-world case studies on how top brands like Box, GMC, Parallels, and more are leveraging their Advocates on Facebook

About the Speakers

Scott Meldrum, Founder/CEO, Pollin8: Social Content + Communications (@ScottMeldrum)

As an expert in Interactive Marketing and Social Media, Scott Meldrum provides digital strategy, creative and media solutions for leading companies in the entertainment and retail industries. Leveraging 15 years of interactive experience, he has delivered digital advertising and social media programs for brands like Starbucks, Best Buy, Shell, and TiVo, and has helped recording artists Jennifer Lopez, Avril Lavigne, and Coldplay reach star status.

Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta)

Rob Fuggetta is the leading expert on brand advocacy. He is a former partner at Regis McKenna Inc., the legendary marketing and communications firm where he co-managed the Apple account. He later became CMO at Genuity, a Verizon spin-out which went public in June 2000. Fuggetta is the author of "Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force," to be published by John Wiley & Sons in 2012.

Bonus! Each registrant will receive a free copy of the Zuberance whitepaper, “Turning Fans and Followers into Brand Advocates.”

REGISTER NOW!

Even the Best Facebook Fan Page Engagement Rates Aren't That Impressive

"Most would probably agree that someone sharing a brand’s content with their friends is a high indicator of brand ambassadorship" says Doug Schumacher in a recent post from iMedia. The post highlighted last week's top ten brands with the highest engagement rates on their Facebook Pages. Disney came in first place at .27% with an image of a smiling Chesire Cat.

This may be impressive in terms of Facebook Pages (especially when considering the implications of EdgeRank), but if you want to see some jaw-dropping, make-you-wanna-get up-and-dance sharing percentages, engage your Brand Advocates.

On average, across all our customers, about 15% to 20% of Brand Advocates share content they create or is provided to them by brands. For example, 23% of CDW Advocates shared reviews they created.

This shows yet again that Brand Advocates are, by far, a company’s most engaged customers.

To learn more about leveraging your Brand Advocates, download our whitepaper, Turning Fans and Followers into Brand Advocates.

Webinar Recording: Turning Fans and Followers into Brand Advocates #LikesToLeads

Check out the recording below from our recent webinar on “Turning Fans and Followers into Brand Advocates” where marketing experts shared best practices on leveraging your fans, followers, and customers to recommend your brand and products to their networks.

View more videos from Zuberance

Speakers:

Key Takeaways:

  • The most profitable customers aren't necessarily the best Brand Advocates.
  • Not all Brand Advocates are created equal. They differ in levels of receptivity to recommending, levels of enthusiasm and influence, and reasons for recommending.
  • Brand Advocates are a different breed: They are 50% more likely to influence purchases than other customers, 2X more active content creators, and 75% more likely to share great product experiences.
  • Identify Advocates by asking "The Ulimate Question": On a scale from 1-10, How likely are you to recommend our brand? 9's & 10's are Advocates. Ask "The Ultimate Question" at all customer touch points such as email, website, social media, in-product, call center, etc.
  • Energize your Advocates by giving them the tools to recommend: rate and review your products, create stories and testimonials, share offers with their networks, and answer prospects' questions.
  • Mexican grill, Rubio's, has identified 45,000 Advocates in two weeks. Their Advocate army have shared 36,000 offers for their famous fish taco.
  • VoIP provider, Ooma, increased their star rating on Amazon from 3.3 to 4.5 stars by energizing their Advocates.
  • Only about 15% of your Facebook fans see your brand's posts on their newsfeed. How to overcome EdgeRank: Energize your Advocates to share your content.
  • Microsoft SMB's guiding principle behind the entire marketing ecosystem is to create compelling content, deliver it to an engaged audience, amplify through an activated partner base, and measure with platforms and tools.
  • Microsoft SMB's advocacy platform enables Advocates from both customer and partner communities to project positive influence.
  • 72% of Microsoft customers identified themselves as Advocates. 25% of Advocates have shared a Microsoft offer with their social and business networks.
  • In one campaign, 96% of Microsoft SMB Advocates on Facebook shared a promotional offer.

 

We also conducted a poll during the webinar and asked the audience, “How much of your business comes from Word of Mouth?” ANSWER: 48% say that 50% or more of their business comes from WOM. (See results below.)

 

 

-Cara Fuggetta, Marketing Manager, Zuberance

Upcoming 10/26 Webinar: Turning Fans & Followers into Brand Advocates #LikesToLeads

Getting more fans and followers is great. Finding your Brand Advocates and energizing them to generate Social Recommendations is even better. REGISTER NOW

Date: Wed, Oct 26, 2011 Time: 11am-12pm PST Twitter hashtag: #LikesToLeads Sponsors: Zuberance & Gleanster

Many marketers today are focused on building their social following on Facebook, Twitter, and other channels. However, clicking a ubiquitous “Like” or “Follow” button is the lowest common denominator when it comes to showing brand affinity. To gain true social marketing value, companies should identify their most enthusiastic fans and followers (AKA Brand Advocates) and energize them to share recommendations to their social networks. That’s exactly what Top Performers are doing, according to new Gleanster research. How they’re doing it, what technologies, business processes, and organizational resources they’re implementing, what metrics they’re using to track and measure success, and what specific business benefits they’re deriving as a result of their efforts are the focus of this webinar.

