ny brand advocacy series: how to turn word of mouth and social media into sales
TRANSCRIPT
Marketing Ecosystem
Cindy Bates’ Blog
Business Insights eNewsletter
Products on Microsoft “In” Page
Feedback Loop
Awareness = Prospect is aware of and/or knowledgeable about product / serviceEngagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchangeConversion = Prospect takes an action known to drive salesAdvocacy = Customer or influencer takes an action in support or recommendation of product / service
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Definitions
Conversion Users take desired actionUsually occurs on hub
The Engine
Time
0
100
Facebook Ask A Partner
Facebook Be the Expert
Facebook Custom UX (Partner + Customer)
Social syndication
Demand Generation(Partner + Customer)
Social Advocacy Platform
Zuberance Advocate Program
10%
72%
18%
Questionnaire respondents
Detractor Passive Advocate
5/6/11 5/7/11 5/8/11 5/9/11 5/10/11 5/11/11 5/12/110
100
200
300
400
500
600
700
Email NL Drops Advocates ID’d: 647
Adv Energized: 171 (26%)Offers shared: 233Inbound Clicks: 191(generated by Advocate sharing)
Ask a Partner / Be an Expert
10CONFIDENTIAL 10
11CONFIDENTIAL 11
Mission: ‣Engage and interact with W18-24 helping reestablish Kotex in a younger demo while increasing record sales.
Objectives:‣Promote brand awareness, product sampling, create local buzz and increase sales.
Solution:‣A 15 market national college tour engaging thousands of female college students
‣Integration of a mobile “green screen” studio for the production of localized content.
‣In addition to social media, the content was leveraged to created high-quality local :30 commercial spots, POP & outdoor media placements.
‣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.
Results:
‣Over 8 million views generating over 25,000 viral video “forwards” per campus stop.
‣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.
‣The promotion sold 1 years worth of product in under 4 months.
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Advocate ID
Website banners
1. Engage customers 2. Identify Advocates
Facebook posts
Twitter monitoring
Emails
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Advocates are 9s & 10s
How likely are you to recommend our brand or products to your friends?
“Ultimate Question” for Customer Loyalty
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Advocate Channel vs. Trad. Marketing
In-Bound ClicksPer 100K Emails
Advocate eMail
6K
70K
Brand eMail
Conversion Rates
AdvocateChannel
2.5%
25%
OnlineMarketing
CustomerAcquisition Costs
AdvocateChannel
$25
$100
TraditionalMarketing
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Q: How Compete Against “Big Boys”?
$50M+
Vonage$200M
Ooma<$2M
Source: Vonage annual report, 2010
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Answer: Ooma Unleashes Advocates
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Ooma Acquisition Costs Drop 54%
Before
$146
After
$78
Customer Acquisition Costs (CAC)
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Problem: Negative WOM
►Yet 54% of Norton customers highly likely to recommend
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Solution: Norton Advocates to Rescue!
Before energizing Norton Advocates:
After energizing Norton Advocates:
►Norton sales increased $26 million on Amazon.com
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750,000 Chili’s Advocates 1M+ Recommendations 50,000+ Email Club Sign-Ups
Chili’s Peppers in Earned Media