social media ROI

[Slideshare] Three Surprising Facts About Brand Advocates

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Webinar Recording: Advanced Techniques for Energizing Your Brand Advocates

You're already sold on the power of Brand Advocates. You’re identifying and energizing your Advocates now to recommend your brand and products. What’s next? How can you get the greatest possible bang from your advocacy buck? How can you fully harness the power of Advocates to build your brand and business? Watch the webinar below to learn about "Advanced Techniques for Energizing Your Brand Advocates." (Click here to watch on Slideshare.)

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10 Advanced Brand Advocacy Tips

1. Grow your Advocate Army. New customers, returning customers, and passives are three segments that brands can look to in order to identify and energize Advocates.

2. Leverage multiple touch points to identify and engage with Advocates: email, website, social channels, mobile, in-product, physical stores, customer service.

3. Use the full array of Advocate applications: reviews, stories, answers, offers.

4. Take Advantage of Advocate Apps. Various Advocacy apps can directly address marketing challenges and/or opportunities. For example, certain properties of a hotel chain are receiving poor online ratings and reviews. Using Advocate reviews, this hotel can focus their enthusiastic and highly satisfied Advocates on rating and reviewing these properties on third party review sites like TripAdvisor.

5. Energize Advocates by Segment. Not all Advocates are alike, so building a segment-driven Advocacy program is key to any brand advocacy strategy. Vary your messaging to target different Advocate segments and create distinct goals for approaching each segment.

6. Mobilize Advocates. Use Advocate applications to mobilize your Advocates around specific situations or opportunities. For example, Advocate stories can aid in brand repositioning, Advocate offers can drive lead generation, and Advocate reviews and stories can help to combat negative Word of Mouth.

7. Leverage Advocates for launches. Energize your most passionate customers pre-launch to build buzz and awareness about your new product.

8. Leverage Advocate content smartly. Advocate-generated content is digital gold. Place Advocate content on multiple pages on your website, on a dedicated tab on your Facebook page, in your paid search ads, etc.

9. Set it and forget it! Setup email marketing campaigns that ask new customers if they would recommend your product and write a review two weeks after the purchase.

10. Promote causes. Rally your Advocate Army to promote a charity and spread awareness to their social networks.

-Cara Fuggetta, Marketing Manager, Zuberance

Webroot Secures Sales by Leveraging Their Brand Advocates

Diane Beaudet, VP of Global Marketing Programs for Webroot, an online protection software company, discusses the power of Brand Advocates.

Some highlights from Webroot's Advocacy Program:

  • Webroot has created a brand army of 11,000 Webroot Advocates (and growing.)
  • Webroot Advocates have written about 6,000 reviews.
  • Over 500 positive reviews have been published to third party review sites such as Amazon, BestBuy, and CNET.
  • Advocates give Webroot products an average rating of 4.5/5 stars.
  • In one quarter, sales increased by 200% due to Advocate-generated reviews that were published on Amazon.

What's next for Webroot's Advocate Program?

Webroot plans to leverage their Advocates to drive sign-ups and participation in a new online community to be launched in 2012.

Read more about how Webroot is turning their enthusiastic customers into a powerful marketing force here.

Webinar Recording: How 5 Software Companies are Increasing Sales via Brand Advocates

The recording below is from our recent webinar, “5 Case Studies in 30 Minutes: How Five Software Companies are Increasing Sales and Positive Word of Mouth by Mobilizing Their Brand Advocates” featuring social marketing success stories from Intuit, Microsoft, NetApp, Webroot, and Symantec. The speaker was Founder/CEO of Zuberance, Rob Fuggetta (@robfuggetta).

