Creating and Connecting With Brand Champions With Your Web Site and Social Media


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Enthusiasts want to connect online with people who embrace their passions. The most passionate among them, the Brand Champions, are the catalyst that helps build your brand. Meeting the needs of Brand Champions requires thoughtful online strategies that leverage their passion for your brand and provide the tools to influence the online masses.

Drawing on experiences with Trek Bikes, Burton Snowboards, Old Town Canoe, VW, Wolverine and Travel Wisconsin, Bryan Rasch from Hanson Dodge shows how to create an online experience that stays fresh and compelling, and connects site visitors to your brand.

Published in: Business, Technology
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Creating and Connecting With Brand Champions With Your Web Site and Social Media

  1. 1. Creating and Connecting with Brand Champions Online
  2. 3. Are you a Brand Champion?
  3. 4. vs vs My brand is the best…
  4. 5. Why do each of these brands have devoted fans <ul><li>They deliver products that meet the emotional and intellectual needs of consumers </li></ul><ul><li>They deliver a brand experience that extends beyond just marketing </li></ul><ul><li>They listen to their consumers and react to their needs </li></ul><ul><li>Consumers feel connected with the brands themselves and with communities of passionate consumers </li></ul>
  5. 6. These devoted fans are Brand Champions <ul><li>They passionately defend their brand as the “right”choice </li></ul><ul><li>The brand fulfills needs in their life </li></ul><ul><li>They see the brand as a key ingredient in creating their life experiences </li></ul><ul><li>They talk passionately to others about their experiences with their chosen brand </li></ul><ul><li>An emotional connection with their brand may cloud their judgment of other brands </li></ul>
  6. 7. vs eMail, Internet, Word, Excel, PowerPoint, photos, video, music, publishing eMail, Internet, Word, Excel, PowerPoint, photos, video, music, publishing The best computer… ARTIST PROGRAMMER
  7. 8. You need to value Brand Champions because… <ul><li>They spend more over their lifetime on brands they love </li></ul><ul><li>They are evangelists for brands and products </li></ul><ul><li>They influence sales through their word-of-mouth support of brands and products (online and offline) </li></ul><ul><li>They can help shape products, services and communication programs that connect with other consumers </li></ul>
  8. 9. Two types of Brand Champions <ul><li>1. ACTIVE EVANGELISTS </li></ul><ul><ul><li>Actively communicate about their passion </li></ul></ul><ul><ul><li>Others ask for their opinion because they are seen as an “expert” on a sport or activity </li></ul></ul><ul><ul><li>More likely to participate in communities of other activity or brand enthusiasts </li></ul></ul><ul><ul><li>Online: reviews, blogs, message boards, communities </li></ul></ul><ul><ul><li>Offline: branded clothing, stickers, face-to-face </li></ul></ul>
  9. 10. Two types of Brand Champions <ul><li>2. PASSIVE ENTHUSIASTS </li></ul><ul><ul><li>Are passionate about a brand or product but communicate their passion mainly when asked </li></ul></ul><ul><ul><li>Will create an online review if the sentiment for a product goes against their point of view </li></ul></ul><ul><ul><li>Feel that a brand fulfills their needs, but they don’t feel the need to “spread the word” </li></ul></ul>
  10. 11. So how can you create Brand Champions? You must acknowledge their needs and desires and engage them throughout an entire spectrum of brand touch points.
