the power of brand advocates
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Brand Advocates, Definition
Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so.
►Beyond like, love, or loyalty: Advocacy
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Advocates: Unique, Powerful Segment
Most trusted sources Highly Influential Massive reach
Business Value
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Power of Word of Mouth (WOM)
Sources: Nielsen, Keller-Fay Group, Forrester
Trust Influence
Paid Media Earned Media/WOM
90%
25%
90%
30%
1B+
Impact on SalesCompletely or somewhat
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Boosting Digital Marketing Results
Brand ConsumerPaid Media 14% Consumers Trust
ConsumerSocial Media-Powered Brand Advocates
90% Consumers Trust
2%
Results
30%
Old World
BrandNew World
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5X More Valuable than Ave Customers
Ave Customer
Advocacy Value 3X
Brand Advocates
Spend Value 2XSpend
ValueSources: Deloitte; Owen, Brooks
$565,000Value of one Advocate for
enterprise software company
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Brand Advocates are Big Spenders
Household Cleaning Solu-tions
Salty Snacks Beer$0
$20
$40
$60
$80
$100
$18.42 $23.56
$35.54 $41.10
$52.23
$91.69
Ave CustomersBrand Advocates
Source: Deloittte
Spend 2X More than Ave. Customers on Favorite Brands
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Advocates Want to Help Others
I want to help people
I've had good experiences with a product
Others could benefit from my perspective
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
58%
57%
54%
53%
50%
47%
36%
33%
I give my opinions online regarding products & purchases because…(Strongly agree: 5 on a 1-5 PT. scale)
Source: Comscore, Yahoo!
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Advocates are Most Trusted Source
Recommendations from people known
Consumers opinions posted online
Brand websites
Editorial content (e.g. newspaper article)
Brand sponsorships
TV
Newspaper
Magazines
Billboards/outdoor advertising
Radio
Emails signed up for
Ads before movies
Search engine results ads
Online video ads
Online banner ads
Text ads on mobile phones
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
90%70%70%
69%64%
62%61%
59%55%55%
54%52%
41%37%
33%24%
Sources Consumers Trust
Source: Nielsen
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Advocates vs. Loyal Customers
CTR Open Rate Conversion Rate0%
10%
20%
30%
40%
50%
60%
70%
2%
18%
8%6%
42%
57%
Loyal CustomersBrand Advocates
Source: Zuberance
Identical Offer from Brand, Dramatically Different Results
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Brand Sends Offers
to All Pro
spects
Brand Sends Offers
to Loyal C
ustomers
Advocate Sends O
ffers to Frie
nds0%
4%
8%
12%
16%
20%
2%5%
20%
Power of Advocate OffersOffers Shared by Trusted Advocates Convert
at 4X to 10X Higher Rate than Offers Sent by Brands
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Social Media Amplifies Advocates
Brand Advocates’ Reach Now Rivals Ads
Source for Social Media Reach: Forrester
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3X more trusted than paid media– 90% trust WOM; 24% trust ads
3X more influential than paid media– Proven to drive sales
Highly targeted, relevant Sustainable
“Advocate Media” is Digital Gold
Advocate Media is media (content) created and/or shared by Brand Advocates
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1. Create and publish favorable ratings & reviews2. Create and publish positive testimonials (stories)3. Answer prospects’ questions, driving sales4. Defend your brand’s cherished reputation5. Share offers and content with social networks6. Help you build email lists of qualified prospects7. Drive qualified traffic into stores8. Build buzz for new products/services9. Attend and encourage others to attend online/offline
events10. Provide feedback on new/envisioned products/services
Top 10 things Advocates Will Do for You
►What would you like your Advocates to do for you?
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Generate positive reviews, testimonials, answers Drive qualified leads, traffic, sales Cut customer acquisition costs Build your brand army
Energize Your Brand Advocates!
10X Return on Advocacy
The Power of Brand Advocateswww.zuberance.com
Twitter: @ZuberanceBlog: blog.zuberance.com
Request a Zuberance demo: [email protected]