The document discusses brand advocates and their value to companies. It reports the results of a poll showing that most companies believe brand advocates are worth 2-5 times as much as average customers. However, less than half of companies have identified their brand advocates or are utilizing them. The document advocates finding and empowering brand advocates through social media engagement and providing valuable experiences. It provides examples showing that brand advocates generate higher lifetime value and can yield a 10x return on advocacy marketing programs through new customers and media value.
Lezione di Social Media tenuta all'Università della Svizzera Italiana durante il corso di Digital Marketing tenuto dalla professoressa Andreina Mandelli
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
This presentation made for the Social Media Enterprise Forum 2011 will introduce you to the different aspects of customer service using social media and leave you with valuable insights. Includes the benefits of using social media, invaluable tools, case studies and tips.
The travel, tourism and hospitality industry is one of the most dynamic industries in today’s global economy. Tourism is typically one of the top three sources of revenues for cities, states and countries worldwide
Lezione di Social Media tenuta all'Università della Svizzera Italiana durante il corso di Digital Marketing tenuto dalla professoressa Andreina Mandelli
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
This presentation made for the Social Media Enterprise Forum 2011 will introduce you to the different aspects of customer service using social media and leave you with valuable insights. Includes the benefits of using social media, invaluable tools, case studies and tips.
The travel, tourism and hospitality industry is one of the most dynamic industries in today’s global economy. Tourism is typically one of the top three sources of revenues for cities, states and countries worldwide
Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers.
So what does this mean for today’s marketers?
In this exclusive Social On Us webinar we discuss:
- Where marketing is failing to address healthcare concerns
- How “big data” is a change-driver for a new healthcare ecosystem
- New opportunities for predictive and preventative medical intervention
- Impact of digital healthcare on patient privacy
IDC Consumer Attitudes About Internet Advertising and the Implications for Pe...Caroline Dangson
This presentation will explore the attitudes of Americans toward advertising in general and how their attitudes differ based on the medium, in particular on social networking services. Social networking services offer marketers a unique channel to interact with consumers and engage them with their brand. However, most advertisers are missing this opportunity because they are employing the wrong approach. During her presentation, Caroline Dangson will present IDC primary research on U.S. consumer behaviors on social networking services, their attitudes toward advertising on these sites, and the implications for how direct marketers can utilize these sites to connect with customers.
This is a presentation from a webinar delivered to small to medium size companies.
These are the 6 biggest reason why consumers will stop following your business
Webinar: Why Earned Media Overpowers Social Media in Student RecruitmentEarthbound Media Group
This webinar defines the facets of earned media as well as its relevance to social media and emerging technologies in driving student recruitment and admissions strategies for institutions of every size.
EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Dat...Earthbound Media Group
For decades, marketers and advertisers have used demographic profiling to target consumers. But focusing solely on this traditional targeting tactic may be a waste of precious time, money, energy and opportunities for meaningful engagement. By considering how the social and mobile landscapes have impacted the consumer’s ability to commune in new and personal ways we can discover how demographic profiling alone is ineffective. The webinar will explore EMG’s hand- crafted methodologies in collecting, measuring and responding to new data sets, live behaviors and critical brand sentiment that have allowed us to target and personalize campaigns and web experiences within a diversity of industries including higher education, healthcare and entertainment.
Join us as we introduce and explore how you can evolve your approach to profiling and segmenting audiences to increase impressions, shares, adoptions and conversions.
In this webinar you will learn how to:
1. Think beyond demographic profiling and why it is fiscally beneficial to do so
2. Acquire more specific data sets and ways to measure
3. Use those data sets to get started on targeting consumers on more specific levels
4. Craft engaging and personalized web features and experiences
5. Measure the success and efficiencies of your new marketing tactics
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
How to Run a Successful Social Campaign for Your Law Firm Network Affiliates
This brief presentation will take you through step-by-step on how to run a successful social campaign for your law firm. While this presentation focuses on legal advertising, it is useful in understanding the steps needed to ensure a successful social campaign in any vertical.
