Презентация с вебинара 21 сентября 2011 года от Zuberance.

1. Secrets of B2B
Social Media & WOM Marketing
Zuberance Webinar
September 21, 2011

2. Meet CDW’s Best Marketer
 Justin Dorfman, support engineer,
NetDNA
 Generated over $300K+ sales for
CDW as result of his WOM
recommendations
 CDW has paid Dorfman: $0
 Recommends CDW because of
reliable, personalized service
►81% surveyed CDW customers are Advocates
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3. Today’s Objectives
1. Share secret of B2B social media marketing
success
2. Real-world B2B case studies
3. Practical tips to get social media marketing
results now
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4. Today’s Special Guest
Laura Messerschmitt, VP Marketing, Outright
Really smart person
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5. Brought to you by...Zuberance
 Award-winning online WOM marketing
company
 Focus: Turning Advocates into powerful
marketing force
 Customers: Leading B2B & B2C brands
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6. Zuberance WOM Marketing System
Identify Brand Advocates
“How likely are you to Energize Brand Advocates
recommend us?” Advocate Reviews
Advocate Stories
Social, Digital, Mobile
Tracking & Insights Advocate Answers Advocate Offers
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7. Where Zuberance Fits In
Social Media Products & Services
Zuberance Energize
Generating
Marketing
leads & sales
ROI Engage
Facebook,
communities,
Listen reviews
Social media
listening
tools
Marketing Value
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8. How to Find & Energize your Advocates
Coming in 2012...
Energize
How to Turn Fans, Followers, and
Enthusiastic Customers into Social
Media Marketing Machines
rob@zuberance.com
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9. You Have a Tough Job
Top 5 B2B Marketing Challenges
Generatin
g more 50%
leads
Reaching
decision 46%
makers
Improving
lead 44%
quality
Source: Forrester, MarketingProfs
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10. CMOs’ Online Marketing Woes
Only 5% CMOs rate their companies’ online
marketing performance as excellent
Source: CMO Council, 2011 State of Marketing
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11. Average CMO Tenure: 23 Months
Source: Spencer Stuart
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12. Secret B2B Marketing Weapon
Your “Brand Advocates”
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13. Tweet This
WOM Marketing is 10X more
effective than traditional marketing
 90% buyers trust WOM; 14% trust
ads
 WOM 20 to 50X more influential
than ads
 50% or more of business comes
from WOM
Sources: Nielsen, McKinsey
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14. WOM Mktg vs. Traditional Mktg
Leads Conversion Rates Customer
Per 100K Emails Acquisition Costs
30%
70K $100
2.5% $25
6K
Brand WOMM Online WOMM Traditional WOMM
eMail Marketing Marketing
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15. WOM Champions = Brand Advocates
Highly-satisfied customers
who pro-actively recommend
brands or products without
being paid to do so.
►Beyond like, loyalty, or satisfaction
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16. Advocates are Different & Powerful
Fans  5X more trusted than ads
 50% more likely to
influence purchases than
other customers
 2X more active content
Engaged creators
Customers Advocates Followers
 4X more likely to share
great product experiences
 #1 Motivation: Help
others
Loyal
Customers
Sources: Nielsen, Comscore, Yahoo!; University of Rhode Island research study
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17. Surprise! B2B’s have lots of Advocates
Category Company Type or Product Category % of Advocates
B2B IT Reseller 81%
B2B Accounting software 76%
B2B Software for SMBs 73%
B2B Internet file transfer service 71%
B2C/B2B Security software 70%
B2C/B2B Graphic design software 62%
B2C/B2B Security software 50%
B2B Email marketing services 59%
B2B Project management software 54%
B2B Web design software 51%
B2B Graphic design software 51%
B2B Video editing software 40%
B2B Cable services for business 39%
B2B Telecommunications 24%
Source: Zuberance
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18. Loyal Customers are Advocates
39% of loyal customers are “WOM Champions”
Source: Colloquy
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19. One Account, Thousands of Advocates
Influencer
Gate-
Consultant
Keeper
Economic Decision End-User
Buyer Maker
Technical
Manager
Buyer
Champion
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20. Secret to B2B Social Media Marketing?
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21. Turn Advocates into Marketing Force!
Measurable Benefits Fast
 Generate qualified leads and sales
 Cut customer acquisition costs by 50%
 Amplify positive WOM
 Fight negative WOM
 Turn likes into leads
 Get more success stories
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22. Identify Your Advocates
“Ultimate Question” for Customer Loyalty
How likely are you to recommend our
brand or products to your friends?
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23. Microsoft SMB Identifies Advocates
Microsoft
SMB
Advocates
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24. Ask Ultimate Question in Many Places
Email Call Center
Web Product
Social Packaging
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25. How B2Bs Energizing Their Advocates
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26. CDW Advocates Write Reviews
39% of CDW Advocates Write Reviews
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27. YouSendIt Advocates Write Stories
4,000 stories in 3 weeks!
100% CTR for stories shared by
Advocates
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28. Amplify Advocates, Reach Prospects
Put Recommendations Where You Want Them
• FB
Advocates’ • Twitter
Social
Advocate Reviews, Networks • LinkedIn
Stories, Answers, Offers
• Google+
• Amazon.com
Shopping
Sites
• CNET
• BestBuy.com
• Advocate’s Email
Other • Brand’s Website
• Blogs
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29. Webroot Amplifies Advocates
Double Conversion Rates by Putting This on Buy Pages
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30. Ooma Advocates Answer Qs
1. Prospect clicks on 2. Prospect asks question 3. Opted-in Advocates
banner get email with question
4. Answers sent to
Prospect with offer 5. Prospect
places order
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31. Microsoft Advocates Generate Leads
80% CTR for offers shared by Advocates
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32. Adobe Mobilizes Advocates
Increases Ratings from 3.5 to 4.25 for Black Friday
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33. 3 Best Practices
1. Don’t pay Advocates
2. Make Advocate/WOM marketing part of
ongoing marketing mix
3. Get an Advocate system (scale, tracking)
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34. Today’s Special Guest
Laura Messerschmitt, VP Marketing, Outright
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35. 80% Intuit Sales Driven by WOM
$0.8
WOM
$3.1
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36. Negative WOM Costs Intuit Sales
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37. Intuit Identifies Advocates
Email
Newsletters
In-product 68% are Advocates
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38. Intuit Energizes Advocates
Advocate Reviews Average star rating 4.8/5.0
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39. Intuit Turns Advocates into Sales Force
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40. Intuit Expands Advocate Army
500,000+ Intuit Advocates
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41. Results of Real-Time Poll
What % of your business comes from WOM?
a. Less than 25%
b. About 25%
c. About 50%
d. More than 50%
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42. Download This Now...
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43. Learn More
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44. Q&A
Energizing Brand Advocates
rob@zuberance.com
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