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

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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

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• 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

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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!