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.”

1. Presents: “The Marketing Power of Customers” October 20, 2010 Featured speakers: Josh Bernoff Kari Bedgood

2. Featured Speakers: Josh Bernoff SVP of Idea Development Forrester Research, Inc Kari Bedgood Director of PR & Marketing Club One Fitness

3. Date: Tuesday, Oct 26, 2010 Time: 5:30pm-8pm Location: 111 Minna Art Gallery, San Francisco The Panel: Email cara@zuberance.com to request an invitation Becky Brown Director Social Media Strategy Intel Rob Fuggetta Founder & CEO Zuberance Michael Brito VP Social Media Edelman Digital Tony Lee VP Marketing TiVo

5. Turning your CustomersInto a Channel Josh BernoffSVP, Idea Development, Forrester ResearchCoauthor, Groundswell and Empowered www.forrester.com/empowered

6. Customers are a crucial marketing channel Photo: Joaquin Villaverde Photography via Flickr

7. The funnel doesn’t end with customers

8. 500 billionimpressions

9. Marty Collins amplifies Windows 7 fan comments

10. Five steps for fan marketing Outside perspective. Listen. Respond. Reach out to customers. Enable. Give customers tools, content, and opportunities to talk. Amplify. Find ways to connect fans to one another. Change. Help your company learn from fan activity.

11. Suzanne Piddick at Rentvillas.com turns service into marketing

12. Scott Monty amplifies fans for Ford’s Fiesta

13. Mike DiLorenzo amplifies Hockey Fans

14. Some thoughts to take away Your fans are your biggest asset Because of the volume of comments, fan marketing deserves funding Remember to get the outside perspective, respond, enable, amplify, and change

15. Thank you Josh Bernoff +1 617.613.5780 jbernoff@forrester.com www.forrester.com/empowered @jbernoff

16. Club One WOM Case Study

17. Who We Are Founded in 1991 in San Francisco 14 premium health clubs in Bay Area Committed to customer service Inspire behavioral change & healthy lifestyles Club One at Santana Row, San Jose, Calif.

18. Our Members 55,000 members in the Bay Area HHI: $100,000+ Average age: 42 yrs 49% male, 51% female

19. Where Our Customers Come From

20. The Situation 2009’s economic slump + rise in unemployment rocks the health club industry Faced with subsequent membership challenges in 2010 1. Retention 2. Lead Generation However, satisfaction and net promoter scores still very high

21. The Opportunity Leverage our best customers and brand advocates to drive sales

22. Member Survey Turned Referral Engine

23. Advocate Identification

24. Enable Sharing

25. E-mail Shares From: Kari Bedgood [mailto:clubone@zuberance.com] Sent: Monday, June 14, 2010 3:42 PMTo: Elizabeth YoungSubject: Kari Bedgood has shared an exclusive offer from Club One Fitness Your friend has recommended you experience Club One for yourself, and they've shared this exclusive offer with you. Now begin your health revolution by enjoying 14 complimentary days of fitness on us. Redeem this complimentary offer and you'll receive a 14-day guest membership to any of our 14 Bay Area locations. You must activate membership by July 31st, 2010. Sign up now. >> click here to begin your Club One experience.

26. Facebook & Twitter Shares

27. Results 3,009 completed Member Surveys 61% advocates 1,826 total sharing actions 1,694 via e-mail 115 via Facebook 17 via Twitter 915 completed web forms for 14-day pass 627 guest membership activations 97 converted to long-term membership

28. ROI $1 Spent $9 in Return

29. And best of all… New, Happy Members

31. Rate and post reviews on Yelp.com

33. Thank you for Joining us! Tuesday, October 26 5:30pm-8pm 111 Minna Gallery San Francisco Email cara@zuberance.com to request an invitation