more customers, less work                              Webinar: Branding And Advocacy In The Social Age                   ...
Agenda                    • Evolution of branding                    • What’s an advocate? /“badvocate”?                  ...
Nimble University                                 Educational platform                              check out www.nimble.c...
Branding Used To Be:                                 http://www.flickr.com/photos/funky64/4293098263/sizes/z/in/photostream...
Now It’s More Like...                                        what brand says                what customers say            ...
These Voices Can Be:                                http://www.flickr.com/photos/lugolounge/6780004/sizes/l/in/photostream/...
And also..                                                                                    http://www.flickr.com/photos/...
What’s An Advocate?                                                                     http://www.flickr.com/photos/608525...
What’s A Badvocate?                                                    http://www.flickr.com/photos/rocor/4350219559/sizes/...
W-O-M Is Not New                              But social media                              1) Makes it visible & more ref...
Advocacy = Good Business                          http://www.altimetergroup.com/2010/03/altimeter-report-the-18-use-cases-...
Finding Advocates                 • Listen across all channels                 • Listen for signals like “love”           ...
Finding Advocates                   • Track referrals      100                         • social media    75               ...
What Turns Users Into Advocates                   User Experience                              • Does it answer their need...
What Turns Users Into Advocates                              • Real, genuine, original                              • Does...
What Turns Users Into Advocates                              • Service                              • Proactive desire to ...
What Turns Users Into AdvocatesWednesday, February 2, 2011                 17
Empowering Advocates                              • Listen across all channels                              • Find and rea...
Reward Loyal Users   • Tangible and intangible perks   • $ is a slippery slope         • Never buy attention         • Fre...
Share The Spotlight                              • Highlight users                              • Share, RT their achievem...
Social Capital, Reciprocity                                    http://www.flickr.com/photos/72236935@N00/8228640/Wednesday,...
Finding “Badvocates”                        • Same process as finding advocates                        • Listen across soci...
What Turns Users Into “Badvocates”              Bad user experience                        • Inconsistent experience      ...
Working With “Badvocates”                       • “What’s the problem?”                       • Empathy                   ...
Chronic Complainers                      • They will complain no matter what                      • Apologize, help, walk ...
Handling Conflict                              • Anonymity vs. personal                              • Identify cause of co...
Handling Conflict - Cont..           • Never lose your cool           • Never make it about the person, even if            ...
Public vs. Private                              • How you handle becomes part of brand                                voic...
What’s Influence Got To Do With It?                              • Does everyone deserve great service?                    ...
Every Customer Is An Influencer                              “Let me know which of my customers                            ...
Influencer Perks                  • Only when your service fundamentals are                    taken care of...            ...
Rule Of Thumb                      • Excellent service for all                      • Perks / product previews to industry...
The Community-Focused Culture                              • Empowered                              • Team-oriented       ...
The Community-Focused Business                              Collaboration                                                 ...
Case Study - Zappos!                                   Special Guest:                     Thomas Knoll, Community Architec...
Next Webinar                         • February 9th, 10 a.m. PST                         • Topic: “This Ain’t Your Parents...
Questions?                       Find and friend us:                              http://twitter.com/nimble               ...
