How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B

•

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robfuggetta

How to avoid becoming social media roadkill

Business Technology

Driving Advocacy & Sales
Recommendations
Advocates Prospects

Zuberance
Advocate
Platform

es
“R

nu
ew

Social, web, mobile

ve
Re
ard
s
”

Brands

Today’s Focus

When bad things
happen to good
companies…

Word of Mouth Rules
Consumer Trust
94%
WOM

14%
Ads

Power of a Few

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

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

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

Negative Reviews Hurting Sales
• Consumer electronics company
• Major new product launch
• 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

Track & Optimize Results

Dashboard
(Advocate Analytics)

Platform Engine

Advocacy Score Doubled
40

35

30

25

20

15

10
Q1 Q2 Q3 Q4

3 More Ways to Energize Advocates

1. Advocate Testimonials
2. Advocate Answers
3. Advocate Offers

Turn Advocates into a
Powerful Marketing Force

3 Key Lessons

1. Make it easy for Advocates
2. Don’t pay or coach Advocates
3. Engage Advocates continuously

When to Respond to Negative WOM

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?

Source: Ad Age, Jack Neff

Don’t Become Social Media Roadkill
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

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How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B

1. How to Avoid Becoming Social Media Roadkill Zuberance Webinar June 23, 2010 1

2. Rob Fuggetta Founder & CEO 2

3. About Zuberance • Brand Advocate Platform Company • Award-winning Advocate Marketing Platform • Turns social media into sales by energizing Advocates Members

4. Driving Advocacy & Sales Recommendations Advocates Prospects Zuberance Advocate Platform es “R nu ew Social, web, mobile ve Re ard s ” Brands

5. Today’s Focus When bad things happen to good companies…

6. “Boogergate”

7. “Prinergy is Dead”

8. Diaper Drubbing

9. Everyone’s Got a Megaphone

10. Word of Mouth Rules Consumer Trust 94% WOM 14% Ads

11. Power of a Few “One or two consumers can make a lot of noise.” Jodi Allen, VP-North American Baby Care, P&G

12. So what’s the answer?...

13. Engage & Energize Your Advocates! Highly-satisfied customers who pro- actively recommend your brand or product without being paid to do so

14. 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)

15. Real-World Case Study: Activating Advocates

16. Negative Reviews Hurting Sales • Consumer electronics company • Major new product launch • Negative reviews hurting sales

17. Reviews Drive Sales 84% of consumers say reviews influence purchases

18. 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

19. Solution: Energize Advocates

20. Identify Advocates

21. Energize Advocates

22. Track & Optimize Results Dashboard (Advocate Analytics) Platform Engine

23. Ratings Doubled Before After

24. Sales Doubled After Before

25. Advocacy Score Doubled 40 35 30 25 20 15 10 Q1 Q2 Q3 Q4

26. 3 More Ways to Energize Advocates 1. Advocate Testimonials 2. Advocate Answers 3. Advocate Offers Turn Advocates into a Powerful Marketing Force

27. 3 Key Lessons 1. Make it easy for Advocates 2. Don’t pay or coach Advocates 3. Engage Advocates continuously

28. When to Respond to Negative WOM 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? Source: Ad Age, Jack Neff

29. Don’t Become Social Media Roadkill 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

30. Talk to a Brand Advocate Expert Now Matt Elders 415.264.1821 matt@zuberance.com

How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B

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