Building an Online Brand Through Customers | DMFB 2014

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This year at the Digital Marketing for Business conference, I cover how customers are changing the online landscape for brands and what companies can do to get them talking in a positive manner.

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Building an Online Brand Through Customers | DMFB 2014

  1. 1. BUILDING YOUR ONLINE BRAND THROUGH CUSTOMERS #wom #branding #custserv #brandlove #cxp DIGITAL MARKETING FOR BUSINESS • #DMFB14 CASIE GILLETTE • KOMARKETING
  2. 2. CASIE GILLETTE DIRECTOR OF ONLINE MARKETING 9  YEARS   2004   casiegillette.com casieg@gmail.com @casieg +CasieGillette #DMFB14 • @CASIEG • @KOMARKETING h"p://www.slideshare.net/casieg  
  3. 3. WHAT IS A BRAND? #DMFB14 • @CASIEG • @KOMARKETING
  4. 4. BRAND “is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” - Seth Godin #DMFB14 • @CASIEG • @KOMARKETING
  5. 5. Your brand used to be dictated by YOU. You chose the messaging that was sent out and that’s what people knew about your brand. Not any more… #DMFB14 • @CASIEG • @KOMARKETING
  6. 6. Your brand is now dictated by what OTHER people are saying about you. #DMFB14 • @CASIEG • @KOMARKETING
  7. 7. WHAT DOES IT MEAN? #DMFB14 • @CASIEG • @KOMARKETING
  8. 8. It means there are NEW opportunities for businesses. New opportunities to get customers talking and have them do your marketing for you. It also means you better give them something to say! #DMFB14 • @CASIEG • @KOMARKETING
  9. 9. AWARENESS 49% of U.S. consumers say friends and family are their top sources of brand awareness. - J. Morton #DMFB14 • @CASIEG • @KOMARKETING
  10. 10. INFLUENCE 81% of U.S. online consumers’ purchase decisions are influenced by their friends’ social media posts. - MarketForce #DMFB14 • @CASIEG • @KOMARKETING
  11. 11. REVENUE Word of mouth was the second-best source of revenue according to US small businesses. - eMarketer #DMFB14 • @CASIEG • @KOMARKETING
  12. 12. RETENTION It costs 6–7 times more to acquire a new customer than retain an existing one. - Bain & Company #DMFB14 • @CASIEG • @KOMARKETING
  13. 13. LONGEVITY A referred customer has a 16% higher life-time value. - Wharton School of Business #DMFB14 • @CASIEG • @KOMARKETING
  14. 14. THE BAD NEWS… A dissatisfied customer will tell between 9-15 people about their experience. - InternetRetailer No…Winter isn’t coming. It’s finally over! Yay! #DMFB14 • @CASIEG • @KOMARKETING
  15. 15. A LinkedIn Influencer recently had a bad experience at Ikea and decided to post the story to LinkedIn. The post received 45k+ views, 300+ comments, and almost 3k shares. #DMFB14 • @CASIEG • @KOMARKETING
  16. 16. Amy’s Baking Company had a bad Facebook experience. Now, when you search for the company, articles about their awful responses are what show up along with poor reviews. #DMFB14 • @CASIEG • @KOMARKETING
  17. 17. These all happened within 20 minutes. In one day. Just because. #DMFB14 • @CASIEG • @KOMARKETING
  18. 18. IT’S OK THOUGH… Happy customers who get their issue resolved tell about 4-6 people about their experience. #DMFB14 • @CASIEG • @KOMARKETING
  19. 19. AND… 66% of brand mentions on the social web are positive. - Lithium #DMFB14 • @CASIEG • @KOMARKETING
  20. 20. An agency created an entire site dedicated to Tim Horton’s donuts. They have no association with Tim Hortons, they just like their donuts. #DMFB14 • @CASIEG • @KOMARKETING
  21. 21. Melt Bar & Grill has over 500 customers with Melt logo tattoos. Why? So they can enjoy a lifetime of 25% off grilled cheeses. #DMFB14 • @CASIEG • @KOMARKETING
  22. 22. This also all happened in one day. Within 2 hours. Just because. #DMFB14 • @CASIEG • @KOMARKETING
  23. 23. LET’S MAKE THEM HAPPY! #DMFB14 • @CASIEG • @KOMARKETING
  24. 24. UNDERSTAND To understand why customers share a brand, we need to understand why they share in general. #DMFB14 • @CASIEG • @KOMARKETING
  25. 25. SOCIAL ACCEPTANCE One of the major reasons people discuss their product and brand experiences with others is about belonging and contributing to the social group to which they belong. #DMFB14 • @CASIEG • @KOMARKETING
  26. 26. LOVE OF STORIES Humans love to tell stories. We love to share experiences and information. If the experience with the products or brands was positive, the story is positive. #DMFB14 • @CASIEG • @KOMARKETING
