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From Fans To Fanatics - Building Brand Advocacy in a New (Media) World

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From Fans To Fanatics - Building Brand Advocacy in a New (Media) World

From Fans To Fanatics - Building Brand Advocacy in a New (Media) World

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    From Fans To Fanatics - Building Brand Advocacy in a New (Media) World From Fans To Fanatics - Building Brand Advocacy in a New (Media) World Presentation Transcript

    • Friends To Fanatics … Advocacy in the new (media) world Daniel Goh Founder & Chief Editor, Young Upstarts Some rights reserved. Thursday, November 11, 2010
    • First, some basics. First question to ask yourself: • How much do I know about social media? Next question: • What role do I see <insert name of my company/brand organization here> play in the social media space? Thursday, November 11, 2010
    • Align your perspective. Marketing Social Media Marcomm Organization This is how most companies see social media. Thursday, November 11, 2010
    • Align your perspective. Social
Media YOU Unfortunately, this is how your consumers see you. Thursday, November 11, 2010
    • Building a fan base is a long process. 2. Infrastructure 1. Objectives 3. Audiences 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration Too many of us start at Tools and Engagement. Thursday, November 11, 2010
    • So you want fans. 2. Infrastructure 1. Objectives 3. Audiences To what objectives? 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration • Increase awareness? • Customer engagement? • Drive sales? • Customer support? Note: The number of fans should not be your objective. Thursday, November 11, 2010
    • Get your infrastructure 2. Infrastructure 1. Objectives 3. Audiences right. 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration Not just IT infrastructure: • Get management/staff buy-in. • Appoint ambassadors. • Fix a budget, cheapskate. Thursday, November 11, 2010
    • 2. Infrastructure Identify your community(s). 1. Objectives 3. Audiences 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration • Do I have a fan club? (Low- hanging fruit.) • Primary/secondary audiences? Where are they? • Who is not my audience? • Research: who is already talking about me? Thursday, November 11, 2010
    • 2. Infrastructure Find your community(s). 1. Objectives 3. Audiences 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration • Online Forums - Hardware Zone (tech), Clubsnap (photography), Soft.com.sg (Local music), SGCarMart (new & used cars) • Facebook Groups • LinkedIn Discussion Groups • Online Communities i.e. E27.sg, SGEntrepreneurs, The Digital Movement Thursday, November 11, 2010
    • Break down by levels 2. Infrastructure 1. Objectives 3. Audiences of brand advocacy. 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration Dumbf**k. Clueless. Loyalist. Sneezer. Rager. T AIDA: Attention, Interest, Desire, Action • Likes your • Loves your • Unaware of • Knows of your • Very familiar brand and brand; willingly your brand, or is brand or even with your endorses it; shares aware but uses your brand, and Uses your experiences doesn’t like you. product, but no knows how to products and is with others. Has particular take you down. a repeat “reach”. inclination customer. • Possibly towards you. expensive to • Beware: needs • Needs little engage. delicate • Worth empowerment • Green fields. handling! cultivating. to shine. Thursday, November 11, 2010
    • Work out your 2. Infrastructure 1. Objectives 3. Audiences key messages. 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration • Know what your community wants to hear. • Use language they understand. • Align tone and manner with your brand. • Make it appropriate to the level of advocacy. Thursday, November 11, 2010
    • Select the right social 2. Infrastructure 1. Objectives 3. Audiences media tools. 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration • Fish where the fishes are; set up your “digital embassy” or “digital playground” there. Microblogs Social Network Sites • Pick tools that fit your brand. • What are you best at? Blogs Thursday, November 11, 2010
    • Even better, make your 2. Infrastructure 1. Objectives 3. Audiences product social! 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration • Enable your community; give them tools to help you spread the word. • Incentivize them (may not be monetary i.e. badge system) Thursday, November 11, 2010
    • Other examples of 2. Infrastructure 1. Objectives 3. Audiences making products “social”. 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration Sharing on mobile apps Live chat on site Thursday, November 11, 2010
    • Integrate it with your 2. Infrastructure 1. Objectives 3. Audiences marketing mix. 9. Refinement 4. Messaging 8. Measurement 5. Tools Social media? 7. Engagement 6. Integration Public relations Above-the-line/ below-the-line advertising Employee/internal communications Customer service Thursday, November 11, 2010
    • Set your level of 2. Infrastructure 1. Objectives 3. Audiences engagement. 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration • Know who to engage. • Know when to engage (or not). • Set your tone and manner. • Know how to respond when something happens. • Set how fast you should respond. • Identify who responds on your behalf. Thursday, November 11, 2010
    • Set KPIs and 2. Infrastructure 1. Objectives 3. Audiences measure ROI. 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration • Fans (Likes). • Web statistics - unique visitors, page views etc. • Mentions. • Sentiment. • Cost-per-acquisition (CPA). • Level of engagement. Thursday, November 11, 2010
    • 2. Infrastructure Refine your strategy. 1. Objectives 3. Audiences 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration • What was the ROI? • What have I learnt? • What worked? • What have I missed out? • What can I leave out? • Who did I piss off? Thursday, November 11, 2010
    • Final Takeaways Thursday, November 11, 2010
    • The problem with sports is... every fan thinks he’s the coach. It’s the same with online communities. Thursday, November 11, 2010
    • Always have a game plan before you enter the field. Thursday, November 11, 2010
    • Learn how to manage crowd control. Thursday, November 11, 2010
    • Find natural cheerleaders who can lead the rest... Thursday, November 11, 2010
    • And the ones who are only going to cause you trouble. Thursday, November 11, 2010
    • Of course, there’s always going to be the weirdos! Thursday, November 11, 2010
    • Questions? Thursday, November 11, 2010
    • END. THANK YOU. Email | daniel@youngupstarts.com Twitter | @danielgoh LinkedIn | www.linkedin.com/in/danielgoh Thursday, November 11, 2010