Turning Customers into Marketers - Parallelsdownload.parallels.com/summit/2012/presentations/KimJohnston_A… · Turning Customers into Marketers Kim Johnston, VP of Marketing, Parallels

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


“Brand Advocates”

► Beyond like, follow, or love: advocacy

Highly-satisfied customers

and others who proactively

recommend brands or

products without

being paid.


Why Advocates are Great Marketers

Trusted

1 2

Influential

3

Empowered


Recommenders are a Key Ingredient to Purchase


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


• 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


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


• 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


1. Reviews and Stories

2. Awareness

3. Amplification

4. Insight

Ways to Bring Advocates into the Mix


Parallels Journey - It’s a “Lifestyle” Change!

Social Media

Interaction

Transition to Advocacy

Champion

Engagement


• 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


Show Up Where It Counts!


Promotions Drive Perception


Engaging our Champions Disgruntled Customer

Brand Champions


Using Guest Bloggers


Collect Positive Conversation


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)


Being Opportunistic in Social Media


Social Media Analytics and Insight


Target: • Parallels User Group (440)

Communications Channel: • Email

Parallels Advocacy – Test Pilot – Fall 2011

Ratings Jump

from 3.5 to 4!


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


• 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!


Track Results Yes, you can track and measure results

• Clicks

• Leads

• Sales

• Impressions

Breaking a Myth


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


1. Identify and energize Advocates continuously

2. Leverage Advocate content smartly

3. Track results and optimize

Advocacy Best Practices (Do’s)


1. Don’t pay Advocates

2. Don’t coach Advocates

3. Don’t edit Advocates’ comments

And What Not to Do…


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

http://www.zuberance.com/


Rob Fuggetta

Founder & CEO

Zuberance

[email protected]

650.888.0400

Follow Zuberance on Twitter:

http://twitter.com/zuberance

Questions and Answers

Emily Johnson

Account Director

Banyan Branch

[email protected]

206-321-9457

Twitter: @emilyseong

mailto:[email protected]

http://twitter.com/zuberance

mailto:[email protected]

Thank You!

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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