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How to Get Fans to Spread Your Message

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Brand Amplification Programs drive engagement, awareness and revenue for brands and affect purchasing behavior of customers. Large scale influencer relationships can boost ROI and provide cost savings …

Brand Amplification Programs drive engagement, awareness and revenue for brands and affect purchasing behavior of customers. Large scale influencer relationships can boost ROI and provide cost savings as well.

This presentation explains the implementation of this type of program, walking readers through step-by-step instructions on how to create, customize, execute and measure the program. The presentation includes case studies of large and small brands that have harnessed the power and voice of fans and advocates in social media, as well as an interactive workshop portion encouraging readers to create a brand advocacy program for a hypothetical Indie film studio.


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  • 1. How To Get Fans To Spread YourMessage
  • 2. Ajay Ramachandran, CMO ajay@dynamicsignal.com Kenny Lee, VP Marketing kennykhlee klee@dynamicsignal.comHarry Spitzer, Youth Advocacy Strategist thespitzer hspitzer@dynamicsignal.com www.dynamicsignal.com
  • 3. Table Of Contents• What is a fan?• Overview of Advocacy – Definition – POLL: Best Example of Advocacy• Triggers from Loyalty to Advocacy – DISCUSSION• Trends & Buying Cycle Drive Need for Advocacy Programs – PRESENTATION• Overview Brand Amplification/Advocacy Programs – PRESENTATION: Step by Step Plan / How to Implement• Examples of Successful Brand Advocacy Programs – Adobe, Oakley, Lionsgate, Platefull• Workshop – Define a Successful Program – TEAM PROJECT• Conclusion
  • 4. WHAT IS A FAN?
  • 5. WHY ADVOCACY? 142 FANS = 1 ADVOCATE • Authentic Content • Recommendations / Reviews • Share brand & product news • Share deals / offers / coupons • Make referrals • Defend / Protect the brand • Tell their customer story • Share ideas Bain identified that brands with the highest levels of brand advocacy, outgrow their competitive set by 2.5 times.
  • 6. When Advocates Share, Fans Take Action Pinterest users actions after sharing an image Visited a website 35% Discovered a new company or brand 23% Discovered a new designer or expert 17% Recommended a company or brand to a friend 14% Purchased a product or service youve never purchased before 14% Made a purchase online 14% Watched a TV show or movie 11% Gone to a physical store 11% Discovered new media (TV show, movie, book, publication, game, etc.) 10% Purchased a product or service youve purchased before 9% Purchased a product or service less 8% Played a game 8% Subscribed to a publication 8% Paid less attention to a company or brand 6% None of the above 32%Base: Magid Social Media Study: Pinterest Section. Pinterest Users. N=407. Q137: Which of thefollowing have you done as a result of an image you saw on Pinterest? Select all that apply.
  • 7. Why Content Matters On Facebook Activities Done Regularly (once per week or more) on Facebook View other peoples content 58% Comment on peoples content 46% F12-17 Send private messages/emails 42% Post my own content 37% M12-17, F12-34 Play games 29% Share info from other sites via like/comment button 25% Use the chat tool 23% Enter contests 14% F45-54 Find deals or coupons 13% F25-54 Look at a company, brand or organizations page 13% F35-44 Use the search tool 12% Check-in from a location 10%Use non-game apps like quizzes, polls, horoscopes, etc. 7% Other (specify): 1% None of these 10% Base: Magid Social Media Study: Facebook Section- Facebook Users, N=1620. Q54 Which of the following activities do you do on Facebook regularly (once per week or more)? Select all that apply.
  • 8. How Do You Define ‘Advocacy’?
  • 9. Advocacy in Action
  • 10. “A Brand Advocate is a person whorecommends a company, brand, orproduct without payment. Happily. “ - Harry, March 12th
  • 11. Loyalty to Advocacy
  • 12. Now you try… • List the brands you interact with everyday • How long have you had the relationship? • What makes it so special? • Have you ever recommended this brand? • Tell us an anecdote about this brand.
  • 13. Morning Midday … …Afternoon Evening … …
  • 14. What Motivates Advocates?• Loyalty to the brands they love• Helping & Influencing Others• Recognition• Love to talk & create content• Sharing insights, opinion & expertise
  • 15. TriggersExtrinsic Rewards Intrinsic Rewards Explicit Rewards
  • 16. TRENDS AND BUYING CYCLE:THE NEED FOR ADVOCACY
  • 17. What’s Happening In The Market? 4 Big Trends
  • 18. Social As The Trusted Source“92% of people trust recommendations from people they know”, only 24% trust online ads *Source - 2012 Global Trust in Advertising Study, Nielsen
  • 19. From Social Listening To Social Engagement“Only 1% of a brand’s Facebook fans will ever make their way to the company’s brand page” *Source – CMS article quoting 2012 HubSpot study
  • 20. Explosion Of Content“The top 3 challenges of content marketing are : creating original content, having time to create it; and finding high quality content” *Source – 2012 B2B Marketing Trends Survey Report
  • 21. Fragmentation: MultiScreen and Mobile “Consumers want a consistent brand experience across mobile, web and social” *Source – tidyweb blog, http://www.tidywebstudio.com/services/mobile-optimization/
  • 22. BRAND AMPLIFICATION ANDADVOCACY PROGRAMS
  • 23. Why Is Brand Advocacy Important? PAID OWNED EARNED
  • 24. New Models of Marketing Focus on Loyalty & AdvocacyAltimeter Dynamic Customer Journey Forrester Marketing RaDaR McKinsey Consumer Decision Journey
  • 25. Brand Advocates Can Impact All Stages of the Customer Journey How do you think Advocates can drive each step? PURCHASE
