zuberance overview general
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What is Zuberance?TRANSCRIPT
Energizing Brand AdvocatesZuberance Introduction
Alicia Molnar, Regional Sales Director, EastJanuary 5th, 2011
2
Overview
• Company Background
• Brand Advocates and How They Impact Your Business
• The Zuberance Solution
Identification
Mobilization
Tracking
• Case Studies and ROI
• Getting Started & Next Steps
3
Zuberance Background
The leading Brand Advocacy company providing the first Word of
Mouth Marketing platform delivering measurable ROI by
energizing Brand Advocates across email, social media and
influential 3rd Party Sites.
Turnkey solution helping world-class brands:
Identify their most passionate customers (aka Advocates)
Engage and mobilize their Advocates
Monitor and track the results in real-time
4
Zuberance Customers
Brand Advocates
6
Advocates are 5x more valuable than loyal customers
Advocates have an emotional connection to the brand
Advocates want to express themselves
Advocates want to connect with others
Advocates want to help
Why Brand Advocates?
Sources: Harvard Business Review, Satmetrix, Bain & Company, Comscore, Yahoo!
Brand
Advocates
Loyal Customers(1 in 5 are Detractors)
Fans & Followers
Va
lue
to yo
ur B
usin
ess
Highly-satisfied customers and others who pro-actively
recommend brands or products without being paid to do
so
7
Advocates have Massive Reach
Sources: Forrester, ComscoreNote: Estimated # of Trusted WOM Impressions over 12-month period
100,000 Energized Advocates
=60M Trusted
WOMImpressions
# People
Reached Per
“Post”
# Impressio
ns
# Posts Per
Advocate Per Year
Social Media Amplifies Brand Advocates
X150
= 15M
X 4
8
90% Consumers Trust Advocates; 33% Trust Online Ads
Advocates are Most Trusted Source
9
Over 85%f happens offline
Advocacy happens across all platforms
10
Benefits of Energizing Advocates
For Brand Marketers & PR
Improve brand reputation
Increase positive WOM
Generate valuable trusted content
For Performance Marketers
Generate qualified traffic, leads
Increase conversions, sales
Cut customer acquisition costs
Cut shopping cart abandonment
Zuberance
12
Advocate ResponsesAdvocate Actions
Paid Media
Identify
Ratings & ReviewsStories & Testimonials
OffersAnswers
Mobilize
Clicks, ConversionsImpressions
Review & comment moderationZ Score, NPS®
Advocate Profile Data
Track
The Zuberance Advocate Platform is a hosted Word of Mouth marketing solution and fully integrated brand advocacy system
Our Approach
13
Identify Brand Advocates…
Brand Advocates
“Ultimate Question” Recommend Badges
14
Advocate Answers
Advocate Stories
Advocate Offers
Advocate Ratings & Reviews
Mobilize Brand Advocates…
15
• Clicks• Leads• Sales• Impressions
Track Brand Advocates…
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Leverage the Zuberance WOM Platform to Identify, Mobilize and Track Brand Advocates
Email Database(i.e. newsletter,
single CTA)
Email Database(i.e. newsletter,
single CTA)
Brand Social Web
(.com, community, Facebook, Twitter,
Linked-In)
Brand Social Web
(.com, community, Facebook, Twitter,
Linked-In)
Other(i.e. In-Store, Paid
Media)
Other(i.e. In-Store, Paid
Media)
Advocate IDAdvocate ID
Thank You(end)
Thank You(end)
OffersOffers Review/StoryReview/Story
Sources
Identify
Mobilize
Share
0-6 7-8
Track
ing o
n Z
ubera
nce
Pla
tform
9-10
Influential 3rd Party Sites: Amazon, Trip Advisor, Yelp
Case Studies
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Case Study: Chili’s
Category #’s
Identified Advocates 508,000
% of Advocates 76%
Reviews Created 84,000
Published to YelpShared via email, FB & TW
28,00013,300
Average Star Rating 4.5 Stars
Potential Reach (# of Advocates x 150 – Forester #)
59MM
Offer Shared 130,000
Inbound Prospect Clicks Generated
110,000
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Case Study: Club One
Category #’s
Identified Advocates 3,60010% of Customers
% of Advocates 74%
Outbound Advocate Offer Shares 3,000
Inbound Prospect Clicks 2,000
Landing Page Conversion 915 (45%)
Trial Memberships Activated 627 (68%)
New Members Converted 55 (8.8%)
ROI 9:1
20
Case Study: Norton
Category #’s
Identified Advocates 25,000
% of Advocates 54%
Outbound Advocate Offer Shares
2500
Revenue Increase 2x Growth (est.)
Reviews Created 1000+
Star Rating 2 to 4*
Conversion Rate Advocate vs. Loyal Customer
5:1
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Zuberance is a end-to-end solution
What end-to-end really means…− Advocate Strategy Development
− Use of Zuberance Social Marketing Technology Platform
− On Demand, Advocate Analytics Dashboard
− Creative services
− Weekly planning meetings
− 24x7 technical support
…why it matters− Know your Advocates by name & email
− Enable positive WOM in the marketplace
− Drive sales and revenue via Advocates
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3rd Party Publishing Work Flow1. Advocate clicks on
banner2. Advocate rates & reviews
Chili’s…3. Advocate clicks on integrated social
publishing tools
4. Zuberance automatically brings Advocate to Yelp page
5. Advocate’s review published on Yelp
Contact InformationAlicia Molnar,
Sales Director, East908-334-7918