Эффективность сарафанного радио в В2В

Secrets of B2B Social Media & WOM Marketing

Zuberance Webinar

September 21, 2011

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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

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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

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Today’s Special Guest

Really smart person

Laura Messerschmitt, VP Marketing, Outright

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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

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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

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Where Zuberance Fits In

Listen Social media

listening tools

EngageFacebook,

communities, reviews

Marketing Value

Marketing ROI

Social Media Products & Services

EnergizeGenerating

leads & sales

Zuberance

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How to Find & Energize your Advocates

EnergizeHow to Turn Fans, Followers, and Enthusiastic Customers into Social Media Marketing Machines

rob@zuberance.com

Coming in 2012...

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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

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CMOs’ Online Marketing Woes

Only 5% CMOs rate their companies’ online

marketing performance as excellentSource: CMO Council, 2011 State of Marketing

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Average CMO Tenure: 23 Months

Source: Spencer Stuart

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Secret B2B Marketing Weapon

Your “Brand Advocates”

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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

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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

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WOM Champions = Brand Advocates

Highly-satisfied customerswho pro-actively recommend brands or products without being paid to do so.

►Beyond like, loyalty, or satisfaction

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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

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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

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39% of loyal customers are “WOM Champions”

Loyal Customers are Advocates

Source: Colloquy

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Decision Maker

Influencer

Gate-Keeper

End-User

Manager

Champion

Technical Buyer

Economic Buyer

Consultant

One Account, Thousands of Advocates

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Secret to B2B Social Media Marketing?

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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!

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Identify Your Advocates

How likely are you to recommend our brand or products to your friends?

“Ultimate Question” for Customer Loyalty

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Microsoft SMB Identifies Advocates

Microsoft SMB Advocates

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Ask Ultimate Question in Many Places

Email

Web

Social

Call Center

Product

Packaging

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How B2Bs Energizing Their Advocates

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CDW Advocates Write Reviews

39% of CDW Advocates Write Reviews

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YouSendIt Advocates Write Stories

4,000 stories in 3 weeks!100% CTR for stories shared by Advocates

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Advocates’ Social

Networks

• FB

• Twitter

• LinkedIn

• 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

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Webroot Amplifies Advocates

Double Conversion Rates by Putting This on Buy Pages

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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

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Microsoft Advocates Generate Leads

80% CTR for offers shared by Advocates

Adobe Mobilizes Advocates

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Increases Ratings from 3.5 to 4.25 for Black Friday

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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

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Today’s Special Guest

Laura Messerschmitt, VP Marketing, Outright

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80% Intuit Sales Driven by WOM

$3.1

$0.8

WOM

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Negative WOM Costs Intuit Sales

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Intuit Identifies Advocates

68% are Advocates

EmailNewslettersIn-product

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Intuit Energizes Advocates

Average star rating 4.8/5.0Advocate Reviews

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Intuit Turns Advocates into Sales Force

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Intuit Expands Advocate Army

500,000+ Intuit Advocates

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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%

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Download This Now...

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Learn More

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Q&A

rob@zuberance.com

Energizing Brand Advocates