how to avoid becoming social media roadkill

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How to Avoid BecomingSocial Media RoadkillZuberance WebinarJune 23, 2010

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Rob FuggettaFounder & CEO

�• Brand Advocate Platform Company

�• Award-winning Advocate Marketing Platform

�• Turns social media into sales by energizing Advocates

About Zuberance

Members

Advocates Prospects

Brands

Recommendations

Reven

ues�“Rewards�”

Zuberance Advocate Platform

Social, web, mobile

Driving Advocacy & Sales

When bad things happen to good companies�…

Today�’s Focus

�“Boogergate�”

�“Prinergy is Dead�”

Diaper Drubbing

Everyone�’s Got a Megaphone

Word of Mouth Rules

WOM

14%

94%

Ads

Consumer Trust

Power of a Few

�“One or two consumers can make a lot of noise.�”

Jodi Allen, VP-North American Baby Care, P&G

So what�’s the answer?...

Highly-satisfied customers who pro-actively recommend your brand or product without being paid to do so

Engage & Energize Your Advocates!

3 Things to Know About Advocates

1. You have lots of Advocates

2. Advocates are highly influential, trusted

3. Advocates will gladly advocate you (make it easy for them)

Real-World Case Study:Activating Advocates

�• Consumer electronics company

�• Major new product launch

�• Negative reviews hurting sales

Negative Reviews Hurting Sales

Reviews Drive Sales

84% of consumers say reviews influence purchases

Negative Reviews

�“Even a single negative review�…can have a significant impact on a prospective buyer�’s decision to purchase.�”

Linda Shea, SVP & Global Managing Director, Opinion Research

Solution: Energize Advocates

Identify Advocates

Energize Advocates

Track & Optimize Results

Dashboard (Advocate Analytics)

Platform Engine

Ratings Doubled

Before

After

Sales Doubled

Before

After

Advocacy Score Doubled

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15

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25

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35

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Q1 Q2 Q3 Q4

1. Advocate Testimonials

2. Advocate Answers

3. Advocate Offers

3 More Ways to Energize Advocates

Turn Advocates into a Powerful Marketing Force

1. Make it easy for Advocates

2. Don�’t pay or coach Advocates

3. Engage Advocates continuously

3 Key Lessons

1. How credible is the source?

2. How influential is the forum?

3. How common is the complaint likely to be?

4. How serious is the complaint?

5. How likely is my response going to make things worse?

When to Respond to Negative WOM

Source: Ad Age, Jack Neff

1. Do the right thing (even when it costs you money)

2. Acknowledge errors & fix them

3. Be prepared

4. Engage & energize Advocates early

5. Communicate early; don�’t wait

Don�’t Become Social Media Roadkill

Talk to a Brand Advocate Expert Now

Matt Elders415.264.1821

matt@zuberance.com