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

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

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

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