Joanna Lord_SearchLove San Diego 2013_How to Build Brand Evangelists
 

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Joanna Lord_SearchLove San Diego 2013_How to Build Brand Evangelists Presentation Transcript

  • 1. BUILDING BRAND LOYALTY & EVANGELISTS BECAUSE IT’S WICKED IMPORTANT. NO REALLY. Joanna Lord CMO @joannalord SearchLove San Diego - September, 2013
  • 2. “Becoming a brand. It’s so nebulous and hard to define, and even harder to explain a tactical, actiona ble roadmap to get there. But, it’s so important and
  • 3. WHAT IS A BRAND? “Loyalty is when brands create an intimate emotional connection that you simply can’t do without. Ever”. - Kevin Roberts, Saatchi & Saatchi
  • 4. “Loyalty is when brands create an intimate emotional connection that you simply can’t do without. Ever”. - Kevin Roberts, Saatchi & Saatchi WHAT IS A BRAND?
  • 5. WHAT ARE COMMON EMOTIONAL TRIGGERS? FE AR COMPE TITION INSTANT GRATIFIC ATION GUILT TRUST
  • 6. IMPORTANT BUT NOT A BRAND. A NAME. A LOGO. A BYLINE. A MISSION STATEMENT. A BRAND GUIDE. A PRODUCT. A MASCOT. A TRADEMARK. WANT TO READ MORE ON THIS? CHECK OUT “THE 60
  • 7. INSTEAD IT’S MORE ABOUT THESE GUYS… A PERSPECTIVE. A PHILOSOPHY. A CUSTOMER CONVERSATION. A LIVING ENTITY. A MANAFACTURED STORY. A MOMENTUM ROOTED IN PASSION.WANT TO READ MORE ON THIS? CHECK OUT “THE 60
  • 8. TODAY BRAND LOYALTY MATTERS. YOU HAD WHAT THEY NEEDED YOU HAD A DIFFERENTIATOR YOU’VE BUILT LOYALTY THE EVOLUTION OF A SA
  • 9. TODAY LOYALTY MATTERS. THE ART OF MARKETING IS THE ART OF BRAND BUILDING. IF YOU ARE NOT A BRAND, YOU ARE A COMMODITY. THEN PRICE IS EVERYTHING AND THE LOW COST PRODUCT IS THE ONLY WINNER. @joannalord
  • 10. BIG BRANDS AREN’T THE ONLY ONES THAT MAKE MONEY ON LOYALTY. "80% of your company's future revenue will come from just 20% of your
  • 11. BACK IN THE DAY LOYALTY WAS ANOTHER TEAM’S JOB. LOYALTY STARTED AFTER THE SALE. DISCOVERY FREE MEMBERS CUSTOMERS LOYAL CUSTOMERS INFORM EDUCATE ENTICE IMPRESS DELIVER CONVERT INVEST REWARD PERSONALIZE WHERE WE BEGAN INVESTING IN BUILDING LOYALTY
  • 12. DISCOVERY FREE MEMBERS CUSTOMERS LOYAL CUSTOMERS INFORM EDUCATE ENTICE IMPRESS DELIVER CONVERT INVEST REWARD PERSONALIZE INVEST IN LOYALTY HERE BRAND LOYALISTS BRAND LOYALISTS BRAND LOYALISTS BRAND LOYALISTS AND HERE AND HERE INVEST REWARD PERSONALIZE INVEST REWARD PERSONALIZE TODAY IT STARTS THE SECOND THEY TODAY THINGS ARE DIFFERENT. MARKETING BUILDS LOYALTY.
  • 13. [COUGH] [COUGH] THIS IS WHERE YOU COME IN. GROWTH MARKETING INBOUND MARKETING RETENTION MARKETING PRODUCT MARKETING
  • 14. TRAFFIC. LINKS. VISITS. VIEWS. MENTIONS. DOWNLOADS. EMAIL LISTS. CLICKS. OPENS. CONVERSIONS. WHAT HAVE WE BEEN RESPONSIBLE FOR GROWING?
  • 15. WHAT HAVE WE BEEN RESPONSIBLE FOR GROWING? TRAFFIC. LINKS. VISITS. VIEWS. MENTIONS. DOWNLOADS. EMAIL LISTS. CLICKS. OPENS. CONVERSIONS. FB SHARES. TWEETS. REVIEWS. LIKES. ADDS. RTS. FAVORITES. SHOUT OUTS COMMUNITY SIZE. LOYALTY. REFERRALS. RECRUIT #S. PLUSES. PINS. INFLUENCE. NOISE LEVEL. INFLUENCER #S. FAVORITES. OFFLINE. SWAG SPOTLIGHTS.
  • 16. 10 TIPS & TACTICS FOR BUILDING BRAND LOYALTY & EVANGELISTS**FROM THE GET GO
  • 17. 1 COHORT MARKETING. GET GOOD AT IT.
  • 18. 1 COMMU NITY TRIALE RS CUSTO MERS WHAT MOST MARKETERS CONSIDER COHORTS.
  • 19. 1 ACTIVITY LEVEL DURATION OF MEMBERSHIP PROFILE DIMENSIONS RECENCY/FREQ UENCY MONETARY LEVEL APTITUDE SENTIMENT LEVEL CROSS PURCHASE/ACTIV ITY TAKE IT UP A NOTCH. BAM.
