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How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
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How to Use Social Currency to Identify Your Brand Influencers

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  • Robert Passikoff Brand Keys Nov. 4, 2010
  • - June 15, 2011 Lara O’Reilly, Marketing Week
  • Facilitate consistent interactions Should feel like one continuous dialogue, not fragmented Cultivate customer trust Practice responsible information management leads to customer info sharing Create relevant experiences Use customer insight to craft unique experiences Enable seamless integration across channels Goal is for all touchpoints to interact in an integrated and positive manner
  • Facilitate consistent interactions Should feel like one continuous dialogue, not fragmented Cultivate customer trust Practice responsible information management leads to customer info sharing Create relevant experiences Use customer insight to craft unique experiences Enable seamless integration across channels Goal is for all touchpoints to interact in an integrated and positive manner
  • Facilitate consistent interactions Should feel like one continuous dialogue, not fragmented Cultivate customer trust Practice responsible information management leads to customer info sharing Create relevant experiences Use customer insight to craft unique experiences Enable seamless integration across channels Goal is for all touchpoints to interact in an integrated and positive manner
  • The Approach Getting more customers. Practicing CRM means we will approach acquisition differently. Our focus will shift from blanket acquisition to looking for new customers that resemble our most valuable customers. As we will see in future examples, by focusing on “resemblers” we will achieve greater ROI on our prospecting efforts. Keeping them longer. We will keep our customers from defecting to the competition by providing superior experiences our competitors cannot duplicate. This means looking for value-added products and services that will hit our customers’ “hot buttons.” By doing so, we will not have to reach for the generic “incentive” button as often. In addition, unlike traditional incentives, our competitors will have difficulty duplicating our offers because the information that feeds into creating them will not be available through purchased market research studies; rather, it will come through direct dialogue with the customer. Growing them into bigger customers. We will capture a greater share of our customers’ business by anticipating and meeting their needs. If we know, for example, that a customer is about ready to have a baby, we can provide offers and incentives to purchase other baby products, focusing on child safety features and accessories.
  • Facilitate consistent interactions Should feel like one continuous dialogue, not fragmented Cultivate customer trust Practice responsible information management leads to customer info sharing Create relevant experiences Use customer insight to craft unique experiences Enable seamless integration across channels Goal is for all touchpoints to interact in an integrated and positive manner
  • Facilitate consistent interactions Should feel like one continuous dialogue, not fragmented Cultivate customer trust Practice responsible information management leads to customer info sharing Create relevant experiences Use customer insight to craft unique experiences Enable seamless integration across channels Goal is for all touchpoints to interact in an integrated and positive manner
  • The Approach Getting more customers. Practicing CRM means we will approach acquisition differently. Our focus will shift from blanket acquisition to looking for new customers that resemble our most valuable customers. As we will see in future examples, by focusing on “resemblers” we will achieve greater ROI on our prospecting efforts. Keeping them longer. We will keep our customers from defecting to the competition by providing superior experiences our competitors cannot duplicate. This means looking for value-added products and services that will hit our customers’ “hot buttons.” By doing so, we will not have to reach for the generic “incentive” button as often. In addition, unlike traditional incentives, our competitors will have difficulty duplicating our offers because the information that feeds into creating them will not be available through purchased market research studies; rather, it will come through direct dialogue with the customer. Growing them into bigger customers. We will capture a greater share of our customers’ business by anticipating and meeting their needs. If we know, for example, that a customer is about ready to have a baby, we can provide offers and incentives to purchase other baby products, focusing on child safety features and accessories.
  • The Approach Getting more customers. Practicing CRM means we will approach acquisition differently. Our focus will shift from blanket acquisition to looking for new customers that resemble our most valuable customers. As we will see in future examples, by focusing on “resemblers” we will achieve greater ROI on our prospecting efforts. Keeping them longer. We will keep our customers from defecting to the competition by providing superior experiences our competitors cannot duplicate. This means looking for value-added products and services that will hit our customers’ “hot buttons.” By doing so, we will not have to reach for the generic “incentive” button as often. In addition, unlike traditional incentives, our competitors will have difficulty duplicating our offers because the information that feeds into creating them will not be available through purchased market research studies; rather, it will come through direct dialogue with the customer. Growing them into bigger customers. We will capture a greater share of our customers’ business by anticipating and meeting their needs. If we know, for example, that a customer is about ready to have a baby, we can provide offers and incentives to purchase other baby products, focusing on child safety features and accessories.
