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Think Like A Rockstar
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Think Like A Rockstar

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

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

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    Think Like A Rockstar Think Like A Rockstar Presentation Transcript

    • Think Like a Rockstar: How to Build Fans and Community Around Your Social Media Efforts! Pic via Flickr user http://www.flickr.com/photos/m0n5t3r// Mack Collier - Social Media Strategist http://mackcollier.com Twitter - @MackCollier email - mack.collier@gmail.com
    • Why Do Rockstars Have ‘Fans’ and Companies Have ‘Customers’?
    • Most important marketing objective for US marketers? Acquiring new customers http://www.marketingprofs.com/charts/2010/3815/customer-acquisition-top-marketing-priority Top goal for US marketers? Acquiring new customers
    •  
    • Most important marketing objective for US marketers? Acquiring new customers http://www.marketingprofs.com/charts/2010/3815/customer-acquisition-top-marketing-priority Top goal for US marketers? Acquiring new customers
    • It costs 6-7 times more to acquire 1 new customer than to retain an existing one Source: http://www.flowtown.com/blog/the-value-of-an-existing-customer?display=wide
    •  
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      • Evangelists spend
      • 13% more than
      • the average
      • customer
      • and refer
      • business equal to
      • 45% of the money
      • they spend!
      Source: Satmetrix http://www.flickr.com/photos/loudtiger/
    • Marketing Focus
      • Companies
      • Acquiring new customers
      • (Cost 6-7 times cost to retain existing customer)
      • Rockstars
      • Connecting with fans
      • (Spend 13% more than existing customer, refer business equal to 45% of money they spend)
    • Why Do Rockstars Have ‘Fans’ and Companies Have ‘Customers’?
    • 4 Reasons
    • http://www.flickr.com/photos/anirudhkoul/ 1 – Rockstars are fans themselves
    • http://www.flickr.com/photos/peterj1977/ http://www.flickr.com/photos/katewilliams94/
    • http://www.flickr.com/photos/kk / " Suing music fans is not the solution , it's the problem” Terry McBride, CEO Nettwerk Music
    •  
    • 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
    • 18 months after the blog’s launch, online mentions had almost doubled … … and positive mentions had increased from 68% to 83%
    • 2 – Rockstars look for ways to shift control to fans http://www.flickr.com/photos/bakameh/
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    • 3 – Rockstars find the ‘Bigger Idea’
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    • “ 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
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    • 4 – Rockstars embrace their fans
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    • “ 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
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    • “ the craziness with Mentos ... doesn't fit with the brand personality" of Diet Coke
    • “ 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
    • “ 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 http://www.flickr.com/photos/hyku/
    • “ Create something amazing… … … for the people that love you.”