2011 Thump Using Social Media in your Marketing planJustin Tamsett
So you have a Facebook page, a You Tube channel, a Flickr account and sending the odd Tweet but what is the return on investment for the business? This session will share how to integrate what you are doing on-line with your marketing plan. You will walk away with the tools you need to monitor .
20 Ideas for Marketing Your Chamber with Social MediaSarah Page
Presentation given during the Texas Chamber of Commerce Executives Annual Conference in Amarillo on June 25, 2013. 20 ideas for marketing your chamber with social media.
ExactTarget analiza los elementos diferenciadores de Twitter frente a otras redes sociales, su potencial para las interacciones marca-consumidor, etc. (en inglés)
Social Media and Advertising: Ad Club 10/07Eric Weaver
AUDIENCE: Advertising agencies
OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising.
Our Playbook for Digital Crisis and Issue Management 3.0Ogilvy Consulting
We set out to answer these questions and ended up writing “Our Playbook for Digital Crisis Management 3.0.” Born out of our global experience preparing for and responding to brand and corporate crises, it’s now part of our global training program.
We wanted to understand how social media was fundamentally changing the way we approach crisis management. We wanted to marry established crisis practices with the most evolved thinking in social media marketing and social business practices. We also wanted to be highly practical – today’s experts need a suite of apps they can quickly access when a crisis threatens to break.
Getting Started with Influencer Marketing - Pubcon 2019Brent Csutoras
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
At our #SocialCloud on Monday 3rd June 2013, Dirk Singer presented his thoughts on Social ROI and where he feels it fits with current commercial activity.
Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers.
So what does this mean for today’s marketers?
In this exclusive Social On Us webinar we discuss:
- Where marketing is failing to address healthcare concerns
- How “big data” is a change-driver for a new healthcare ecosystem
- New opportunities for predictive and preventative medical intervention
- Impact of digital healthcare on patient privacy
IDC Consumer Attitudes About Internet Advertising and the Implications for Pe...Caroline Dangson
This presentation will explore the attitudes of Americans toward advertising in general and how their attitudes differ based on the medium, in particular on social networking services. Social networking services offer marketers a unique channel to interact with consumers and engage them with their brand. However, most advertisers are missing this opportunity because they are employing the wrong approach. During her presentation, Caroline Dangson will present IDC primary research on U.S. consumer behaviors on social networking services, their attitudes toward advertising on these sites, and the implications for how direct marketers can utilize these sites to connect with customers.
This is a presentation from a webinar delivered to small to medium size companies.
These are the 6 biggest reason why consumers will stop following your business
Webinar: Why Earned Media Overpowers Social Media in Student RecruitmentEarthbound Media Group
This webinar defines the facets of earned media as well as its relevance to social media and emerging technologies in driving student recruitment and admissions strategies for institutions of every size.
EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Dat...Earthbound Media Group
For decades, marketers and advertisers have used demographic profiling to target consumers. But focusing solely on this traditional targeting tactic may be a waste of precious time, money, energy and opportunities for meaningful engagement. By considering how the social and mobile landscapes have impacted the consumer’s ability to commune in new and personal ways we can discover how demographic profiling alone is ineffective. The webinar will explore EMG’s hand- crafted methodologies in collecting, measuring and responding to new data sets, live behaviors and critical brand sentiment that have allowed us to target and personalize campaigns and web experiences within a diversity of industries including higher education, healthcare and entertainment.
Join us as we introduce and explore how you can evolve your approach to profiling and segmenting audiences to increase impressions, shares, adoptions and conversions.
In this webinar you will learn how to:
1. Think beyond demographic profiling and why it is fiscally beneficial to do so
2. Acquire more specific data sets and ways to measure
3. Use those data sets to get started on targeting consumers on more specific levels
4. Craft engaging and personalized web features and experiences
5. Measure the success and efficiencies of your new marketing tactics
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
How to Run a Successful Social Campaign for Your Law Firm Network Affiliates
This brief presentation will take you through step-by-step on how to run a successful social campaign for your law firm. While this presentation focuses on legal advertising, it is useful in understanding the steps needed to ensure a successful social campaign in any vertical.