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Branding And Advocacy In The Social Age

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Branding And Advocacy In The Social Age

  1. 1. more customers, less work Webinar: Branding And Advocacy In The Social Age Maria Ogneva Director of Community Engagement - Nimble January 2011Wednesday, February 2, 2011 1
  2. 2. Agenda • Evolution of branding • What’s an advocate? /“badvocate”? • What drives them? • How to find them • Empowering advocates • Working with “badvocates” • Is digital influence important? • Enabling the right culture inside • Case studiesWednesday, February 2, 2011 2
  3. 3. Nimble University Educational platform check out www.nimble.com http://www.flickr.com/photos/josiahmackenzie/1623451769/sizes/o/in/photostream/Wednesday, February 2, 2011 3
  4. 4. Branding Used To Be: http://www.flickr.com/photos/funky64/4293098263/sizes/z/in/photostream/Wednesday, February 2, 2011 4
  5. 5. Now It’s More Like... what brand says what customers say what employees say what partners say what press says what experts say http://www.flickr.com/photos/22965089@N00/32325828/Wednesday, February 2, 2011 5
  6. 6. These Voices Can Be: http://www.flickr.com/photos/lugolounge/6780004/sizes/l/in/photostream/Wednesday, February 2, 2011 6
  7. 7. And also.. http://www.flickr.com/photos/timsamoff/536143522/sizes/l/in/photostream/ http://www.flickr.com/photos/lintmachine/2396799183/sizes/z/in/photostream/Wednesday, February 2, 2011 7
  8. 8. What’s An Advocate? http://www.flickr.com/photos/60852569@N00/224547699/ http://www.flickr.com/photos/55573861@N05/5151208779/Wednesday, February 2, 2011 8
  9. 9. What’s A Badvocate? http://www.flickr.com/photos/rocor/4350219559/sizes/z/in/photostream/ http://www.flickr.com/photos/booleansplit/3485785559/sizes/z/in/ photostream/Example: United Breaks Guitars (2009) Example: “You [messed] with the wrong sedentary • One month - 4,718,199 Youtube views processed-foods eater!” Kevin Smith vs. Southwest • Original request for $1,200 denied and later Airlines (2010) granted • Southwest tweeted and blogged an apology • No. 1 country song in UK iTunes storeWednesday, February 2, 2011 9
  10. 10. W-O-M Is Not New But social media 1) Makes it visible & more referential 2) Makes it spread faster http://www.flickr.com/photos/cizake/4164756091/sizes/o/Wednesday, February 2, 2011 10
  11. 11. Advocacy = Good Business http://www.altimetergroup.com/2010/03/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management.htmlWednesday, February 2, 2011 11
  12. 12. Finding Advocates • Listen across all channels • Listen for signals like “love” and “I recommend” http://www.flickr.com/photos/paulgi/280789933/sizes/o/in/photostream/Wednesday, February 2, 2011 12
  13. 13. Finding Advocates • Track referrals 100 • social media 75 • web traffic 50 • signups 25 0 Jan Feb March April May June July August Sept Oct Nov DecWednesday, February 2, 2011 13
  14. 14. What Turns Users Into Advocates User Experience • Does it answer their needs? • Is it consistent with what’s promised? http://www.flickr.com/photos/unconstructive_bry/2385522475/sizes/z/in/photostream/Wednesday, February 2, 2011 14
  15. 15. What Turns Users Into Advocates • Real, genuine, original • Does it move you? • Does it have a story? • Inspiration, meaning, relevance http://www.askinosie.com/ http://www.facebook.com/askinosie.chocolate http://www.socialmediaexplorer.com/advertising-2/how-to-light-my-fire-authentic-word-of-mouth-movements/Wednesday, February 2, 2011 15
  16. 16. What Turns Users Into Advocates • Service • Proactive desire to help • Listen to feedback & act http://www.flickr.com/photos/erix/4122236130/sizes/z/in/ photostream/Wednesday, February 2, 2011 16
  17. 17. What Turns Users Into AdvocatesWednesday, February 2, 2011 17
  18. 18. Empowering Advocates • Listen across all channels • Find and reach out • Thank them • Build programs for them • Give them tools to tell your story http://www.flickr.com/photos/katewares/4945700659/in/photostream/Wednesday, February 2, 2011 18
