How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B
-
date post
14-Sep-2014 -
Category
Business
-
view
791 -
download
1
description
Transcript of How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B
![Page 1: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/1.jpg)
1
How to Avoid BecomingSocial Media Roadkill
Zuberance WebinarJune 23, 2010
![Page 2: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/2.jpg)
2
Rob FuggettaFounder & CEO
![Page 3: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/3.jpg)
• Brand Advocate Platform Company
• Award-winning Advocate Marketing Platform
• Turns social media into sales by energizing Advocates
About Zuberance
Members
![Page 4: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/4.jpg)
Advocates Prospects
Brands
Recommendations
Reven
ues“Rew
ards”
Zuberance Advocate Platform
Social, web, mobile
Driving Advocacy & Sales
![Page 5: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/5.jpg)
When bad things happen to good companies…
Today’s Focus
![Page 6: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/6.jpg)
“Boogergate”
![Page 7: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/7.jpg)
“Prinergy is Dead”
![Page 8: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/8.jpg)
Diaper Drubbing
![Page 9: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/9.jpg)
Everyone’s Got a Megaphone
![Page 10: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/10.jpg)
Word of Mouth Rules
WOM
14%
94%
Ads
Consumer Trust
![Page 11: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/11.jpg)
Power of a Few
“One or two consumers can make a
lot of noise.”
Jodi Allen, VP-North American Baby Care, P&G
![Page 12: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/12.jpg)
So what’s the answer?...
![Page 13: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/13.jpg)
Highly-satisfied customers who pro-
actively recommend your brand or
product without being paid to do so
Engage & Energize Your Advocates!
![Page 14: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/14.jpg)
3 Things to Know About Advocates
1. You have lots of Advocates
2. Advocates are highly influential, trusted
3. Advocates will gladly advocate you (make it easy for them)
![Page 15: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/15.jpg)
Real-World Case Study:
Activating Advocates
![Page 16: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/16.jpg)
• Consumer electronics company
• Major new product launch
• Negative reviews hurting sales
Negative Reviews Hurting Sales
![Page 17: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/17.jpg)
Reviews Drive Sales
84% of consumers say reviews influence purchases
![Page 18: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/18.jpg)
Negative Reviews
“Even a single negative review…
can have a significant impact on a
prospective buyer’s decision to
purchase.”
Linda Shea, SVP & Global Managing Director, Opinion Research
![Page 19: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/19.jpg)
Solution: Energize Advocates
![Page 20: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/20.jpg)
Identify Advocates
![Page 21: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/21.jpg)
Energize Advocates
![Page 22: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/22.jpg)
Track & Optimize Results
Dashboard (Advocate Analytics)
Platform Engine
![Page 23: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/23.jpg)
Ratings Doubled
Before
After
![Page 24: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/24.jpg)
Sales Doubled
Before
After
![Page 25: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/25.jpg)
Advocacy Score Doubled
10
15
20
25
30
35
40
Q1 Q2 Q3 Q4
![Page 26: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/26.jpg)
1. Advocate Testimonials
2. Advocate Answers
3. Advocate Offers
3 More Ways to Energize Advocates
Turn Advocates into a Powerful Marketing Force
![Page 27: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/27.jpg)
1. Make it easy for Advocates
2. Don’t pay or coach Advocates
3. Engage Advocates continuously
3 Key Lessons
![Page 28: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/28.jpg)
1. How credible is the source?
2. How influential is the forum?
3. How common is the complaint likely to be?
4. How serious is the complaint?
5. How likely is my response going to make things worse?
When to Respond to Negative WOM
Source: Ad Age, Jack Neff
![Page 29: How To Avoid Becoming Social Media Roadkill, Zuberance Webinar, June 23, 2010, Final B](https://reader034.fdocuments.in/reader034/viewer/2022051608/5416203b8d7f72a26c8b46e3/html5/thumbnails/29.jpg)
1. Do the right thing (even when it costs you money)
2. Acknowledge errors & fix them
3. Be prepared
4. Engage & energize Advocates early
5. Communicate early; don’t wait
Don’t Become Social Media Roadkill