Register for the webinar and learn how to:

  • Identify your Brand Advocates amongst your fans and followers
  • Turn likes into leads
  • Reduce customer acquisition costs via your fans and followers
  • Energize your fans to generate social recommendations

Featured Speakers:

All registrants will receive a free copy of:

About the Speakers

Umang Shah, Social Strategist, Microsoft

Umang Shah is a Social Strategist at Microsoft, responsible for engaging customers and partners in the US Small and Midsize Business market.  Prior to Microsoft, he founded Cubed Consulting, a small Integrated Marketing consultancy providing services to emerging and evolving businesses in the San Francisco Bay Area.  During his time at the Xerox Corporation, Umang became a recognized Thought Leader in Customer Marketing and Social Media.  He led a Digital Marketing Team (unofficially) tasked with “making Xerox cool again” through the creative application of emergent technologies.  Umang has served as the Social Media Strategy Advisor to VC Taskforce and was also responsible for launching innovative Customer Marketing programs for BEA Systems and VMware.  Umang is currently based in Bellevue, WA.

Jeff Zabin, Research Director, Gleanster

Jeff Zabin is research director at Gleanster, where his coverage includes social media marketing and monitoring. Until December 2009, he served as vice president and research fellow at Aberdeen Group. Zabin is the author of two bestselling business books: The Seven Steps to Nirvana and Precision Marketing. He has written more than a hundred influential articles in leading trade magazines as well as dozens of popular industry reports. Prior to joining Aberdeen in 2007, Zabin headed up product marketing and led the thought leadership program for the Global Marketing Solutions division of Fair Isaac (FICO) and served as vice president of marketing at Seurat Company, which was acquired by FICO in 2003. Zabin began his career in educational publishing, at Houghton Mifflin, and later served as a Peace Corps volunteer in rural Bolivia. He is a graduate of the University of Wisconsin-Madison.

Rob Fuggetta, Founder/CEO, Zuberance

Rob Fuggetta, the founder and CEO of Zuberance, has more than 20 years of experience in Word of Mouth marketing, His WOM strategies have created marketing success for Apple, Intuit, Norton, and many others. Fuggetta is a frequent speaker and author of an upcoming book, "Energize! How to Turn Social Media & Word of Mouth into Sales by Energizing Brand Advocates."

REGISTER NOW

This Week in Social: Google+ Lets You Share Circles, How to Overcome EdgeRank

Google+ Now Lets You Share Your Circles With Others - The Next Web Obviously if you’ve created a master circle of funny people or tech bloggers, they’re perfect to share with a friend. If you’ve created a circle of ex-girlfriends, perhaps you won’t want to share that. This is very similar to Twitter’s list feature, and of course Facebook’s latest list upgrades.

Crack the Facebook Marketing Code: How to Overcome EdgeRank - ZuberRants

EdgeRank + Facebook updates = a big time marketing headache. What’s a social media strategist to do? Instead of spending time figuring out how to crack the EdgeRank algorithm, why not focus on a more scalable and valuable approach to Facebook marketing: getting your super fans to spread content for you.

Facebook Launches "People Talking About This" Metric, Premium Ad Unit & More - Search Engine Land

Facebook is launching a new “People Talking About This” metric for fan pages this week, designed to show conversations happening about a brand or page owner across the web. It’s part of an upgraded Page Insights tool. Also released is a new Page Insights API tool.

Social Business isn't a theory, buzz word, or "The Next Big Thing." It's an evoultion! - Michael Brito

Social Business is simply a natural business evolution. It’s why companies like Accenture, Deloitte, KPMG and others have been in business and profitable for several decades, and in some cases, over 100 years.  They help companies change behavior, improve processes and expand into new markets because the dynamic nature of business is consistently changing.

Facebook Users Beware: Facebook's New Feature Could Embarass You - Mashable

If you didn’t watch Mark Zuckerberg’s Facebook announcements last week — and of course the vast majority of Facebook users did not — you may be in for a surprise. Aside from the dramatically redesigned Facebook Timeline profile pages, which roll out in the coming weeks (and which I’ve grown to love), Facebook’s new system to auto-share what you do around the web may catch many Facebook addicts off guard.

