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 find the recorded panel discussion on the Zuber Rants blog: http://bit.ly/jNvhCS
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NY Brand Advocacy Series: How to Turn Word of Mouth and Social Media into Sales
- 6. Marketing Ecosystem Products on Microsoft “In” Page Business Insights eNewsletter Cindy Bates’ Blog
- 7. 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
- 8. 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)
- 9. Ask a Partner / Be an Expert
- 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.
- 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.11 CONFIDENTIAL
- 17. 12 Advocate ID 1. Engage customers 2. Identify Advocates Website banners Facebook posts Twitter monitoring Emails
- 18. 13 Advocates are 9s & 10s “Ultimate Question” for Customer Loyalty How likely are you to recommend our brand or products to your friends?
- 19. 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
- 20. 15 Q: How Compete Against “Big Boys”? $50M+ Vonage$200M Ooma <$2M Source: Vonage annual report, 2010
- 21. 16 Answer: Ooma Unleashes Advocates
- 22. 17 Ooma Acquisition Costs Drop 54% Customer Acquisition Costs (CAC) $146 $78 Before After
- 23. 18 Problem: Negative WOM ►Yet 54% of Norton customers highly likely to recommend
- 24. 19 Solution: Norton Advocates to Rescue! Before energizing Norton Advocates: After energizing Norton Advocates: ►Norton sales increased $26 million on Amazon.com
- 25. 20 750,000 Chili’s Advocates 1M+ Recommendations 50,000+ Email Club Sign-Ups Chili’s Peppers in Earned Media
Editor's Notes
- 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