Turning Customers into Marketers - Parallelsdownload.parallels.com/summit/2012/presentations/KimJohnston_A… · Turning Customers into Marketers Kim Johnston, VP of Marketing, Parallels
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Turning Customers into Marketers Kim Johnston, VP of Marketing, Parallels Emily Johnson, Account Director, Banyan Branch
Profit from the Cloud™ | 2
1. Your enthusiastic customers (aka “Advocates”) are your best marketers
2. Turn Advocates into powerful marketing force
3. 10x more cost-effective than traditional marketing
3 Key Messages
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“Brand Advocates”
► Beyond like, follow, or love: advocacy
Highly-satisfied customers
and others who proactively
recommend brands or
products without
being paid.
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Why Advocates are Great Marketers
Trusted
1 2
Influential
3
Empowered
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Recommenders are a Key Ingredient to Purchase
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Marketing Mix is Shifting
• Mobile marketing spend has the highest CAGR
• Search continues to have largest share in the mix
• In 4 years, interactive marketing will have over a third of the overall ad spend
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• Justin Dorfman, support engineer, NetDNA
• Generated hundreds of thousands in sales for CDW
• CDW has paid Dorfman: $0
• Recommends CDW because of reliable, personalized service
Real-World Advocate
► 81% surveyed CDW customers are Advocates
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50%
Identify Advocates
“Ultimate Question” for Customer Loyalty
How likely are you to recommend our
brand or products to your friends?
Source: Zuberance survey results, average; based on 1 million+ surveyed consumers
Profit from the Cloud™ | 9
• Go Daddy and 1&1
- “Direct to Consumer”
- Big budgets
• Endurance, Host Gator and a few others
- Super Strong in Affiliates
- Leverage bidding and relationships
This is one way that economies of scale is not a competitive edge and money doesn’t matter…
it is about focus and mobilization
Your Landscape
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1. Reviews and Stories
2. Awareness
3. Amplification
4. Insight
Ways to Bring Advocates into the Mix
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Parallels Journey - It’s a “Lifestyle” Change!
Social Media
Interaction
Transition to Advocacy
Champion
Engagement
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• Objective: - Find the champions and engage!
- Get the stories
• Profiles included: - Segments include SMBs, students, beta testers, etc.
- Mac Users Group (MUGs)
Starting in 2009…
“Working as a software tester I need to be able to test
multiple browsers and multiple operating systems,
using Parallels on my MacBook Pro, I can carry a whole
virtual test lab in by bag. Windows, Mac, Linux −
I can test them all with a single, portable machine.”
− Bruce Mcleod
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Show Up Where It Counts!
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Promotions Drive Perception
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Engaging our Champions Disgruntled Customer
Brand Champions
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Using Guest Bloggers
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Collect Positive Conversation
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The Launch of Parallels Desktop 7
0
5000
10000
15000
PD5 PD6 PD7
Total volume of product mentions more than doubled since the release of PD6.
Total Volume of Mentions (Week 1)
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Being Opportunistic in Social Media
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Social Media Analytics and Insight
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Target: • Parallels User Group (440)
Communications Channel: • Email
Parallels Advocacy – Test Pilot – Fall 2011
Ratings Jump
from 3.5 to 4!
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Target: • Parallels Desktop 7 for Mac users (US/UK/English-speaking) Communications Channels: • In-product Notifications • Emails to PD7 registratants, online sales opt-in list, etc. Goals: • Identify Advocates • Energize Passives • Increase Amazon review rating • Garner content for promotional / marketing purposes
Parallels Advocacy Results – Pilot 2 Advocate ID & Reviews Launch -- Week 1 Results
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• 15,888 unique Advocates identified - 2,000+ Energized - 235 reviews created
•Amazon UK = 12 new reviews •Amazon US = 52 reviews
- Achieved goal of 4.5 star rating on Day 1!
• 2,149 Offers shared
- 2,296 Inbound clicks - Overwhelmingly positive 1:1.2 Influence Ratio response - 66% Advocacy rate (rank Parallels Desktop 9-10)
• 14.3% conversion to sales via online channel
Parallels Results – Pilot 2 results
Ratings Jump
from 4.0 to 4.5!
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Track Results Yes, you can track and measure results
• Clicks
• Leads
• Sales
• Impressions
Breaking a Myth
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If you are not convinced yet, check the numbers!
In-Bound Clicks (Per 100K Emails)
Advocate eMail
6K
70K
Brand eMail
Conversion Rates
WOM Advocacy
2.5%
10%
Online Marketing
Acquisition Costs
WOM Advocacy
$25
$100
Traditional Marketing
Sources: FireClick Index, Direct Marketing Association, Zuberance customer data
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1. Identify and energize Advocates continuously
2. Leverage Advocate content smartly
3. Track results and optimize
Advocacy Best Practices (Do’s)
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1. Don’t pay Advocates
2. Don’t coach Advocates
3. Don’t edit Advocates’ comments
And What Not to Do…
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Get started! - Find your advocates and ask the ultimate question
•What existing communications can you leverage to find them?
- Energize them •Simple outreach is a great start
- What existing communications can you use to amplify?
•Ask for a review and a story
•Publish those you get! (with permissions of course)
Taking it to the next level… - Make this programmatic; automate the process
And beyond… - Integrate tracking mechanisms
- Webinar resources at www.Zuberance.com
- Give us a call!
Your Action Checklist
Profit from the Cloud™ | 29
Rob Fuggetta
Founder & CEO
Zuberance
rob@zuberance.com
650.888.0400
Follow Zuberance on Twitter:
http://twitter.com/zuberance
Questions and Answers
Emily Johnson
Account Director
Banyan Branch
Emily@banyanbranch.com
206-321-9457
Twitter: @emilyseong
Thank You!
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