slide presentation from zuberance webinar- brand advocates on facebook: what you need to know about...
TRANSCRIPT
Brand Advocates on Facebook: Timeline, EdgeRank, and Leveraging Your Superfans
Tami Bhaumik, Zuberance VP of Customer Success ScoE Meldrum, Pollin8 Founder & CEO
April 18, 2012
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Today’s Speakers
Founder/CEO Pollin8: Social Content +
Communica9ons @Sco<Meldrum
VP of Customer Success, Zuberance
@TamiBhaumik
ScoE Meldrum Tami Bhaumik
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Main Messages
1. Brand Advocates are a different breed. 2. Timeline = More real estate to boost brand
advocacy. 3. Leverage your Brand Advocates to improve
EdgeRank.
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Jus9n Dorfman, support engineer, NetDNA
Generated hundreds of thousands in sales for CDW as result of his advocacy
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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What’s a Brand Advocate?
Highly-‐sa9sfied customers and others who pro-‐ac9vely recommend brands or products without being paid.
►Beyond like, follow, or love: advocacy
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Advocates
Fans
Followers
Loyal Customers
Engaged Customers
Brand Advocates are a Different Breed
50% more likely to influence purchases than other customers
2X more ac9ve content creators
75% more likely to share great product experiences
Sources: Nielsen, Comscore, Yahoo!; University of Rhode Island research study
Advocates, Fans have Different MoYves
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41%
37%
35%
31%
28%
Let friends know products I support
Get coupons and discount offers
Stay current on new products
Learn about company/organiza9on
Meet people with similar interests as mine
Why People “Like” Facebook Brand Pages
% of US Facebook users
Source: ExactTarget
58%
57%
54%
53%
50%
47%
36%
33%
I want to help people
I've had good experiences with a product
Others could benefit from my perspec9ve
I would want to know before I buy things
I've had bad experiences with a product
I want others to make smart purchase decisions
It feels great to be heard
Feel connected to other people
I give my opinions online regarding products & purchases because..
Why Advocates Recommend Brands
Source: Zuberance Study
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1. 3X more trusted than ads 2. #1 influencer of purchase decisions 3. Empowered by social, have massive reach
4. Surprisingly large segment
5. Your most valuable customers
5 Reasons to care about Advocates
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Advocates are 9s & 10s
How likely are you to recommend our brand or products to your friends?
“UlYmate QuesYon” for Customer Loyalty
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Advocate IdenYficaYon
Email Web Social In-‐product Call center Physical
Energize Advocates
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Advocacy Process
“How likely are you to recommend us?”
IdenYfy Advocates
Advocate Reviews
Advocate Stories
Advocate Answers Advocate Offers Tracking & Insights
Social, Digital, Mobile
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New Timeline Features and OpportuniYes to Leverage
Brand Advocates
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What is it? – Pages can choose one post to remain
at the top lep of the Timeline post sec9on
– Designated with a small orange arrow in the top right corner
– Remain for 7 days, or un9l another post is pinned
– Used to showcase important posts
Advocacy Opportunity – Pin posts such as Advocate
Iden9fica9on, Offers, Educa9onal Content, Advocate Tes9monials
New Feature: Pinned Posts
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What is it? – Starring a post means that it
will be expanded to fit across the width of the Timeline
– It will remain in its chronological order
– Used to showcase previous posts that aren’t pinned but deserve special highligh9ng
Advocacy Opportunity – Another opportunity to post
Advocate Iden9fica9on, Offers, Educa9onal content, or to highlight Advocate tes9monials
New Feature: Starred Posts
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What is it? – Special types of posts that allow brands to
showcase important markers in the company’s history
Advocacy Opportunity – Brands that have long standing
rela9onships with customers can ask Advocates to contribute photos that can then be re-‐posted as part of the Page’s history
New Feature: Milestones
Coca-‐Cola creates milestones focused
on their fans
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What is it?
