Download: Word of Mouth Marketing for Restaurants

How to Harness the Power of Word of Mouth and Brand Advocates to Boost Sales and Ratings

Word of Mouth marketing has been called the most powerful form of restaurant marketing. Forward-thinking restaurant marketers are boosting positive Word of Mouth by finding and activating their enthusiastic customers (AKA “Brand Advocates.”) Take Rubio’s Fresh Mexican Grill: In only a few months, Rubio’s has identified 52,000+ Advocates and energized them to share 60,000 offers to their social networks, plus rate and review their local Rubio’s on Yelp. Download the whitepaper to learn how you can find and activate your Brand Advocates to recommend your restaurant, driving sales and boost ratings.

Download this white paper and learn:

• How to increase customer visits and drive sales
• How to boost online ratings and reviews on Yelp
• Ways to combat negative Word of Mouth
• Real world case study featuring Rubio’s Fresh Mexican Grill

Brands have been intensely focusing on racking up the “likes” on their Facebook page through various marketing tactics such as offering incentives, investing in Facebook ads, and more. But even with hundreds of thousands of Facebook fans, the road to kick ass Facebook engagement is a rather bumpy one.

Take a look at these stats working against you when it comes to Facebook marketing:

88% of Facebook users never return to a fan page once they “like” it (Brandglue.com.)

Due to EdgeRank, each time a brand posts to their Facebook page, only about 16-18% of fans actually see the post in their newsfeeds (source: comScore, Facebook.)

According to a recent Ehrenberg-Bass study, now you can add this stat: Only 1% of Facebook fans engage with brands.

So how do you overcome these obstacles and increase brand engagement? Focus not just on your fans, but on your fanatics (AKA your Brand Advocates) to share your content with their friends.

Why focus on your Brand Advocates?

• Brand Advocates are a different breed: They are 50% more likely to influence purchase decisions and 75% more likely to share great product experiences.
• By mobilizing your Advocates to share content on your behalf, you expand your reach beyond your current fan base to your Advocates’ networks.
• Brand Advocates will spread the love across channels (Twitter, LinkedIn, third party review sites, etc.), not just Facebook.
• Your customers don’t trust you anyway. 90% of consumers trust Word of Mouth; only 24% trust online ads (source: Nielsen.)

To learn more about leveraging your brand fanatics, download our whitepaper, Turning Fans and Followers into Brand Advocates.

Word of Mouth recommendations are extremely influential when it comes to Healthcare. People turn to peers, patients, and others who have had similar experiences and procedures to seek information as a trustworthy source.

In this video, Social Media Specialist, Reed Smith, discusses how St. David’s HealthCare is identifying patient Advocates and connecting with them to share their St David’s story.

Click here to watch on YouTube.

Some key highlights from the St. David’s HealthCare Advocacy Program:

• 74% of patients identified as St David’s HealthCare Advocates.
• For every testimonial created, each Advocate is sharing it to their social networks twice.
• There is an average of .78 clicks through to each testimonial shared on an Advocate’s social network (Facebook, Twitter, and email.)

What’s Next?

St David’s HealthCare plans to leverage Advocate testimonial content using iframes on each individual hospital location website.

To learn more about the power of Word of Mouth, download the whitepaper, “Top 5 Reasons Why Brands Should Focus on Earned Media.”

Diane Beaudet, VP of Global Marketing Programs for Webroot, an online protection software company, discusses the power of Brand Advocates.

Some highlights from Webroot’s Advocacy Program:

• Webroot has created a brand army of 11,000 Webroot Advocates (and growing.)
• Webroot Advocates have written about 6,000 reviews.
• Over 500 positive reviews have been published to third party review sites such as Amazon, BestBuy, and CNET.
• Advocates give Webroot products an average rating of 4.5/5 stars.
• In one quarter, sales increased by 200% due to Advocate-generated reviews that were published on Amazon.

What’s next for Webroot’s Advocate Program?

Webroot plans to leverage their Advocates to drive sign-ups and participation in a new online community to be launched in 2012.

Read more about how Webroot is turning their enthusiastic customers into a powerful marketing force here.

Rob Fuggetta, founder & CEO of Zuberance, will be the guest speaker at the upcoming Northern California chapter meeting of the Marketing Executives Networking Group (MENG.)

Date: Thurs, Jan 19, 2012

Time: 6:30pm

Location: Parc 55 Wyndham Hotel, San Francisco

REGISTER NOW

Customer advocacy is the #1 priority for Chief Marketing Officers (CMOs) worldwide, according to a recent IBM study. Fuggetta’s presentation, which is entitled “Turning Advocates into a Powerful Marketing Force,” will feature real-world case studies about how companies like Intuit, CDW, Rubio’s Fresh Mexican Grill and many others are leveraging their most enthusiastic customers to spread positive Word of Mouth and drive sales.

About the Speaker

Rob Fuggetta is the leading expert on brand advocacy and has more than 20 years of marketing leadership experience.  He is a former partner at Regis McKenna, the legendary Silicon Valley technology marketing and communications firm, where he co-led the global Apple account.  He later became the CMO at Genuity, a Verizon spin-out which went public in June 2000.  Fuggetta is the author of “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force” to be published by John Wiley & Sons in 2012.

Hubspot recently published a killer infographic on “How Word of Mouth, Customer Reviews are Changing the Marketing World.”

The infographic highlights the growing distrust of traditional advertising as consumers are turning to their friends, ratings, and reviews to gain insight on purchase decisions. Take a look at some of the key stats below.

