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Energizing Brand Advocates_by Zuberance at Liquid Brand Summit

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Rob Fuggetta, Founder & CEO, Zuberance, talked about the marketing power of Energizing Brand Advocates to drive sales and ROI for brands on March 1st at the Liquid Brand Summit.

Rob Fuggetta, Founder & CEO, Zuberance, talked about the marketing power of Energizing Brand Advocates to drive sales and ROI for brands on March 1st at the Liquid Brand Summit.

Published in: News & Politics, Business

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  • 1. Energizing Brand AdvocatesRob Fuggetta, Founder & CEOfor Liquid Brand SummitMarch 1, 2011
  • 2. 2
    Brand Advocates are not targets.
    Re-think Marketing
    They are your best marketers.
  • 3. 3
    Brand Advocates, Definition
    Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so.
  • 4. 4
    Advocates: Unique, Powerful Segment
    • Most trusted sources
    • 5. Highly Influential
    • 6. Massive reach
    Business Value
  • 7. 5
    Advocates are Most Trusted Source
    Sources Consumers Trust
    Source: Nielsen
  • 8. 6
    An Army of Advocates
    1 in 4 people in US (60M) are Brand Advocates
    Source: Multiple
  • 9. 7
    Social Media Amplifies Advocates
    60MTrusted WOMImpressions
    100,000Energized Advocates
    Sources: Forrester, Comscore; Note: Estimated # of Trusted WOM Impressions over 12-month period
  • 10. 8
    5X More Valuable than Ave Customers
    $565,000
    Value of one Advocate for enterprise software company
    Advocacy Value 3X
    Spend Value 2X
    Spend Value
    Sources: Deloitte; Owen, Brooks
    Ave Customer
    Brand Advocates
  • 11. 9
    Turn Advocates into Marketing Force
    Zuberance Advocate Platform
  • 12. 10
    Identify Brand Advocates…
    Ultimate Question for Customer Loyalty
    How likely are you to recommend our brand or products to your friends?
    50%
  • 13. …Energize Brand Advocates…
    Advocate Ratings & Reviews
    Advocate Stories
    Advocate Answers
    Advocate Offers
    11
  • 14. …Track Results
    12
  • 18. 13
    Brand Advocate Segments
    Power Advocates
    Have created & published content plus share brand-created content and offers at least once in last 90 days
    Have created reviews, stories, answers, blog posts, etc. at least once in last 90 days
    Creators
    Have shared Advocate-created content or brand-created content and offers at least once in last 90 days
    Sharers
    Have not created, shared, or published content and/or offers in last 90 days
    Inactives
    9’s & 10’s or 8’s, 9’s, & 10’s on Advocate ID survey
    Identified Advocates
  • 19. 14
    750,000 Chili’s Advocates
    100,000+ Advocate Reviews
    Driving traffic, sales
    Chili’s Unleashes Champions
  • 20. 15
    Intuit Mobilizes Advocates
    • 30% Advocates energized
    • 21. Ratings inc. to 4 stars
    • 22. Projected “ROA:” 15X
  • 16
    Double star ratings
    Amazon sales $26M+
    Wins Forrester Award
    Norton Boosts Sales $26 Million
  • 23. 17
    44% Advocates opt-in
    51% answer Q’s
    13% conversion rate
    HomeAway Finds Answers
  • 24. 18
    10X Higher Conversion Rate
    25%
    Traditional Marketing
    WOM/Advocate Marketing
    2.5%
    Source: FireClick Index, Zuberance Customer Data
  • 25. 19
    Thank You!
    Rob Fuggetta, Founder & CEO
    Zuberance
    rob@zuberance.com
    650.369.2002