Energizing Brand AdvocatesRob Fuggetta, Founder & CEOfor Liquid Brand SummitMarch 1, 2011<br />
2<br />Brand Advocates are not targets.<br />Re-think Marketing<br />They are your best marketers.<br />
3<br />Brand Advocates, Definition<br />Highly-satisfied customers who pro-actively recommend brands or products without b...
4<br />Advocates: Unique, Powerful Segment<br /><ul><li>Most trusted sources
Highly Influential
Massive reach</li></ul>Business Value<br />
5<br />Advocates are Most Trusted Source<br />Sources Consumers Trust<br />Source: Nielsen<br />
6<br />An Army of Advocates<br />1 in 4 people in US (60M) are Brand Advocates<br />Source: Multiple<br />
7<br />Social Media Amplifies Advocates<br />60MTrusted  WOMImpressions<br />100,000Energized Advocates<br />Sources: Forr...
8<br />5X More Valuable than Ave Customers<br />$565,000<br />Value of one Advocate for enterprise software company<br />A...
9<br />Turn Advocates into Marketing Force<br />Zuberance Advocate Platform<br />
10<br />Identify Brand Advocates…<br />Ultimate Question for Customer Loyalty<br />How likely are you to recommend our bra...
…Energize Brand Advocates…<br />Advocate Ratings & Reviews<br />Advocate Stories<br />Advocate Answers<br />Advocate Offer...
…Track Results <br /><ul><li>Clicks
Leads
Impressions
Sales</li></ul>12<br />
13<br />Brand Advocate Segments<br />Power Advocates<br />Have created & published content plus share brand-created conten...
14<br />750,000 Chili’s Advocates<br />100,000+ Advocate Reviews<br />Driving traffic, sales<br />Chili’s Unleashes Champi...
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Energizing Brand Advocates_by Zuberance at Liquid Brand Summit

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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.

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Energizing Brand Advocates_by Zuberance at Liquid Brand Summit

  1. 1. Energizing Brand AdvocatesRob Fuggetta, Founder & CEOfor Liquid Brand SummitMarch 1, 2011<br />
  2. 2. 2<br />Brand Advocates are not targets.<br />Re-think Marketing<br />They are your best marketers.<br />
  3. 3. 3<br />Brand Advocates, Definition<br />Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so. <br />
  4. 4. 4<br />Advocates: Unique, Powerful Segment<br /><ul><li>Most trusted sources
  5. 5. Highly Influential
  6. 6. Massive reach</li></ul>Business Value<br />
  7. 7. 5<br />Advocates are Most Trusted Source<br />Sources Consumers Trust<br />Source: Nielsen<br />
  8. 8. 6<br />An Army of Advocates<br />1 in 4 people in US (60M) are Brand Advocates<br />Source: Multiple<br />
  9. 9. 7<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 />
  10. 10. 8<br />5X More Valuable than Ave Customers<br />$565,000<br />Value of one Advocate for enterprise software company<br />Advocacy Value 3X<br />Spend Value 2X<br />Spend Value<br />Sources: Deloitte; Owen, Brooks<br />Ave Customer<br />Brand Advocates<br />
  11. 11. 9<br />Turn Advocates into Marketing Force<br />Zuberance Advocate Platform<br />
  12. 12. 10<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 />
  13. 13. …Energize Brand Advocates…<br />Advocate Ratings & Reviews<br />Advocate Stories<br />Advocate Answers<br />Advocate Offers<br />11<br />
  14. 14. …Track Results <br /><ul><li>Clicks
  15. 15. Leads
  16. 16. Impressions
  17. 17. Sales</li></ul>12<br />
  18. 18. 13<br />Brand Advocate Segments<br />Power Advocates<br />Have created & published content plus share brand-created content and offers at least once in last 90 days <br />Have created reviews, stories, answers, blog posts, etc. at least once in last 90 days <br />Creators<br />Have shared Advocate-created content or brand-created content and offers at least once in last 90 days <br />Sharers<br />Have not created, shared, or published content and/or offers in last 90 days<br />Inactives<br />9’s & 10’s or 8’s, 9’s, & 10’s on Advocate ID survey<br />Identified Advocates<br />
  19. 19. 14<br />750,000 Chili’s Advocates<br />100,000+ Advocate Reviews<br />Driving traffic, sales<br />Chili’s Unleashes Champions<br />
  20. 20. 15<br />Intuit Mobilizes Advocates<br /><ul><li>30% Advocates energized
  21. 21. Ratings inc. to 4 stars
  22. 22. Projected “ROA:” 15X</li></li></ul><li>16<br />Double star ratings<br />Amazon sales $26M+<br />Wins Forrester Award<br />Norton Boosts Sales $26 Million<br />
  23. 23. 17<br />44% Advocates opt-in<br />51% answer Q’s<br />13% conversion rate<br />HomeAway Finds Answers<br />
  24. 24. 18<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. 19<br />Thank You!<br />Rob Fuggetta, Founder & CEO<br />Zuberance<br />rob@zuberance.com<br />650.369.2002<br />

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