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Building A Brand Superfan Program
 

Building A Brand Superfan Program

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Brand ambassadors or "superfans" are one of the most powerful ways to market your product or service. This is a presentation I've delivered at a few conferences. The slides describe the superfan ...

Brand ambassadors or "superfans" are one of the most powerful ways to market your product or service. This is a presentation I've delivered at a few conferences. The slides describe the superfan program I created and currently manage for Boingo Wireless.

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    Building A Brand Superfan Program Building A Brand Superfan Program Presentation Transcript

    • Social Media Superfans:Brand Ambassadors in the Social Age Baochi Nguyen // Boingo Wireless
    • Discussion Topics• Social Media Superfans as Brand Ambassadors• Identify and Keep Track of Superfans• Get to Know Your Superfans – Engage!• The Superfan VIP Treatment• Precautionary Superfan Tips• Additional Superfan Tips © 2011 Boingo Wireless, Inc. Page 2
    • The Birds and the Superfans Where do brand superfans come from? Great Product Great ServiceGreat Community © 2011 Boingo Wireless, Inc. Page 3
    • Superfans: Brand Ambassadors• Social Media Superfans are customers/enthusiasts who engage, praise or recommend your brand via social networks – and they do so without monetary compensation!• Superfans can be your brand’s best marketing assets • 74% of consumers rely on social networks to guide purchase decisions (Gartner, July 2010) • Brand advocates are 83% more likely to share information about a product than typical web users (BzzAgent, May 2011) “…companies need to take satisfaction to the next level and create advocates of their customers…Advocacy strongly differs from satisfaction, or even loyalty. It is a business strategy built upon trust, an enduring competitive edge…” - Harvard Business Review, May 2011 © 2011 Boingo Wireless, Inc. Page 4
    • Identify Superfans Through a Combination of Criteria Superfans respond to brand posts on a regular basis via likes, Engagement comments, tweets, etc. Kudos Superfans post about their positive experiences with your brand Superfans recommend or gift your brand’s products/services to Promotion friends via their social networks Superfans send suggestions for improving your brand’s Feedback products/services Even when the going gets tough, superfans stand by and even Support defend your brandUse free online tools, e.g., Twitalyzer, to Don’t choose superfans based on the sizediscover top members interacting with your of their social networks. Make the selectionbrand. process an authentic one. © 2011 Boingo Wireless, Inc. Page 5
    • Keep Track of Your Superfans• Create a public superfan Twitter list and add members when they meet your superfan criteria• Create a private superfan Twitter list for potential superfans• Maintain a record of: • People who regularly like and comment via each of your active social channels (blog, LinkedIn, Flickr) • Blogger superfans who write positive posts about your brand’s products/services• Flag superfans in your CRM/CMS platform• Subscribe to blogs written by superfans• Post a Flickr gallery of your superfans © 2011 Boingo Wireless, Inc. Page 6
    • Keeping Up With Boingo Superfans
    • Get to Know Your Superfans – Engage!• Read superfan blog posts and leave comments• Converse with superfans about topics relevant to your brand• Get to know a superfan’s passions outside your brand topics and occasionally comment or send helpful info• Always thank your superfans for brand shout-outs and ask about suggestions on making your product/service even better• Be genuine and likeable “When you enchant people, your goal is not to make money from them or get them to do what you want, but to fill them with great delight.” “Enchantment is a process, not an event.” - Gary Kawasaki, Enchantment © 2011 Boingo Wireless, Inc. Page 8
    • Boingo Community Engagement © 2011 Boingo Wireless, Inc. – Confidential – Page 9
    • The Superfan VIP Treatment• Provide superfans with exclusive/pre-release information• Support your superfans with linkbacks and re-tweets• Feature your superfans via social channels and special events• Ask superfans for input about fun stuff, like contests• Surprise your superfans with appreciation gifts• Give superfans shout-outs for positive events unrelated to your brand• Or, if they’re having a bad day, send them a cheerful message Boingo Superfan of the month! © 2011 Boingo Wireless, Inc. Page 10
    • Superfans Featured on Boingo Blog © 2011 Boingo Wireless, Inc. Page 11
    • Superfans Honored in Boingo Anniversary Celebration © 2011 Boingo Wireless, Inc. Page 12
    • Boingo Superfans in Action © 2011 Boingo Wireless, Inc. Page 13
    • Pre-cautionary Superfan Tips • Loop in your legal department to define and document the superfan relationship to your brand • Heed the FTC Blog Disclosure rules • Inauthentic engagement with superfans may tarnish your brand’s image • Too-frequent engagement will scare away your superfans • Don’t solicit superfans to endorse your promo or defend your brand – keep the requests for participation easy and fun • Don’t overdo the public superfan hype – you may alienate other community members © 2011 Boingo Wireless, Inc. Page 14
    • Additional Tips on Superfans • If someone asks to be included as a brand superfan, let them in and thank them • Be extra-responsive when a superfan needs customer care or has questions about your product/service • Provide a public definition on your superfan program and a simple criteria for what makes someone a superfan • Engage with potential superfans – they don’t grow on trees • Connect your superfans to each other (see Reed’s Law) • Take a no-strings approach © 2011 Boingo Wireless, Inc. Page 15
    • Questions? Baochi Nguyen bnguyen@boingo.com Boingo Wireless www.boingo.com @boingo© 2011 Boingo Wireless, Inc. Page 16
    • your name | your titleboingo wireless | 10960 wilshire blvd., suite 800 | los angeles, ca 90024your phone number | your email address@boingo.com