Slide presentation from Zuberance Webinar about Brand Advocates on Facebook. Watch the recorded version of the webinar here: http://ow.ly/apOYB

1. Brand
Advocates
on
Facebook:
Timeline,
EdgeRank,
and
Leveraging
Your
Superfans
Tami
Bhaumik,
Zuberance
VP
of
Customer
Success
ScoE
Meldrum,
Pollin8
Founder
&
CEO
April
18,
2012

2. Today’s
Speakers
ScoE
Meldrum
Tami
Bhaumik
Founder/CEO
VP
of
Customer
Success,
Pollin8:
Social
Content
+
Zuberance
Communica9ons
@TamiBhaumik
@Sco<Meldrum
2

3. Main
Messages
1. Brand
Advocates
are
a
different
breed.
2. Timeline
=
More
real
estate
to
boost
brand
advocacy.
3. Leverage
your
Brand
Advocates
to
improve
EdgeRank.
3

4. Meet
CDW’s
Best
Marketer
 Jus9n
Dorfman,
support
engineer,
NetDNA
 Generated
hundreds
of
thousands
in
sales
for
CDW
as
result
of
his
advocacy
 CDW
has
paid
Dorfman:
$0
 Recommends
CDW
because
of
reliable,
personalized
service
►81%
surveyed
CDW
customers
are
Advocates
4

5. What’s
a
Brand
Advocate?
Highly-­‐sa9sfied
customers
and
others
who
pro-­‐ac9vely
recommend
brands
or
products
without
being
paid.
►Beyond
like,
follow,
or
love:
advocacy
5

6. Brand
Advocates
are
a
Different
Breed
 50%
more
likely
to
Fans
influence
purchases
than
other
customers
 2X
more
ac9ve
Engaged
Customers
Advocates
Followers
content
creators
 75%
more
likely
to
share
great
product
Loyal
experiences
Customers
Sources:
Nielsen,
Comscore,
Yahoo!;
University
of
Rhode
Island
research
study
6

7. Advocates,
Fans
have
Different
MoYves
Why
People
“Like”
Why
Advocates
Facebook
Brand
Pages
Recommend
Brands
%
of
US
Facebook
users
I
give
my
opinions
online
regarding
products
&
purchases
because..
Let
friends
know
products
I
I
want
to
help
people
58%
support
41%
I've
had
good
experiences
with
a
product
57%
Get
coupons
and
discount
offers
37%
Others
could
benefit
from
my
perspec9ve
54%
Stay
current
on
new
I
would
want
to
know
before
I
buy
things
53%
products
35%
I've
had
bad
experiences
with
a
product
50%
Learn
about
company/ I
want
others
to
make
smart
purchase
47%
organiza9on
31%
decisions
It
feels
great
to
be
heard
36%
Meet
people
with
similar
28%
interests
as
mine
Feel
connected
to
other
people
33%
Source:
ExactTarget
Source:
Zuberance
Study
7

8. 5
Reasons
to
care
about
Advocates
1. 3X
more
trusted
than
ads
2. #1
influencer
of
purchase
decisions
3. Empowered
by
social,
have
massive
reach
4. Surprisingly
large
segment
5. Your
most
valuable
customers
8

9. Advocates
are
9s
&
10s
“UlYmate
QuesYon”
for
Customer
Loyalty
How
likely
are
you
to
recommend
our
brand
or
products
to
your
friends?
9

10. Advocate
IdenYficaYon
 Email
 Web
 Social
 In-­‐product
 Call
center
 Physical
10

11. Advocacy
Process
IdenYfy
Advocates
“How
likely
are
you
to
Energize
Advocates
Advocate
Reviews
recommend
us?”
Advocate
Stories
Social,
Digital,
Mobile
Tracking
&
Insights
Advocate
Answers
Advocate
Offers
11

12. New
Timeline
Features
and
OpportuniYes
to
Leverage
Brand
Advocates
12

13. New
Feature:
Pinned
Posts
 What
is
it?
– Pages
can
choose
one
post
to
remain
at
the
top
lep
of
the
Timeline
post
sec9on
– Designated
with
a
small
orange
arrow
in
the
top
right
corner
– Remain
for
7
days,
or
un9l
another
post
is
pinned
– Used
to
showcase
important
posts
 Advocacy
Opportunity
– Pin
posts
such
as
Advocate
Iden9fica9on,
Offers,
Educa9onal
Content,
Advocate
Tes9monials
13

14. New
Feature:
Starred
Posts
 What
is
it?
– Starring
a
post
means
that
it
will
be
expanded
to
fit
across
the
width
of
the
Timeline
– It
will
remain
in
its
chronological
order
– Used
to
showcase
previous
posts
that
aren’t
pinned
but
deserve
special
highligh9ng
 Advocacy
Opportunity
– Another
opportunity
to
post
Advocate
Iden9fica9on,
Offers,
Educa9onal
content,
or
to
highlight
Advocate
tes9monials
14

15. New
Feature:
Milestones
 What
is
it?
– Special
types
of
posts
that
allow
brands
to
showcase
important
markers
in
the
company’s
history
 Advocacy
Opportunity
– Brands
that
have
long
standing
rela9onships
with
customers
can
ask
Advocates
to
contribute
photos
that
can
then
be
re-­‐posted
as
part
of
the
Page’s
history
Coca-­‐Cola
creates
milestones
focused
on
their
fans
15

