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Fighting Negative Word of Mouth


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Consumers are now more connected than ever, and every brand is vulnerable to social media ambush. Learn how to fight negative Word of Mouth by amplifying your most enthusiastic customers, AKA your Brand Advocates.

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Fighting Negative Word of Mouth

  1. 1. Fighting Negative Word of Mouth Zuberance
  2. 2. 3 Main Messages 1. Negative WOM damages your revenues and reputation 2. You are vulnerable to social media ambush 3. Fight negative WOM by amplifying your Brand Advocates 2
  3. 3. Negative WOM Hurts Your Business Sales Leads Brand Reputation 3
  4. 4. Social Media Amplifies your Critics500 Billion WOM Impressions on Social WebSource: Forrester 4
  5. 5. Negative Reviews Costs You Sales 83% 80% % consumers who say online % people who change reviews influence their purchase decisionsbecause of purchase decisions negative reviews (Opinion Research) (Cone) “Even a single negative review...can have a significant impact on a prospective buyer’s decision to purchase.” (Opinion Research) 5
  6. 6. It’s Not Just Negative Reviews...Negative YouTube Videos Negative TweetsNegative Facebook Posts Online Forums A single negative comment on Twitter, Facebook, or YouTube can cost companies 30 customers (Convergsys) 6
  7. 7. A Few Detractors Can Cost You $$$“United Breaks Guitars”  4 million downloads  100,000+ comments  Costs United $180M, 10% of market cap (source: Times Online UK) 7
  8. 8. Social Media Roadkill; Are You Next? It can happen to you! 8
  9. 9. What’s Negative WOM Costing You? How much is your reputation worth to you? 9
  10. 10. Sales Lost from Negative WOM Item Amount Amount Annual Revenues $100M % of Revenues influenced by WOM 50% Total revenues influenced by WOM $50M Estimated % of WOM that is negative 50% Estimated business lost by negative WOM $25M 10
  11. 11. Brand Under Attack? Fight Back!Unleash your Brand Advocates!  Generate positive reviews  Increase star ratings  Combat social media ambush ►Measurable results fast 11
  12. 12. Zuberance Brand Advocate System Track Identify Results Advocates Sales Social Listening Media Value Ultimate Question Energize Advocate Reviews Advocates Advocate Stories Advocate Answers Advocate Offers 12
  13. 13. Zuberance Amplifies Your AdvocatesPut Recommendations Where You Want Them • FB Advocates’ • Twitter Social Advocate Networks • LinkedIn Reviews, Stories, Answer s, Offers • Google+ • Shopping Sites • TripAdvisor • • Advocate’s Email Other • Brand’s Website • Blogs 13
  14. 14. Norton Boosts Ratings, Online SalesNorton Amplifies its Advocates Before Zuberance: After Zuberance: Sales jumped $26 million on 14
  15. 15. Adobe Boosts Ratings for Black Friday  45% customers surveyed are Advocates  30% published reviews  Ave star rating jumped from 3.5 to 4.25 15
  16. 16. Motel 6 Boosts Ratings 1700 Reviews Written 3.5 Stars on TripAdvisor (from 2.5) 16
  17. 17. Take Action Now! 1. Start building your Brand Army 2. Activate your Brand Army to spread positive WOM and boost online reviews 3. Mobilize your Brand Army to fight social media ambush ►For more info, email: 17
  18. 18. Fighting Negative Word of Mouth Zuberance