  • 20. 1 GIVE ME THE TACTICS PUSH FOR PROFILES TAG USERS BY UNIQUE ID BUILD RETARGETING AUDIENCES TARGET COMMUNICATIONS BY DIMENSION
  • 21. 2 APPEAL TO INTERNAL & EXTERNAL MOTIVATIONS. BRAND FITS SELF PERCEPTION BRAND FITS PUBLIC PERCEPT
  • 22. 2 PEPSI - REFRESH PROJECT. 20 MILLION DOLLARS TO CROWDSOURCES CAUS @joannalord
  • 23. 2 DOVE : REAL BEAUTY SKETCHES. @joannalord
  • 24. 2 DO A BRAND EXPLORE REVISIT YOUR CORE VALUES SURVEY CUSTOMERS SURVEY EMPLOYEES TEST TRIGGER WORDS WITH PAID ADS BUILD REQUIREMENT GIVE ME THE TACTICS
  • 25. 3 DESIGN FOR THE MASSES.
  • 26. 3 @joannalord HELPSCOUT : KEEPS IT SIMPLE.
  • 27. 3 SIMPLER THE BETTER. VISUALLY DELIGHT. INNOVATE ON CURRENT TRENDS. NEW MEDIUMS. GIVE ME THE TACTICS
  • 28. 4 ADVOCACY REQUIRES PASSIONATE STORIES.
  • 29. 4 NIKE : POSSIBILITIES (2013) . @joannalord
  • 30. 4 MINI COOPER – LET’S MOTOR. @joannalord
  • 31. 4 EVERY CAMPAIGN SHOULD HAVE A STORY LEAVE BEHIND REQUIREMENT CREATE & SEED WITH CAB/COMMUNITY STORIES ARE TEXT & VISUAL & AMPLIFIED GIVE ME THE TACTICS
  • 32. 5 A WHOLE NEW LEVEL OF VULNERABLE.
  • 33. 5 ZENDESK : SUPPORT TRANSPARENCY. @joannalord
  • 34. 5 PATAGONIA : THE FOOTPRINT CHRONICLES. @joannalord
  • 35. 5 GIVE YOUR “WHY” A HOME SHOW OFF YOUR PRODUCT ROADMAP SHOW OFF YOUR SERVICE STATS BLOG ABOUT WINS & LOSSES GIVE ME THE TACTICS
  • 36. 6 APPRECIATE EARLY AND OFTEN.
  • 37. 6 UNBOUNCE : HIGH TOUCH THANK YOU @joannalord
  • 38. 6 REDBULL : HANDWRITTEN HELLO @joannalord
  • 39. 6 DO WHAT DOES NOT SCALE (TO START) LOYALTY PROGRAMS LOYALTY CAMPAIGNS CUSTOMER APPRECIATION STRATEGY INFLUENCER APPRECIATION GIVE ME THE TACTICS
  • 40. 7 TRACK THAT SH*T.
  • 41. 7 @joannalord
  • 42. 7 @joannalord
  • 43. 7 TRACK WHAT MATTERS. TRAFFIC. LINKS. VISITS. VIEWS. MENTIONS. DOWNLOADS. EMAIL LISTS. CLICKS. OPENS. CONVERSIONS. FB SHARES. TWEETS. REVIEWS. LIKES. ADDS. RTS. FAVORITES. SHOUT OUTS COMMUNITY SIZE. LOYALTY. REFERRALS. RECRUIT #S. PLUSES. PINS. INFLUENCE. NOISE LEVEL. INFLUENCER #S. FAVORITES. OFFLINE. SWAG SPOTLIGHTS.
  • 44. 7 AND GET CREATIVE. Starter KPIS: • Lifetime Value (LTV) • % of Customer Retention • % of Customer Attrition • V vs. IV Churn Ratios • Net Promoter Score • RFM Cohorts • % in Loyalty Program • # of Registered Users • Latency of Visit
  • 45. 7 WHY RUN THE CAMPAIGN? SET UP TRACKING REPORT EARLY/ADJUST COMPANY WIDE DIGESTS Avinash post: http://bit.ly/oApJuH GIVE ME THE TACTICS
  • 46. 8 MULTI-CHANNEL IT UP.
  • 47. 8 JULEP : MOBILE INSIDER OFFERS. @joannalord
  • 48. 8 @joannalord HISTORY CHANNEL : HISTORIAN BADGE.
  • 49. 8 MOBILE STRATEGY. LEVERAGE LOCAL. RETHINK VALUE CROSS-DEVICE. START WITH YOUR BIGGEST WINS. TEST/SURVEY/VALID ATE. GIVE ME THE TACTICS
  • 50. 9 EVANGELIZE INTERNALLY.
  • 51. “We believe that your company’s culture and your company’s brand are really just two sides of the same coin. The brand may lag the culture at first, but eventually it will catch up. Your culture is your brand.”@joannalord
  • 52. 9 FRONT AND CENTER.
  • 53. 9 START THE CONVERSATION IDENTIFY THE BEACON CROSS DEPARTMENT TEAM TOP DOWN SUPPORT GIVE ME THE TACTICS
  • 54. 10 ENABLE THEM TO MARKET ON YOUR BEHALF.
  • 55. 10 @joannalord STARBUCKS : ENCOURAGE REFERRALS.
  • 56. 10 @joannalord BIRCHBOX : PLAY TO YOUR STRENGTHS.
  • 57. 10 SHAREWORTHY CONTENT ENTICES A SHARE OR REACTION NOVELTY TRIGGER BRAGGABLE GIVE ME THE TACTICS
  • 58. WAIT THIS SOUNDS LIKE A LOT. WHAT ABOUT MY DAY JOB? @joannalord
  • 59. WELCOME TO YOUR NEW DAY JOB. @joannalord
  • 60. THE SCARY (BUT AWESOME) REALITY OUR COMPANIES WON’T SURVIVE WITHOUT IT.
  • 61. THE GOOD NEWS: THIS MAKES EVERYTHING ELSE MORE FUN.* @joannalord *and easier.