  • The Approach Getting more customers. Practicing CRM means we will approach acquisition differently. Our focus will shift from blanket acquisition to looking for new customers that resemble our most valuable customers. As we will see in future examples, by focusing on “resemblers” we will achieve greater ROI on our prospecting efforts. Keeping them longer. We will keep our customers from defecting to the competition by providing superior experiences our competitors cannot duplicate. This means looking for value-added products and services that will hit our customers’ “hot buttons.” By doing so, we will not have to reach for the generic “incentive” button as often. In addition, unlike traditional incentives, our competitors will have difficulty duplicating our offers because the information that feeds into creating them will not be available through purchased market research studies; rather, it will come through direct dialogue with the customer. Growing them into bigger customers. We will capture a greater share of our customers’ business by anticipating and meeting their needs. If we know, for example, that a customer is about ready to have a baby, we can provide offers and incentives to purchase other baby products, focusing on child safety features and accessories.
  • The Approach Getting more customers. Practicing CRM means we will approach acquisition differently. Our focus will shift from blanket acquisition to looking for new customers that resemble our most valuable customers. As we will see in future examples, by focusing on “resemblers” we will achieve greater ROI on our prospecting efforts. Keeping them longer. We will keep our customers from defecting to the competition by providing superior experiences our competitors cannot duplicate. This means looking for value-added products and services that will hit our customers’ “hot buttons.” By doing so, we will not have to reach for the generic “incentive” button as often. In addition, unlike traditional incentives, our competitors will have difficulty duplicating our offers because the information that feeds into creating them will not be available through purchased market research studies; rather, it will come through direct dialogue with the customer. Growing them into bigger customers. We will capture a greater share of our customers’ business by anticipating and meeting their needs. If we know, for example, that a customer is about ready to have a baby, we can provide offers and incentives to purchase other baby products, focusing on child safety features and accessories.
  • The Approach Getting more customers. Practicing CRM means we will approach acquisition differently. Our focus will shift from blanket acquisition to looking for new customers that resemble our most valuable customers. As we will see in future examples, by focusing on “resemblers” we will achieve greater ROI on our prospecting efforts. Keeping them longer. We will keep our customers from defecting to the competition by providing superior experiences our competitors cannot duplicate. This means looking for value-added products and services that will hit our customers’ “hot buttons.” By doing so, we will not have to reach for the generic “incentive” button as often. In addition, unlike traditional incentives, our competitors will have difficulty duplicating our offers because the information that feeds into creating them will not be available through purchased market research studies; rather, it will come through direct dialogue with the customer. Growing them into bigger customers. We will capture a greater share of our customers’ business by anticipating and meeting their needs. If we know, for example, that a customer is about ready to have a baby, we can provide offers and incentives to purchase other baby products, focusing on child safety features and accessories.
  • The Approach Getting more customers. Practicing CRM means we will approach acquisition differently. Our focus will shift from blanket acquisition to looking for new customers that resemble our most valuable customers. As we will see in future examples, by focusing on “resemblers” we will achieve greater ROI on our prospecting efforts. Keeping them longer. We will keep our customers from defecting to the competition by providing superior experiences our competitors cannot duplicate. This means looking for value-added products and services that will hit our customers’ “hot buttons.” By doing so, we will not have to reach for the generic “incentive” button as often. In addition, unlike traditional incentives, our competitors will have difficulty duplicating our offers because the information that feeds into creating them will not be available through purchased market research studies; rather, it will come through direct dialogue with the customer. Growing them into bigger customers. We will capture a greater share of our customers’ business by anticipating and meeting their needs. If we know, for example, that a customer is about ready to have a baby, we can provide offers and incentives to purchase other baby products, focusing on child safety features and accessories.
  • The Approach Getting more customers. Practicing CRM means we will approach acquisition differently. Our focus will shift from blanket acquisition to looking for new customers that resemble our most valuable customers. As we will see in future examples, by focusing on “resemblers” we will achieve greater ROI on our prospecting efforts. Keeping them longer. We will keep our customers from defecting to the competition by providing superior experiences our competitors cannot duplicate. This means looking for value-added products and services that will hit our customers’ “hot buttons.” By doing so, we will not have to reach for the generic “incentive” button as often. In addition, unlike traditional incentives, our competitors will have difficulty duplicating our offers because the information that feeds into creating them will not be available through purchased market research studies; rather, it will come through direct dialogue with the customer. Growing them into bigger customers. We will capture a greater share of our customers’ business by anticipating and meeting their needs. If we know, for example, that a customer is about ready to have a baby, we can provide offers and incentives to purchase other baby products, focusing on child safety features and accessories.
