energizing brand advocates_by zuberance at liquid brand summit
Post on 14-Sep-2014
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Rob Fuggetta, Founder & CEO, Zuberance, talked about the marketing power of Energizing Brand Advocates to drive sales and ROI for brands on March 1st at the Liquid Brand Summit.TRANSCRIPT
Energizing Brand Advocates
Rob Fuggetta, Founder & CEOfor Liquid Brand Summit
March 1, 2011
2
Brand Advocates are not targets.
Re-think Marketing
They are your best marketers.
3
Brand Advocates, Definition
Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so.
4
Advocates: Unique, Powerful Segment
Most trusted sources Highly Influential Massive reach
Business Value
5
Advocates are Most Trusted Source
Recommendations from people known
Consumers opinions posted online
Brand websites
Editorial content (e.g. newspaper article)
Brand sponsorships
TV
Newspaper
Magazines
Billboards/outdoor advertising
Radio
Emails signed up for
Ads before movies
Search engine results ads
Online video ads
Online banner ads
Text ads on mobile phones
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
90%70%70%
69%64%
62%61%
59%55%55%
54%52%
41%37%
33%24%
Sources Consumers Trust
Source: Nielsen
6
An Army of Advocates
Source: Multiple
1 in 4 people in US (60M) are
Brand Advocates
7
Social Media Amplifies Advocates
Sources: Forrester, Comscore; Note: Estimated # of Trusted WOM Impressions over 12-month period
60M Trusted WOM
Impressions
100,000 Energized Advocates
8
5X More Valuable than Ave Customers
Ave Customer
Advocacy Value 3X
Brand Advocates
Spend Value 2XSpend
ValueSources: Deloitte; Owen, Brooks
$565,000Value of one Advocate for
enterprise software company
9
Turn Advocates into Marketing Force
Zuberance Advocate Platform
10
Identify Brand Advocates…
How likely are you to recommend our brand or products to your friends?
50%
Ultimate Question for Customer Loyalty
11
…Energize Brand Advocates…Advocate Ratings & Reviews Advocate Stories
Advocate Answers Advocate Offers
12
…Track Results
Clicks Leads Impressions Sales
13
Brand Advocate Segments
Identified Advocates
Sharers
Creators
Power Advocates
Inactives
9’s & 10’s or 8’s, 9’s, & 10’s on Advocate ID survey
Have not created, shared, or published content and/or offers in last 90 days
Have shared Advocate-created content or brand-created content and offers at least once in last 90 days
Have created reviews, stories, answers, blog posts, etc. at least once in last 90 days
Have created & published content plus share brand-created content and offers at least once in last 90 days
14
750,000 Chili’s Advocates 100,000+ Advocate Reviews Driving traffic, sales
Chili’s Unleashes Champions
15
Intuit Mobilizes Advocates
30% Advocates energized Ratings inc. to 4 stars Projected “ROA:” 15X
16
Double star ratings Amazon sales $26M+ Wins Forrester Award
Norton Boosts Sales $26 Million
17
44% Advocates opt-in 51% answer Q’s 13% conversion rate
HomeAway Finds Answers
18
10X Higher Conversion Rate
Source: FireClick Index, Zuberance Customer Data
Traditional Marketing
WOM/Advocate Marketing
25%
2.5%
