Эффективность сарафанного радио в В2В

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Презентация с вебинара 21 сентября 2011 года от Zuberance.

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Эффективность сарафанного радио в В2В

  1. 1. Secrets of B2BSocial Media & WOM Marketing Zuberance Webinar September 21, 2011
  2. 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. 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. 4. Today’s Special Guest Laura Messerschmitt, VP Marketing, Outright Really smart person 4
  5. 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. 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. 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. 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. 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. 10. CMOs’ Online Marketing WoesOnly 5% CMOs rate their companies’ onlinemarketing performance as excellentSource: CMO Council, 2011 State of Marketing 10
  11. 11. Average CMO Tenure: 23 Months Source: Spencer Stuart 11
  12. 12. Secret B2B Marketing WeaponYour “Brand Advocates” 12
  13. 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. 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. 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. 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. 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. 18. Loyal Customers are Advocates39% of loyal customers are “WOM Champions”Source: Colloquy 18
  19. 19. One Account, Thousands of Advocates Influencer Gate- Consultant Keeper Economic Decision End-User Buyer Maker Technical Manager Buyer Champion 19
  20. 20. Secret to B2B Social Media Marketing? 20
  21. 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. 22. Identify Your Advocates “Ultimate Question” for Customer Loyalty How likely are you to recommend our brand or products to your friends? 22
  23. 23. Microsoft SMB Identifies Advocates Microsoft SMB Advocates 23
  24. 24. Ask Ultimate Question in Many PlacesEmail Call Center Web Product Social Packaging 24
  25. 25. How B2Bs Energizing Their Advocates 25
  26. 26. CDW Advocates Write Reviews 39% of CDW Advocates Write Reviews 26
  27. 27. YouSendIt Advocates Write Stories 4,000 stories in 3 weeks! 100% CTR for stories shared by Advocates 27
  28. 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. 29. Webroot Amplifies AdvocatesDouble Conversion Rates by Putting This on Buy Pages 29
  30. 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. 31. Microsoft Advocates Generate Leads80% CTR for offers shared by Advocates 31
  32. 32. Adobe Mobilizes Advocates Increases Ratings from 3.5 to 4.25 for Black Friday 32
  33. 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. 34. Today’s Special Guest Laura Messerschmitt, VP Marketing, Outright 34
  35. 35. 80% Intuit Sales Driven by WOM $0.8 WOM $3.1 35
  36. 36. Negative WOM Costs Intuit Sales 36
  37. 37. Intuit Identifies Advocates Email Newsletters In-product 68% are Advocates 37
  38. 38. Intuit Energizes Advocates Advocate Reviews Average star rating 4.8/5.0 38
  39. 39. Intuit Turns Advocates into Sales Force 39
  40. 40. Intuit Expands Advocate Army 500,000+ Intuit Advocates 40
  41. 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. 42. Download This Now... 42
  43. 43. Learn More 43
  44. 44. Q&A Energizing Brand Advocates rob@zuberance.com 44

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