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The New Social:
Using Communities to Build Brand Advocacy
The New Social:
Microinfluencers & Two-Way Advocacy
John-David K...
The New Social:
Microinfluencers & Two-Way Advocacy
• The current social landscape
• How you can leverage the new social media through community
• Actionable strategies for u...
Not your old school
social.
Potential customers are likely to see
your social pages before your
website. This is your chan...
Build a
community.
How can you leverage the
new social landscape?
• Brand fans
• Exposure
• Product feedback
Benefits of a
brand community:
Strong brand
communities
GoPro and Adore Me use social
and UGC to maintain robust
brand communities.
Engage your customers and social followers where
they already are, and give them a forum to share
UGC with one another.
So...
• Encourage customer loyalty
• Help your fans spread the word
• Focus on two-way advocacy
• Let your fans fuel your ads
Fo...
Encourage Customer Loyalty
1/3
Return shoppers account for
⅓ of all online revenue.
15%
Return shoppers make up
15% of all...
Help brand
evangelists
spread the word
Pinpoint and reach out to
your most influential brand
fans.
• Feature your fans
• Give them a voice
• Feed their interests
Two-Way
Advocacy
The Next Step:
Let your community
fuel your ads.
The
Results?
2x higher CTR
38%decrease in CPA
68% increase in ROAS
• Share UGC on social to foster community-building
• Create UGC-based loyalty programs
• Identify influencers to become yo...
Thank You.
Tech Talks: The new social microinfluencers and two-way advocacy_yotpo_Klausner_fisher
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Tech Talks: The new social microinfluencers and two-way advocacy_yotpo_Klausner_fisher

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Tech Talks: The new social microinfluencers and two-way advocacy_yotpo_Klausner_fisher

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Tech Talks: The new social microinfluencers and two-way advocacy_yotpo_Klausner_fisher

  1. 1. The New Social: Using Communities to Build Brand Advocacy The New Social: Microinfluencers & Two-Way Advocacy John-David Klausner, Head of Partner Success, Yotpo Chase Fisher, Founder, Blenders Eyewear
  2. 2. The New Social: Microinfluencers & Two-Way Advocacy
  3. 3. • The current social landscape • How you can leverage the new social media through community • Actionable strategies for using social communities to foster brand advocates and collect UGC A Quick Overview:
  4. 4. Not your old school social. Potential customers are likely to see your social pages before your website. This is your chance to get them hooked. Social as a first touchpoint With Facebook's Buy button, Shoppable Instagram and Buyable Pins, shoppers are making purchases directly from social. Social as the point of sale . The current social landscape:
  5. 5. Build a community. How can you leverage the new social landscape?
  6. 6. • Brand fans • Exposure • Product feedback Benefits of a brand community:
  7. 7. Strong brand communities GoPro and Adore Me use social and UGC to maintain robust brand communities.
  8. 8. Engage your customers and social followers where they already are, and give them a forum to share UGC with one another. So, how do you build a community?
  9. 9. • Encourage customer loyalty • Help your fans spread the word • Focus on two-way advocacy • Let your fans fuel your ads Fostering brand advocacy in your community: Action items
  10. 10. Encourage Customer Loyalty 1/3 Return shoppers account for ⅓ of all online revenue. 15% Return shoppers make up 15% of all online shoppers. 3x Return shoppers spend 3x more than one-time shoppers.
  11. 11. Help brand evangelists spread the word Pinpoint and reach out to your most influential brand fans.
  12. 12. • Feature your fans • Give them a voice • Feed their interests Two-Way Advocacy
  13. 13. The Next Step: Let your community fuel your ads.
  14. 14. The Results? 2x higher CTR 38%decrease in CPA 68% increase in ROAS
  15. 15. • Share UGC on social to foster community-building • Create UGC-based loyalty programs • Identify influencers to become your brand evangelists • Advocate for your brand fans as part of your customer experience • Take the same UGC-centric approach in your social ads Top Takeaways:
  16. 16. Thank You.

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