ny brand advocacy series: how to turn word of mouth and social media into sales

Marketing Ecosystem

Cindy Bates’ Blog

Business Insights eNewsletter

Products on Microsoft “In” Page

Feedback Loop

Awareness = Prospect is aware of and/or knowledgeable about product / serviceEngagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchangeConversion = Prospect takes an action known to drive salesAdvocacy = Customer or influencer takes an action in support or recommendation of product / service

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Definitions

Conversion Users take desired actionUsually occurs on hub

The Engine

Time

0

100

Facebook Ask A Partner

Facebook Be the Expert

Facebook Custom UX (Partner + Customer)

Social syndication

Demand Generation(Partner + Customer)

Social Advocacy Platform

Zuberance Advocate Program

10%

72%

18%

Questionnaire respondents

Detractor Passive Advocate

5/6/11 5/7/11 5/8/11 5/9/11 5/10/11 5/11/11 5/12/110

100

200

300

400

500

600

700

Email NL Drops Advocates ID’d: 647

Adv Energized: 171 (26%)Offers shared: 233Inbound Clicks: 191(generated by Advocate sharing)

Ask a Partner / Be an Expert

10CONFIDENTIAL 10

11CONFIDENTIAL 11

Mission: ‣Engage and interact with W18-24 helping reestablish Kotex in a younger demo while increasing record sales.

Objectives:‣Promote brand awareness, product sampling, create local buzz and increase sales.

Solution:‣A 15 market national college tour engaging thousands of female college students

‣Integration of a mobile “green screen” studio for the production of localized content.

‣In addition to social media, the content was leveraged to created high-quality local :30 commercial spots, POP & outdoor media placements.

‣Within 7 days of each tour stop, we deployed custom local commercials and outdoor billboards, featuring tour participants -- via web, broadcast, spot cable, movie theaters, POP Displays, and other media outlets.

Results:

‣Over 8 million views generating over 25,000 viral video “forwards” per campus stop.

‣The 15 localized spots cost drastically less than typical commercial spots, yet engaged consumers more directly and maintained the high gloss sensibilities of the brand.

‣The promotion sold 1 years worth of product in under 4 months.

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Advocate ID

Website banners

1. Engage customers 2. Identify Advocates

Facebook posts

Twitter monitoring

Emails

13

Advocates are 9s & 10s

How likely are you to recommend our brand or products to your friends?

“Ultimate Question” for Customer Loyalty

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Advocate Channel vs. Trad. Marketing

In-Bound ClicksPer 100K Emails

Advocate eMail

6K

70K

Brand eMail

Conversion Rates

AdvocateChannel

2.5%

25%

OnlineMarketing

CustomerAcquisition Costs

AdvocateChannel

$25

$100

TraditionalMarketing

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Q: How Compete Against “Big Boys”?

$50M+

Vonage$200M

Ooma<$2M

Source: Vonage annual report, 2010

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Answer: Ooma Unleashes Advocates

17

Ooma Acquisition Costs Drop 54%

Before

$146

After

$78

Customer Acquisition Costs (CAC)

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Problem: Negative WOM

►Yet 54% of Norton customers highly likely to recommend

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Solution: Norton Advocates to Rescue!

Before energizing Norton Advocates:

After energizing Norton Advocates:

►Norton sales increased $26 million on Amazon.com

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750,000 Chili’s Advocates 1M+ Recommendations 50,000+ Email Club Sign-Ups

Chili’s Peppers in Earned Media