Turning Facebook Fans into Brand Advocates

Mass Influence and Advocacy Programs Augie Ray Sr. Analyst – Social Computing Forrester Research

Social Broadcasters: few with great reach Social Broadcasters Source: February 26, 2010, “Tapping The Entire Online Peer Influence Pyramid” Forrester report 3 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

In social media, trust and scale are inverse “How much do you trust* the following information sources?” Social networking site profile 5% from someone you don’t know Blog writing by someone Social Broadcasters 7% you don’t know Social networking site profile 39% from someone you know Potential Influencers Blog written by someone 42% you know US online adults Source: North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US) * Trust is defined as a 4 or 5 on a scale from 1 [do not trust at all] to 5 [trust a lot]. 4 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Mass Influencers Balance trust & scale Mass Influencers Source: North American Technographics Empowerment Online Survey, Q4 2009 (US) 6 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Mass Influencers: Condensed… 16%EQUALS 80% Mass Influencers Of Influence Posts & Impressions Source: North American Technographics Empowerment Online Survey, Q4 2009 (US) 7 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Mass Influencers: …but still sizable 16% EQUALS 29M Mass Influencers Online Adults Source: North American Technographics Empowerment Online Survey, Q4 2009 (US) 8 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Thank you Augie Ray aray@forrester.com Twitter: @augieray 1.650.581.3808 http://www.linkedin.com/in/augieray http://blogs.forrester.com/augie_ray 17 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Energizing Brand Advocates Zuberance & WOMMA Webinar September 22, 2010 18

Topics 1. About Brand Advocates 2. Creating & leveraging “Advocate Channel” 3. Real-world results and data 19

About Zuberance • Brand Advocate Platform Company • Mission: Drive advocacy & sales • Customers: Leading consumer & business brands Members 20

Unique Brand Advocate Platform

1. About Brand Advocates 22

What is a Brand Advocate? Highly-satisfied customers and others who pro-actively recommend brands or products without being paid to do so 50 Million Brand Advocates in US

40% Customers are Advocates “How likely are you to recommend our brand or product to a friend or colleague?” 40% Detractors Passives Advocates 0 1 2 3 4 5 6 7 8 9 10 Extremely Very likely Unlikely 24

Advocates More Trusted than Ads Source:: Neilsen 25

Advocates’ Reach Rivals Advertising 26

Advocates Drive Sales 67% of consumer purchase decisions primarily influenced by WOM (McKinsey) 54% of business buyers’ purchase decisions primarily influenced by WOM (Keller)

Beyond Fans & Followers Value to Your Business “Virtual Salesforce” Brand Advocates Loyal Customers (1 in 5 are Detractors) Fans, Followers (May not be Advocates) 28

Comparing Motivations Facebook Fans Brand Advocates Source: Comscore, Yahoo!

Energized Advocates 5X More Valuable than Average Customers •Favorable Ratings & Reviews Advocacy Value 3X •Positive Testimonials •Positive comments on FB, Twitter, blogs, online forums, and more •Offline recommendations •Shared offers with social networks Spend Value 2X Spend Value Average Brand Customers Advocates 30

One Hotel Advocate Worth $3,000 Customer Type Spend Value Advocacy Total Lifetime (Average Value Value of Customer Spend over or Brand Advocate lifetime) Average Customer $600 $0 $600 (3 stays x $200 per stay) Brand Advocate $1,200 $1,800 $3,000 (6 stays x $200 (9 stays x $200 per stay) per stay) 31

2. Creating & Leveraging Advocate Channel

Identify, Mobilize, Track Identify Mobilize Track Advocates Advocates Results Zuberance Brand Advocate Platform 33

Identify…

Asking the “Ultimate Question”

Finding Advocates on Facebook 36

Other Ways of Finding Advocates • Social media monitoring • Recommend badges • “Like” widget; but need to learn more 37

…Mobilize…

Advocate Ratings & Reviews

Advocate Stories

Advocate Answers 70% of Advocates Opt-ed in to Answer Questions!

Advocate Offers 42

Advocate Offers: Foursquare Check-in

…Track

Advocate Analytics 45

3. Real-World Results

Chili’s Energizes Advocates Results: 6 Months • Overall • 451,360 Advocates identified • 169,900 recommendations • 25.5 million impressions • 92,600 in-bound prospect clicks • Advocate Reviews • 75,000 reviews written; Ave star rating: 4.6/5.0 • 59,900 shared or published • 9 million influence impressions • Advocate Offer Sharing • 110,000 offers shared • 16.5 million influence impressions • 80,500 in-bound clicks • 50,000 new email list sign-ups 47

Best Practices • Do not pay or coach Advocates • Make it easy for Advocates • Measure & track results • Get an Advocate system! 48

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

http://www.zuberance.com	350
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Turning Facebook Fans into Brand Advocates

by Word of Mouth Marketing Association on Sep 22, 2010

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Turning Facebook Fans into Brand Advocates — Presentation Transcript