susan etlinger

Key Takeaways from #SVAMA Panel- The Next Step in Social: Beyond Listening & Engagement

Last night, Zuberance sponsored the event held by the Silicon Valley American Marketing Association's (SVAMA) on "The Next Step in Social: Beyond Listening & Engagement" at the Adobe headquarters in San Jose, CA. The highly engaged audience was there to gain insights from top marketers from Adobe, Intuit, Altimeter Group, and Zuberance on energizing Brand Advocates and measuring social media ROI. *Note- We will have the recorded version of the panel discussion available here on Zuber Rants next week. Stay tuned!

Here are some of the key takeaways from the discussion:

  • Globalization of business is not an excuse for lacking a good relationship with your customers.
  • The moment you start calling your customers "end users" respect goes out the door. They are PEOPLE.
  • "Thinking about buying an Advocacy army? Forget it. You can't buy love." -@christianarens
  • "Recommendations are the new advertising." - CMO of Visa
  • B2B users are the heaviest users of social media, so it pays to have a strong community to guide them to your brand.
  • Measuring social media ROI varies across businesses. Zuberance developed ROA (Return on Advocacy) to measure the value of a recommendation.
  • "Would you really stay away from social media even if there was no ROI? No, of course not." - @robfuggetta
  • 9 out of 10 people are listening but not posting on branded social channels. Deal with negative comments publicly and show your community that you're listening. Some of the best campaigns come from taking negative responses and fixing it, which can turn detractors into Advocates.
  • Intuit invites their Advocates into the "Intuit Inner Circle" where they are given access to exclusive events and information.
  • The voice of customer helps fuel innovation. Adobe uses their Facebook fan page as a forum to engage with users, gain insight, and bring that info back to product development.
  • "Social media is bringing people into the company. It's not about getting through gate keepers anymore." - @mariapoveromo
  • The key to energizing Word of Mouth? Simply give Advocates the tools to recommend in ways that are easy, convenient, are distributable across channels.

Thank you to the panelists and everyone who came out!

-Cara Fuggetta, Marketing Manager, Zuberance

6/2 SVAMA Panel: The Next Step in Social: Beyond Listening & Engagement

Date: June 2, 2011Time: 5:30 - 8:30pm Location: Adobe - East Tower - Park Room, 345 Park Avenue, San Jose , CA 95110 Twitter hashtag: #SVAMA Register Now

Join the Silicon Valley AMA, Adobe, Intuit, Altimeter Group and Zuberance on the evening of June 2nd for an interactive panel event discussion on “The Next Step in Social: Beyond Listening & Engagement.”

With few notable exceptions, like Dell Computer generating millions of sales via Twitter, companies have yet to figure out how to generate leads and sales from social media. Sure you might have a Facebook fan page or a Twitter handle, but has it yielded positive ROI?

In this panel discussion, attendees will learn:

  • How to identify and energize your best customers (AKA your brand’s Advocates)
  • How leading brands are leveraging Word of Mouth and social media to drive leads, increase conversions and sales
  • How to measure social media marketing ROI

Panelists include:

Join the discussion on Twitter at #SVAMA

Register Now

Hope to see you there!

-Cara Fuggetta, Marketing Manager, Zuberance