How to Use Social Media to Build an Army of Superfans

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Research shows that consumers use social media to express their loyalty to their favorite brands and products: 74% of consumers rely on social networks to guide purchase decisions (ODM Group, 2011), and brand advocates are 83% more likely to share information about a product than typical web users (Buzz Agent, 2011).

In short, brand advocacy and social media marketing are a powerful combination for both B2C and B2B brands.

Join social media expert Baochi Nguyen, CEO of Social Canny, as she shares best practice case studies that will reveal how to:

Identify your brand’s biggest fans, the superfans
Engage with your superfans through social channels
Maintain a record of superfans for CRM
Reward your superfans
Not annoy your superfans

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How to Use Social Media to Build an Army of Superfans

  1. 1. BUILDING A SUPERFAN COMMUNITYCHECK OUT THE LIVE RECORDING HERE!http://infusionsoft.wistia.com/medias/rr809op49hBAOCHI NGUYEN,CEO of Social Canny@baoch
  2. 2. ABOUT BAOCHI Baochi Nguyen is CEO of Social Canny, a digital marketing and social strategy consultancy. She is a 15-year veteran in the Internet industry. Baochi holds a BA and MA from Stanford University. @baoch baochi@socialcanny.com
  3. 3. Discussion Topics The Birds & Identify, Track The Superfan Superfan Superfan Do’s The Superfans & Engage VIP Treatment Don’t’s
  4. 4. The Birds & the Superfans Where do Superfans come from? Great Product Great Service Great Community
  5. 5. SUPERFANS: DEFINED • Superfans are customers/enthusiasts who engage, praise or recommend your brand — and they do so without getting paid! • Superfans are brand ambassadors • Superfans are your brand’s WOM
  6. 6. WHY ARE SUPERFANS IMPORTANT? 140,000,000 active users on Twitter 950,000,000 active users on Facebook 36% of social networkers post about brands ………………………………………………………………………………. 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising, up from 74% in 2007 (Nieslen, April 2012)
  7. 7. IDENTIFY SUPERFANSENGAGEMENT: FEEDBACK: KUDOS: PROMOTION: SUPPORT: People who People who People who post People who People who respond provide about positive recommend stand by your regularly to suggestions for experiences with your brand’s brand, even brand posts improvement the brand product and/or during tough service times
  8. 8. KEEP TRACK OF SUPERFANS• Create Twitter lists/streams for Superfans• Maintain record of engaged people in other active channels• Flag Superfans in your CMS system• Subscribe to blogs written by Superfans
  9. 9. ENGAGE WITH SUPERFANS• Read Superfan blogs and leave comments• Converse with Superfans on relevant topics• Get to know Superfan interests outside of the brand, converse on their topics• Always thank Superfans for kudos and ask for feedback• Be genuine and likeable
  10. 10. Discussion Topics Give Superfans Support Feature Ask Superfans Surprise Provide shout-outs and Superfans Superfans on for input on Superfans Superfans with encouragement by sharing their social channels fun stuff, like with gifts exclusive posts and events contests information
  11. 11. THE SUPERFAN VIP TREATMENT
  12. 12. I received your package a couple of days ago and just opened it last night. What a pleasant surprise! It’s not every day that you receive a box of goodies from a company that appreciates your business. Thank you ever so much. Don’t worry; I plan on remaining a customer for many years to come. Yes! I’m a superfan and recommend – Sharon Moore Baochi Nguyen to all! – Dawn Just wanted to let you know we got a package from you today, it was filled with the coolest stuff! Thank you so much, we truly appreciated it. It’s great being a Superfan. – Frankie FiedlerYes…thank you for your appreciation. I truly am a Superfan…I was incurring $200 plus per month in AT&T business phone charges before switching completely to RingCentral in January. I am amobile lawyer and the mobile plan has been a tremendous value and provides exceptional service to my business. I really want RingCentral to succeed. – Rich
  13. 13. SUPERFANS DON’T’S• Don’t choose Superfans based on number of followers• Don’t be inauthentic• Don’t make your Superfans feel obligated• Don’t engage too frequently• Don’t over-do the public Superfan hype
  14. 14. SUPERFAN DO’S• Do loop in your legal department• Do take a no-strings-attached approach• Do welcome customers who ask to join the Superfan program• Do be extra-responsive when a Superfan needs help with a product/service• Do provide a public definition of the Superfan program• Do engage with potential Superfans — they don’t grow on trees• Do connect your Superfans to each other
  15. 15. Questions/CommentsTweet to @Infusionsoft, @baochi &@heatherdopson with your questions

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