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
10
15
20
25
30
35
40
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
