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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:

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NY Brand Advocacy Series: How to Turn Word of Mouth and Social Media into Sales

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  6. 6. Marketing Ecosystem<br />Products on Microsoft “In” Page<br />Business Insights eNewsletter<br />Cindy Bates’ Blog<br />
  7. 7. Awareness = Prospect is aware of and/or knowledgeable about product / service<br />Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange<br />Conversion = Prospect takes an action known to drive sales<br />Advocacy = Customer or influencer takes an action in support or recommendation of product / service<br />n<br />n<br />n<br />n<br />The Engine<br />Demand Generation(Partner + Customer)<br />Time<br />0<br />Social syndication<br />Facebook Ask A Partner<br />Facebook Custom UX (Partner + Customer)<br />Facebook Be the Expert<br />ConversionUsers take desired actionUsually occurs on hub<br />Feedback Loop<br />Social Advocacy Platform<br />100<br />Definitions<br />
  8. 8. Zuberance Advocate Program<br />Questionnaire respondents<br />Detractor<br />Passive<br />Advocate<br />72%<br />18%<br />10%<br />Email NL <br />Drops<br />Advocates ID’d: 647<br />Adv Energized: 171 (26%)<br />Offers shared: 233<br />Inbound Clicks: 191(generated by Advocate sharing)<br />
  9. 9. Ask a Partner / Be an Expert<br />
  10. 10. 10<br />10<br />CONFIDENTIAL <br />
  11. 11. 11<br />Mission: <br /><ul><li>Engage and interact with W18-24 helping reestablish Kotex in a younger demo while increasing record sales.</li></ul>Objectives:<br /><ul><li>Promote brand awareness, product sampling, create local buzz and increase sales.</li></ul>Solution:<br /><ul><li>A 15 market national college tour engaging thousands of female college students
  12. 12. Integration of a mobile “green screen” studio for the production of localized content.
  13. 13. In addition to social media, the content was leveraged to created high-quality local :30 commercial spots, POP & outdoor media placements.
  14. 14. Within 7 days of each tour stop, we deployed custom local commercials and outdoor billboards, featuring tour participants -- via web, broadcast, spot cable, movie theaters, POP Displays, and other media outlets.</li></ul>Results:<br /><ul><li>Over 8 million views generating over 25,000 viral video “forwards” per campus stop.
  15. 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. 16. The promotion sold 1 years worth of product in under 4 months.</li></ul>11<br />CONFIDENTIAL <br />
  17. 17. 12<br />Advocate ID<br />1. Engage customers<br />2. Identify Advocates<br />Website banners<br />Facebook posts<br />Twitter monitoring<br />Emails<br />
  18. 18. 13<br />Advocates are 9s & 10s<br />“Ultimate Question” for Customer Loyalty<br />How likely are you to recommend our brand or products to your friends?<br />
  19. 19. 14<br />Advocate Channel vs. Trad. Marketing<br />In-Bound Clicks<br />Conversion Rates<br />CustomerAcquisition Costs<br />Per 100K Emails<br />70K<br />25%<br />$100<br />2.5%<br />$25<br />6K<br />Advocate eMail<br />BrandeMail<br />AdvocateChannel<br />OnlineMarketing<br />AdvocateChannel<br />TraditionalMarketing<br />
  20. 20. 15<br />Q: How Compete Against “Big Boys”?<br />$50M+<br />Vonage$200M<br />Ooma<br /><$2M<br />Source: Vonage annual report, 2010<br />
  21. 21. 16<br />Answer: Ooma Unleashes Advocates<br />
  22. 22. 17<br />Ooma Acquisition Costs Drop 54%<br />Customer Acquisition Costs (CAC)<br />$146<br />$78<br />Before<br />After<br />
  23. 23. 18<br />Problem: Negative WOM<br />►Yet 54% of Norton customers highly likely to recommend<br />
  24. 24. 19<br />Solution: Norton Advocates to Rescue!<br />Before energizing Norton Advocates:<br />After energizing Norton Advocates:<br />►Norton sales increased $26 million on<br />
  25. 25. 20<br />750,000 Chili’s Advocates<br />1M+ Recommendations<br />50,000+ Email Club Sign-Ups<br />Chili’s Peppers in Earned Media<br />