– Users now have the ability to send private, direct messages to brand pages
– Brands should view this new capability as an enhanced customer support channel
– Brands cannot ini9ate contact with their fans
Advocacy Opportunity: Turn Detractors into Advocates – Aper a customer service is
resolved via direct messaging > ask customer to write a review
New Feature: Direct Messages
95% of dissaYsfied customers would do business again with a
company if their problems were solved quickly/saYsfactorily
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Update
– Tabs moved from lep hand side to boxes beneath the cover photo
– 4 tabs displayed on home page. Users can access more tabs by clicking on the drop down arrow
– Wider dimensions for tabs (Max width now 810px compared to 520x)
Advocacy Opportunity
– Dedicate one of the top four tabs to advocacy (Advocate Iden9fica9on, Advocate reviews, etc)
Update: Facebook Tabs
AnyYme Fitness enhances credibility
by showcasing Advocate Reviews
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Update
– “Recommend this Place” is now displayed in a box below friend ac9vity
– Only enabled for pages associated with loca9ons (Pages with an exact address in their about sec9on)
– Recommenda9ons also posted to an individual’s wall and Newsfeed
Advocacy Opportunity
– Drive Advocates to the “Recommenda9ons” sec9on of your page. (If brand page is not a “place,” drive to the page’s wall instead.)
Update: RecommendaYons
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Safelite re-‐engages Advocates to post posi9ve reviews directly to their Facebook wall
Great way to outweigh nega9ve comments on a brand’s Facebook wall
Update: RecommendaYons
26% Conversion Rate
[Re-‐engagement Email to Safelite Advocates]
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88% Facebook fans never return to the brand page aper clicking “Like” bu<on
Most Facebook users will consume branded content in the Newsfeed
Only 16% of fans ever even see branded content due to EdgeRank
Timeline is Awesome But…
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How Brand Advocates Help EdgeRank
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EdgeRank is Facebook’s algorithm that determines what content will show up in a user’s Newsfeed
Affinity (u): How open you interact on Facebook with that par9cular user (or brand page)
Weight (w): Amount of interac9on on that par9cular post (likes, comments, shares)
Time (d): How long ago post was published
What is EdgeRank?
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Advocates, by nature, love to create and share content
– Advocates are 2-‐4X more ac9ve sharers of content than other consumers
– Advocates tell 2X as many people about their purchases
– Facebook (35%) is the 2nd most popular channel where Advocate recommend
How Brand Advocates Help EdgeRank
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Increase Reach
Giving Advocates content increases probability your posts will be seen by Facebook users not currently fans
Advocates have on average 300-‐600 people in their social networks
How Brand Advocates Help EdgeRank
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Brand Advocacy Success Stories
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Case Study: Box Advocates Drive Sign-‐Ups
Box Advocates are Highly InfluenYal
5% Conversion
Rate
15,139 In-‐bound Clicks
10,429 Offers Shared
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5,139 In-‐bound Clicks
Rubio’s Leverages Advocates to Build Brand Army
Case Study: Rubio’s Drives Traffic & Email Sign-‐ups
55,000 Advocates 63K Offers shared
32% Inbound CTR
52% Conversion to Email Sign-‐up
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Blurb Doubles AOS at Half the Cost
Customer AcquisiYon Cost Reduced by 50%
Average Order Size Doubled
17,000 Offers Shared
112% Inbound CTR
Case Study: Blurb energizes Advocates to reduce customer acquisi9on costs
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GMC Advocates Share Reviews on Facebook
75% of Advocates choose to share on
Facebook (vs TwiEer, Email)
GMC Advocate Reviews
displayed on Facebook Tab
3,100 Reviews Created 224% CTR
Case Study: GMC Leverages Advocate-‐Generated Content
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Key Takeaways
1. Go beyond simply racking up “likes” and let your Superfans drive your Facebook marke9ng strategy.
2. Leverage Timeline’s new features to display and boost advocacy for your brand.
3. Energize your Advocates to create and share branded content on Facebook to increase reach, boost conversion rates, and build your Advocate Army.
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Learn More
Twi<er: @Zuberance
Facebook: facebook.com/zuberance
ZuberRants Blog: blog.zuberance.com
Contact sales: [email protected]
Visit us at: www.zuberance.com
Pre-‐selling now on Amazon.com
Brand Advocates: Turning Enthusias5c Customers into a Powerful Marke5ng Force -‐Rob Fugge<a, Founder/CEO, Zuberance