  27. 27. TO BE UNIQUE While people want to fit in, they also want to distinguish themselves from the group. That includes talking about their unique experiences. #DMFB14 • @CASIEG • @KOMARKETING
  28. 28. BRAND LOVE Sometimes people just genuinely love a brand or the people behind a brand. They love the product or the advertising and want to talk about it. #DMFB14 • @CASIEG • @KOMARKETING
  29. 29. MOTIVATE We need to figure out what motivates our target market to share. #DMFB14 • @CASIEG • @KOMARKETING
  30. 30. Keurig is a great example with their “Brew the Love” campaign. Keurig isn’t just a machine on your counter, it’s a story. #DMFB14 • @CASIEG • @KOMARKETING
  31. 31. Grasshopper has made themselves known for their great word of mouth tactics. From free coffee to thank you notes to book and candy, they get people talking. #DMFB14 • @CASIEG • @KOMARKETING
  32. 32. Just about everyone is familiar with the Zappos experience and their great customer service team. But did you know they’ll even go so far as to order you a pizza? #DMFB14 • @CASIEG • @KOMARKETING
  33. 33. MailChimp has created a brand of great customer service, great content, and a well-known icon, Freddie. #DMFB14 • @CASIEG • @KOMARKETING
  34. 34. What these companies all have in common is their customers love them and they talk about them online. #DMFB14 • @CASIEG • @KOMARKETING
  35. 35. What these companies all have in common is their customers love them and they talk about them online. #DMFB14 • @CASIEG • @KOMARKETING
  36. 36. What these companies all have in common is their customers love them, they talk about them online, and they recommend them to their friends. #DMFB14 • @CASIEG • @KOMARKETING
  37. 37. You can drive these experiences. Create stories. Be memorable. But you have to know where to start. Like any marketing strategy, you don’t want to just throw darts at the wall. GETTING STARTED #DMFB14 • @CASIEG • @KOMARKETING
  38. 38. TARGET 90% of social engagement is driven by 3% of customers. - Social Chorus #DMFB14 • @CASIEG • @KOMARKETING
  39. 39. WHO? Customers • Brand Advocates • Employees • Press Start with the people already talking about you. The people interested in your business and who are invested in your company are the ones who want you to succeed. #DMFB14 • @CASIEG • @KOMARKETING
  40. 40. In order to find out who’s talking about you, you have to listen. Social monitoring tools like Sysomos, Sprout Social, or Trackur help you see who is saying what. LISTEN #DMFB14 • @CASIEG • @KOMARKETING
  41. 41. In order to find out who’s talking about you, you have to listen. Social monitoring tools like Sysomos, Sprout Social, or Trackur help you see who is saying what. #DMFB14 • @CASIEG • @KOMARKETING
  42. 42. The next step is to find out who your influencers are. Of the people talking about you, who is connected, who is active and where are they active? Find the leaders. #DMFB14 • @CASIEG • @KOMARKETING
  43. 43. Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the influencers are. #DMFB14 • @CASIEG • @KOMARKETING
  44. 44. Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the influencers are. #DMFB14 • @CASIEG • @KOMARKETING
  45. 45. Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the influencers are. #DMFB14 • @CASIEG • @KOMARKETING
  46. 46. Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the influencers are. #DMFB14 • @CASIEG • @KOMARKETING
  47. 47. ORGANIZE Create a list • Utilize your CRM • Start from the top #DMFB14 • @CASIEG • @KOMARKETING
  48. 48. There are a ton of inexpensive and fun ways to excite your customers. As we saw earlier, something as simple as a handwritten note can make someone’s day. #DMFB14 • @CASIEG • @KOMARKETING
  49. 49. #DMFB14 • @CASIEG • @KOMARKETING LISTEN IDENTIFY SEGMENT OUTREACH TRACK REPEAT
  50. 50. A few great books worth reading include UnMarketing, The Future of Business & BuzzMarketing. #DMFB14 • @CASIEG • @KOMARKETING
  51. 51. THANK YOU! Casie Gillette • Director of Online Marketing • KoMarketing Have questions? Feel free to reach out to casieg@komarketingassociates.com. #DMFB14 • @CASIEG • @KOMARKETING

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