Download - Brand Advocacy
This is me: …digital strategist, hopeful runner, entrepreneur, terrible cook, media planner, ex-fat man, email marketer, husband, business owner, atrocious singer, communicator, avid wearer of flip-flops, digital evangelist, aspiring photographer, tweeter & Mac convert.
Whatisabrandadvocate?
brandadvocacy.[brandad‐vuh‐kuh‐see]n.theactofpleading,supporAngorrecommendingabrandorideabyathirdparty
Whatisabrandadvocate?They:• convinceotherstopurchasethroughindependentcredibility• defends&supportsyourbrand• putstheirownreputaAonontheline• provideunsolicitedpraiseandsuggesAonsofimprovement• forgivesoccasionaldipsinproductexperience/service• donotwanttobebought• areadventurousopinionleader• aresociallywellconnected(50%vs.12%non‐advocates)• expressesopinionsandviewpoints(65%vs.12%)• conAnuallydiscoversnewcontentonline• turnontheirmegaphonepostpurchase• wanttobethefirsttoknowandspreadthewordonaspecifictopic• needanaudience
Customers You BusinessobjecAves
Brandstory
AudienceprofilePurchasehabitsLifestyle,passionDigitalusage
CommitmentStoriesPeopleAssetsChannelchoice
DirecAonPrioriAesBudgetResources
PersonalityCommunityResults/growthposiAoning
UnderstandyourAudience
Emma,29,livesinLondon.Lovesfashion,butisatradiAonalistatheart.Enjoyssaleshopping.Makespurchasesatthestartofthemonth.Normallybuy3ormoreproducts.Hasreturneditemstwice.Hasonlyboughtwomen'sitems.Size8/10
ReallyunderstandyourAudience
And….Isconcernedabouttheenvironment,butnotanacAvist.SheisapassionateaboutLondonLoveseaAngout,whereshecanshewillbuyorganicfood,wouldbuymorebutitcanbeexpensive.Herfriendsandfamilyarethemostimportantthingtoher.She’slookingforwardtoChristmas
Define what you stand for
http://www.flickr.com/photos/gtmq8/2303591849/
COMMIT TO IT & BE CONSISTENT.
What do you stand for - list Top 3
Awareness - Introduce yourself and what you do ,
http://www.flickr.com/photos/lrargerich/3063054521/
Think new people, new product, new ideas ,
Awareness1. Beconsistent2. Allmediatypes,findtherightchannels
3. FindexisAngaudience,meetpeoplewheretheyare.
2. Use all appropriate channels.
Appropriate = audience profile, community size, value, effort and consistency.
• What do you stand for?
• Which channels/ media are you using, what’s working?
• Where do your customer live online?
Engagement • Know your customers (eCRM) • Start a conversation • Make it personal (to you & them!) • Talk about more than just sales • Build social equity
http://www.flickr.com/photos/28953625@N07/3171642571/
• How well do you know you customers ( when, what and how they buy?)
• What else are you conversing about, not broadcasting.
• Are you giving them social equity?
Retention
• Provide tools • Giving people space to evolve • Respond to comments/ideas • Community communication and support
Little Big Planet, Iglabs
Committed customers keep coming back
http://flickr.com/photos/eschipul/2371505523/sizes/l/
How do we ensure this commitment remains?
• Do you feel you have a “community”?
• If so, what are they doing?
• What are they asking for, how can you bring value?
• What are you giving, how are you responding? (equity)?
It is all about communication
Getting someone interested is all about sharing, information, a story, a passion, an idea etc...
It’s about people, not technology (but technology helps)
http://www.flickr.com/photos/nichollsphotos
Stories
Tell your story
http://collectionofcrumbs.wordpress.com/2007/12/13/the-power-of-story-in-youth-ministry-intro/
http://www.flickr.com/photos/milivoj/2166043959/sizes/l/
“In the past you were what you owned. Now you are what you share.” Charles Leadbeater. We Think
http://www.flickr.com/photos/twenty_questions/
Act on their feedback Encourage discussion, be a part of it
Listen
Image: farm3.static.flickr.com/2088/2213647530_4506ce2671_o.jpg
…. people will tell you what they think
You will get it wrong
http://www.flickr.com/photos/thomashawk/ Survey… http://www.tealeaf.com/resources/Harris_2008.asp
Get it right and people notice
BIG
http://discussionleader.hbsp.com/haque/2008/09/how_to_build_a_nextgen_business_now.html
Create space for agility, flexibility and iteration
http://www.flickr.com/photos/mundilfari_gjk/2497402169/sizes/l/ How can you do this for your customers?
• Will this change the way you approach digital?
• What changes do you think you could make to encourage brand advocacy?