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Presents:
“The Marketing Power of Customers”
October 20, 2010
Featured speakers:
Josh Bernoff
Kari Bedgood
Featured Speakers:
Josh BernoffSVP of Idea DevelopmentForrester Research, Inc
Kari BedgoodDirector of PR &
MarketingClub One Fitness
Rob FuggettaFounder & CEO
Zuberance
Michael BritoVP Social MediaEdelman Digital
Tony LeeVP Marketing
TiVo
Becky BrownDirector Social Media
StrategyIntel
The Panel: Email [email protected] to request an invitation
Date: Tuesday, Oct 26, 2010Time: 5:30pm-8pmLocation: 111 Minna Art Gallery,San Francisco
© 2010 Forrester Research, Inc. Reproduction Prohibited5 © 2009 Forrester Research, Inc. Reproduction Prohibited
Turning your CustomersInto a Channel
Josh Bernoff
SVP, Idea Development, Forrester Research
Coauthor, Groundswell and Empowered
www.forrester.com/empowered
© 2010 Forrester Research, Inc. Reproduction Prohibited6
Customers are a crucial marketing channel
Photo: Joaquin Villaverde
Photography via Flickr
© 2010 Forrester Research, Inc. Reproduction Prohibited9
Marty Collins amplifies Windows 7 fan comments
© 2010 Forrester Research, Inc. Reproduction Prohibited10
Five steps for fan marketing
1. Outside perspective. Listen.
2. Respond. Reach out to customers.
3. Enable. Give customers tools, content, and opportunities to talk.
4. Amplify. Find ways to connect fans to one another.
5. Change. Help your company learn from fan activity.
© 2010 Forrester Research, Inc. Reproduction Prohibited11
Suzanne Piddick at Rentvillas.com turns service into marketing
© 2010 Forrester Research, Inc. Reproduction Prohibited12
Scott Monty amplifies fans for Ford’s Fiesta
© 2010 Forrester Research, Inc. Reproduction Prohibited14
Some thoughts to take away
Your fans are your biggest asset
Because of the volume of comments, fan marketing deserves funding
Remember to get the outside perspective, respond, enable, amplify, and
change
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Josh Bernoff+1 617.613.5780
www.forrester.com/empowered
@jbernoff
Who We Are
• Founded in 1991 in San Francisco• 14 premium health clubs in Bay Area
– Committed to customer service • Inspire behavioral change & healthy
lifestyles
Club One at Santana Row, San Jose, Calif.
Our Members
55,000 members in the Bay Area– HHI: $100,000+– Average age: 42 yrs– 49% male, 51% female
The Situation
• 2009’s economic slump + rise in unemployment rocks the health club industry
• Faced with subsequent membership challenges in 20101. Retention
2. Lead Generation
• However, satisfaction and net promoter scores still very high
E-mail Shares
From: Kari Bedgood [mailto:[email protected]] Sent: Monday, June 14, 2010 3:42 PMTo: Elizabeth YoungSubject: Kari Bedgood has shared an exclusive offer from Club One Fitness
Your friend has recommended you experience Club One for yourself, and they've shared this exclusive offer with you. Now begin your health revolution by enjoying 14 complimentary days of fitness on us.
Redeem this complimentary offer and you'll receive a 14-day guest membership to any of our 14 Bay Area locations.You must activate membership by July 31st, 2010. Sign up now.
>> click here to begin your Club One experience.
Results
• 3,009 completed Member Surveys– 61% advocates
• 1,826 total sharing actions – 1,694 via e-mail– 115 via Facebook– 17 via Twitter
• 915 completed web forms for 14-day pass – 627 guest membership activations– 97 converted to long-term membership
What’s Next?
Amplify: facilitate advocates sharing their delight
Extend exclusive offers to fan networks Rate and post reviews on Yelp.com Tell the world your success story
Thank you for Joining us!
Tuesday, October 265:30pm-8pm
111 Minna GallerySan Francisco
Email [email protected] to request an invitation