Эффективность сарафанного радио в В2В
TRANSCRIPT
Secrets of B2B Social Media & WOM Marketing
Zuberance Webinar
September 21, 2011
2
Justin Dorfman, support engineer, NetDNA
Generated over $300K+ sales for CDW as result of his WOM recommendations
CDW has paid Dorfman: $0
Recommends CDW because of reliable, personalized service
Meet CDW’s Best Marketer
►81% surveyed CDW customers are Advocates
3
1. Share secret of B2B social media marketing success
2. Real-world B2B case studies
3. Practical tips to get social media marketing results now
Today’s Objectives
4
Today’s Special Guest
Really smart person
Laura Messerschmitt, VP Marketing, Outright
5
Award-winning online WOM marketing company
Focus: Turning Advocates into powerful marketing force
Customers: Leading B2B & B2C brands
Brought to you by...Zuberance
Energize Brand Advocates
6
Zuberance WOM Marketing System
“How likely are you to recommend us?”
Identify Brand Advocates
Advocate Reviews
Advocate Stories
Advocate Answers Advocate OffersTracking & Insights
Social, Digital, Mobile
7
Where Zuberance Fits In
Listen Social media
listening tools
EngageFacebook,
communities, reviews
Marketing Value
Marketing ROI
Social Media Products & Services
EnergizeGenerating
leads & sales
Zuberance
8
How to Find & Energize your Advocates
EnergizeHow to Turn Fans, Followers, and Enthusiastic Customers into Social Media Marketing Machines
Coming in 2012...
9
You Have a Tough Job
50%
46%
44%
Generating more leads
Reaching decision makers
Improving lead
quality
Source: Forrester, MarketingProfs
Top 5 B2B Marketing Challenges
10
CMOs’ Online Marketing Woes
Only 5% CMOs rate their companies’ online
marketing performance as excellentSource: CMO Council, 2011 State of Marketing
11
Average CMO Tenure: 23 Months
Source: Spencer Stuart
12
Secret B2B Marketing Weapon
Your “Brand Advocates”
13
WOM Marketing is 10X more
effective than traditional marketing
Tweet This
90% buyers trust WOM; 14% trust ads
WOM 20 to 50X more influential than ads
50% or more of business comes from WOM
Sources: Nielsen, McKinsey
14
WOM Mktg vs. Traditional Mktg
30%
Conversion Rates
WOMM
2.5%
OnlineMarketing
LeadsPer 100K Emails
WOMM
6K
70K
BrandeMail
CustomerAcquisition Costs
WOMM
$25
$100
TraditionalMarketing
15
WOM Champions = Brand Advocates
Highly-satisfied customerswho pro-actively recommend brands or products without being paid to do so.
►Beyond like, loyalty, or satisfaction
16
Advocates
Fans
Followers
Loyal Customers
Engaged Customers
Advocates are Different & Powerful
5X more trusted than ads
50% more likely to influence purchases than other customers
2X more active content creators
4X more likely to share great product experiences
#1 Motivation: Help others
Sources: Nielsen, Comscore, Yahoo!; University of Rhode Island research study
17
Surprise! B2B’s have lots of Advocates
Category Company Type or Product Category % of Advocates
B2B IT Reseller 81%
B2B Accounting software 76%
B2B Software for SMBs 73%
B2B Internet file transfer service 71%
B2C/B2B Security software 70%
B2C/B2B Graphic design software 62%
B2C/B2B Security software 50%
B2B Email marketing services 59%
B2B Project management software 54%
B2B Web design software 51%
B2B Graphic design software 51%
B2B Video editing software 40%
B2B Cable services for business 39%
B2B Telecommunications 24%
Source: Zuberance
18
39% of loyal customers are “WOM Champions”
Loyal Customers are Advocates
Source: Colloquy
19
Decision Maker
Influencer
Gate-Keeper
End-User
Manager
Champion
Technical Buyer
Economic Buyer
Consultant
One Account, Thousands of Advocates
20
Secret to B2B Social Media Marketing?
21
Generate qualified leads and sales
Cut customer acquisition costs by 50%
Amplify positive WOM
Fight negative WOM
Turn likes into leads
Get more success stories
Measurable Benefits Fast
Turn Advocates into Marketing Force!
22
Identify Your Advocates
How likely are you to recommend our brand or products to your friends?
“Ultimate Question” for Customer Loyalty
23
Microsoft SMB Identifies Advocates
Microsoft SMB Advocates
24
Ask Ultimate Question in Many Places
Web
Social
Call Center
Product
Packaging
25
How B2Bs Energizing Their Advocates
26
CDW Advocates Write Reviews
39% of CDW Advocates Write Reviews
27
YouSendIt Advocates Write Stories
4,000 stories in 3 weeks!100% CTR for stories shared by Advocates
28
Advocates’ Social
Networks
• FB
• Google+
Shopping Sites
• Amazon.com
• CNET
• BestBuy.com
Other
• Advocate’s Email
• Brand’s Website
• Blogs
Amplify Advocates, Reach Prospects
Advocate Reviews, Stories, Answers, Offers
Put Recommendations Where You Want Them
29
Webroot Amplifies Advocates
Double Conversion Rates by Putting This on Buy Pages
30
Ooma Advocates Answer Qs
2. Prospect asks question 3. Opted-in Advocates get email with question
4. Answers sent to Prospect with offer
1. Prospect clicks on banner
5. Prospect places order
31
Microsoft Advocates Generate Leads
80% CTR for offers shared by Advocates
Adobe Mobilizes Advocates
32
Increases Ratings from 3.5 to 4.25 for Black Friday
33
1. Don’t pay Advocates
2. Make Advocate/WOM marketing part of ongoing marketing mix
3. Get an Advocate system (scale, tracking)
3 Best Practices
34
Today’s Special Guest
Laura Messerschmitt, VP Marketing, Outright
35
80% Intuit Sales Driven by WOM
$3.1
$0.8
WOM
36
Negative WOM Costs Intuit Sales
37
Intuit Identifies Advocates
68% are Advocates
EmailNewslettersIn-product
38
Intuit Energizes Advocates
Average star rating 4.8/5.0Advocate Reviews
39
Intuit Turns Advocates into Sales Force
40
Intuit Expands Advocate Army
500,000+ Intuit Advocates
41
What % of your business comes from WOM?
Results of Real-Time Poll
a. Less than 25%
b. About 25%
c. About 50%
d. More than 50%
42
Download This Now...
43
Learn More