1

Alicia Molnar, Sales Director, EastMarch 16th, 2011

Energizing Brand AdvocatesZuberance Introduction

2

The leading Brand Advocacy Platform company providing the

first Word of Mouth Marketing solution delivering measurable

ROI by energizing Brand Advocates across email, social media

and influential 3rd Party Sites.

Turnkey solution helping dozens of world-class brands: Identify their most passionate customers (aka Brand Advocates)

Engage and mobilize their Advocates

Monitor and track the results in real-time

Zuberance Background

3

Powering Advocacy for Top Brands

4

Benefits of Energizing Advocates

For Brand Marketers & PR

Defend or enhance brand reputation

Tell brand story; spread positive WOM

Generate valuable content asset

For Performance Marketers

Generate highly qualified traffic, leads

Increase conversions, sales

Cut customer acquisition costs

Cut shopping cart abandonment

5

Zuberance

6

Our Approach

Advocate ResponsesAdvocate Actions

Paid Media

Identify

Ratings & ReviewsStories & Testimonials

OffersAnswers

Mobilize

Clicks, ConversionsImpressions

Review & comment moderation

Z Score, NPS®Advocate Profile Data

Track

The Zuberance Advocate Platform is a hosted Word of Mouth marketing solution and fully integrated brand advocacy system

7

Identify Advocates…

8

Sample Brand Advocate Flow

Brand Opt-In Email Database

Brand Website Social Media

Advocate ID

Follow Up Offers Reviews

0-6 7-8 9-10

Trac

king

on

Zube

ranc

e Pl

atfor

m

Sources

Identify

Mobilize

Share

OtherCall Center, Paid media,

Offline venue, etc.

9

Advocates are 9s & 10s

How likely are you to recommend our brand or products to your friends?

“Ultimate Question” for Customer Loyalty

10

Advocate ID

Website banners

1. Engage customers 2. Identify Advocates

Facebook posts

Twitter monitoring

Emails

11

…Mobilize Advocates…

12

Activate AdvocatesAdvocate Ratings & Reviews Advocate Stories

Advocate Answers Advocate Offers

13

Advocate Reviews

1. Immediately after customer self-identifies as Advocate, brand invites Advocate to write review. 3. Advocate clicks to publish review using

convenient links in review form

4. Advocate publishes review to 3rd party site. (Advocate can also share on Facebook, Twitter, etc.)

2. Advocate writes review.

14

Advocate Stories1. Advocate writes their

story.

2. Advocate shares their story via social media or email.

15

Advocate Offers

Integrated social sharing Integrated tracking &

analytics A/B testing Flexible Customizable

Reach qualified buyers via trusted Advocates

Generate qualified leads Increase conversion

rates & sales Cut sales cycles

Key Features

Key Benefits

16

Advocate Answers

2. Prospect asks question 3. Opted-in Advocates get questions

4. Answers sent to Prospect with offers

1. Prospect clicks on banner

5. Prospect places order

17

…Track Advocacy Results

18

Zuberance Dashboard

Real-time data Flexible,

configurable View and share

results instantly

19

Tracking on Zuberance Dashboard

Advocates• Total # Advocates ID• Total # Advocates

Energized• Advocates by name,

email address, Twitter handle

• Advocates by brand, product

• Advocates by location*

• Advocates by influence*

Advocate Actions(Out-bound)

• # Reviews, stories, answers created and shared

• # offers shared• Channels using for

sharing• # and % of Advocates

creating and sharing content and/or offers

• Estimated reach and impressions

Prospect Actions(In-Bound)

• # prospect clicks• # and % prospect

clicks per channel• % in-bound clicks per

share (Influence Ratio)

• Conversion rate• # Leads• Sales

20

Case Studies

21

Chili’s Peppers WOM, Sales via Advocates

Oppt’y• Millions of

enthusiastic Chili’s guests

• WOM #1 driver of restaurant sales

Solution• Identify

Chili’s Advocates

• Energize Advocates to create reviews plus share offers with social networks

Results• 630,000+

Advocates identified

• 190,000+ Advocates energized

• 85,000 reviews created by Advocates

• 170,000+ offers shared

• Est: 75,000 sign-ups for email club

• Est. ROA: 19X

22

Motel 6 Leaves Light On for Advocates

Problem• Negative

WOM• WOM #1

driver of hotel sales

Solution• Identify and

energize Motel 6 Advocates to write and publish reviews

Results• 62% of

respondents are Advocates

• 32% Advocates wrote reviews; ave. star rating: 4.2

• 96% clicked to publish

• Projected ROA: 15X

23

HomeAway Finds Answers

Problem• Low conversion

rates• High cart

abandonment rates

Solution• Identify

HomeAway Advocates

• Energize Advocates to answer prospects’ questions

Results• 44% opted in to

answer Q’s• Of those, 51% are

“Active Answerers”

• Ave. # answers per question: 14

• 13% conversion rate

• ROA: 10X

24

Intuit Payroll Energizes Advocates

Opportunity• Large base of

enthusiastic customers not being leveraged

• WOM #1 driver of software sales

Solution• Identify Intuit

Payroll Advocates

• Energize Advocates to create and publish reviews

Results• 3,700 Advocates

identified (68% of customers surveyed)

• 29% Advocates energized

• 637 Advocate reviews created

• Ave star rating inc. from 3.5 to 4.0

• Each Advocate share generated more than one in-bound click

• ROA: 17X

25

Blackberry Energizes Advocates

Problem• Losing market

share in highly competitive smart phone market

• Millions of enthusiastic Blackberry customers not being leveraged

• WOM #1 driver of consumer electronics

Solution• Identify

Blackberry Advocates

• Get Advocates to write and publish reviews

Results• 68% respondents

are Advocates• 34% of Advocates

wrote reviews; ave star rating: 4.6

• 3,000+ reviews in 48 hours

• 60% of reviews shared

• Exceeded in-bound traffic goals by 3,000%

• Each out-bound share generated nearly two in-bound clicks

• Actual ROA for pilot: 4X

26

TiVo Records Positive WOM, Sales

Problem• Negative

WOM about new product

• WOM #1 driver of consumer electronics purchases

Solution• Identify TiVo

Advocates• Energize

Advocates to create , share, and publish content

Results• 5% conversions to

sales from video share

• 33% Advocate reviews published to Amazon

• Ave star rating: 4.6• Raised ratings on

Amazon from 2.5 to 4.1

• Est. ROA: 10X

27

Getting Started

28

Sample Work Plan

Step 1: Conduct Kickoff

Meeting

Step 2: Finalize

Advocate Program

Plan

Step 3: Configure Zuberance

Apps

Launch

Week 1 Week 2Week 1

29

Case Study: Norton

Category #’s

Identified Advocates 25,000

% of Advocates 54%

Outbound Advocate Offer Shares 2500

Revenue Increase 2x Growth (est.)

Reviews Created 1000+

Star Rating 2 to 4*

Conversion Rate Advocate vs. Loyal Customer

5:1

What end-to-end really means…

•Advocate Strategy Development•Use of Zuberance Social Marketing Technology Platform•On Demand, Advocate Analytics Dashboard•Creative services, Customer Success Team•Weekly planning meetings•24x7 technical support

…why it matters

•Know your Advocates by name & email•Enable positive WOM in the marketplace•Drive sales and revenue via Advocates

Zuberance is an End-to-End Solution

30

1. Unique, compelling advocacy solution2. Measurable results fast3. We make it easy for you

Why Zuberance?

Contact InformationAlicia Molnar, Sales Director, East

908-334-7918alicia.molnar@zuberance.com

www.zuberance.com