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Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness
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Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club One Fitness

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Marketers are used to thinking of customers as sources of revenue. However, many of these customers willingly recommend brands to friends and colleagues, serving as a virtual salesforce. Tapping this …

Marketers are used to thinking of customers as sources of revenue. However, many of these customers willingly recommend brands to friends and colleagues, serving as a virtual salesforce. Tapping this potent source of persuasion must be a key element of any marketing plan. In this webinar we explain how to tap the marketing power of your own customers, using techniques from the new book “Empowered: Unleash your Employees, Energize your Customers, Transform your Business.”

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  • 1. Presents:<br />“The Marketing Power of Customers”<br />October 20, 2010<br />Featured speakers:<br />Josh Bernoff<br />Kari Bedgood<br />
  • 2. Featured Speakers:<br />Josh Bernoff<br />SVP of Idea Development<br />Forrester Research, Inc<br />Kari Bedgood<br />Director of PR &amp; Marketing<br />Club One Fitness<br />
  • 3. Date: Tuesday, Oct 26, 2010<br />Time: 5:30pm-8pm<br />Location: 111 Minna Art Gallery,<br />San Francisco<br />The Panel:<br />Email cara@zuberance.com to request an invitation<br />Becky Brown<br />Director Social Media Strategy<br />Intel<br />Rob Fuggetta<br />Founder &amp; CEO<br />Zuberance<br />Michael Brito<br />VP Social Media<br />Edelman Digital<br />Tony Lee<br />VP Marketing<br />TiVo<br />
  • 4.
  • 5. Turning your CustomersInto a Channel<br />Josh BernoffSVP, Idea Development, Forrester ResearchCoauthor, Groundswell and Empowered<br />www.forrester.com/empowered<br />
  • 6. Customers are a crucial marketing channel<br />Photo: Joaquin Villaverde Photography via Flickr<br />
  • 7. The funnel doesn’t end with customers<br />
  • 8. 500 billionimpressions<br />
  • 9. Marty Collins amplifies Windows 7 fan comments<br />
  • 10. Five steps for fan marketing<br />Outside perspective. Listen.<br />Respond. Reach out to customers.<br />Enable. Give customers tools, content, and opportunities to talk.<br />Amplify. Find ways to connect fans to one another.<br />Change. Help your company learn from fan activity.<br />
  • 11. Suzanne Piddick at Rentvillas.com turns service into marketing<br />
  • 12. Scott Monty amplifies fans for Ford’s Fiesta<br />
  • 13. Mike DiLorenzo amplifies Hockey Fans<br />
  • 14. Some thoughts to take away<br />Your fans are your biggest asset<br />Because of the volume of comments, fan marketing deserves funding<br />Remember to get the outside perspective, respond, enable, amplify, and change<br />
  • 15. Thank you<br />Josh Bernoff<br />+1 617.613.5780<br />jbernoff@forrester.com<br />www.forrester.com/empowered<br />@jbernoff<br />
  • 16. Club One WOM Case Study<br />
  • 17. Who We Are<br />Founded in 1991 in San Francisco<br />14 premium health clubs in Bay Area<br />Committed to customer service <br />Inspire behavioral change &amp; healthy lifestyles <br />Club One at Santana Row, San Jose, Calif.<br />
  • 18. Our Members<br />55,000 members in the Bay Area<br />HHI: $100,000+<br />Average age: 42 yrs<br />49% male, 51% female<br />
  • 19. Where Our Customers Come From<br />
  • 20. The Situation<br />2009’s economic slump + rise in unemployment rocks the health club industry<br />Faced with subsequent membership challenges in 2010<br />1. Retention<br />2. Lead Generation<br />However, satisfaction and net promoter scores still very high<br />
  • 21. The Opportunity<br />Leverage our best customers and brand advocates to drive sales<br />
  • 22. Member Survey Turned Referral Engine<br />
  • 23. Advocate Identification<br />
  • 24. Enable Sharing<br />
  • 25. E-mail Shares<br />From: Kari Bedgood [mailto:clubone@zuberance.com] Sent: Monday, June 14, 2010 3:42 PMTo: Elizabeth YoungSubject: Kari Bedgood has shared an exclusive offer from Club One Fitness <br />Your friend has recommended you experience Club One for yourself, and they&apos;ve shared this exclusive offer with you. Now begin your health revolution by enjoying 14 complimentary days of fitness on us.<br />Redeem this complimentary offer and you&apos;ll receive a 14-day guest membership to any of our 14 Bay Area locations.<br />You must activate membership by July 31st, 2010. Sign up now.<br />&gt;&gt; click here to begin your Club One experience.<br />
  • 26. Facebook &amp; Twitter Shares<br />
  • 27. Results<br /> 3,009 completed Member Surveys<br />61% advocates <br />1,826 total sharing actions <br />1,694 via e-mail<br />115 via Facebook<br />17 via Twitter<br />915 completed web forms for 14-day pass <br />627 guest membership activations<br />97 converted to long-term membership<br />
  • 28. ROI<br />$1 Spent <br />$9 in Return<br />
  • 29. And best of all…<br />New, Happy Members<br />
  • 30. What’s Next?<br />Amplify: facilitate advocates sharing their delight<br /><ul><li>Extend exclusive offers to fan networks
  • 31. Rate and post reviews on Yelp.com
  • 32. Tell the world your success story</li></li></ul><li>Thank you!<br />Kari Bedgood<br />Director of Marketing &amp; PR<br />kari.bedgood@clubone.com<br />
  • 33. Thank you for Joining us!<br />Tuesday, October 26<br />5:30pm-8pm<br />111 Minna Gallery<br />San Francisco<br />Email cara@zuberance.com to request an invitation<br />

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