The document discusses a marketing approach leveraging social advocacy and engagement strategies to enhance brand awareness and sales. It highlights successful campaigns, including a college tour that resulted in significant consumer engagement and product sales. Additionally, it shows the impact of activating customer advocates on acquisition costs and sales growth.

6. Marketing EcosystemProducts on Microsoft “In” PageBusiness Insights eNewsletterCindy Bates’ Blog

7. Awareness = Prospect is aware of and/or knowledgeable about product / serviceEngagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchangeConversion = Prospect takes an action known to drive salesAdvocacy = Customer or influencer takes an action in support or recommendation of product / servicennnnThe EngineDemand Generation(Partner + Customer)Time0Social syndicationFacebook Ask A PartnerFacebook Custom UX (Partner + Customer)Facebook Be the ExpertConversionUsers take desired actionUsually occurs on hubFeedback LoopSocial Advocacy Platform100Definitions

8. Zuberance Advocate ProgramQuestionnaire respondentsDetractorPassiveAdvocate72%18%10%Email NL DropsAdvocates ID’d: 647Adv Energized: 171 (26%)Offers shared: 233Inbound Clicks: 191(generated by Advocate sharing)

9. Ask a Partner / Be an Expert

10. 1010CONFIDENTIAL

11. 11Mission: 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

12. Integration of a mobile “green screen” studio for the production of localized content.

13. In addition to social media, the content was leveraged to created high-quality local :30 commercial spots, POP & outdoor media placements.

14. 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.

15. 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.

16. The promotion sold 1 years worth of product in under 4 months.11CONFIDENTIAL

17. 12Advocate ID1. Engage customers2. Identify AdvocatesWebsite bannersFacebook postsTwitter monitoringEmails

18. 13Advocates are 9s & 10s“Ultimate Question” for Customer LoyaltyHow likely are you to recommend our brand or products to your friends?

19. 14Advocate Channel vs. Trad. MarketingIn-Bound ClicksConversion RatesCustomerAcquisition CostsPer 100K Emails70K25%$1002.5%$256KAdvocate eMailBrandeMailAdvocateChannelOnlineMarketingAdvocateChannelTraditionalMarketing

20. 15Q: How Compete Against “Big Boys”?$50M+Vonage$200MOoma<$2MSource: Vonage annual report, 2010

21. 16Answer: Ooma Unleashes Advocates

22. 17Ooma Acquisition Costs Drop 54%Customer Acquisition Costs (CAC)$146$78BeforeAfter

23. 18Problem: Negative WOM►Yet 54% of Norton customers highly likely to recommend

24. 19Solution: Norton Advocates to Rescue!Before energizing Norton Advocates:After energizing Norton Advocates:►Norton sales increased $26 million on Amazon.com

25. 20750,000 Chili’s Advocates1M+ Recommendations50,000+ Email Club Sign-UpsChili’s Peppers in Earned Media