NY Brand Advocacy Series: How to Turn Word of Mouth and Social Media into Sales
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NY Brand Advocacy Series: How to Turn Word of Mouth and Social Media into Sales

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These are the slides that were presented by panelists from JetBlue, Microsoft, Big Fuel, and Zuberance as part of the discussion on "How to Turn Word of Mouth and Social Media into Sales." You can ...

These are the slides that were presented by panelists from JetBlue, Microsoft, Big Fuel, and Zuberance as part of the discussion on "How to Turn Word of Mouth and Social Media into Sales." You can find the recorded panel discussion on the Zuber Rants blog: http://bit.ly/jNvhCS

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  • Website: http://www.microsoft.com/business/MM FacebookSMB FacebookTwitter SMBLinkedIn – Products Page on Microsoft “In” pageYouTube (Microsoft Small Business)
  • Social Content PlaybookSocial WidgetsDashboard DesignSocial Activation for PartnersFacebook: “Ask A Partner” ApplicationFacebook: Promotion (Customer)Facebook: Promotion (Partner)Facebook: Custom UX implementationSocial Advocacy Platform Dashboard DesignDemand Generation / Awareness Building

NY Brand Advocacy Series: How to Turn Word of Mouth and Social Media into Sales NY Brand Advocacy Series: How to Turn Word of Mouth and Social Media into Sales Presentation Transcript

  • Marketing Ecosystem
    Products on Microsoft “In” Page
    Business Insights eNewsletter
    Cindy Bates’ Blog
  • Awareness = Prospect is aware of and/or knowledgeable about product / service
    Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange
    Conversion = Prospect takes an action known to drive sales
    Advocacy = Customer or influencer takes an action in support or recommendation of product / service
    n
    n
    n
    n
    The Engine
    Demand Generation(Partner + Customer)
    Time
    0
    Social syndication
    Facebook Ask A Partner
    Facebook Custom UX (Partner + Customer)
    Facebook Be the Expert
    ConversionUsers take desired actionUsually occurs on hub
    Feedback Loop
    Social Advocacy Platform
    100
    Definitions
  • Zuberance Advocate Program
    Questionnaire respondents
    Detractor
    Passive
    Advocate
    72%
    18%
    10%
    Email NL
    Drops
    Advocates ID’d: 647
    Adv Energized: 171 (26%)
    Offers shared: 233
    Inbound Clicks: 191(generated by Advocate sharing)
  • Ask a Partner / Be an Expert
  • 10
    10
    CONFIDENTIAL
  • 11
    Mission:
    • Engage and interact with W18-24 helping reestablish Kotex in a younger demo while increasing record sales.
    Objectives:
    • Promote brand awareness, product sampling, create local buzz and increase sales.
    Solution:
    • A 15 market national college tour engaging thousands of female college students
    • Integration of a mobile “green screen” studio for the production of localized content.
    • In addition to social media, the content was leveraged to created high-quality local :30 commercial spots, POP & outdoor media placements.
    • Within 7 days of each tour stop, we deployed custom local commercials and outdoor billboards, featuring tour participants -- via web, broadcast, spot cable, movie theaters, POP Displays, and other media outlets.
    Results:
    • Over 8 million views generating over 25,000 viral video “forwards” per campus stop.
    • The 15 localized spots cost drastically less than typical commercial spots, yet engaged consumers more directly and maintained the high gloss sensibilities of the brand.
    • The promotion sold 1 years worth of product in under 4 months.
    11
    CONFIDENTIAL
  • 12
    Advocate ID
    1. Engage customers
    2. Identify Advocates
    Website banners
    Facebook posts
    Twitter monitoring
    Emails
  • 13
    Advocates are 9s & 10s
    “Ultimate Question” for Customer Loyalty
    How likely are you to recommend our brand or products to your friends?
  • 14
    Advocate Channel vs. Trad. Marketing
    In-Bound Clicks
    Conversion Rates
    CustomerAcquisition Costs
    Per 100K Emails
    70K
    25%
    $100
    2.5%
    $25
    6K
    Advocate eMail
    BrandeMail
    AdvocateChannel
    OnlineMarketing
    AdvocateChannel
    TraditionalMarketing
  • 15
    Q: How Compete Against “Big Boys”?
    $50M+
    Vonage$200M
    Ooma
    <$2M
    Source: Vonage annual report, 2010
  • 16
    Answer: Ooma Unleashes Advocates
  • 17
    Ooma Acquisition Costs Drop 54%
    Customer Acquisition Costs (CAC)
    $146
    $78
    Before
    After
  • 18
    Problem: Negative WOM
    ►Yet 54% of Norton customers highly likely to recommend
  • 19
    Solution: Norton Advocates to Rescue!
    Before energizing Norton Advocates:
    After energizing Norton Advocates:
    ►Norton sales increased $26 million on Amazon.com
  • 20
    750,000 Chili’s Advocates
    1M+ Recommendations
    50,000+ Email Club Sign-Ups
    Chili’s Peppers in Earned Media