2011 Thump Using Social Media in your Marketing planJustin Tamsett
So you have a Facebook page, a You Tube channel, a Flickr account and sending the odd Tweet but what is the return on investment for the business? This session will share how to integrate what you are doing on-line with your marketing plan. You will walk away with the tools you need to monitor .
20 Ideas for Marketing Your Chamber with Social MediaSarah Page
Presentation given during the Texas Chamber of Commerce Executives Annual Conference in Amarillo on June 25, 2013. 20 ideas for marketing your chamber with social media.
ExactTarget analiza los elementos diferenciadores de Twitter frente a otras redes sociales, su potencial para las interacciones marca-consumidor, etc. (en inglés)
Social Media and Advertising: Ad Club 10/07Eric Weaver
AUDIENCE: Advertising agencies
OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising.
Our Playbook for Digital Crisis and Issue Management 3.0Ogilvy Consulting
We set out to answer these questions and ended up writing “Our Playbook for Digital Crisis Management 3.0.” Born out of our global experience preparing for and responding to brand and corporate crises, it’s now part of our global training program.
We wanted to understand how social media was fundamentally changing the way we approach crisis management. We wanted to marry established crisis practices with the most evolved thinking in social media marketing and social business practices. We also wanted to be highly practical – today’s experts need a suite of apps they can quickly access when a crisis threatens to break.
Getting Started with Influencer Marketing - Pubcon 2019Brent Csutoras
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
At our #SocialCloud on Monday 3rd June 2013, Dirk Singer presented his thoughts on Social ROI and where he feels it fits with current commercial activity.
Business Case For Social Media (Revised 2009!) - Steve Latham - Spur InteractiveEncore Media Metrics
"Business Case for Social Media" provides an overview of why and how business marketers can use social media to create demand for their brand. Also includes 5 reasons every marketer should embrace social media, a methodology for measuring ROI and a social media marketing case study.
Feedback is appreciated!
Email me if you want a .pdf.
Social Media: Embracing The Opportunities, Averting The RisksErica Campbell Byrum
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook® and Twitter™. Building and maintaining an on-going positive relationship with consumers through these marketing mediums is critical to your company’s success!
In the summer of 2010, Erica Campbell, Senior Manager New Media Marketing and Nadeen Green, Senior Counsel at For Rent Media Solutions discussed how to leverage social media and become part of the consumer dialogue. Attendees learned ways to create a customer engagement strategy through social networking sites that are within the eyes of the law and the interest of your residents and prospects!
This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Specific case studies are included as well as options for calculating ROI.
Accelerating Revenue Growth Through Influencer MarketingAffiliate Summit
This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).
Session description: Gain the expertise you need to implement successful, ROI-focused influencer marketing campaigns, while analyzing them in real-time using the latest technology.
At The End of every B is a C: B2B Customer Engagement with Paul GreenbergDale Roberts
There is no more B2B or C2C, only Human to Human. Customer engagement is the number one priority for every business. All organisations are figuring out how to engage customers and keep them engaged. What do you have to do? Who else does this well? What are the benefits?
The answers to these differentiate companies in busy markets and are the source of sustainable and profitable business. Paul Greenberg, author of CRM at the Speed of Light, known as the bible of CRM, will help you figure that out.
Got Clout - GCC Global Coaches Conference October 2011Lisa McKenzie ★
Welcome to Red Carpet Strategies, thank you for joining us here to participate in our presentation with the Global Coaches Conference. Follow along with the slides below as you listen to Lisa McKenzie share her strategies on how to build your personal brand, share your expertise, grow your audience and discover how to measure and manage your social influence.
About Global Coaches Conference
Global Coaches Conference is the fastest growing online coaching conferences for global change leaders. Lively, enriching, powerful conversations with change leaders around the world.
Social Listening in Practice: Social SellingBrandwatch
This paper, one of the Social Listening in Practice use case series, is going to show you how social selling will bring your business into the sights of the 81% of consumers who are undertaking pre-purchase research online right now.
A presentation about social media given at Comms Week Cal State Fullerton CA to PR students. Information on social media and why PR students need to learn social media as part of their PR course.
