Featured Panel:

• Moderated by: Abbey Klaassen, Digital Editor, Advertising Age (@amklaassen)
• Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta)
• Avi Savar, Founder, Big Fuel (@avisavar)
• Umang Shah, Social Strategiest, Microsoft (@umang_shah)
• Morgan Johnston, Corporate Communication Manager, JetBlue (@MHJohnston)

View photos from the event on the Zuberance Facebook Page.

Watch on-site interviews with panelists and attendees (you can find more videos on our YouTube channel, ZubeTV):

• How do you energize Word of Mouth?
• Microsoft knows that their customers sell their product better than they do
• The ongoing confusion between Advocates and Influencers

Key Takeaways

• An Advocate is someone who recommends brands or products without being paid to do so. Use the”Ultimate Question” to identify Advocates: “How likely are you to recommend our brand to your friends and colleagues?” Someone who scores 9 or 10 on a scale from 1 to 10 is an Advocate.
• JetBlue conducts surveys, looks at email, and discussions in social media. They all add up to create the “Voice of the Customer.”
• Influencers and Advocates are not the same. Advocates are consumers that don’t necessarily have to be bloggers, but within their own social circles they’re very influential. But having an influencer be an Advocate for your brand is the ideal situation because they recommend in a genuine way and have significant reach.
• 92% trust WOM from their peers, but only 18% trust bloggers. Nothing is more influential than people you know.
• JetBlue: We want everyone to be a promoter of our company regardless of how many people are following you.
• JetBlue: We saw 13 million of media dollars generated from doing the “All you can fly in a month” campaign. The community that formed through this campaign organized a party in Vegas (on their own) where over 200 people attended. Jetblue thanked the community by showing up to the Vegas party with boxes of sweatshirts. JetBlue didn’t do anything more than set up and host the community. They didn’t do anything necessarily to “juice” it.
• Zuberance is dead set against giving incentives to get people to recommend. While it’s NOT OK to incentivize advocates, it IS OK to thank them after recommending your brand.
• The key to energizing Advocates is to make it easy for them to recommend.
• Content drives conversation and the right content can drive the conversation you want.
• Microsoft: Advocates are invaluable to us. We don’t have the influence that an advocate has. We simply can’t have the same impact as an advocate. Coming from Microsoft will never be as impactful.
• How do you get people to talk about sensitive subjects? Answer is the engagement point, where the brand and the consumer meet. Connect with them on something that’s important to them. Example: Kotex fits, period. It’s about “what fits you.” So it was about taking the issue personal. What was important to the young woman.
• “The 6am Test” – What’s important to consumers when they wake up? Be relevant to your audience on their agenda? Leverage the interests and behaviors of the people you’re talking to. Understand the person you’re talking to before you engage.
• You have to earn the right to monetize. You do that through engagement.

Listen (or download the audio) of the podcast discussion here.

Here are the presentations:

Results of Owned, Paid, and Earned Media Survey: Jump to slide 4

For more than 300 registrants to the webinar, Zuberance asked everyone questions about spending and impact across all three forms of media. Here’s what you said.

Paid, Owned, and Earned Media Landscape: Jump to slide 12

• Presented by Sean Corcoran, Senior Analyst, Forrester Research, Inc. (@seancor)

Integrating Paid and Earned Media: Jump to slide 35

• Presented by David Armano, Senior VP, Edelman Digital (@armano)

Leveraging Earned Media: Jump to slide 61

• Presented by Rob Fuggetta, CEO of Zuberance (@robfuggetta)

Make sure to download Zuberance’s latest whitepaper, “Top 5 Reasons Why Brands Need to Focus on Earned Media.”

• First, Paul Dunay (@pauldunay), Global Managing Director of Services and Social Marketing for Avaya, outlines how the enterprise communications giant streamlined and fortified its approach to social media — and how it has been able to quantify the ROI.
• Next, CDW’s Sr. Segment Marketing Manager, Lauren McCadney (@LMcCadney), shares the online retailer’s strategic approach to tapping social media networks to drive sales, build its brand, provide responsive customer service, and authentically engage with important customers.
• Finally, Rob Fuggetta (@RobFugetta), Founder and CEO of Zuberance (@zuberance), offers three essential tips for B2B marketers looking to use social media to identify and activate their brand advocates.

The show also features questions from the Social Media ROI Webinar Series live audience.

Show is just under an hour. You can listen and watch the synced Slidecast below, stream the audio, or download the show to listen later. To make sure you don’t miss a single episode of the Social Media ROI Series in the future, please subscribe to our podcast.

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You can also just listen/download the audio alone here.

For quite some time now, Zuberance has been holding webinars where we talk to thought leaders and brands about how they’re utilizing social media, and seeing a return on that investment. We decided it was time to give this series a new brand name, the “Social Media ROI series.” Like we’ve been doing in the past and will continue to do, each one of our webinars will be about how you can visibly extract value and measure your success from your social media investment.

• You can always participate live by registering for our next webinar (next one is on December 7th) on the Zuberance blog (http://blog.zuberance.com/).
• If you’ve got a great story to tell, a question, or better yet a challenge, please let us know by emailing us at socialmediaroi@zuberance.com.
• And for any public discussions about the series, please use the hashtag #SocialMediaROI so we can follow your commentary.

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