Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club...

Presents:

“The Marketing Power of Customers”

October 20, 2010

Featured speakers:

Josh Bernoff

Kari Bedgood

Featured Speakers:

Josh BernoffSVP of Idea DevelopmentForrester Research, Inc

Kari BedgoodDirector of PR &

MarketingClub One Fitness

Rob FuggettaFounder & CEO

Zuberance

Michael BritoVP Social MediaEdelman Digital

Tony LeeVP Marketing

TiVo

Becky BrownDirector Social Media

StrategyIntel

The Panel: Email [email protected] to request an invitation

Date: Tuesday, Oct 26, 2010Time: 5:30pm-8pmLocation: 111 Minna Art Gallery,San Francisco

mailto:[email protected]

© 2010 Forrester Research, Inc. Reproduction Prohibited5 © 2009 Forrester Research, Inc. Reproduction Prohibited

Turning your CustomersInto a Channel

Josh Bernoff

SVP, Idea Development, Forrester Research

Coauthor, Groundswell and Empowered

www.forrester.com/empowered


Customers are a crucial marketing channel

Photo: Joaquin Villaverde

Photography via Flickr


The funnel doesn’t end with customers


500 billionimpressions


Marty Collins amplifies Windows 7 fan comments


Five steps for fan marketing

1. Outside perspective. Listen.

2. Respond. Reach out to customers.

3. Enable. Give customers tools, content, and opportunities to talk.

4. Amplify. Find ways to connect fans to one another.

5. Change. Help your company learn from fan activity.


Suzanne Piddick at Rentvillas.com turns service into marketing


Scott Monty amplifies fans for Ford’s Fiesta


Mike DiLorenzo amplifies Hockey Fans


Some thoughts to take away

Your fans are your biggest asset

Because of the volume of comments, fan marketing deserves funding

Remember to get the outside perspective, respond, enable, amplify, and

change

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Josh Bernoff+1 617.613.5780

[email protected]

www.forrester.com/empowered

@jbernoff

Club One WOM Case Study

Who We Are

• Founded in 1991 in San Francisco• 14 premium health clubs in Bay Area

– Committed to customer service • Inspire behavioral change & healthy

lifestyles

Club One at Santana Row, San Jose, Calif.

Our Members

55,000 members in the Bay Area– HHI: $100,000+– Average age: 42 yrs– 49% male, 51% female

Where Our Customers Come From

The Situation

• 2009’s economic slump + rise in unemployment rocks the health club industry

• Faced with subsequent membership challenges in 20101. Retention

2. Lead Generation

• However, satisfaction and net promoter scores still very high

The Opportunity

Leverage our best customers and brand advocates to drive sales

Member Survey Turned Referral Engine

Advocate Identification

Enable Sharing

E-mail Shares

From: Kari Bedgood [mailto:[email protected]] Sent: Monday, June 14, 2010 3:42 PMTo: Elizabeth YoungSubject: Kari Bedgood has shared an exclusive offer from Club One Fitness

Your friend has recommended you experience Club One for yourself, and they've shared this exclusive offer with you. Now begin your health revolution by enjoying 14 complimentary days of fitness on us.

Redeem this complimentary offer and you'll receive a 14-day guest membership to any of our 14 Bay Area locations.You must activate membership by July 31st, 2010. Sign up now.

>> click here to begin your Club One experience.

http://zube.me/c4cc07e

Facebook & Twitter Shares

Results

• 3,009 completed Member Surveys– 61% advocates

• 1,826 total sharing actions – 1,694 via e-mail– 115 via Facebook– 17 via Twitter

• 915 completed web forms for 14-day pass – 627 guest membership activations– 97 converted to long-term membership

ROI

$1 Spent $9 in Return

And best of all…

New, Happy Members

What’s Next?

Amplify: facilitate advocates sharing their delight

Extend exclusive offers to fan networks Rate and post reviews on Yelp.com Tell the world your success story

Thank you!

Kari Bedgood

Director of Marketing & PR

[email protected]

Thank you for Joining us!

Tuesday, October 265:30pm-8pm

111 Minna GallerySan Francisco

Email [email protected] to request an invitation

mailto:[email protected]

Zuberance Webinar Slides: The Marketing Power of Customers featuring Forrester Research Inc & Club...

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