How To Build A Brand Online - Ben liau
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Presentation i did at the Online Retailer Conference in 2011, about how to build a brand online.
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How To Build A Brand Online - Ben liau
- 1. Building a brand Online
- 2. Adding some special sauce Meeting customers needs at specific touch points Identifying customers needs Types of customer experience touch points Key points
- 3. Customer experience touch points
- 4. First touch - Controlled Web banners iPhone App TV SMS Radio EmailSEM Mobile SMS Expos Direct mail TV Email Print Advertising
- 5. Twitter Word of Mouth Bloggers Forums Google Plus Facebook First touch - Non Controlled
- 6. Onsite Home page BlogPolicy pages About us Shopping cart Product pages
- 7. Post sale Transactional email Re-marketing emails Feedback request Survey Reminder emails Packaging
- 8. Recap 1 out of 4 Adding some special sauce Meeting customers needs at specific touch points Identifying customers needs Types of customer experience touch points
- 9. Identifying customers needs What questions are your customers asking? What are your customers needs?
- 10. Question customers are asking when engaging your brand "Who am I dealing with?“ "Can I trust them?“ “how do I know if they are a real company?” “When will I get my order?” “How much extra is shipping?” “What value am I getting?“ “Can I talk to someone?” “Will they deliver what they promise?” “Will it get to me on time?” “What if something goes wrong?” “Can it work under water?” “how long is the product warranty?”
- 11. Customers needs
- 12. Your customers need to... Know they can shop safely and securely
- 13. Your customers need to... Know who they are buying from, and what their story is
- 14. Your customers need to... Have someone to talk to when they need help. talk talk talk
- 15. Your customers need to... Easily find what they are looking for.
- 16. Your customers need to... Feel that they have been given extra value
- 17. Recap 2 out of 4 Adding some special sauce Meeting customers needs at specific touch points Identifying customers needs Types of customer experience touch point
- 18. AND... What are we doing at the touch points to build our brand and earn trust. How are we meeting our customers needs across customer touch points Meeting Customer Needs At Specific Touch Points
- 19. Examples of brands that meet their customers needs
- 20. Knowing who they are dealing with... Example Threadless.com
- 22. Text
- 29. Customers easily finding what they are looking for, whether its product or information Example ASOS.com
- 39. Having someone to talk to Example Zappos
- 45. 45
- 46. 46
- 47. Addressing the customer's needs at specific touch points
- 48. Category Page & Product Page
- 69. Shopping cart
- 94. Shopping cart
- 95. Recap 3 out of 4 Adding some special sauce Meeting customers needs at specific touch points Identifying customers needs Types of customer experience touch point
- 96. Special Sauce
- 97. Recap 4 out of 4 Adding some special sauce Meeting customers needs at specific touch points Identifying customers needs Types of customer experience touch point
- 98. Wrap up
- 99. Questions? Ben Liau - https://www.linkedin.com/in/benjaminliau/
Editor's Notes
- Introduction CLICK 1 min
- Ben: Ok our presentation today will be focused around 4 main points 1. Types of customer experience touch points Where we will go over examples of customer touch points from the first touch to Onsite to post sale. 2. Identifying customers needs Where we will cover the questions customers ask at these touch points, and find out what their needs are. 3. Meeting customer’s needs at specific touch points Here we will go over some examples of brands that are doing it well and have an in-dept look at customer touch points on our own brands. 4. Adding some special sauce Where we will go over what extra things you can do to further delight your customers. CLICK 3.30 mins
- Mike: Depending on what business you have there are many touch points a customer will interact in the whole process of them them making a transaction. Here we will go over some relevant touch points, keeping in mind that there are many out there and you should determine the ones applicable for your buiness. Quick mention on first touch, onsite, post. These are only examples of touch points CLICK 3.45 mins
- Ben: First touch, touch points are where your customer first interacts with your brand. With these touch points it is very important to make a good first impression. Now there are 2 kinds of first touch – touch points, controlled, and non controlled. Examples of controlled touch points are –read all the ones on slide- Now with these touch points you obviously have full control of the message and branding directed at your customers. Hence all our cute mooo characters in the slide. You will be seeing lot of them later. CLICK 4.15 mins
- Ben: On the other hand you also have first touch – touch points that you don’t have full control over like –read all the ones on slide- With these touch points you have less control over how a customer interacts with your brand, the only way to be involved is to be where your customers are at and engage them. CLICK 4.45 mins
- Mike: Where do you start? Obviously any page that a customer clicks on is a touch point. For the sake of the exercise the best approach is to look for higher trafficked pages and particularly pages which contribute to conversion. CLICK 5.15 mins
- Mike: So after the initial sale, you will still want to be keeping in contact with your customers. You can do this with Post sale customer touch points like –read all the ones on slide- mini re-cap on first touch , on site, post CLICK 5.45 mins
- Mike Just to recap we have covered types of customer touch points and will now go to the next point of identifying your customers needs. CLICK 6.15 mins
- Ben: Now at this point you have to ask yourself, its good to know that there are so many customer touch points, but what are your customers needs at these specific touch points. To answer that questions you must first know what questions your customers are asking these touch points. CLICK 7.45 mins
