Эффективность сарафанного радио в В2В
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Эффективность сарафанного радио в В2В

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Презентация с вебинара 21 сентября 2011 года от Zuberance.

Презентация с вебинара 21 сентября 2011 года от Zuberance.

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Эффективность сарафанного радио в В2В Presentation Transcript

  • 1. Secrets of B2BSocial Media & WOM Marketing Zuberance Webinar September 21, 2011
  • 2. Meet CDW’s Best Marketer  Justin Dorfman, support engineer, NetDNA  Generated over $300K+ sales for CDW as result of his WOM recommendations  CDW has paid Dorfman: $0  Recommends CDW because of reliable, personalized service ►81% surveyed CDW customers are Advocates 2
  • 3. Today’s Objectives 1. Share secret of B2B social media marketing success 2. Real-world B2B case studies 3. Practical tips to get social media marketing results now 3
  • 4. Today’s Special Guest Laura Messerschmitt, VP Marketing, Outright Really smart person 4
  • 5. Brought to you by...Zuberance  Award-winning online WOM marketing company  Focus: Turning Advocates into powerful marketing force  Customers: Leading B2B & B2C brands 5
  • 6. Zuberance WOM Marketing System Identify Brand Advocates “How likely are you to Energize Brand Advocates recommend us?” Advocate Reviews Advocate Stories Social, Digital, Mobile Tracking & Insights Advocate Answers Advocate Offers 6
  • 7. Where Zuberance Fits In Social Media Products & Services Zuberance Energize Generating Marketing leads & sales ROI Engage Facebook, communities, Listen reviews Social media listening tools Marketing Value 7
  • 8. How to Find & Energize your Advocates Coming in 2012... Energize How to Turn Fans, Followers, and Enthusiastic Customers into Social Media Marketing Machines rob@zuberance.com 8
  • 9. You Have a Tough JobTop 5 B2B Marketing ChallengesGeneratin g more 50% leads Reaching decision 46% makersImproving lead 44% quality Source: Forrester, MarketingProfs 9
  • 10. CMOs’ Online Marketing WoesOnly 5% CMOs rate their companies’ onlinemarketing performance as excellentSource: CMO Council, 2011 State of Marketing 10
  • 11. Average CMO Tenure: 23 Months Source: Spencer Stuart 11
  • 12. Secret B2B Marketing WeaponYour “Brand Advocates” 12
  • 13. Tweet ThisWOM Marketing is 10X moreeffective than traditional marketing  90% buyers trust WOM; 14% trust ads  WOM 20 to 50X more influential than ads  50% or more of business comes from WOM Sources: Nielsen, McKinsey 13
  • 14. WOM Mktg vs. Traditional Mktg Leads Conversion Rates Customer Per 100K Emails Acquisition Costs 30% 70K $100 2.5% $25 6K Brand WOMM Online WOMM Traditional WOMM eMail Marketing Marketing 14
  • 15. WOM Champions = Brand Advocates Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so. ►Beyond like, loyalty, or satisfaction 15
  • 16. Advocates are Different & Powerful Fans  5X more trusted than ads  50% more likely to influence purchases than other customers  2X more active content Engaged creators Customers Advocates Followers  4X more likely to share great product experiences  #1 Motivation: Help others Loyal Customers Sources: Nielsen, Comscore, Yahoo!; University of Rhode Island research study 16
  • 17. Surprise! B2B’s have lots of Advocates Category Company Type or Product Category % of Advocates B2B IT Reseller 81% B2B Accounting software 76% B2B Software for SMBs 73% B2B Internet file transfer service 71% B2C/B2B Security software 70% B2C/B2B Graphic design software 62% B2C/B2B Security software 50% B2B Email marketing services 59% B2B Project management software 54% B2B Web design software 51% B2B Graphic design software 51% B2B Video editing software 40% B2B Cable services for business 39% B2B Telecommunications 24% Source: Zuberance 17
  • 18. Loyal Customers are Advocates39% of loyal customers are “WOM Champions”Source: Colloquy 18
  • 19. One Account, Thousands of Advocates Influencer Gate- Consultant Keeper Economic Decision End-User Buyer Maker Technical Manager Buyer Champion 19
  • 20. Secret to B2B Social Media Marketing? 20
  • 21. Turn Advocates into Marketing Force!Measurable Benefits Fast Generate qualified leads and sales Cut customer acquisition costs by 50% Amplify positive WOM Fight negative WOM Turn likes into leads Get more success stories 21
  • 22. Identify Your Advocates “Ultimate Question” for Customer Loyalty How likely are you to recommend our brand or products to your friends? 22
  • 23. Microsoft SMB Identifies Advocates Microsoft SMB Advocates 23
  • 24. Ask Ultimate Question in Many PlacesEmail Call Center Web Product Social Packaging 24
  • 25. How B2Bs Energizing Their Advocates 25
  • 26. CDW Advocates Write Reviews 39% of CDW Advocates Write Reviews 26
  • 27. YouSendIt Advocates Write Stories 4,000 stories in 3 weeks! 100% CTR for stories shared by Advocates 27
  • 28. Amplify Advocates, Reach ProspectsPut Recommendations Where You Want Them • FB Advocates’ • Twitter Social Advocate Reviews, Networks • LinkedIn Stories, Answers, Offers • Google+ • Amazon.com Shopping Sites • CNET • BestBuy.com • Advocate’s Email Other • Brand’s Website • Blogs 28
  • 29. Webroot Amplifies AdvocatesDouble Conversion Rates by Putting This on Buy Pages 29
  • 30. Ooma Advocates Answer Qs1. Prospect clicks on 2. Prospect asks question 3. Opted-in Advocatesbanner get email with question 4. Answers sent to Prospect with offer 5. Prospect places order 30
  • 31. Microsoft Advocates Generate Leads80% CTR for offers shared by Advocates 31
  • 32. Adobe Mobilizes Advocates Increases Ratings from 3.5 to 4.25 for Black Friday 32
  • 33. 3 Best Practices 1. Don’t pay Advocates 2. Make Advocate/WOM marketing part of ongoing marketing mix 3. Get an Advocate system (scale, tracking) 33
  • 34. Today’s Special Guest Laura Messerschmitt, VP Marketing, Outright 34
  • 35. 80% Intuit Sales Driven by WOM $0.8 WOM $3.1 35
  • 36. Negative WOM Costs Intuit Sales 36
  • 37. Intuit Identifies Advocates Email Newsletters In-product 68% are Advocates 37
  • 38. Intuit Energizes Advocates Advocate Reviews Average star rating 4.8/5.0 38
  • 39. Intuit Turns Advocates into Sales Force 39
  • 40. Intuit Expands Advocate Army 500,000+ Intuit Advocates 40
  • 41. Results of Real-Time Poll What % of your business comes from WOM? a. Less than 25% b. About 25% c. About 50% d. More than 50% 41
  • 42. Download This Now... 42
  • 43. Learn More 43
  • 44. Q&A Energizing Brand Advocates rob@zuberance.com 44