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Energizing Brand Advocates in the Travel Industry


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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.

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Energizing Brand Advocates in the Travel Industry

  1. 1. Energizing Brand AdvocatesRob Fuggetta, Founder & CEOfor Social Media Strategies for TravelMarch 3, 2011<br />
  2. 2. 2<br />Social Media Marketing Landscape<br />Social Media Marketing Products & Services<br />Listen<br />Engage<br />Sell<br />Zuberance<br />
  3. 3. 3<br />Harness Power of Social Media<br />Turn Highly-Satisfied Guests into Powerful Marketing Force<br /><ul><li>Cost-effectively drive bookings
  4. 4. Amplify positive WOM
  5. 5. Increase star ratings</li></li></ul><li>4<br />Brand Advocates, Definition<br />Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so. <br />
  6. 6. 5<br />Advocates: Unique, Powerful Segment<br /><ul><li>Most trusted sources
  7. 7. Highly Influential
  8. 8. Massive reach</li></ul>Business Value<br />
  9. 9. 6<br />Advocates are Most Trusted Source<br />Sources Consumers Trust<br />Source: Nielsen<br />
  10. 10. 7<br />An Army of Advocates<br />1 in 4 people in US (60M) are Brand Advocates<br />Source: Multiple<br />
  11. 11. 8<br />Social Media Amplifies Advocates<br />60MTrusted WOMImpressions<br />100,000Energized Advocates<br />Sources: Forrester, Comscore; Note: Estimated # of Trusted WOM Impressions over 12-month period<br />
  12. 12. 9<br />5X More Valuable than Ave Customers<br />$3,000<br />Value of one Brand Advocate for hotel<br />Advocacy Value 3X<br />Spend Value 2X<br />Spend Value<br />Sources: Deloitte; Owen, Brooks, Zuberance<br />Ave Customer<br />Brand Advocates<br />
  13. 13. 10<br />Turn Advocates into Marketing Force<br />Zuberance Advocate Platform<br />
  14. 14. 11<br />Identify Brand Advocates…<br />Ultimate Question for Customer Loyalty<br />How likely are you to recommend our brand or products to your friends?<br />50%<br />
  15. 15. …Energize Brand Advocates…<br />Advocate Ratings & Reviews<br />Advocate Stories<br />Advocate Answers<br />Advocate Offers<br />12<br />
  16. 16. 13<br />Advocate Reviews Boost Hotel Sales<br />Travelers 3X More Likely to Book Hotels with 5-Star Ratings than 3-Star Ratings<br />Sources: Chadwick, Martin, Bailey<br />
  17. 17. …Track Results <br /><ul><li>Clicks
  18. 18. Leads
  19. 19. Impressions
  20. 20. Sales</li></ul>14<br />
  21. 21. 15<br />Motel Mobilizes Advocates<br /><ul><li>Ratings double to 4 stars
  22. 22. Thousands of bookings
  23. 23. Projected “ROA:” 15X</li></li></ul><li>16<br />44% Advocates opt-in<br />51% answer Q’s<br />13% conversion rate<br />HomeAway Finds Answers<br />
  24. 24. 17<br />10X Higher Conversion Rate <br />25%<br />Traditional Marketing<br />WOM/Advocate Marketing<br />2.5%<br />Source: FireClick Index, Zuberance Customer Data<br />
  25. 25. 18<br />Thank You!<br />Rob Fuggetta, Founder & CEO<br />Zuberance<br /><br />650.369.2002<br />