Energizing Brand Advocates Through Advocate Marketing
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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 Through Advocate Marketing
- 1. Energizing Brand AdvocatesRob Fuggetta, Founder & CEOfor Liquid Brand SummitMarch 1, 2011
- 2. 2 Brand Advocates are not targets. Re-think Marketing They are your best marketers.
- 3. 3 Brand Advocates, Definition Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so.
- 7. 5 Advocates are Most Trusted Source Sources Consumers Trust Source: Nielsen
- 8. 6 An Army of Advocates 1 in 4 people in US (60M) are Brand Advocates Source: Multiple
- 9. 7 Social Media Amplifies Advocates 60MTrusted WOMImpressions 100,000Energized Advocates Sources: Forrester, Comscore; Note: Estimated # of Trusted WOM Impressions over 12-month period
- 10. 8 5X More Valuable than Ave Customers $565,000 Value of one Advocate for enterprise software company Advocacy Value 3X Spend Value 2X Spend Value Sources: Deloitte; Owen, Brooks Ave Customer Brand Advocates
- 11. 9 Turn Advocates into Marketing Force Zuberance Advocate Platform
- 12. 10 Identify Brand Advocates… Ultimate Question for Customer Loyalty How likely are you to recommend our brand or products to your friends? 50%
- 13. …Energize Brand Advocates… Advocate Ratings & Reviews Advocate Stories Advocate Answers Advocate Offers 11
- 15. Leads
- 16. Impressions
- 17. Sales12
- 18. 13 Brand Advocate Segments Power Advocates Have created & published content plus share brand-created content and offers at least once in last 90 days Have created reviews, stories, answers, blog posts, etc. at least once in last 90 days Creators Have shared Advocate-created content or brand-created content and offers at least once in last 90 days Sharers Have not created, shared, or published content and/or offers in last 90 days Inactives 9’s & 10’s or 8’s, 9’s, & 10’s on Advocate ID survey Identified Advocates
- 19. 14 750,000 Chili’s Advocates 100,000+ Advocate Reviews Driving traffic, sales Chili’s Unleashes Champions
- 21. Ratings inc. to 4 stars
- 23. 17 44% Advocates opt-in 51% answer Q’s 13% conversion rate HomeAway Finds Answers
- 24. 18 10X Higher Conversion Rate 25% Traditional Marketing WOM/Advocate Marketing 2.5% Source: FireClick Index, Zuberance Customer Data
- 25. 19 Thank You! Rob Fuggetta, Founder & CEO Zuberance rob@zuberance.com 650.369.2002