Top 10 Things Advocates Will Do For Your BrandZuberance
You may spend millions of dollars on elaborate marketing campaigns. But there is nothing more powerful than a trusted recommendation from a Brand Advocate. Here are ten real-world examples of companies turning their enthusiastic customers into powerful marketing forces.
Key stats on the power of a company's best customers (AKA Brand Advocates.) Visit zuberance.com/resources to learn more about brand advocacy, word of mouth, and social marketing.
Zuberance Webinar Slides: The Marketing Power of Customers featuring Forreste...Zuberance
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.”
Word of Mouth Stats- Intro to Brand Advocacy SeriesZuberance
Stats on word of mouth! These are the intro slides to our Brand Advocacy Series. You can view the full panel discussion for NY here: http://bit.ly/NYBASrecap and Chicago here: http://bit.ly/CHIBASrecap
NY Brand Advocacy Series: How to Turn Word of Mouth and Social Media into SalesZuberance
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
How to Achieve Social Media ROI in the Hotel Industry: Turning Loyal Customer...Zuberance
On March 10th, Robin Korman of Wyndham Hotel Group, John Moser of Deniah Hotel Group and Rob Fuggetta of Zuberance led an HSMAI webinar on how to turn your best customers into a marketing force.
Energizing Brand Advocates in the Travel IndustryZuberance
Presentation on the power of Energizing Brand Advocates by Zuberance Founder/CEO, Rob Fuggetta, at EyeforTravel's Social Media Strategies for Travel conference in San Francisco. March 3, 2011.
Energizing Brand Advocates_by Zuberance at Liquid Brand SummitZuberance
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.
Your Brand Advocates- How to Find Them and What They Are Worth
1. Complete the Brand Advocate poll: http://bit.ly/Zpoll Your Brand Advocates- How to Find Them and What They Are Worth July 28, 2010
2. Meet the Panel Frank Eliason Senior Director of National Customer Operations at Comcast Esteban Contreras Social Media Manager at Samsung Electronics Kety Esquivel VP of Digital Influence at Ogilvy Rob Fuggetta Founder and CEO of Zuberance
3. Brand Advocate Poll Results How much is a Brand Advocate worth to your company? (Compared to an average customer) Twice as much as average customers: 7.7% Three times as much as average customers: 15.4% Four times as much as average customers: 3.8% Five times as much as average customers: 15.4% Over five times as much as average customers: 15.4% I don’t know: 38.5% Brand Advocates and average customers are worth the same: 3.8% Has your company identified its Brand Advocates? Yes: 30.8% No: 46.2% I don’t know: 23.1% Is your company currently utilizing its Brand Advocates to do anything on behalf of the brand? Yes: 26.9% No: 46.2% I don’t know: 26.9%
5. Less than 25% of people say they trust emails they sign up for. 1 in 3 people come to a brand through a recommendation. Consumers mention 56 brands in conversation per week. Keller Fay 2/3rds of the economy is influenced by personal recommendations. McKinsey & Company The most recommended company in any given category grows 2.5x the category average. Bain & Co . Weber Shandwick 62% of these discussions are positive. 40% of advocates answer, comment, or give opinions online several times each week . Yahoo! and Comscore Each peer recommendation reaches 150 people on the social web. Forrester 20% of consumers are key influencers of purchasing activities of 74% of the pop. Gartner
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8. Slides will be posted soon at www. socialnerdia.com twitter.com/ samsungesteban twitter.com/ socialnerdia facebook.com/ estebancontreras linkedin.com/in/ juanestebancontreras e-mail: socialnerdia @ gmail . com
19. Finding & Valuing Brand Advocates Rob Fuggetta Zuberance Founder & CEO July 28, 2010
20. Loyal Customers (1 in 5 are Detractors) Brand Advocates Brand Advocates Distinct Segment Fans, Followers Pro-active recommenders Recommendations drive sales Value to Your Business
21. “ Ultimate Question” Very likely Extremely Unlikely 0 1 2 3 4 5 6 7 8 9 10 Detractors Passives Advocates “ How likely are you to recommend us to a friend or colleague?” 40% Source: Zuberance