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Key Takeaways:

  • Brand Advocate definition: Highly-satisfied customers and others who pro-actively recommend brands or products without being paid.
  • Brand Advocates are a different breed- They are 2X more active content creators and 4X more likely to share great product experiences.
  • On average, 50% of a company’s customers are Brand Advocates.
  • Identify your brand’s Advocates by asking The Ultimate Question: On a scale from 1-10, how likely are you to recommend our brand or products to your friends? (9′s and 10′s are Advocates.)
  • Advocate marketing has a sales conversion rate of 5% or higher compared to traditional marketing at less than 1%.
  • Webroot Advocates have created 5,500 reviews and rated their security software an average of 4.5 out of 5 stars.
  • NetApp is seeing an 80% in-bound click rate from offers shared by their Advocates to their social networks.
  • Intuit has identified a brand army of 30,000 Advocates. 11,000 Intuit Advocates. have recommended Intuit through reviews and offer sharing.
  • For a particular campaign, 96% of Microsoft SMB's Advocates shared an offer with their Facebook friends.
  • Norton's sales jumped $25 million and their ratings doubled on Amazon after energizing Norton Advocates.

To learn more about the benefits of energizing Brand Advocates, download our whitepaper, "The ROI of Energizing Brand Advocates."

-Cara Fuggetta, Marketing Manager, Zuberance

Webinar Recording: How 3 Fitness Companies are Increasing Sales via Brand Advocates

The recording below is from our recent webinar, “3 Case Studies in 30 Minutes: How Three Health and Fitness Companies are Increasing Sales and Positive Word of Mouth by Leveraging Their Brand Advocates” featuring social marketing success stories from 24 Hour Fitness, Club One, and Anytime Fitness. The speaker was Founder/CEO of Zuberance, Rob Fuggetta (@robfuggetta).

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Key Takeaways:

  • Brand Advocate definition: Highly-satisfied customers and others who pro-actively recommend brands or products without being paid.
  • Brand Advocates are a different breed- They are 2X more active content creators and 4X more likely to share great product experiences.
  • On average, 50% of a company's customers are Brand Advocates.
  • Identify your brand's Advocates by asking The Ultimate Question: On a scale from 1-10, how likely are you to recommend our brand or products to your friends? (9's and 10's are Advocates.)
  • Advocate marketing campaigns yield an 86% click-through rate vs. 5% for traditional marketing.
  • Club One has identified 8,800 Advocates who have shared over 16,000 Club One offers with their social networks.
  • Anytime Fitness has energized their brand army to share over 1,000 offers driving trials and memberships.
  • 24 Hour Fitness has mobilized their 90,000 Advocates to publish over 2,600 reviews to Yelp.

To learn more about how Fitness companies are turning their Brand Advocates into a marketing force, download our whitepaper, "Club One Gets 9X ROI by Energizing Brand Advocates."

-Cara Fuggetta, Marketing Manager, Zuberance

 

3 Case Studies in 30 Min: How 3 Hotels are Increasing Sales by Leveraging Advocates

3 Case Studies in 30 Minutes: How Three Hotels are Increasing Sales and Ratings by Leveraging Their Brand Advocates

Date: Thursday, December 15, 2011

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

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Hotels and resorts spend billions on marketing and sales promotions trying to lure travelers to their properties and keep them coming back through loyalty reward programs. However, an influential and powerful segment that is often overlooked is Brand Advocates. The value of energizing Brand Advocates goes beyond loyalty. Brand Advocates are highly satisfied customers that pro-actively recommend your properties to their social networks online and offline. Mobilizing Brand Advocates turns your enthusiastic guests into a cost-effective marketing force, boosting ratings and reviews and driving sales.

Register now to attend this free webinar featuring real-world success stories from:

  • Motel 6
  • Tryp by Wyndham
  • Atlantis

Participants will learn how to:

  • Identify and energize your best customers (AKA Brand Advocates)
  • Boost ratings and increase positive reviews on TripAdvisor and other review sites
  • Generate leads and drive sales via social media
  • Measure the impact of mobilizing Brand Advocates

All participants will receive a free whitepaper, "How Hotels Can Turn Word of Mouth and Social Media into Sales."

Expert Speaker: Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta)

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.”

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Face Time: The Power of Brand Advocacy

This article was originally posted on McKinsey&Company's Chief Marketing and Sales Officer Forum. In this interview, Rob Fuggetta, the founder and CEO of Zuberance, discusses the role of brand advocacy in driving growth at the end of the customer decision journey.

