energizing brand advocates in the travel industry

Energizing Brand Advocates

Rob Fuggetta, Founder & CEOfor Social Media Strategies for Travel

March 3, 2011

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Social Media Marketing Landscape

Listen Engage Sell

Social Media Marketing Products & Services

Zuberance

3

Harness Power of Social Media

Turn Highly-Satisfied Guests into Powerful Marketing Force

Cost-effectively drive bookings Amplify positive WOM Increase star ratings

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Brand Advocates, Definition

Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so.

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Advocates: Unique, Powerful Segment

Most trusted sources Highly Influential Massive reach

Business Value

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Advocates are Most Trusted Source

Recommendations from people known

Consumers opinions posted online

Brand websites

Editorial content (e.g. newspaper article)

Brand sponsorships

TV

Newspaper

Magazines

Billboards/outdoor advertising

Radio

Emails signed up for

Ads before movies

Search engine results ads

Online video ads

Online banner ads

Text ads on mobile phones

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

90%70%70%

69%64%

62%61%

59%55%55%

54%52%

41%37%

33%24%

Sources Consumers Trust

Source: Nielsen

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An Army of Advocates

Source: Multiple

1 in 4 people in US (60M) are

Brand Advocates

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Social Media Amplifies Advocates

Sources: Forrester, Comscore; Note: Estimated # of Trusted WOM Impressions over 12-month period

60M Trusted WOM

Impressions

100,000 Energized Advocates

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5X More Valuable than Ave Customers

Ave Customer

Advocacy Value 3X

Brand Advocates

Spend Value 2XSpend

ValueSources: Deloitte; Owen, Brooks, Zuberance

$3,000Value of one Brand Advocate for hotel

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Turn Advocates into Marketing Force

Zuberance Advocate Platform

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Identify Brand Advocates…

How likely are you to recommend our brand or products to your friends?

50%

Ultimate Question for Customer Loyalty

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…Energize Brand Advocates…Advocate Ratings & Reviews Advocate Stories

Advocate Answers Advocate Offers

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Advocate Reviews Boost Hotel Sales

Sources: Chadwick, Martin, Bailey

1 Star 3 Stars 5 Stars0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

26% 29%

92%

14%

44%

1%

60%

27%6%

Less LikelyNo ImpactMore Likely

Travelers 3X More Likely to Book Hotels with 5-Star Ratings than 3-Star Ratings

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…Track Results

Clicks Leads Impressions Sales

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Motel Mobilizes Advocates

Ratings double to 4 stars Thousands of bookings Projected “ROA:” 15X

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44% Advocates opt-in 51% answer Q’s 13% conversion rate

HomeAway Finds Answers

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10X Higher Conversion Rate

Source: FireClick Index, Zuberance Customer Data

Traditional Marketing

WOM/Advocate Marketing

25%

2.5%

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Thank You!

Rob Fuggetta, Founder & CEOZuberance

rob@zuberance.com650.369.2002