-Cara Fuggetta, Marketing Manager, Zuberance

Crack the Facebook Marketing Code: How to Overcome EdgeRank

As a marketer, you may have heard of a small (and by small, I mean gigantic) obstacle to overcome in regards to Facebook marketing: EdgeRank- the algorithm Facebook uses to determine what content will show up in a user’s newsfeed. If you aren’t aware of EdgeRank and it’s implications, let me give you a brief breakdown (a more detailed explanation can be found here): The EdgeRank formula takes into consideration three variables:

  • Affinity (u): how often you interact on Facebook with that particular user (or brand page)
  • Weight (w): how much interaction on that particular post (likes, comments, etc)
  • Time (d): how long ago the post was published

Why EdgeRank is Important

According to Brandglue.com, 88% of Facebook users never return to a fan page once they click the “Like” button, meaning that most users consume branded content in their newsfeed (which EdgeRank determines.)

But here’s the kicker:

Each time a brand posts to their Facebook page, only about 16%-18.5% of fans actually see the post in their newsfeeds (Source: comScore, Facebook.)

Recent Decrease in Engagement

In addition to EdgeRank, another obstacle has sprung up for page owners since Facebook’s recent updates. As outlined in a Simply Zesty post, “Facebook Starting to Seriously Piss Off Business Page Owners,” many brands have seen a dramatic decrease in impressions and engagement on their Facebook pages, particularly for pages that do not invest in Facebook advertising. The new changes to subscribing, timelines, and friend lists mean that brand pages are barely showing up in user’s feeds any more.

How to Overcome Edgerank

EdgeRank + Facebook updates = a big time marketing headache. What’s a social media strategist to do?

SOLUTION: Instead of spending time figuring out how to crack the EdgeRank algorithm, why not focus on a more scalable and valuable approach to Facebook marketing: getting your super fans to spread content for you.

Identify your Brand Advocates not just on Facebook, but across all customer touch points: email, Twitter, newsletter, company website, product pages, etc. by asking them “The Ultimate Question,” How likely are you to recommend [brand/product] to your friends? People that answer a 9 or 10 on a 1-10 scale are your brand’s Advocates and social media marketing machines.

Arm your brand army with content and encourage them to share with their Facebook friends and/or other networks. This could be new product announcements, videos, offers, whitepapers, etc.

Superfans Mean Super Benefits

Energizing your Advocates to share on Facebook has some major benefits over pushing content through your Facebook page:

  • Increase reach and visibility. Posting content to your Facebook page reaches a subset of your fans who are already connected to you. Mobilizing Advocates to share to their networks allows you to expand the reach beyond your fan base and continue to build your brand army.
  • Increase click-through rates. Let’s face it…Consumers don’t trust marketers. They trust their friends. Which are you more likely to click on: a review on the new Kindle Touch posted by your friend or by Kindle's Facebook page?
  • Improve targeting. Instead hoping the right 16-18.5% of your fans see and interact with your posts, go straight to your Advocates who's genuine enthusiasm for your brand will motivate them to share and recommend to their friends.

 

Learn more about leveraging your super fans on Facebook by downloading our latest whitepaper, "Turning Fans and Followers into Brand Advocates."

 

 

-Cara Fuggetta, Marketing Manager, Zuberance

Whitepaper: Turning Fans and Followers into Brand Advocates

Download: Turning Fans and Followers into Brand Advocates Many marketers today are focused on getting more fans and followers on Facebook and Twitter and increasing engagement on social channels via games, discounts, and promotions. But getting more fans and followers and increasing engagement don't necessarily translate to sales. The real social marketing value comes from finding your most enthusiastic fans and followers (AKA Brand Advocates) and energizing them to recommend your company to their social networks.

Download the whitepaper and learn how to:

  • Identify your Brand Advocates amongst your fans and followers
  • Turn likes into leads
  • Reduce customer acquisition costs via your fans and followers
  • Energize fans to recommend your brand and products to their networks

We want to hear from you! Feel free to share your thoughts on the whitepaper here.

-Cara Fuggetta, Marketing Manager, Zuberance

Social Media Revolution: 2011 Edition

Erik Qualman, author of Socialnomics, recently released his latest social media stats video, Social Media Revolution 2011. Take a look: http://www.youtube.com/watch?v=3SuNx0UrnEo&feature=youtu.be

Some key stats:

  • 1 in 5 couples meet online. 1 in 5 divorces are blamed on Facebook.
  • If Facebook were a county it would be the world's 3rd largest.
  • 50% of mobile Internet traffic in the UK is for Facebook. Imagine what this means for bad customer experiences.
  • Lady Gaga, Justin Bieber, and Britney Spears have more Twitter followers than the entire populations of Sweden, Israel, Greece, Chile, North Korea, Australia.
  • YouTube is the 2nd largest search engine in the world.
  • 90% of consumers trust peer recommendations. Only 14% trust advertisements.

Hungry for some stats on Brand Advocates? Check out our video on "The Marketing Power of Brand Advocates."

-Cara Fuggetta, Marketing Manager, Zuberance