22. Advocates 5X More Valuable than Average Customers Spend Value Advocacy Value 3X Spend Value 2X Average Customers Brand Advocates Favorable Ratings & Reviews Positive Testimonials Positive comments on FB, Twitter, blogs, online forums, and more Offline recommendations Shared offers with social networks
23. Hotel Advocate Worth $3,000 Customer Type Spend Value (Average Spend over lifetime) Advocacy Value Total Lifetime Value of Customer or Brand Advocate Average Customer $600 (3 stays x $200 per stay) $0 $600 Brand Advocate $1,200 (6 stays x $200 per stay) $1,800 (9 stays x $200 per stay) $3,000
24. 10X Return on Advocacy (ROA) 3-Year Investment in Brand Advocate Marketing Program Value of New Customers Brought in by Brand Advocates Media Value of Brand Advocates Lead (Click) Value Return on Brand Advocate Marketing Program $750,000 $6,800,000 (20,000 new customers brought in as a direct result of Brand Advocate Recommendations x $340 average lifetime value per customer) $495,000 (4,950,000 impressions @$100 CPM) $300,000 (150,000 clicks @$2 cost per click) $7,595,000
25. Talk to a Brand Advocate Expert Now Matt Elders (415) 264-1821 [email_address] Blog: http://blog.zuberance.com Twitter: http://twitter.com/Zuberance Facebook: http://www.facebook.com/zuberance
Editor's Notes
. Thank you Jocelyn. Today I’m going to share with you some of the results of our real-world research and experiences with Brand Advocates: the world’s most powerful consumers.
This Groundswell of consumer influence poses huge threats and opportunities for enterprises. Negative WOM - Amplified Angry customers are bashing Norton & Putnam Lexus on sites like Amazon, C-Net, and Yelp.. This is hurting their sales and their hard-earned reputations. These companies don’t know how many sales they’re losing by this negative WOM. And yet, both Norton and Putnam Lexus have thousands of highly-satisfied customers. Norton has twice as many Promoters as Detractors and 70% of their customers have referred others. Putnam Lexus also has thousands of loyal customers. I’m one of them. Where is the voice of these Advocates? Positive WOM On the other hand, there are companies that have mostly positive WOM. They also have thousands of passionate Fans. The reality is this: the companies mentioned here – and thousands of others – are missing a huge opportunity to fully leverage their Fans to amplify positive WOM and boost sales. What’s missing? Until now, there hasn’t been a systematic solution that makes it easy to: Identify “Brand Advocates” Mobilize and monetize them Track results in real-time.
Identify your advocates by asking brief online surveys that feature the “Ultimate Question” for customer loyalty: “On a scale of 0-10, how likely are you to recommend us to a friend or colleague?” Customers who answer 9 or 10 are considered advocates and can be invited to join an your advocate community.
. Thanks Charles. And thanks Jeremiah and Diane for those great insights. WOM is proven to be the world’s most powerful form of communications. My topic today is how you can turn WOM into sales now.
There are three main messages for my talk today. My first message is that Advocates are your most valuable customers. They go out of their way to evangelize your brand and products to others, serving as a Volunteer Salesforce. My second message is that Advocates are a large segment of consumers and business buyers --- over 100 million strong worldwide. Empowered by social media, Advocates have tremendous reach and influence. They can make or break your brand and your reputation. My third message is that you can cost-effectively increase sales now by energizing your Advocates. Mobilizing your Advocates is the most cost-effective way to boost sales in a down economy, or any economy.
There are three main messages for my talk today. My first message is that Advocates are your most valuable customers. They go out of their way to evangelize your brand and products to others, serving as a Volunteer Salesforce. My second message is that Advocates are a large segment of consumers and business buyers --- over 100 million strong worldwide. Empowered by social media, Advocates have tremendous reach and influence. They can make or break your brand and your reputation. My third message is that you can cost-effectively increase sales now by energizing your Advocates. Mobilizing your Advocates is the most cost-effective way to boost sales in a down economy, or any economy.