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How to Avoid Becoming Social Media Roadkill
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How to Avoid Becoming Social Media Roadkill

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  • 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