Jonathan Kay Shares Insights on Building Brand Loyalty
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Jonathan Kay Shares Insights on Building Brand Loyalty
- 1. Hi. I’m Jonathan Kay (Yes, my title is really “Ambassador of Buzz”) @JonathanCkay
- 2. #tribecon | Grasshopper | @JonathanCkay
- 3. (ons e n 0+ M 50
- 5. Things are DIFFERENT. #tribecon | Grasshopper | @JonathanCkay
- 6. What DOESN’T Work. #tribecon | Grasshopper | @JonathanCkay
- 7. 2003 2010
- 8. 2003 2010
- 9. 2003 2010
- 10. 2003 2010
- 11. 2003 2010
- 12. Who we are TODAY: 2003 2010
- 13. Who we are TODAY: 2003 2010
- 14. Sell Experiences not features #tribecon | Grasshopper | @JonathanCkay
- 15. 2003 2010
- 16. 2003 2010
- 17. 2003 2010
- 18. 2003 2010
- 19. 2003 2010
- 20. 2003 2010
- 21. How we engage TODAY: 2003 2010
- 22. How we engage TODAY: 2003 2010
- 27. Things are DIFFERENT. #tribecon | Grasshopper | @JonathanCkay
- 28. Media Is Different
- 31. Traditional marketing had companies speak to many to reach one. Today we speak to one to reach many. - Andy Sernovitz #tribecon | Grasshopper | @JonathanCkay
- 32. P re ss ne ’s er yo Ev
- 33. OK. OK. But HOW? #tribecon | Grasshopper | @JonathanCkay
- 34. One Do things your audience can relate to #tribecon | Grasshopper | @JonathanCkay
- 37. Create an Emotional Connection. #tribecon | Grasshopper | @JonathanCkay
- 44. Two Be in the same places as your audience #tribecon | Grasshopper | @JonathanCkay
- 45. Two Reasons People REFER?
- 47. http://startupdigest.com/new-orleans/ http://noew.org/ (Entrepreneur Week) EO New Orleans (Entrepreneurs’ Organization http://meetup.com #tribecon | Grasshopper | @JonathanCkay
- 50. Three Add value above & beyond your product #tribecon | Grasshopper | @JonathanCkay
- 51. Brand Loyalty = Customer Service #tribecon | Grasshopper | @JonathanCkay
- 53. #tribecon | Grasshopper | @JonathanCkay
- 54. Sell Experiences not features #tribecon | Grasshopper | @JonathanCkay
- 55. Say Thank You
- 56. Not Convinced? #tribecon | Grasshopper | @JonathanCkay
- 57. Branded Search 30,000 22,500 15,000 7,500 0 2009 2011 * May Data #tribecon | Grasshopper | @JonathanCkay
- 58. Branded Search Terms Product Search Terms ved: Grasshopper Mo ney Sa 800 Number Grasshopper.com 14 4,600 Voicemail Grasshopper Phone $ Virtual Phone System Toll Free Number Avg. Cost Per Click Avg. Cost Per Click ~ $0.87 ~$6.47 ‐ $7.32
- 59. Branded Search Terms Product Search Terms ved: Grasshopper Mo ney Sa 800 Number Grasshopper.com 14 4,600 Voicemail Grasshopper Phone $ Virtual Phone System Toll Free Number Avg. Cost Per Click Avg. Cost Per Click ~ $0.87 ~$6.47 ‐ $7.32 120,000 Paid Clicks
- 60. Branded Search Terms Product Search Terms ved: Grasshopper Mo ney Sa 800 Number Grasshopper.com 14 4,600 Voicemail Grasshopper Phone $ Virtual Phone System Toll Free Number Avg. Cost Per Click Avg. Cost Per Click ~ $0.87 ~$6.47 ‐ $7.32 120,000 Paid Clicks 90% Product Specific 10% Brand = Total cost of: $755,100
- 61. Branded Search Terms Product Search Terms ved: Grasshopper Mo ney Sa 800 Number Grasshopper.com 14 4,600 Voicemail Grasshopper Phone $ Virtual Phone System Toll Free Number Avg. Cost Per Click Avg. Cost Per Click ~ $0.87 ~$6.47 ‐ $7.32 120,000 Paid Clicks 90% Product Specific 10% Brand = Total cost of: $755,100 70% Product Specific 30% Brand = Total cost of: $610,500
- 62. Branded Search Terms Product Search Terms ved: Grasshopper Mo ney Sa 800 Number Grasshopper.com 14 4,600 Voicemail Grasshopper Phone $ Virtual Phone System Toll Free Number Avg. Cost Per Click Avg. Cost Per Click ~ $0.87 ~$6.47 ‐ $7.32 120,000 Paid Clicks 90% Product Specific 10% Brand = Total cost of: $755,100 70% Product Specific 30% Brand = Total cost of: $610,500
- 63. Subject: How can 360clean help? The situaCon you guys are going through is I'm sure a nightmare. Obviously, there will be PR work needed to be done when it's over. How can we help? One part of me is definitely concerned, not as much about the past 24 hours, but that this will not happen again. But the business owner side of me realizes that nobody is perfect and unforeseen tragic events can happen to any of us. I am sure you guys have more important hurdles at this point, but we're here to help if you need a "voice" when the dust seSles.
- 64. Buzz M etrics ?
- 65. Testing Word of Mouth Press Releases are Dead Partnerships Customer Development Community Brand Loyalists “New PR”
- 67. Thank You. I blog ---> http://jonathanckay.com I tweet ---> @JonathanCkay jkay@grasshopper.com
Editor's Notes
- Mention - encourage you to use phones / tweet / technology - that is the day & age we live in its not rude.\nAsk a lot of questions - its better for you and more fun for me. Send them via Chat and Jason will moderate\n\n
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- So…WHY listen to me? What is my “social proof”? Note those #’s only include things WE GOT…the 170 is from 5000 campaign (which we def helped get)…and the 192 # started being counted as of: Q3 2009, and there are no overlaps from 5000, and 192. So amount of mentions about company in general in 2 years is WAY over 400.\n
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- Everyone needs help with something - everyone needs to be inspired by something its just a matter of what.\n\nEditor vs reporter - stack of press releases......need to inspire the Staff reporter and have them pitch their editor\n
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- It’s the reason the buzz department is Community, Events, Customers, and Press right? Susie Jones may have a blog with 750 followers who are all passionate entrepreneurs….its worth us meeting susie and learning about her, seeing how we can help. Its part of the reason we do Manager Engagement calls. Its why we do care if we are wowing a customer, because that person probably knows 10 other people who could use our product. Might not be a bad time to loop back to original quote about traditional marketing vs now.\n
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- mutually beneficial - help press contact\n\nGot an email from someone asking me to sponsor their Online interview show. Tried to find out other ways i could help. - Made an intro to two customers...customers are getting featured, not this guy is asking me hey what can i do to help you? sharing objectives etc.\nChargify example - Ryan smith\n
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- “Refer an Entrepreneur”\nCost per acquisition (CPA)\n How did you hear about us?\n
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- Branded sends MUCH more conversions\n
- Branded sends MUCH more conversions\n
- Branded sends MUCH more conversions\n
- Branded sends MUCH more conversions\n
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- 1. Good things happen\n2. Press.\n
- Happy to answer question about this, other things, now later, etc.\n
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