social media webinar

Webinar Recording: Top 10 Things Advocates Will Do For Your Brand

Below is the recording from our latest social media webinar, "Top 10 Things Advocates Will Do For Your Brand" co-hosted by the Word of Mouth Marketing Association.

Expert Speakers:

1. Give you referral leads and help you sell products and services, serving as a virtual salesforce.

Anytime Fitness Advocates have shared 16,167 offers on Facebook, Twitter, and via email. Anytime Fitness is seeing a 20% conversion rate from Advocate offer shares (5X higher than average).

2. Write highly positive reviews of your products or services, boosting your online ratings.

Anytime Fitness Advocates have written over 7,250 glowing reviews and stories which are displayed on Anytime's Facebook page. Advocates have also published their reviews on Yelp which has increased positive reviews by 30% in the past five months.

3. Create glowing testimonials about their experiences with your company or products.

Outright Advocates have written 1,463 stories, some of which are showcased on Outright's website. Of the Advocates who shared their story, 53% chose to share on Facebook.

4. Answer propects' questions, overcoming buyers' objections and reducing shopping cart abandonment rates.

2,440 Advocates for the VoIP provider, Ooma, have opted in to answer prospects' questions. Each question is getting an average of 2.3 answers. Ooma is seeing a 50% click-through-rate among prospects who get questions answered by Advocates.

5. Share your content and offers with their social networks, driving referral leads, clicks, and sales.

Outright Advocates love to share educational content such as a video about their Tax Resource Center. 43% of people in Advocates' networks clicked through to watch the video.

6. Help you launch new products.

Outright energized their Advocates to help launch their new iPhone app. Advocate sharing drove the app to the Top 25 in the app store.

7. Create better ads than your high-priced ad agency and more compelling copy than your most skilled wordsmith.

One Anytime Fitness Advocate described the club as "the Cheers of fitness clubs." Another Advocate wrote, "This club provides the keys to your future success...guaranteed!"

8. Defend your cherished company and brand reputation from detractors.

Auto-windshield repair company, Safelite, boosted ratings on SuperPages.com from 2.35 to 4 stars by energizing their Advocates to write reviews. Advocates gave Safelite an average of 4.9 out of 5 stars!

9. Alert you to competitive threats and market opportunities.

Outright Advocates alert the company when people post incorrect information about their software on the web.

10. Give you profitable ideas and produce feedback.

Outright created a Facebook group exclusively for their Advocates to provide feedback such as input on a new tagline.

To learn more about the power of advocacy, download Chapter One of Rob Fuggetta's new book, "Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force."

Webinar Recording: Top 5 Myths of Brand Advocacy REVEALED with Ancestry.com

Below is the recording of our recent webinar, "Top 5 Myths of Brand Advocacy REVEALED." Enjoy! You can also view the recording on our webinar channel here. A BrightTALK Channel

Featured Speakers:

Key Takeaways:

  • Advocacy is like a marathon (an ongoing strategy), not a sprint (one time campaign).
  • Brand Advocates are highly satisfied customers and others who pro-actively recommend brands or products without being paid.
  • Compared to Fans, Followers, and Loyal Customers, Advocates are the most trusted sources of information. They are highly influential with a massive reach via social media.
  • Myth 1: Brands need to pay or incentivize Advocates to get them to recommend their company/products.
    • Truth: It’s unnecessary to pay or incentivize Brand Advocates for their recommendations.
    • Advocates recommend because they’ve had good experiences with a product or service and to help others. Only 1% said they recommend for incentives or rewards. (Read research study, Three Surprising Facts About Brand Advocates here).
  • Myth 2: Few Customers are Brand Advocates.
    • Truth: On average, 50% of customers are Brand Advocates (Both B2B and B2C).
    • 64% of Ancestry.com customers surveyed indicated they were Advocates.
  • Myth 3: Only “sexy” brands have Advocates.
    • Truth: Brand Advocates are active recommenders across several categories.
    • Some Advocacy categories that might surprise you are windshield repair, virtualization software, data storage, and web conferencing!
  • Myth 4: Influencers have more power than Advocates.
    • Truth: Brand Advocates are more influential than Influencers.
    • Studies show that Advocates are 5x more trusted than Influencers and 60x more influential than brands themselves.
  • Myth 5: Advocacy Programs are difficult to measure.
    • Truth: Advocacy programs are very measurable.
    • Welcome to the science of Advocacy. The Zuberance platform lets you track, measure, and analyze Advocacy data like in-bound clicks, reviews, and shared stories.
  • Advocates don’t have to go unnoticed; a simple thank you never goes out of style. Advocates can be rewarded without being incentivized by giving them sneak peaks to new product features, inviting them to focus groups, giving them exclusive content, and more.

 

To learn more, download Chapter 1 of Rob Fuggetta's new book, Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force by clicking here.