Outbound is Out

• Only 8% of consumers prefer online ads as the best source of product information.
• 65% mute the TV, change the channel or skip ads.
• 75% of people don’t accept advertisements as the truth.

Inbound is In

• 63% of social media users feel consumer ratings are #1.
• 90% of consumers discuss specific bands casually 90 times per week.
• 90% of people trust brand recommendations from friends.
• 70% trust consumer opinions.
• Products that have received 50+ reviews create greater returns (which is 65% higher than products that have less than 5 reviews.)
• 61% of consumers use search engines to read about products before a purchase.
• 71% are more likely to purchase when referred by social media.

Success Story Stats

• American Eagle added the “Like” button to every product on their site, and Facebook shoppers spent 57% more money.
• Every Eventbrite link shared on Facebook generates $2.52 in ticket sales.
• Each Ticketmaster event post by customers on Facebook results in $5.30 in direct ticket sales.
• When Levi’s added the “Like” button, they saw a 40X increase in referral traffic.

Traditional marketing is so 90′s. Modern marketing is all about recommendations.

Read how companies in various industries are energizing their Brand Advocates to create online recommendations by downloading, “Turning Your Customers into a Powerful Marketing Force.”

-Cara Fuggetta, Marketing Manager, Zuberance

Social media campaigns get and keep Brand Advocates in consumer product goods (CPG) revved up, according to a new BzzAgent study published today in eMarketer.

The study showed that 39% of Advocates would recommend a CPG product before a social media campaign. That’s a very high percentage and further evidence that the percentage of consumers who are Advocates is much higher than people think. That percentage jumps to 61% after being exposed to a social media campaign, the study showed.

Additionally, after a year of being exposed to a social media campaign, actual purchase intent remained at 61% proving that social marketing programs hold long-lasting effects on brand engagement and advocacy.

-Rob Fuggetta, Founder/CEO, Zuberance

The following is an excerpt from Rob Fuggetta’s forthcoming book about Brand Advocates.

One negative review can cost you 30 customers, a study by Convergys found. Using the Convergys research as the baseline, you can see how much one negative review costs a small resort hotel in Orlando, Fla.

If your average revenues per customer are higher, negative reviews cost you more. One negative review costs a high-end fitness club $72,000, as the chart below shows.

Social Media Whup-Ass

This is a conservative estimate of the amount of money you can lose from negative reviews. It only focuses on lost sales. It doesn’t take into consideration the lasting financial impact of negative reviews on your company or brand’s reputation.

Also, it doesn’t take into consideration other ways Detractors spread negative Word of Mouth, like email, social channels, and offline.

In the old days, PR people would tell their clients who wanted to battle newspaper editors, “Don’t pick a fight with a man who buys ink by the barrel.”

Today that man is the social consumer, and he’s got a barrel of social media whup-ass for you.

Read more excerpts from Rob’s forthcoming book here.

-Rob Fuggetta, Founder/CEO, Zuberance

The Marketing Power of Brand Advocates

A rock star collection of mind-blowing stats about your most enthusiastic customers (AKA Brand Advocates.)

Use Your Advocates’ Reviews as Marketing Copy

CDW’s Senior Segment Marketing Manager, Lauren McCadney, on Advocate reviews: You can hire the best copywriter, but they’ll never beat an Advocate when it comes to authenticity. (Clip taken at the Chicago Brand Advocacy Series.)

How JetBlue Built Long Lasting Relationships on Their 10^th Birthday

If you want to make an impact on someone, and create Brand Advocates, do something unexpected and delightful.  For example, what if you were to give away gifts on your birthday? 

That’s exactly what JetBlue did on its 10th anniversary, as Morgan Johnston, Corporate Communication Manager, explains in this clip taken at the New York Brand Advocacy Series.

How Do You Energize Brand Advocates?

At the New York Brand Advocacy Series, attendees and panelists were asked, “How do you energize Word of Mouth?” Here are their answers.

The Adventures of Brand Advocate Man

It’s a bird..it’s a plane..no, it’s BRAND ADVOCATE MAN! Watch the story of how Brand Advocate Man helped a struggling marketer energize her Advocates and become a social marketing Superhero!

-Cara Fuggetta, Marketing Manager, Zuberance

The recording below is from our recent webinar, “3 Case Studies in 30 Minutes: How Three Travel and Hospitality Companies are Increasing Sales and Ratings by Leveraging Their Brand Advocates” featuring social marketing success stories from Rubio’s, Tryp by Wyndham, and Qatar Airways. The speaker was Founder/CEO of Zuberance, Rob Fuggetta (@robfuggetta).

Key Takeaways:

• Brand Advocate definition: Highly-satisfied customers and others who pro-actively recommend brands or products without being paid.
• Brand Advocates are a different breed- They are 2X more active content creators and 4X more likely to share great product experiences.
• On average, 50% of a company’s customers are Brand Advocates.
• Identify your brand’s Advocates by asking The Ultimate Question: On a scale from 1-10, how likely are you to recommend our brand or products to your friends? (9′s and 10′s are Advocates.)
• Advocate marketing has a sales conversion rate of 5% or higher compared to traditional marketing at less than 1%.
• Rubio’s Advocates have created over 3,800 Yelp reviews and shared 60,000 offers with their social networks.
• 41% of Tryp’s Advocates recommended the hotel by creating reviews. The average start rating was 4.7 stars out of 5.
• 43% of Qatar Airway’s Advocates actively recommend the airline. Qatar Airways is seeing an 80% click-through rate on Advocate stories that were shared with their social networks.

-Cara Fuggetta, Marketing Manager, Zuberance