  11. 12. The Brand Champion Continuum Moving from Indifference to Devotion
  12. 13. Why is the Internet critical to the pursuit of Brand Champions? <ul><li>The Web is the only place a consumer can completely experience every aspect of your brand </li></ul><ul><li>It is the only cost effective way to build relationships with your consumers </li></ul><ul><li>92.5% of adults said they regularly or occasionally research products online before buying 1 </li></ul><ul><li>By 2011 50% of durable goods purchased will influenced by online research 2 </li></ul>1 Source: Big Research 2 Source: Forrester 2006
  13. 14. If done right, your Brand Champions will spread the word for you, starting to feed the awareness side of the funnel
  14. 15. 2001 digital camera… 6 people I did research and finally bought my first digital camera Digital is great and the Canon S30 is a Great Buy Erik Joel Marianne Kathy Jim Chris “ Passive”
  15. 16. 2007 Digital SLR… Infinite… I still love Canon. Nobody could convince me otherwise. I want to share what I learned with others. “ Active”
  16. 17. Consumers will create their list of choices many ways <ul><li>Asking “Experts” they know </li></ul><ul><li>Doing general online searches “Best digital SLR” </li></ul><ul><li>Visiting retailers to get information </li></ul><ul><li>Reading magazines on the topic or activity </li></ul><ul><li>Seek out topic experts online </li></ul><ul><li>Seek out communities (clubs, online, message boards) </li></ul>
  17. 18. Online influences are everywhere
  18. 19. I want a digital SLR…
  19. 20. Your brand champions help
  20. 21. I guess it’s vs.
  21. 22. Once a consumer has narrowed their choice of brands they move to the next step of the continuum
  22. 23. The Brand Champion Continuum Moving from Indifference to Devotion
  23. 24. Brand consideration is where a brand’s Web site can make a difference Consumers will go to each brand’s site they are considering and in a hope to get their questions answered
  24. 25. These are the brand sites? Right?
  25. 26. Most brand sites fall short of consumer expectations, why? <ul><li>They don’t understand who is visiting their site </li></ul><ul><li>They don’t understand why they are visiting </li></ul><ul><li>The information that is published is easy for marketing to create or leverage from packaging or other places </li></ul><ul><li>Nobody owns the brand site as a living entity </li></ul><ul><li>Nobody is listening to consumer’s needs </li></ul><ul><li>The sites don’t leverage their best sales people, their “Brand Champions” </li></ul>
  26. 27. 72% have never visited Source: Hanson Dodge Web User Intercept Survey - Major Footwear Brand
  27. 28. 76% are researching or buying Source: Hanson Dodge Web User Intercept Survey - Major Footwear Brand
  28. 29. 68% will buy within a month Source: Hanson Dodge Web User Intercept Survey - Major Footwear Brand
  29. 30. 68% will buy at a store Source: Hanson Dodge Web User Intercept Survey - Major Footwear Brand
  30. 31. What is the value of your site? 100,000 unique visitors a month 76,000 are researching to buy 52,000 will buy within a month 35,000 will buy offline = $3.9M Sales 15,500 will buy online = $1.7M Sales Someone will get $5.6M worth of sales at $110 per pair of boots…
  31. 32. Most existing brand sites…
  32. 33. What consumers want Source: Hanson Dodge Web User Intercept Survey - Major Footwear Brand
  33. 34. If you listen to your consumers they will tell you <ul><li>I want to understand what product is right for me </li></ul><ul><li>I need to understand the details of XYZ </li></ul><ul><li>What is the difference between an X and a Y? </li></ul><ul><li>I want you to tell me more than I can get from a package or a “unknowledgable” sales person </li></ul><ul><li>How does X compare to the competitors Z </li></ul><ul><li>So you’re the marketer, what do people really think? </li></ul>
  34. 35. The new generation of brand sites…
  35. 36. “ Marketing” vs. “Informative”
  36. 37. Building a car is easy, informative and fun
  37. 38. Content that engages, informs and educates users
  38. 39. Faceted navigation and complex technologies thru video
  39. 40. Telling the tech story thru video and customization tool
  40. 41. Once the consumer buys we need to deliver on the promises made and start the relationship
  41. 42. The Brand Champion Continuum Moving from Indifference to Devotion