Webinar Recording: Three Surprising Facts About Brand Advocates

Check out the recording of our recent webinar where we revealed new research, "Three Surprising Facts About Brand Advocates" featuring Founder/CEO of Zuberance, Rob Fuggetta.

View more videos from Zuberance

3 Surprising Findings About Brand Advocates:

1. Brand Advocates are more active than previously thought

  • Advocates recommend 9 brands on average
  • 32% recommend 10 or more brands
  • 16% recommend more than 15 brands
  • Advocates recommend on average 26X per year
  • 30% recommend once weekly or more
  • Brand Advocates are active in many industries. The categories most recommended are Technology (25%), Restaurants/Dining (15%), and Entertainment/Leisure (14%).

2. Brand Advocates have larger social networks than earlier estimated

  • Brand Advocates have 200-450 people in their social networks.
  • Online Brand Advocates have 300-600 people in their social networks.

3. Brand Advocates recommend both consumer and business products

  • 67% advocate both business and consumer products.

Other Findings

  • “Power Advocates” make up about 15% of Brand Advocates. They recommend dozens of products, do so several times a week, and have 500+ people in their social networks.
  • 83% of Advocates say their recommendations impact purchase decisions of their friends- 61% say their friends consider buying the recommended product and 22% say their friends actually purchase the recommended product.
  • Email (at 57%) and Facebook (at 35%) are the most used online tools for recommending.
  • Altruism, not rewards, spur Advocates. 50% say they recommend because they’ve had good experiences with a product/service. 37% say they recommend because they want to help others.

3 Implications for Marketers

  1. Find and energize Brand Advocates now to drive advocacy and sales.
  2. B2B Marketers need to engage and energize Brand Advocates.
  3. Don’t pay or provide financial incentives to Brand Advocates.

Download the full report on "Three Surprising Facts About Brand Advocates" now.

All the findings are also outlined in Infographic form here.

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

The recording below is from our recent webinar, “3 Case Studies in 30 Minutes: How Three Travel and Hospitality Companies are Increasing Sales and Ratings by Leveraging Their Brand Advocates” featuring social marketing success stories from Rubio's, Tryp by Wyndham, and Qatar Airways. The speaker was Founder/CEO of Zuberance, Rob Fuggetta (@robfuggetta).

View more videos from Zuberance

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%.
  • Rubio's Advocates have created over 3,800 Yelp reviews and shared 60,000 offers with their social networks.
  • 41% of Tryp's Advocates recommended the hotel by creating reviews. The average start rating was 4.7 stars out of 5.
  • 43% of Qatar Airway's Advocates actively recommend the airline. Qatar Airways is seeing an 80% click-through rate on Advocate stories that were shared with their social networks.

-Cara Fuggetta, Marketing Manager, Zuberance

 

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).

View more videos from Zuberance

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

3 Webinars On Social Marketing Success Stories From Intuit, Motel 6, Club One & More

We are hosting three (that’s right three) upcoming webinars that will feature social marketing success stories from top brands like Intuit, Microsoft, 24 Hour Fitness, and Motel 6. The case studies will be presented by Rob Fuggetta (@robfuggetta), Founder/CEO of Zuberance and author of soon to be published book, “Energize! How to Turn Word of Mouth and Social Media into Sales by Energizing Brand Advocates.”

Take your pick from the webinars below. Heck, why not sharpen your social marketing skills and sign up for all three?!

Particpants will learn how to:

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

Join the conversation on twitter for all three webinars using #zuberance

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3 Case Studies in 30 Minutes: How Three Health & Fitness Companies are Increasing Sales and Positive Word of Mouth by Leveraging Their Brand Advocates Date: Tues, Dec 13, 2011 Time: 11 AM PST/ 2 PM EST Featuring case studies from:

  • 24 Hour Fitness
  • Club One
  • Anytime Fitness

Register now for the Health & Fitness Webinar

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5 Case Studies in 30 Minutes: How Five Software Companies are Increasing Sales and Positive Word of Mouth by Mobilizing Their Brand Advocates Date: Wed, Dec 14, 2011 Time: 11 AM PST/ 2 PM EST Featuring case studies from:

  • Intuit
  • Microsoft
  • Webroot
  • NetApp
  • Corel

Register now for the Software Webinar

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3 Case Studies in 30 Minutes: How Three Hotels are Increasing Sales and Ratings by Leveraging Their Brand Advocates Date: Thurs, Dec 15, 2011 Time: 11 AM PST/ 2 PM EST Featuring case studies from:

  • Motel 6
  • Tryp by Wyndham,
  • Circus Circus

Register now for the Hotel Webinar

Hope you will join us!

-Cara Fuggetta, Marketing Manager, Zuberance

Slidecast: A Marketing Imperative: Balancing Paid vs. Earned Media

Last week I moderated a great webinar for Zuberance on the subject of paid vs. earned media. We had four presentations, and you can listen and watch the entire one hour webinar as a slidecast.