Think Like A Rockstar


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Think Like a Rockstar, presented at #SMIATL on 9-17-2001

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Think Like A Rockstar

  1. 1. Think Like a Rockstar: How to Build Fans and Community Around Your Social Media Efforts! Pic via Flickr user Mack Collier - Social Media Strategist Twitter - @MackCollier email -
  2. 2. Why Do Rockstars Have ‘Fans’ and Companies Have ‘Customers’?
  3. 3. Most important marketing objective for US marketers? Acquiring new customers Top goal for US marketers? Acquiring new customers
  4. 5. Most important marketing objective for US marketers? Acquiring new customers Top goal for US marketers? Acquiring new customers
  5. 6. It costs 6-7 times more to acquire 1 new customer than to retain an existing one Source:
  6. 9. <ul><li>Evangelists spend </li></ul><ul><li>13% more than </li></ul><ul><li>the average </li></ul><ul><li>customer </li></ul><ul><li>and refer </li></ul><ul><li>business equal to </li></ul><ul><li>45% of the money </li></ul><ul><li>they spend! </li></ul>Source: Satmetrix
  7. 10. Marketing Focus <ul><li>Companies </li></ul><ul><li>Acquiring new customers </li></ul><ul><li>(Cost 6-7 times cost to retain existing customer) </li></ul><ul><li>Rockstars </li></ul><ul><li>Connecting with fans </li></ul><ul><li>(Spend 13% more than existing customer, refer business equal to 45% of money they spend) </li></ul>
  8. 11. Why Do Rockstars Have ‘Fans’ and Companies Have ‘Customers’?
  9. 12. 4 Reasons
  10. 13. 1 – Rockstars are fans themselves
  11. 14.
  12. 15. / &quot; Suing music fans is not the solution , it's the problem” Terry McBride, CEO Nettwerk Music
  13. 17. I work with these people to create quality content that we hope connects with our readers and helps underscore the fact that the people behind the products at Graco are on the same journey our consumers are on or are headed on. -Lindsay Lebresco, Graco’s Social Media Manager
  14. 18. 18 months after the blog’s launch, online mentions had almost doubled … … and positive mentions had increased from 68% to 83%
  15. 19. 2 – Rockstars look for ways to shift control to fans
  16. 27. 3 – Rockstars find the ‘Bigger Idea’
  17. 31. “ I wanted a video that wasn’t about me and wasn’t preachy, but one that would help shine a light on the tragedy and turmoil in the world and also show the beauty and strength of the human spirit .” Sarah McLachlan
  18. 33. 4 – Rockstars embrace their fans
  19. 46. “ There was an energy in the room, it was like a power plant! You could have hooked ‘em up and fed the world with power for the next 10 years!” - Gene Beley
  20. 48. “ the craziness with Mentos ... doesn't fit with the brand personality&quot; of Diet Coke
  21. 49. “ We’re tickled pink by it” Mentos valued the online buzz as worth $10 Million Mentos sales jumped 20% and were still up 15% by the end of 2009
  22. 50. “ Victory in marketing doesn’t happen when you sell something, but when you cultivate advocates for your brand ” Steve Knox, CEO of Tremors, P&G’s Word of Mouth Unit
  23. 51. “ Create something amazing… … … for the people that love you.”