Friends To Fanatics
… Advocacy in the new (media) world
Daniel Goh
Founder & Chief Editor,
Young Upstarts
Some rights rese...
First question to ask yourself:
• What role do I see <insert name of my company/brand
organization here> play in the socia...
This is how most companies see social media.
Social
Media
Marcomm
Marketing
Organization
Align your perspective.
Thursday,...
Unfortunately, this is how your consumers see you.
Social
Media
YOU
Align your perspective.
Thursday, November 11, 2010
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Refinement
...
• Increase awareness?
• Customer engagement?
• Drive sales?
• Customer support?
Note:The number of fans should not be your...
• Get management/staff buy-in.
• Appoint ambassadors.
• Fix a budget, cheapskate.
Get your infrastructure
right.
1. Object...
• Do I have a fan club? (Low-
hanging fruit.)
• Primary/secondary audiences?
Where are they?
• Who is not my audience?
• R...
• Online Forums - Hardware
Zone (tech), Clubsnap
(photography), Soft.com.sg
(Local music), SGCarMart (new
& used cars)
• F...
Break down by levels
of brand advocacy.
1. Objectives
2. Infrastructure
3. Audiences
4. Messaging
6. Integration
5.Tools
7...
• Know what your community wants
to hear.
• Use language they understand.
• Align tone and manner with your
brand.
• Make ...
• Fish where the fishes are; set up
your “digital embassy” or “digital
playground” there.
• Pick tools that fit your brand.
...
• Enable your community; give
them tools to help you spread
the word.
• Incentivize them (may not be
monetary i.e. badge s...
Other examples of
making products “social”.
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5. Too...
Public relations
Customer service
Above-the-line/
below-the-line
advertising
Employee/internal
communications
Social media...
• Know who to engage.
• Know when to engage (or not).
• Set your tone and manner.
• Know how to respond when
something hap...
Set KPIs and
measure ROI.
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8....
• What was the ROI?
• What have I learnt?
• What worked?
• What have I missed out?
• What can I leave out?
• Who did I pis...
FinalTakeaways
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 1...
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.
THANKYOU.
Email | daniel@youngupstarts.com
Twitter | @danielgoh
LinkedIn | www.linkedin.com/in/danielgoh
Thursday, No...
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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

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

  1. 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. 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. 3. This is how most companies see social media. Social Media Marcomm Marketing Organization Align your perspective. Thursday, November 11, 2010
  4. 4. Unfortunately, this is how your consumers see you. Social
Media YOU Align your perspective. Thursday, November 11, 2010
  5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 19. FinalTakeaways Thursday, November 11, 2010
  20. 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. 21. Always have a game plan before you enter the field. Thursday, November 11, 2010
  22. 22. Learn how to manage crowd control. Thursday, November 11, 2010
  23. 23. Find natural cheerleaders who can lead the rest... Thursday, November 11, 2010
  24. 24. And the ones who are only going to cause you trouble. Thursday, November 11, 2010
  25. 25. Of course, there’s always going to be the weirdos! Thursday, November 11, 2010
  26. 26. Questions? Thursday, November 11, 2010
  27. 27. END. THANKYOU. Email | daniel@youngupstarts.com Twitter | @danielgoh LinkedIn | www.linkedin.com/in/danielgoh Thursday, November 11, 2010
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