  • 26. 49% of Users Are Interested/Very Interested In Purchasing Items They See on Pinterest How interested are you in being able to click on items you see in images on Pinterest that interest you and purchase those items? 10% 20% 11% Not at all interested1 2 3 4 Extremely interested5 29% 30%Base: Magid Social Media Study: Pinterest Section. Pinterest Users. N=407. Q139: How interested areyou in being able to click on items you see in images on Pinterest that interest you and purchasethose items?
  • 27. AMPLIFICATION & ADVOCACY STARTS HERE
  • 28. Examples of Amplification & Advocacy Programs •Brand •Content Hubs •Brand •Experiential •Social Content Marketing CampaignsAudience Measurement Customer Experience Ambassador •Customer Communities Marketing Analytics Programs Stories •Facebook •Facebook •Leaderboard •Blogger •Website/CMS Optimization Street Teams • Outreach •Mobile •Product •Customer Advocacy launch teams Engagement •Social •Seasonal & •Employee Commerce Holiday Engagement Teams •Facebook •Contests Superfans
  • 29. Key Considerations… What are your goals? (awareness? revenue? category building? KPIs?) Who Are You Targeting? (do you own them? know how to find, attract, involve) Open or Closed Access? (private, public, semi-private) Touch-points? (web, mobile, live?) Short term or long term? (is this tactical or strategic to the business?) Bootstrapped or well funded? (in-house or outsourced)
  • 30. Advocacy In Seven StepsInfluencers News Message Points EMV Facebook Fans Web Videos Activate Badges ROICommunity Advocates Mobile Offers Create Rewards TrafficVisual Web Employees Social Reviews Share Exclusives Revenue Content Blogs
  • 31. Access Points• It’s about owned social...
  • 32. Selecting The Right SolutionA solid brand advocacy solution must:• Track brand advocates’ actions• Produce data that is useable in the long term• Integrate easily and quickly into existing programs and campaigns• Engage and empower brand advocates at multiple touchpoints• Be more than a campaign• Result in new customer acquisition• (Here’s the biggie): Validate and measure ROI Source: WOMMA
  • 33. EXAMPLES
  • 34. WORKSHOP #1
  • 35. Advocacy In Seven StepsInfluencers News Message Points EMV Facebook Fans Web Videos Activate Badges ROICommunity Advocates Mobile Offers Create Rewards TrafficVisual Web Employees Social Reviews Share Exclusives Revenue Content Blogs
  • 36. Before You Get Started… What Are Your Goals? (awareness? revenue? category building? KPIs?) Who Are You Targeting? (do you own them? know how to find, attract, involve) Open or Closed Access? (private, public, semi-private) Touch-points? (web, mobile, live?) Short term or long term? (is this tactical or strategic to the business?) Bootstrapped or well funded? (in-house or outsourced)
  • 37. Scenario 1: Define 7 StepsVertical: RetailCompany Size: 200 employees. $15 million in 1. Marketing Campaignsrevenue/year 2. Audiences and Brand AdvocatesScenario: You are the head of marketing for a (Fans, Influencers, Employees)large sports apparel brand. You are interested inspecifically targeting female fitness enthusiasts. 3. Experience and Access Points (Web, Social Mobile)Although your company already has a significantsocial media following and loyalty shopper’s card 4. Content Types (New, Videos, Offers, Reviews, Blogdatabase, you want to segment that s)audience, targeting specifically theaforementioned female demographic without 5. Activities and Engagementtaking away from your company’s existing social (Message, Activate, Create, Share)media following. 6. Loyalty and GamificationYour goal is not only to grow your social media (Points, Badges, Rewards, Exclusivefollowing, but also to drive revenue for your )brand, and create a community of passionatefemale fitness advocates. Your company also has 7. Measurement and Analytics (ROI, Earned Mediaan upcoming TV ad campaign for Women’s Value, Traffic, Revenue)Health Day.
  • 38. WORKSHOP #2 (TEAMS OF 3-5)
  • 39. In GroupsObjective: Develop a Scenario:feasible social media You are the marketing team for an indie movie studio based out of Austin, Texas, established in 2010.marketing strategy forthe following scenario. Your first film was a success in the film festival circuit but failed to generate any traction with a mainstreamTime: 15 minutes audience. It got rave reviews, but unfortunately, nobody knew about it due to lack of promotion, big name stars, and theatrical release.Budget: $50k For your second about-to-be-release film, you wantRequirements: things to change. You’ve begun to get minimal social1. Company/Film name media traction, but you need to generate much more. The film is a science fiction thriller and the director has2. Allocation of had a long career but few recent hits. The film also stars Marketing Budget an up-and-coming pair of actors with considerable buzz. You have documented the film’s journey to the3. 7 steps defined screen, and have considerable behind the scenes production footage. Using your allotted budget, how4. Metrics for can you promote your film and engage in a meaningful Campaign Success way your target audience using social media? How do you define and measure success.
  • 40. About Dynamic SignalDynamic Signal is a social software company that helpsbrands connect with and manage their relationships withinfluencers, customers and employees to turn them into socialmarketers on behalf of the brand • Founded in 2010 • 50 people based in San Francisco, NY, LA • $24m funding: Venrock, Time Warner, Trinity, Cox
  • 41. Ajay Ramachandran, CMO ajay@dynamicsignal.com, @Ajay Kenny Lee, VP MarketingKlee@dynamicsignal.com, @kennykhlee Harry Spitzer, Youth Strategy Consultanthspitzer@dynamicsignal.com, @thespitzer Or info@dynamicsignal.com