16. New
Feature:
Direct
Messages
 What
is
it?
– Users
now
have
the
ability
to
send
private,
direct
messages
to
brand
pages
– Brands
should
view
this
new
capability
as
an
enhanced
customer
support
channel
– Brands
cannot
ini9ate
contact
with
their
fans
 Advocacy
Opportunity:
Turn
Detractors
into
Advocates
– Aper
a
customer
service
is
resolved
via
direct
messaging
>
ask
customer
to
write
a
review
95%
of
dissaYsfied
customers
would
do
business
again
with
a
company
if
their
problems
were
solved
quickly/saYsfactorily
16

17. Update:
Facebook
Tabs
 Update
– Tabs
moved
from
lep
hand
side
to
boxes
beneath
the
cover
photo
– 4
tabs
displayed
on
home
page.
Users
can
access
more
tabs
by
clicking
on
the
drop
down
arrow
– Wider
dimensions
for
tabs
(Max
width
now
810px
compared
to
520x)
AnyYme
Fitness
enhances
credibility
 Advocacy
Opportunity
by
showcasing
– Dedicate
one
of
the
top
four
Advocate
Reviews
tabs
to
advocacy
(Advocate
Iden9fica9on,
Advocate
reviews,
etc)
17

18. Update:
RecommendaYons
 Update
– “Recommend
this
Place”
is
now
displayed
in
a
box
below
friend
ac9vity
– Only
enabled
for
pages
associated
with
loca9ons
(Pages
with
an
exact
address
in
their
about
sec9on)
– Recommenda9ons
also
posted
to
an
individual’s
wall
and
Newsfeed
 Advocacy
Opportunity
– Drive
Advocates
to
the
“Recommenda9ons”
sec9on
of
your
page.
(If
brand
page
is
not
a
“place,”
drive
to
the
page’s
wall
instead.)
18

19. Update:
RecommendaYons
[Re-­‐engagement
Email
to
Safelite
Advocates]
 Safelite
re-­‐engages
Advocates
to
post
posi9ve
reviews
directly
to
their
Facebook
wall
 Great
way
to
outweigh
nega9ve
comments
on
a
brand’s
Facebook
wall
26%
Conversion
Rate
19

20. Timeline
is
Awesome
But…
 88%
Facebook
fans
never
return
to
the
brand
page
aper
clicking
“Like”
bu<on
 Most
Facebook
users
will
consume
branded
content
in
the
Newsfeed
 Only
16%
of
fans
ever
even
see
branded
content
due
to
EdgeRank
20

21. How
Brand
Advocates
Help
EdgeRank
21

22. What
is
EdgeRank?
 EdgeRank
is
Facebook’s
algorithm
that
determines
what
content
will
show
up
in
a
user’s
Newsfeed
 Affinity
(u):
How
open
you
interact
on
Facebook
with
that
par9cular
user
(or
brand
page)
 Weight
(w):
Amount
of
interac9on
on
that
par9cular
post
(likes,
comments,
shares)
 Time
(d):
How
long
ago
post
was
published
22

23. How
Brand
Advocates
Help
EdgeRank
 Advocates,
by
nature,
love
to
create
and
share
content
– Advocates
are
2-­‐4X
more
ac9ve
sharers
of
content
than
other
consumers
– Advocates
tell
2X
as
many
people
about
their
purchases
– Facebook
(35%)
is
the
2nd
most
popular
channel
where
Advocate
recommend
23

24. How
Brand
Advocates
Help
EdgeRank
 Increase
Reach
 Giving
Advocates
content
increases
probability
your
posts
will
be
seen
by
Facebook
users
not
currently
fans
 Advocates
have
on
average
300-­‐600
people
in
their
social
networks
24

25. Brand
Advocacy
Success
Stories
25

26. Box
Advocates
are
Highly
InfluenYal
 Case
Study:
Box
Advocates
Drive
Sign-­‐Ups
10,429
Offers
Shared
15,139
In-­‐bound
Clicks
5%
Conversion
Rate
26

27. Rubio’s
Leverages
Advocates
to
Build
Brand
Army

Case
Study:
Rubio’s
Drives
Traffic
&
Email
Sign-­‐ups
52%
Conversion
to
Email
Sign-­‐up
55,000
Advocates
63K
Offers
shared
32%
Inbound
CTR
5,139
In-­‐bound
Clicks
27

28. Blurb
Doubles
AOS
at
Half
the
Cost

Case
Study:
Blurb
energizes
Advocates
to
reduce
customer
acquisi9on
costs
17,000
Offers
Shared
112%
Inbound
CTR
Customer
Average
Order
AcquisiYon
Cost
Size
Doubled
Reduced
by
50%
28

29. GMC
Advocates
Share
Reviews
on
Facebook

Case
Study:
GMC
Leverages
GMC
Advocate
Reviews
Advocate-­‐Generated
Content
displayed
on
Facebook
Tab
3,100
Reviews
75%
of
Advocates
Created
choose
to
share
on
224%
CTR
Facebook
(vs
TwiEer,
Email)
29

30. Key
Takeaways
1. Go
beyond
simply
racking
up
“likes”
and
let
your
Superfans
drive
your
Facebook
marke9ng
strategy.
2. Leverage
Timeline’s
new
features
to
display
and
boost
advocacy
for
your
brand.
3. Energize
your
Advocates
to
create
and
share
branded
content
on
Facebook
to
increase
reach,
boost
conversion
rates,
and
build
your
Advocate
Army.
30

31. Learn
More
Visit
us
at:
www.zuberance.com
Twi<er:
@Zuberance
Pre-­‐selling
now
on
Amazon.com
Facebook:
facebook.com/zuberance
Brand
Advocates:
Turning
Enthusias5c
ZuberRants
Blog:
blog.zuberance.com
Customers
into
a
Powerful
Marke5ng
Force
Contact
sales:
info@zuberance.com
-­‐Rob
Fugge<a,
Founder/CEO,
Zuberance
31