return on advocacy

Whitepaper: How Hotels Can Turn Word Of Mouth & Social Media Into Sales

Download: How Hotels Can Turn Word of Mouth & Social Media Into Sales Hotel marketers dedicate precious resources, dollars, time and energy luring and converting new customers. However, their most valuable marketing resource is often overlooked: Brand Advocates. This powerful segment of influential and passionate customers is already singing your praises by recommending your hotel, both online and off. Energizing your Brand Advocates can bring you the ultimate prize: a powerful marketing force that continuously recommends and sells on behalf of your hotel without being paid to do so.

Download this whitepaper and learn:

  • How to identify Brand Advocates
  • Brand advocacy best practices and keys to success
  • Key attributes of Brand Advocates and what they will do for your brand
  • Real world case studies on how leading hotel chains are leveraging their Advocates to drive sales
  • The value of Brand Advocates

We want to hear from you!  Feel free to posts your thoughts about the whitepaper here.

Whitepaper: The ROI of Energizing Brand Advocates

Download: The ROI of Energizing Brand Advocates. Companies that systematically identify and energize Brand Advocates to create online recommendations are getting at least a 10X ROI in media and sales value, shown by our analysis of the Zuberance-powered social recommendation program. In other words, for every $1 a company invests in energizing Advocates, the company gets $10 in positive Word of Mouth impressions and sales. This 10X "Return on Advocacy" is significantly higher than the return that marketers get from paid search campaigns on Google and other marketing approaches.

Download this whitepaper and learn:

  • Why energizing Brand Advocates delivers at least 10X ROI
  • How a consumer electronics company is getting 10X ROI by energizing its Advocates
  • How to identify Brand Advocates
  • The media and sales value of energizing Advocates
  • Additional benefits of energizing Advocates

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

The Triangle of Trust: A balancing act for brands, Advocates and prospects

In a perfect world, what would you like to have your company’s Brand Advocates (the people who proactively recommend your brand or product without being paid to do) do for your business? Perhaps having your loyal customers share an exclusive offer with their friends and colleagues on Facebook, via email or on Twitter would move the needle? Maybe you would like additional reviews of your products on Amazon, Best Buy, or a higher star rating on Yelp to get more feet in the door? At the critical time of purchase, would having Advocates answer prospects questions help convert the sale?

According to Nielsen, 92% of customers trust Word of Mouth, and more than 90% of customers say that a Word of Mouth recommendation is the leading influence on their purchase decisions (source: Zocalo Group).

So, how do you tap into the power of Word of Mouth to connect your prospects and Brand Advocates?

Look to the Triangle of Trust – with Brand Advocates on one angle, prospects on the other, and your company on the third.

All three are connected (and communicating with each other), and everyone provides equal value in terms of rewards, recommendations and eventually revenue. When one side is out of balance and unconnected, the triangle falls apart.

An Example: Keeping it Balanced

Word of Mouth referrals are the #1 source of Club One’s, a nationally recognized leader in the fitness industry, memberships (at 45%), far surpassing other lead generation tactics – and they were not leveraging the power of Word of Mouth in a systematic way. In other words, Club One’s Triangle of Trust was missing a strong link from Advocates to prospects.

To bring their triangle back into balance, Club One Advocates (identified by using the Zuberance Advocate Platform) shared a complimentary 14-day guest membership with their social networks, which resulted in:

  • 2,154 prospect clicks
  • Just under 1,000 people took the trial offer
  • about a 100 signed up for a long term new membership
  • 9X Return On Advocacy (as measured by media and sales value)

These brand evangelists wanted to spread the word about Club One to prospects, and the company made it possible – which turned into a win-win for everyone.  Watch Club One’s Kari Bedgood talk about why it was so important to connect Advocates and prospects here.

Read the full Club One case study here.

Companies who connect with their Brand Advocates (who in turn evangelize their products and services to potential prospects) are tapping into a volunteer sales force with tremendous potential (and sustainability). In fact, there are over 60 million Brand Advocates in the US, and over 1 billion worldwide.

Above all else, nurture your customer relationships – remember, they are likely your most important source of leads.

So, how are you keeping your brand’s Triangle of Trust in balance?