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.

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.

5. Highly Influential

6. Massive reachBusiness 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

15. Leads

16. Impressions

17. Sales12

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

21. Ratings inc. to 4 stars

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