INTERNATIONAL FORUM OF TRAVEL AND TOURISM ADVOCATES(IFTTA ) TWENTY-THIRD ANNUAL CONFERENCE
Energizing Brand Advocates in the Travel Industry
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Energizing Brand Advocates Rob Fuggetta, Founder & CEO for Social Media Strategies for Travel March 3, 2011
description
Presentation on the power of Energizing Brand Advocates by Zuberance Founder/CEO, Rob Fuggetta, at EyeforTravel's Social Media Strategies for Travel conference in San Francisco. March 3, 2011.
Transcript of 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
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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%