  19. 19. Reward Loyal Users • Tangible and intangible perks • $ is a slippery slope • Never buy attention • Frequent buyer discounts OK • Intangible reward • Elevate expert status http://www.flickr.com/photos/41734670@N00/77183017/Wednesday, February 2, 2011 19
  20. 20. Share The Spotlight • Highlight users • Share, RT their achievements, articles http://www.flickr.com/photos/damshots/2789421207/sizes/z/in/photostream/Wednesday, February 2, 2011 20
  21. 21. Social Capital, Reciprocity http://www.flickr.com/photos/72236935@N00/8228640/Wednesday, February 2, 2011 21
  22. 22. Finding “Badvocates” • Same process as finding advocates • Listen across social media, blogs, forums • “Hate”, “sucks”, etc. http://www.flickr.com/photos/47475428@N00/18782750/Wednesday, February 2, 2011 22
  23. 23. What Turns Users Into “Badvocates” Bad user experience • Inconsistent experience • Doesn’t deliver on promise • Doesn’t solve problem http://www.flickr.com/photos/36681137@N00/4703241492/Wednesday, February 2, 2011 23
  24. 24. Working With “Badvocates” • “What’s the problem?” • Empathy • Dig in, offer solution • Don’t let it “stew” • Take action, close the loop • Sometimes they just want someone to talk to http://www.flickr.com/photos/31533886@N00/3874372532/#Wednesday, February 2, 2011 24
  25. 25. Chronic Complainers • They will complain no matter what • Apologize, help, walk away http://www.flickr.com/photos/70609370@N00/3820032294/Wednesday, February 2, 2011 25
  26. 26. Handling Conflict • Anonymity vs. personal • Identify cause of conflict • Make it productive • Offer individual solution http://www.flickr.com/photos/92518741@N00/4408548429/Wednesday, February 2, 2011 26
  27. 27. Handling Conflict - Cont.. • Never lose your cool • Never make it about the person, even if (s)he is wrong • Remember: it’s all part of your digital record http://www.flickr.com/photos/51813223@N00/2258984128/Wednesday, February 2, 2011 27
  28. 28. Public vs. Private • How you handle becomes part of brand voice • Know when to take it private • Advocates will come to your rescue http://www.flickr.com/photos/22834654@N04/2258095263/Wednesday, February 2, 2011 28
  29. 29. What’s Influence Got To Do With It? • Does everyone deserve great service? • What about “influencer programs”? http://www.flickr.com/photos/9390871@N06/1398244602/Wednesday, February 2, 2011 29
  30. 30. Every Customer Is An Influencer “Let me know which of my customers isn’t influential to their friends & family & I’ll take them off our influencer list” - @thmasknoll, Community Architect at @ZapposWednesday, February 2, 2011 30
  31. 31. Influencer Perks • Only when your service fundamentals are taken care of... • ...It’s OK to start campaignsWednesday, February 2, 2011 31
  32. 32. Rule Of Thumb • Excellent service for all • Perks / product previews to industry experts • Involve people in creating product http://www.flickr.com/photos/27228448@N00/799023133/Wednesday, February 2, 2011 32
  33. 33. The Community-Focused Culture • Empowered • Team-oriented • Each customer case is individual • Customer-centric to a fault • Example: Zappos http://www.flickr.com/photos/8816624@N08/3698149738/Wednesday, February 2, 2011 33
  34. 34. The Community-Focused Business Collaboration Process People http://www.flickr.com/photos/17258892@N05/2588347668/Wednesday, February 2, 2011 34
  35. 35. Case Study - Zappos! Special Guest: Thomas Knoll, Community Architect, Zappos! @thomasknollWednesday, February 2, 2011 35
  36. 36. Next Webinar • February 9th, 10 a.m. PST • Topic: “This Ain’t Your Parents’ Facebook”, presented by Derek Overbey • https://www3.gotomeeting.com/register/ 312354462 • P.S. Sign up for our Newsletter to learn of new webinarsWednesday, February 2, 2011 36
  37. 37. Questions? Find and friend us: http://twitter.com/nimble http://twitter.com/jon_ferrara http://twitter.com/themaria http://facebook.com/nimble http://linkd.in/nimblecrm http://www.slideshare.net/nimble Contact: maria@nimble.com, twitter.com/themariaWednesday, February 2, 2011 37

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