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

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

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