  42. 45. You’re now naked, consumers are exposed to the truths of your brand The brand and product needs to live up to the promises of marketing and the company needs be prepared to support the consumer
  43. 46. Most of the time consumers love their purchase…. Unless…
  44. 47. “ I have had nothing but problems with the XXXX I purchased on Christmas Eve and still haven't used. Not to mention, you don't answer your phone during business hours…. This is the third problem I have with service and parts... I am sure another company would be more than happy to have my business as well as all my coworkers/family/friends… ” “ I am now furious with your company…”
  45. 48. Negative also spreads quickly I made a big mistake!!! I want to make sure others don’t do the same thing… “ Active”
  46. 49. A brand’s site needs to make support simple and easy <ul><li>Make it easy to call, eMail or Chat with with a rep </li></ul><ul><li>Give them access to a comprehensive knowledgebase </li></ul><ul><li>Create a discussion forum for consumers to share in the support needs of others </li></ul><ul><li>Monitor the feedback from consumers and adjust, react and revise your service approach to fix issues quickly </li></ul><ul><li>Ask your consumers how you are doing and listen to online reviews to find issues </li></ul>
  47. 50. Give them support and start communicating
  48. 51. After the purchase, users will come back to your site for a few other reasons <ul><li>To validate their purchase decision </li></ul><ul><li>Find ways to stay connected with the brand </li></ul><ul><li>To find tutorials, how-to-guides, ways to engage in the sport or activity </li></ul><ul><li>To look for add-on products or accessories </li></ul>
  49. 52. Simple, easy how to videos and content
  50. 53. I really want a portrait lens Is there a good one I can afford? $89, that’s a deal!!!! Online Community = Buy 50mm f1.8 Brand Site = A list of lens, HUH?? Dealer = Don’t Have, Sells instantly Online Retailer = Great Reviews
  51. 54. Help them enjoy the sport or activities you impact <ul><li>Develop community within your sites </li></ul><ul><li>Give them tools to interact with each other and share content about their passions </li></ul><ul><li>Create content that helps “newbies” </li></ul><ul><li>Get experts to contribute content or engage online </li></ul><ul><li>Get permission to communicate with users about meaningful topics (activities, events, tips, etc.) </li></ul>
  52. 55. Give users tools to connect with each other. “ Actives” will participate vs. “Passives” who monitor
  53. 56. Give them content and tools to engage with the sport
  54. 57. Let your users inspire each other with their content
  55. 58. A great product experience, stellar customer service and a connection with their lifestyle… Creates Brand Champions
  56. 59. The Brand Champion Continuum Moving from Indifference to Devotion
  57. 60. Your Champions want to stay connected <ul><li>Build ways for Champions to give back to the community of users </li></ul><ul><li>Give them exclusive access to content, news, new products, etc. so they feel special </li></ul><ul><li>Listen to them directly and by monitoring what they are saying elsewhere </li></ul><ul><li>Create ways to engage them to help create content </li></ul>
  58. 61. Let consumers sell your products in their words
  59. 62. Support the causes your consumers care about
  60. 63. Solicit your users to tell your story through video
  61. 64. Engage users to build your next campaign
  62. 65. Make it easy for champions to stay “in the know”
  63. 66. Give Champions the power create unique products
  64. 67. Engage your Champions to create a dialogue with others
  65. 68. Embrace new ways to deliver your content to Brand Champions and the “feet on the street”
  66. 69. The Brand Champion Continuum Moving from Indifference to Devotion
  67. 70. In the end it is simple… FIND where your target consumers and brand champions are interacting online LISTEN to what they are saying to better understand what they want and need from your brand ENGAGE your users in a dialogue and create new ways for your consumers to interact with your brand EMPOWER your Brand Champions to create stories and lead conversations about your brand to actively influence others Source: Steve Rubel -
  68. 71. Give me feedback on this presentation. My Contact Info: Bryan Rasch [email_address] 414-510-8455 Cell
  69. 72. <ul><li>What else is on our “Active Minds”? </li></ul><ul><li> </li></ul>