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




                        1
Rob Fuggetta
Founder & CEO




                2
About Zuberance
 •• Brand Advocate Platform Company
 •• Award-winning Advocate Marketing Platform
 •• Turns social media i...
Driving Advocacy & Sales
                           Recommendations
    Advocates                                         ...
Today’’s Focus




                 When bad things
                 happen to good
                 companies……
““Boogergate””
““Prinergy is Dead””
Diaper Drubbing
Everyone’’s Got a Megaphone
Word of Mouth Rules
            Consumer Trust
            94%
            WOM




                  14%
                 ...
Power of a Few


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




    Jodi Allen, VP-North American Baby ...
So what’’s the answer?...
Engage & Energize Your Advocates!

 Highly-satisfied customers who pro-
 actively recommend your brand or
 product without...
3 Things to Know About Advocates


   1. You have lots of Advocates
   2. Advocates are highly influential, trusted
   3. ...
Real-World Case Study:
 Activating Advocates
Negative Reviews Hurting Sales
 •• Consumer electronics company
 •• Major new product launch
 •• Negative reviews hurting ...
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...
Solution: Energize Advocates
Identify Advocates
Energize Advocates
Track & Optimize Results

               Dashboard
           (Advocate Analytics)




           Platform Engine
Ratings Doubled


      Before


      After
Sales Doubled
                   After




          Before
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


             Tu...
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...
Don’’t Become Social Media Roadkill
   1. Do the right thing (even when it costs you
      money)
   2. Acknowledge errors...
Talk to a Brand Advocate Expert Now
           Matt Elders
          415.264.1821
        matt@zuberance.com
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How to Avoid Becoming Social Media Roadkill

  1. 1. How to Avoid Becoming Social Media Roadkill Zuberance Webinar June 23, 2010 1
  2. 2. Rob Fuggetta Founder & CEO 2
  3. 3. About Zuberance •• Brand Advocate Platform Company •• Award-winning Advocate Marketing Platform •• Turns social media into sales by energizing Advocates Members
  4. 4. Driving Advocacy & Sales Recommendations Advocates Prospects Zuberance Advocate Platform es ““R nu ew Social, web, mobile ve Re ard s ”” Brands
  5. 5. Today’’s Focus When bad things happen to good companies……
  6. 6. ““Boogergate””
  7. 7. ““Prinergy is Dead””
  8. 8. Diaper Drubbing
  9. 9. Everyone’’s Got a Megaphone
  10. 10. Word of Mouth Rules Consumer Trust 94% WOM 14% Ads
  11. 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. 12. So what’’s the answer?...
  13. 13. Engage & Energize Your Advocates! Highly-satisfied customers who pro- actively recommend your brand or product without being paid to do so
  14. 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. 15. Real-World Case Study: Activating Advocates
  16. 16. Negative Reviews Hurting Sales •• Consumer electronics company •• Major new product launch •• Negative reviews hurting sales
  17. 17. Reviews Drive Sales 84% of consumers say reviews influence purchases
  18. 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. 19. Solution: Energize Advocates
  20. 20. Identify Advocates
  21. 21. Energize Advocates
  22. 22. Track & Optimize Results Dashboard (Advocate Analytics) Platform Engine
  23. 23. Ratings Doubled Before After
  24. 24. Sales Doubled After Before
  25. 25. Advocacy Score Doubled 40 35 30 25 20 15 10 Q1 Q2 Q3 Q4
  26. 26. 3 More Ways to Energize Advocates 1. Advocate Testimonials 2. Advocate Answers 3. Advocate Offers Turn Advocates into a Powerful Marketing Force
  27. 27. 3 Key Lessons 1. Make it easy for Advocates 2. Don’’t pay or coach Advocates 3. Engage Advocates continuously
  28. 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. 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. 30. Talk to a Brand Advocate Expert Now Matt Elders 415.264.1821 matt@zuberance.com

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