- Ben : These are some of the questions your customer will be asking themselves when they are engaging with your brand Now once you know what questions your customers are asking, you will have a pretty good idea of what your customers needs are. CLICK 8 mins
- Ben: Im going to go over some examples of customer needs that address some of the questions in the previous slide. But again these are just examples of customers needs, and needs vary based on your type of business. CLICK 8.15 mins
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- Ben: LAST POINT Knowing your customers needs is very important, but addressing your customers needs is even more important. Ill finish the 2nd point here before we go into some examples. CLICK 9.15 mins
- Ben: Just recap we have covered customer touch points and gone over examples of customer needs, next we will give you some good example of brands that meet their customer needs, and then we will go into more depth about what can be done at specific touch points with a case study on our 2 brands mooo and tinyme. CLICK 9.45 mins
- Mike: Here we are going to go over examples of 3 needs and 3 touch points CLICK 10.30 mins
- Ben: Ok im going to go over 3 examples of brands that have done well with meeting their customer needs, CLICK 11.00 mins
- Ben: 1st need: Customers need to know who they are dealing with and what their story is. For the first need I will use threadless as an example. CLICK 11.30 mins
- Ben: This is the Threadless home page. Now these guys go far an beyond your typical about us page. Actually they dont even have one. CLICK 11.30 mins
- Ben: When browsing through the site to see who these guys are. I go to the info tab, the first thing I see is their staff blog. CLICK 11.45 mins
- Ben Firstly the fact that these guys have a staff blog, and are blogging about staff events, charities & and random fun stuff , reassures me that there are actual people behind this brand. CLICK 12 mins
- Ben: In their community section, there is a page on Tee-V , spelt TEE –V which I think is pretty cool. CLICK 12.15 mins
- Ben: Clicked the tee-v tab, and we are at the video section of their staff events. So there's definitely people behind this brand. And now know I what they did for their last company event. Someone got dunked. CLICK 12.30 mins
- Ben: If I drive further into the site there are designer interviews, artist programs, forums etc. Which again further build the brand. CLICK 12.45.mins
- Ben: Another thing thats pushes the trustability factor is the fact that they have over 350,000 fans on Facebook. Now I know thats a lot of fans, and im not saying that you need that many to portray a trustable brand online, I mean mooo only has 12,000, but actually displaying on your site that you have fans who already trust your brand, only further builds your brand trustability. CLICK 13 mins
- Ben: LAST POINT Now I jump on their facebook page, and see tons of activity and engagement on their wall, the trustability factor goes up even higher. From going over all these touch points I now have a pretty good idea of who im dealing with, and in the process ive become really sold on the threadless brand. On to my next example! CLICK 13.30 mins
- Ben: Need number 2: Customers need to easily find what they are looking for, whether its a product or information. And the example im using is ASOS. Asos has a great site, with multiple ways of finding things, CLICK 14 mins
- Ben: Now this is the first thing you see when you first go on the Asos site. 2 direct and simple options “Shop Men” or “Shop Women” with great visuals, that really build the brand from the start. CLICK 14.15 mins
- Ben: If you didn’t initially click anything after 3 seconds the homepage will turn into a normal home page With many more options for finding what you are looking for. CLICK 14.30 mins
- Ben: Now the Asos menu allows you to look for things in many different ways. CLICK
- Ben: Under the womens tab, it allows you to browse by: New stuff Categories Clearance Designer Brands They even have a brand directory from A - Z, kinda like a shopping center. CLICK 14.45 mins
- Ben: So, multiple ways to find what im looking for. CLICK 15 mins
- Ben: Now they’ve also got this really cool section called outfits and looks, Which goes to their “Fashion Finder Page” CLICK 15.15 mins
- Ben: In the fashion finder page you can search for things based on trends, outfits, and even different looks. You can even put together your own outfit and save it. I wont go too deep into it, just for the sake of time. But please feel free to check it out and have a play. CLICK 15.30 mins
- Ben: In their category pages you not only can filter searches by category and brand, but also by trend and style. CLICK 15.45 mins
- Ben: LAST POINT Their product page is laid out very well, with all the right information in the right spots. For example the “info & care”, delivery and returns information, is right where you make the decision to "add to cart". So Asos having multiple ways of finding what you are looking for, actually builds their brand, by allow their customers to do even more. Also having the right information at the right places, builds customer trust. Ok now on to my next example. CLICK 16 mins
- Ben: Need number 3: Customers having someone to talk to when they need help, or simply customer service. Now You cant talk about customer service and not mention the amazing zappos. Zappos are well known for they excellent customer service and are really the best example of this need. CLICK 16.15 mins
- Ben: On the Zappos home page, there are multiple points that give me reassurance of their customer service. CLICK 16.15 mins
- Ben: Firstly I love that on their logo it says “Powered by Service” On the top left it states they have 24/7 customer service with their phone number. And beside that a button for Live chat And therese the Help Tab on the far right if you need help.