  • Facilitate consistent interactions Should feel like one continuous dialogue, not fragmented Cultivate customer trust Practice responsible information management leads to customer info sharing Create relevant experiences Use customer insight to craft unique experiences Enable seamless integration across channels Goal is for all touchpoints to interact in an integrated and positive manner
  • Transcript

    • 1.  
    • 2. How to Use Social Currency to Identify Your Brand Influencers <ul><li>Oct 5, 8:45am - 9:45am </li></ul><ul><li>Dan Ziman and Becky Carroll </li></ul>
    • 3. Engagement is not a fad.
    • 4. Where are we? Stage 1 Experimental Stage 2 Operational Stage 3 Pro <ul><li>No ready to commit to results </li></ul><ul><li>Skeptical or no exec sponsor </li></ul><ul><li>Silo effort </li></ul><ul><li>Brand monitoring </li></ul><ul><li>Executive engagement </li></ul><ul><li>Baseline metrics </li></ul><ul><li>Cross-function team & goal </li></ul><ul><li>Directly impacting results </li></ul><ul><li>Very strong exec support </li></ul>
    • 5. Business hasn’t changed, but the customer sure has….. 22 hrs/week online 5+ hrs/week in social media Ave. Facebook user: 130 friends. Ave. Twitter user: 300 followers 74% expect a response from a company online in 1 hour A mere 17% of consumers trust corporate or product advertising
    • 6. Lost in translation Increase sales Reduce churn Improve margins Move faster Increase Awareness Does the customer ever speak your language? Fix a problem Rant Deci d e what to buy Feel listened to Get a deal
    • 7. 74% of CEOs also say marketers focus too much on the latest trends, such as social media , but can rarely demonstrate how these trends can help to generate more business for the company. - Marketing Week, June 15, 2011
    • 8. LET’S CHANGE THIS GAME
    • 9. Capture our beauty
    • 10. Wherever our clients shop
    • 11. Breaking down the barriers
    • 12. WHAT’S A SUPERFAN
    • 13.  
    • 14. Are you managing to the right outcome? Passive Reach Department Objectives C-Suite Order Value, Channel Sales eCommerce Ideas, Reduce Support Costs Brand, Margins, Revenue, Retention “ I know that company. ” “ I checked out their products.” “ I buy from that company.” “ I totally recommend that product.” Likes Fans Views Heard Influence Sentiment Email Ads Traffic Page Views Posts
    • 15.  
    • 16. <ul><li>INSPIRE YOUR CUSTOMERS </li></ul><ul><li>BeautyTalkers spend 2.5x more $$$s </li></ul><ul><li>Superfans spend 10x more $$$s </li></ul><ul><li>Average superfan spends 36.5hrs/week on BeautyTalk </li></ul>
    • 17. <ul><li>FOSTER BRAND PRESENCE </li></ul><ul><li>66% increase in likelihood of buying </li></ul><ul><li>44% increase in average amount spent </li></ul><ul><li>Community now attracts 40% of all FICO traffic – and over 850k customers served. </li></ul>
    • 18. Creating web traffic And, 40% of the lithium.com unique visitors come from referring URLs 60% of the lithium.com unique visitors come from direct or google organic search
    • 19. Takeaways <ul><li>WHAT CUSTOMERS WANT </li></ul><ul><li>Feel important </li></ul><ul><li>My feedback counts </li></ul><ul><li>Appreciate being a brand fan </li></ul><ul><li>Thanked, Loved! </li></ul><ul><li>WHAT THEY DON’T </li></ul><ul><li>Part of a campaign </li></ul><ul><li>An end-user </li></ul><ul><li>“ Like you” because you want “likes” </li></ul>
    • 20. So, now what? <ul><li>How to be a “customer champion”? </li></ul><ul><li>What is the structure for customer engagement? </li></ul><ul><li>Do customers really ROCK? </li></ul>
    • 21. <ul><li>Social Media is everywhere </li></ul>
    • 22. Customers want freebies… Source: Cone Survey 2010
    • 23. <ul><li>Social Media is not a </li></ul><ul><li>campaign, it’s part of a </li></ul><ul><li>strategy to build </li></ul><ul><li>relationships </li></ul>
    • 24. Four Keys to Grow Business Through Brand Advocates <ul><li>Relevant marketing </li></ul><ul><li>Orchestrated customer experience </li></ul><ul><li>Customer-focused culture </li></ul><ul><li>Killer customer service </li></ul>
    • 25. Sanuk knows their customers – and loves them back
    • 26. “ We love Sanuk together”
    • 27. CEMEX
    • 28. Advocates get involved…
    • 29. <ul><li>R elevant marketing </li></ul><ul><li>Orchestrated customer experience </li></ul><ul><ul><li>A coordinated, personalized experience your competitors cannot easily duplicate </li></ul></ul><ul><li>C ustomer-focused culture </li></ul><ul><li>K iller customer service </li></ul>Engaging Brand Advocates
    • 30. The experience is everything…
    • 31. Mixing Offline with Online: Domino’s Pizza Pizza box fliers promote Twitter Source: Social Media Examiner Customer poses for photo-op
    • 32. Engaging Brand Advocates <ul><li>R elevant marketing </li></ul><ul><li>O rchestrated customer experience </li></ul><ul><li>Customer-focused culture </li></ul><ul><ul><li>Customers are in the DNA of the business </li></ul></ul><ul><li>K iller customer service </li></ul>
    • 33. It’s about the people…
    • 34. FreshBooks focuses on customers
    • 35. “ We don’t have a social media strategy, we have a relationship strategy.”
