Archive for Rob Fuggetta

Why Your Brand's Online Reputation Matters Now More Than Ever

Posted by Rob Fuggetta on January 14th, 2014 at 2:14 pm

Facebook's algorithm is consistently changing to showcase more human vs. brand updates, Google's endorsements feature recommendations from friends and there's nothing stopping customers from increasing or decreasing your online reputation.
We are constantly surrounded by advertisements, posts and updates from brands. How do consumers filter through the noise and find what they really want to know?
A new study from Nielsen states 84% of global consumers say recommendations from “people I know.” This rates higher than other sources of advertising.

48%  of holiday shoppers said online rating and reviews frequently or always influenced their purchases. That’s 3 times more than the influence of ads.

Negative online reviews:

Send consumers elsewhere with their dollar
Decrease sales
Damage your brand's valuable reputation
Encourage consumers to spread negative word of mouth about your brand: "I wouldn't eat at that restaurant, I read terrible reviews about it on Yelp."

What happens in Vegas doesn't stay in Vegas, it ends up on TripAdvisor.com
A popular hotel in Las Vegas, and Zuberance client's, number one marketing priority is to move their rankings and reviews up on TripAdvisor.com, the honest way. The Vegas hotel asked their Advocates who had recently... Read more

Three New Ways to Get More Bang for Your Refer-a-Friend Bucks

Posted by Rob Fuggetta on January 14th, 2014 at 2:14 pm

Referrals are the marketing lifeblood for many companies. According to the Word of Mouth Marketing Association (WOMMA), 90 percent of small businesses rely on word-of-mouth referrals. And Nielsen reports that people are four times more likely to buy when referred by a friend.
Are you looking to get more ROI from your refer-a-friend program? Here are three new ways to get more bang for your refer-a-friend bucks:
1. Get Advocates to rate and review your products
Your Advocates will do more than refer friends to you. They’ll also create valuable content like glowing testimonials and highly positive reviews that boost your online ratings and rankings on shopping sites.
Consumer electronics company TiVo recently ran a highly successful refer-a-friend campaign. The company generated over 100,000 referrals and millions of social media impressions.
A whopping 54 percent of TiVo Advocates who referred friends also have recommended TiVo by writing and publishing positive reviews on shopping sites or advocating TiVo in other ways. This has helped TiVo increase its star ratings on Amazon.com, Best Buy.com and other sites.
To get referrals and content, you’re going to need an Advocate marketing platform that enables Advocates to recommend your brand and products in both these ways and more. This platform should... Read more

3 Great Things About Google's Endorsements

Posted by Rob Fuggetta on January 10th, 2014 at 5:05 pm

Ninety-two percent of consumers around the world say the trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising, according to a 2012 study by Nielsen.
B2B and B2C brands are leveraging advocate-created content such as reviews, recommendations and stories in their marketing collateral, digital messaging and more. Advocates create content marketers dream of and Google is taking full advantage of this.
" To ensure that your recommendations reach the people you care about, Google sometimes displays your reviews, recommendations and other relevant activity throughout its products and services. This sometimes includes shopping contexts, like the Google Play music store, and ads. Your profile name and photo may appear with the recommendation." - Google Support
Shared endorsements are the next best thing, as long as your advocates are writing reviews about your product and/or service. A lot of articles I have been reading that announce this new feature on Google have had similar reactions as to when Facebook changed its privacy settings. I'm here to point out the good in these new endorsements.

3 Great Things About Google's Endorsements:

Advocates' reviews show up in Google search results - no clicking to review sites required
The potential for your... Read more

How Brands Can Win with Facebook’s New Algorithm

Posted by Rob Fuggetta on December 17th, 2013 at 1:09 pm

Facebook’s news feed algorithm change does not favor brands.
People want to see more relevant news and what their friends have to say about it, according to Facebook’s News Feed FYI.
According to a report by Ignite, in the week since December 1, organic reach and organic reach percentage have each declined by 44% on average, with some pages seeing declines as high as 88%.
Many digital marketers are shouting from the rooftops “If we can’t even reach those who like our page and engage, what’s the point?”
You do not have to pay, or give up hope. Just because Facebook’s algorithm has changed, doesn’t mean your content and messages are, you just have to leverage your brand advocates.
Brand advocates are people who highly recommend brands and products without being paid to do so. Brand advocates are a company’s most engaged, loyal and valuable customers—a volunteer sales and marketing force.
Advocates' recommendations are the number one influencer of purchase decisions and brand perceptions in nearly every product category from smartphones to software, hotels to housewares, cars to computers, and financial services to memberships.
In a recent Zuberance survey, 89% of Advocates said their friends buy or consider purchasing the products and services they recommend. Many consumers... Read more

Return on Advocacy

Posted by Rob Fuggetta on June 7th, 2013 at 9:47 am

Three key metrics for Advocate Marketing programs:

Total Number of Recommendations: A recommendation can be a positive review, testimonial, answer to a prospect’s question, tweet, post, or share. Most marketers inherently know that getting more recommendations is highly valuable. Recommendations drive sales, study after study shows.
Advocate Reach: This metric estimates how many people have seen your Advocates’ recommendations on shopping sites, review sites, social networks, your website, and elsewhere. We use Forrester’s Peer Influence Analysis study to estimate Advocate Reach. According to Forrester, each time someone posts something on the social web, it’s seen by 150 people. Forrester considers this a conservative estimate because of the inherently viral nature of social media (retweets, re-Pins, etc.)
Impact on Sales: You can track this by giving Advocates unique promotional offers and coupons and track redemption rates from among their friends. The Zuberance Advocate Platform also enables you to track the number of referral clicks and referral leads as a result of Advocates sharing content and/or offers with their social networks.

Each Energized Advocate Positively Influences Three Prospects
Of course, tracking codes don’t allow you to measure the full sales impact of Advocate marketing. This is because people often buy products or services as a result of friends’ recommendation but don’t... Read more