- Ben: In the footer, they also have a full section for customer service. CLICK 16.30 mins
- Ben: When i click on the help tab. It gives you multiple options of how you can get in contact with customer service. So if you are not a fan of the phone, theres always email or live help. CLICK 16.45 mins
- Ben: Honestly I like live chat because its the quickest. For the presentation i decided to test out the famous zappos customer service. CLICK 17 mins
- Ben: I had a chat with Mya from Zappos and was pretty pleased with the whole experience. CLICK 17.15 mins
- Ben: LAST POINT Also after you are finished with your customer service experience you can give them feed back. This reassures customers that the brand takes customer service seriously. Zappos meets their customers needs with excellent customer service, and by doing so really builds their brand in the mind of their customers. Ill stop here on the examples on customer needs, and let Mike go over some customer touch points in more depth. CLICK 17.45 mins
- Monkey + title
- Monkey + title & mooo / tinyme logo on click. Touch-points 1. Contrast between Mooo Category and Tinyme Category Pages: While this is still a work in process I'd like to point out a few things we've done between our old and new category and sub category pages to build trust and loyalty. Our old category page (which is actually the current page on mooo) is a pretty standard out of the box page with title, product icons and some description / feature text. Our updated category page we've made a few small changes, namely tabbed information and a larger multi frame banner. What this means is that the some of the common questions going on in our customers head at this point in the purchase process we can answer without them having to go of the page. As you can see with the tabs (no rocket science) they can see description, features, and delivery info at the category and sub category levels. Obviously with this set up if we identify further needs we can update the category to address those. We've also added bigger more prominent visuals in our category banners (which use our common banner size shared with the home page and emails etc etc). Now while these state the value propositions and key features of product they are just as much about brand building. We spend quite a bit of time on visuals (all category and most sub categories have multiple frame banners). With the visuals we try to have a lot fun which we match with what we call "brand copy" to go beyond the facts. And this is a really important point which we'll elaborate on in more detail. If your copy (and images) are purely factual it can really give the sense that no real person is behind it. By adding humanity into your visuals and copy it really does build your brand, and by eliciting a emotional response from your customer (a positive response) it builds trust. Show some examples of category banners / tabbed text to get across this point.
- One image moving up on click
- fade into lightbox
- One image moving up on click
- Move image down and fade to lightbox
- Monkey + title & mooo / tinyme logo on click.
- lightbox big box and then small box
- lightbox
- Show slide and lightbox on click
- Show slide and lightbox large then smaller on click
- Show slide and lightbox large then smaller on click
- One image moving up on click
- fade into lightbox
- One image moving up on click
- Move image down and fade to lightbox
- Monkey + title & mooo / tinyme logo on click.
- Ben: Alright we have gone over customer touchpoints, customer needs, and gone through some examples of companies doing it right, and what you should do at customer touch points. Next we will talk about adding some special sauce to the mix. CLICK
- layout style 1. Character relevant to title
- Ben: For the final recap we have gone over all the 4 key points, 1. Types of customer experience touch points 2. Identifying customers needs 3. Addressing our customer’s needs in a way which builds our brand and earns trust? 4. Adding some special sauce and ill leave it over to mike to wrap up. Thanks guys. CLICK
- dancing pie