In search of the holy grail: authentic recommendations

“In the social media age, the holy grail for marketing leaders is getting customers to authentically recommend you. Or as Antonio Lucio (Global chief marketing, strategy and corporate development officer, Visa Inc.) recently said, ‘recommendations have become the new advertising.’

The most critical element of brand advocacy is authenticity. That’s why we (Zuberance) strongly recommend to brands that they never pay or reward their advocates. The moment someone knows you’re being paid to advocate for something, it immediately devalues their recommendation. From our research, we know that the number one reason people recommend is that they want to help others. If you have a good experience, you want to tell others. Social media multiplies that effect. You just have to make it easy for your brand advocates to do.”

CMOs have fallen behind their customers

“There certainly are plenty of challenges in developing brand advocates. Some brands and industries just don’t attract passionate buyers. In other cases brands don’t have a direct relationship with their buyers. But the most critical issue in my experience is that many marketing leaders don’t fully understand social media and its potential for driving brand advocacy. They’re still trying to get their minds around SEO. But the customer is way ahead of them.

Many consumers ignore paid and owned media, and instead turn to earned media. But up to 70 percent to 90 percent of marketing spend still goes to advertising and promotions. Marketers are setting up Facebook pages and spending a lot of effort and money trying to followers. Or they’re using Twitter for customer support but they’re not thinking in terms of advocacy and harnessing the power of their customers.

But I really think this goes beyond the CMO. The question of brand advocacy should be at the top of the CEO agenda as well. Advocacy is strategic. Advocates drive profits. Companies with happy customers grow faster than those without. It just makes sense to me. You have to evangelize evangelism.”

Converging media help conversions

“Any marketing leader launching a new product needs to figure out how to integrate earned media into their mix of owned and paid media. There is no question that consumers trust earned media significantly more than paid or owned media. In a Nielsen survey from 2009, 90 percent of consumers said they trusted recommendations from people they knew. What’s really interesting, however, is the convergence of these three media mix types, and how that can help drive conversion rates.

We tried this with Tivo, a client of ours. We found brand advocates – those who were passionate about Tivo – and provided them a way to easily share a video about a new product, Tivo Premiere, with their friends. There was no offer, no cash reward – we just made it easy.

Based on our tracking, 5 percent of the people who received the video actually went to Tivo and purchased Tivo Premiere. Many marketing programs have sales conversion rates of less than 1 percent. Not only did Tivo see a good transaction rate, they also earned higher margins because they didn’t have to sell through 3rd parties because consumers go straight to their site.”

Creating a culture of customer obsession

“Often times I see companies act to optimize short-term profits at the expense of advocacy. They cut back on services or maintenance, or provide fewer checkout people. In their desire to generate profits, companies are often destroying the very thing that made them a great company.

People at Virgin, Nordstroms, Jet Blue get that. Intuit has done a great job of creating a culture of customer obsession. They’ve been asking their customers for years ‘how likely will you recommend this product to a friend?’ In the past, companies could get away with bad service. But today, word of mouth spreads like wildfire with social media. It’s not like what happens in Vegas stays in Vegas anymore; today it’s what happens in Vegas stays on Facebook.”

 

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.

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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

Ooma's VP of Marketing on the Benefits of Energizing Their Brand Advocates

Ooma has the #1 rated VoIP service according to Consumer Reports. Now, Ooma is turning thousands of its highly-satisfied customers (AKA “Brand Advocates”) into a powerful Word of Mouth marketing force. Jim Gustke, VP of Marketing for Ooma, discusses the benefits of energizing their Brand Advocates.

Some of the highlights from Ooma's advocacy program:

  • Built a Brand Army of 20,000+ Ooma Advocates (Ooma envisions a Brand Army of hundreds of thousands of Ooma Advocates)
  • 63% of Ooma customers identified themselves as Advocates
  • Advocates gave the Ooma device an average star rating of 4.7 out of 5 stars
  • 34% of Ooma Advocates who have created reviews have published them on Amazon.com, Sears.com, Facebook, and Twitter
  • For a recent Advocate campaign, Ooma got a 6.25% sales conversion rate for offers shared by Advocates

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