Turning Customers into Marketers Kim Johnston, VP of Marketing, Parallels Emily Johnson, Account Director, Banyan Branch

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1 Turning Customers into Marketers Kim Johnston, VP of Marketing, Parallels Emily Johnson, Account Director, Banyan Branch

2 3 Key Messages 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 Profit from the Cloud 2

3 Brand Advocates Highly-satisfied customers and others who proactively recommend brands or products without being paid. Beyond like, follow, or love: advocacy Profit from the Cloud 3

4 Why Advocates are Great Marketers 1 2 Trusted Influential 3 Empowered Profit from the Cloud 4

5 Recommenders are a Key Ingredient to Purchase Profit from the Cloud 5

6 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 Profit from the Cloud 6

7 Real-World Advocate 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 81% surveyed CDW customers are Advocates Profit from the Cloud 7

8 Identify Advocates Ultimate Question for Customer Loyalty How likely are you to recommend our brand or products to your friends? 50% Source: Zuberance survey results, average; based on 1 million+ surveyed consumers Profit from the Cloud 8

9 Your Landscape 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 Profit from the Cloud 9

10 Ways to Bring Advocates into the Mix 1. Reviews and Stories 2. Awareness 3. Amplification 4. Insight Profit from the Cloud 10

11 Parallels Journey - It s a Lifestyle Change! Transition to Advocacy Champion Engagement Social Media Interaction Profit from the Cloud 11

12 Starting in 2009 Objective: - Find the champions and engage! - Get the stories Profiles included: - Segments include SMBs, students, beta testers, etc. - Mac Users Group (MUGs) 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 Profit from the Cloud 12

13 Show Up Where It Counts! Profit from the Cloud 13

14 Promotions Drive Perception Profit from the Cloud 14

15 Engaging our Champions Disgruntled Customer Brand Champions Profit from the Cloud 15

16 Using Guest Bloggers Profit from the Cloud 16

17 Collect Positive Conversation Profit from the Cloud 17

18 The Launch of Parallels Desktop Total Volume of Mentions (Week 1) Total volume of product mentions more than doubled since the release of PD PD5 PD6 PD7 Profit from the Cloud 18

19 Being Opportunistic in Social Media Profit from the Cloud 19

20 Social Media Analytics and Insight Profit from the Cloud 20

21 Parallels Advocacy Test Pilot Fall 2011 Target: Parallels User Group (440) Communications Channel: Ratings Jump from 3.5 to 4! Profit from the Cloud 21

22 Parallels Advocacy Results Pilot 2 Advocate ID & Reviews Launch -- Week 1 Results Target: Parallels Desktop 7 for Mac users (US/UK/English-speaking) Communications Channels: In-product Notifications s to PD7 registratants, online sales opt-in list, etc. Goals: Identify Advocates Energize Passives Increase Amazon review rating Garner content for promotional / marketing purposes Profit from the Cloud 22

23 Parallels Results Pilot 2 results Ratings 15,888 unique Advocates identified Jump - 2,000+ Energized reviews created from 4.0 Amazon UK = 12 new reviews to 4.5! 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 Profit from the Cloud 23

24 Track Breaking Results a Myth Yes, you can track and measure results Clicks Leads Sales Impressions Profit from the Cloud 24

25 If you are not convinced yet, check the numbers! Conversion Rates 10% In-Bound Clicks (Per 100K s) 70K Acquisition Costs $ % 6K $25 Online Marketing WOM Advocacy Brand Advocate Traditional Marketing WOM Advocacy Sources: FireClick Index, Direct Marketing Association, Zuberance customer data Profit from the Cloud 25

26 Advocacy Best Practices (Do s) 1. Identify and energize Advocates continuously 2. Leverage Advocate content smartly 3. Track results and optimize Profit from the Cloud 26

27 And What Not to Do 1. Don t pay Advocates 2. Don t coach Advocates 3. Don t edit Advocates comments Profit from the Cloud 27

28 Your Action Checklist 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 - Give us a call! Profit from the Cloud 28

29 Questions and Answers Rob Fuggetta Founder & CEO Zuberance Emily Johnson Account Director Banyan Branch Follow Zuberance on Twitter: Profit from the Cloud 29

30 Thank You!