    • 36. Engaging Brand Advocates <ul><li>R elevant marketing </li></ul><ul><li>O rchestrated customer experience </li></ul><ul><li>C ustomer-focused culture </li></ul><ul><li>Killer customer service </li></ul><ul><ul><li>Positive interactions that get virally shared </li></ul></ul>
    • 37. More than just lip service…
    • 38. Go where your customers are
    • 39. Delight Your Advocates
    • 40. Innovate
    • 41. Verizon Idea Exchange Open Innovation: Anyone, Anywhere http://verizon.com/ideas Launched: July 2010
    • 42. <ul><li>Verizon FiOS TV and Customer Collaboration – </li></ul><ul><li>IMG 1.9 </li></ul><ul><li>Created a 1.9 Sneak Peek for community members, administered via private discussion board in the forums </li></ul><ul><li>IMG 1.9 Customer Verbatims: </li></ul>IMG 1.9 Sneak Peek Verbatims First off, thank you for letting us customers have 1.9 early and offer our sincere feedback. This is truly appreciated and means so much to me and shows Verizon dedication to making FiOS the best! - Email to Joe Ambeault (1/21/11) But, the best part was getting to work with the people inside of Verizon. It really changed my view of the company in a very positive way. - DSL Reports (4/21/11)
    • 43. Verizon Ideation Process Leverages Social Media <ul><li>We listen to customers </li></ul><ul><li>We open our product development process </li></ul><ul><li>“ Over 90% of our latest release has been suggested, or </li></ul><ul><li>refined by our customers.” </li></ul>
    • 44. <ul><li>Number of ideas submitted: 1700 </li></ul><ul><li>Number of ideas in progress: 250 </li></ul><ul><li>Number of ideas implemented: 31 </li></ul><ul><li>Since launch… </li></ul><ul><li>107% growth in comments </li></ul><ul><li>403% growth in votes </li></ul><ul><li>555% growth in visitors </li></ul><ul><li>  </li></ul>Verizon: Measuring Success
    • 45. When I get back to the office… <ul><li>Make customer engagement a long-term strategy </li></ul><ul><li>Metrics associated to conversions, not volume </li></ul><ul><li>Ensure my social media strategy is associated to a business outcome </li></ul><ul><li>BUT </li></ul><ul><li>Reward my fans in their language, their interests & their needs </li></ul>
    • 46. Let’s have a conversation <ul><ul><li>Becky Carroll </li></ul></ul><ul><ul><li>Author, The Hidden Power of Your Customers </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>+1.858.481.6373 office </li></ul></ul><ul><ul><li>+1.858.692.4778 mobile </li></ul></ul><ul><ul><li>Business Blog - http:/ /customersrock.net </li></ul></ul><ul><ul><li>@ bcarroll7 </li></ul></ul><ul><ul><li>http ://www.facebook.com/rebeccacarroll </li></ul></ul><ul><ul><li>http://www.linkedin.com/in/beckycarroll </li></ul></ul><ul><ul><li>BOOK </li></ul></ul><ul><ul><li>http://facebook.com/TheHiddenPowerOfYourCustomers </li></ul></ul>Dan Ziman VP, Corporate Marketing [email_address] +1.650.740.2662 mobile @lostintheflog www.linkedin.com/in/dziman Lithosphere Community

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