[UPDATED: VIEW WEBINAR RECORDING HERE]

3 B2B Case Studies in 30 Minutes: How Three B2B Companies are Leveraging Customer Advocates to Drive Sales Now

Date: Wed, Feb 29, 2012
Time: 11:00 AM PST/ 2:00 PM EST
Twitter Hashtag: #zuberance

Word of Mouth is the “world’s most powerful sales tool,” according to Nielsen. Today, thanks to social media like blogs, social networks, Twitter and more, WOM is more influential than ever. Forward-thinking marketers are boosting positive Word of Mouth by finding and activating their enthusiastic customers (AKA “Brand Advocates.”) But how do marketers harness the power of social media and Word of Mouth in B2B environments?

Expert Speakers:

• Jen Grant, VP of Marketing, Box
• Jill Hunley, VP of Global Social Media and Online Engagement, AVG Technologies
• Kim Johnston, VP of Marketing, Parallels
• Rob Fuggetta, Founder/CEO, Zuberance

Key Takeaways:

• How to identify and energize your best customers (AKA Brand Advocates)
• How to generate referral leads and boost sales via Social Media
• How to lower customer acquisition costs and increase conversion rates and sales via your Brand Advocates
• How to measure the impact of mobilizing Brand Advocates

Please feel free to share the invitation with your social networks!

P.S. Do you have any burning questions about the best ways to energize your Brand Advocates? Enter them on the registration page and we’ll be sure to address them during the webinar.

REGISTER NOW!

Sport & Health, Washington D.C.’s largest family of health clubs with 24 locations in Virginia, Maryland, and D.C., is turning its enthusiastic members into a Word of Mouth marketing force.

Powered by Zuberance, Sport & Health is enabling its Advocates to:

• Create and publish positive reviews of Sport & Health Clubs, boosting ratings on review sites
• Create and share their fitness success stories on Facebook, Twitter, and elsewhere on the social web
• Share promotional offers and content with their social networks, generating referral leads and boosting membership sales

Importantly, Sport & Health is not paying Advocates or giving them incentives for recommendations. Instead, the club is tapping into the authentic enthusiasm of its highly-satisfied members and making it easy for them to recommend Sport & Health to others.

“Word of Mouth is our best form of advertising,” said Nancy Terry, senior vice president of marketing at Sport & Health. “With Zuberance, we’re harnessing the power of Word of Mouth. This is a very cost-effective and measurable way to drive referral leads and sales,” she added.

“Sport & Health has done a fantastic of creating thousands of Advocates,” said Rob Fuggetta, founder and CEO of Zuberance. “Now, we’re turning these Advocates into a powerful marketing department for Sport & Health,” he stated.

A growing number of fitness companies are using Zuberance’s award-winning Brand Advocate solution to generate referral leads, sales, and positive Word of Mouth.

“Word of Mouth is the number one source of referrals and sales for clubs, studies show. Yet until now, clubs haven’t had an automated Word of Mouth marketing system that drives measurable increases in referrals and sales. Zuberance fills that gap for the fitness industry,” said Fuggetta.

Read full press release here.

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

Brand Advocates – consumers and business buyers who frequently recommend brands and products without being paid – are highly trusted and influential. Their recommendations drive trillions of dollars of purchase decisions for everything from cars to computers, fish tacos to fitness memberships, software to smart phones. Now, a new study sponsored by Zuberance has revealed three surprising findings about Brand Advocates.

This study provides further evidence about the power and influence of Brand Advocates.The message in the data is clear for B2C and B2B marketers: find and activate your Advocates now to generate more recommendations, referrals, and revenues.

Download the full report here.

Don’t miss our March 21 webinar: Founder/CEO of Zuberance, Rob Fuggetta, will present the findings from “Three Surprising Facts About Brand Advocates” and share the implications for marketers. Click here to register.

(Click here to view the Infographic in your browser.)

AlwaysOn, the leading business media brand network in the Global Silicon Valley, announced this year’s OnMedia 100 Top Private Companies- and Zuberance was awarded in the “B2B: Technology Enablers” category!

Inclusion in the OnMedia 100 signifies leadership amongst its peers and game-changing approaches and technologies that are likely to disrupt existing markets and entrenched players. Zuberance was specially selected by the AlwaysOn editorial team and industry experts spanning the globe based on a set of five criteria: innovation, market potential, commercialization, stakeholder value, and media buzz.

Other companies recognized in this year’s OnMedia 100 include Pinterest, Shazam, Marketo, and Spiceworks.

This is the second year in a row that we’ve received recognition from AlwaysOn. Thanks to all who made it possible!

Cheers to the power of brand advocacy!

Read the full press release here.

50% of B2B customers are highly likely to recommend products/services to their networks.

30% of B2B Advocates recommend the first time they are given the opportunity.

70% of B2B Advocates’ contacts respond to recommendations (i.e. by reading recommendations, considering purchasing the product, or clicking through to purchase.)

Source: Zuberance customer advocacy data

Learn “How Box, Parallels, and AVG Technologies are Leveraging Customer Advocates to Drive Sales Now” during our webinar on February 29, 2012 at 11:00 AM PST/ 2:00 PM EST. Register here.

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.

You’re already sold on the power of Brand Advocates. You’re identifying and energizing your Advocates now to recommend your brand and products. What’s next? How can you get the greatest possible bang from your advocacy buck? How can you fully harness the power of Advocates to build your brand and business?

Watch the webinar below to learn about “Advanced Techniques for Energizing Your Brand Advocates.” (Click here to watch on Slideshare.)

10 Advanced Brand Advocacy Tips

1. Grow your Advocate Army. New customers, returning customers, and passives are three segments that brands can look to in order to identify and energize Advocates.

2. Leverage multiple touch points to identify and engage with Advocates: email, website, social channels, mobile, in-product, physical stores, customer service.

3. Use the full array of Advocate applications: reviews, stories, answers, offers.

4. Take Advantage of Advocate Apps. Various Advocacy apps can directly address marketing challenges and/or opportunities. For example, certain properties of a hotel chain are receiving poor online ratings and reviews. Using Advocate reviews, this hotel can focus their enthusiastic and highly satisfied Advocates on rating and reviewing these properties on third party review sites like TripAdvisor.

5. Energize Advocates by Segment. Not all Advocates are alike, so building a segment-driven Advocacy program is key to any brand advocacy strategy. Vary your messaging to target different Advocate segments and create distinct goals for approaching each segment.

6. Mobilize Advocates. Use Advocate applications to mobilize your Advocates around specific situations or opportunities. For example, Advocate stories can aid in brand repositioning, Advocate offers can drive lead generation, and Advocate reviews and stories can help to combat negative Word of Mouth.

7. Leverage Advocates for launches. Energize your most passionate customers pre-launch to build buzz and awareness about your new product.

8. Leverage Advocate content smartly. Advocate-generated content is digital gold. Place Advocate content on multiple pages on your website, on a dedicated tab on your Facebook page, in your paid search ads, etc.

9. Set it and forget it! Setup email marketing campaigns that ask new customers if they would recommend your product and write a review two weeks after the purchase.

10. Promote causes. Rally your Advocate Army to promote a charity and spread awareness to their social networks.

-Cara Fuggetta, Marketing Manager, Zuberance

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.