joanna lord_searchlove san diego 2013_how to build brand evangelists
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BUILDING BRAND LOYALTY & EVANGELISTS
BECAUSE IT’S WICKED IMPORTANT. NO REALLY.
Joanna LordCMO
@joannalord
SearchLove San Diego - September, 2013
“Becoming a brand. It’s so nebulous and
hard to define, and
even harder to explain a
tactical, actionable
roadmap to get there.
But, it’s so important
and valuable to those
operating in any sector of
inbound marketing…”
@randfish
WHAT IS A BRAND?
“Loyalty is when brands create an intimate emotional connection that you simply can’t do without. Ever”.
- Kevin Roberts, Saatchi & Saatchi
“Loyalty is when brands create an intimate emotional connection that you simply can’t do without. Ever”.
- Kevin Roberts, Saatchi & Saatchi
WHAT IS A BRAND?
WHAT ARE COMMON EMOTIONAL TRIGGERS?
FEAR
COMPETITION
INSTANT GRATIFICATION GUILT
TRUST
IMPORTANT BUT NOT A BRAND.
A NAME.A LOGO.A BYLINE.A MISSION STATEMENT.A BRAND GUIDE.A PRODUCT.A MASCOT.A TRADEMARK.WANT TO READ MORE ON THIS? CHECK OUT “THE
60 MINUTE BRAND STRATEGIST” BY MOOTEE
INSTEAD IT’S MORE ABOUT THESE GUYS…
A PERSPECTIVE.A PHILOSOPHY.A CUSTOMER CONVERSATION.A LIVING ENTITY.A MANAFACTURED STORY.A MOMENTUM ROOTED IN PASSION.
WANT TO READ MORE ON THIS? CHECK OUT “THE 60 MINUTE BRAND STRATEGIST” BY MOOTEE
TODAY BRAND LOYALTY MATTERS.
YOU HAD WHAT THEY NEEDED
YOU HAD A DIFFERENTIATOR
YOU’VE BUILT LOYALTY
THE EVOLUTION OF A SALE
TODAY LOYALTY MATTERS.
THE ART OF MARKETING IS THE ART OF BRAND BUILDING. IF YOU ARE NOT A BRAND, YOU ARE A COMMODITY. THEN PRICE IS EVERYTHING AND THE LOW COST PRODUCT IS THE ONLY WINNER.
- PHILIP KOTLER, KELLOGG
@joannalord
BIG BRANDS AREN’T THE ONLY ONES THAT MAKE MONEY ON
LOYALTY.
"80% of your
company's future
revenue will come from just 20% of your
existing customers
."
BACK IN THE DAY LOYALTY WAS ANOTHER TEAM’S JOB.
LOYALTY STARTED AFTER THE SALE.
DISCOVERY
FREE MEMBERS
CUSTOMERSLOYAL
CUSTOMERS
INFORMEDUCATEENTICE
IMPRESSDELIVERCONVERT
INVESTREWARD
PERSONALIZE
WHERE WE BEGAN
INVESTING IN
BUILDING LOYALTY
DISCOVERY
FREE MEMBERS
CUSTOMERSLOYAL
CUSTOMERS
INFORMEDUCATEENTICE
IMPRESSDELIVERCONVERT
INVESTREWARD
PERSONALIZE
INVEST IN LOYALTY HERE
BRAND LOYALISTS
BRAND LOYALISTS BRAND
LOYALISTS BRAND LOYALISTS
AND HERE AND HERE
INVESTREWARD
PERSONALIZE
INVESTREWARD
PERSONALIZE
TODAY IT STARTS THE SECOND THEY DISCOVER YOU.
TODAY THINGS ARE DIFFERENT. MARKETING BUILDS LOYALTY.
[COUGH] [COUGH] THIS IS WHERE YOU COME IN.
GROWTH MARKETINGINBOUND MARKETINGRETENTION MARKETINGPRODUCT MARKETING
TRAFFIC.LINKS.VISITS.VIEWS.MENTIONS. DOWNLOADS.EMAIL LISTS.CLICKS.OPENS.CONVERSIONS.
WHAT HAVE WE BEEN RESPONSIBLE FOR
GROWING?
WHAT HAVE WE BEEN RESPONSIBLE FOR
GROWING?TRAFFIC.LINKS.VISITS.VIEWS.MENTIONS. DOWNLOADS.EMAIL LISTS.CLICKS.OPENS.CONVERSIONS.
FB SHARES.TWEETS.REVIEWS.LIKES.ADDS.RTS.FAVORITES.SHOUT OUTS.COMMUNITY SIZE.LOYALTY.
REFERRALS.RECRUIT #S.PLUSES.PINS.INFLUENCE.
NOISE LEVEL.INFLUENCER #S.FAVORITES.OFFLINE.SWAG SPOTLIGHTS.
10 TIPS & TACTICS FOR BUILDING
BRAND LOYALTY & EVANGELISTS**FROM THE GET GO.
1COHORT MARKETING. GET
GOOD AT IT.
1
COMMUNITY TRIALE
RS
CUSTOMERS
WHAT MOST MARKETERS CONSIDER COHORTS.
1
ACTIVITY LEVELDURATION OF MEMBERSHIP
PROFILE DIMENSIONS
RECENCY/FREQUENCYMONETARY
LEVELAPTITUDE
LEVEL
SENTIMENT LEVELCROSS
PURCHASE/ACTIVITY
ADVOCACY LEVEL
REFFERALS
TAKE IT UP A NOTCH. BAM.
1GIVE ME THE TACTICS
PUSH FOR PROFILESTAG USERS BY UNIQUE IDBUILD RETARGETING AUDIENCESTARGET COMMUNICATIONS BY DIMENSIONCREATE INTERNAL COHORTS (RFM)SLICE ALL CUSTOMER DATA BY SAME COHORTCROSS DEPARTMENTAL TIGER TEAM
2APPEAL TO INTERNAL &
EXTERNAL MOTIVATIONS.
BRAND FITS SELF PERCEPTION BRAND FITS PUBLIC PERCEPTION
2PEPSI - REFRESH
PROJECT.
20 MILLION DOLLARS TO CROWDSOURCES CAUSES
@joannalord
2DOVE : REAL
BEAUTY SKETCHES.
@joannalord
2
DO A BRAND EXPLOREREVISIT YOUR CORE VALUESSURVEY CUSTOMERSSURVEY EMPLOYEESTEST TRIGGER WORDS WITH PAID ADSBUILD REQUIREMENT INTO PROCESSES (SPECS)
GIVE ME THE TACTICS
3DESIGN FOR THE MASSES.
3
@joannalord
HELPSCOUT : KEEPS IT SIMPLE.
3
SIMPLER THE BETTER.VISUALLY DELIGHT.INNOVATE ON CURRENT TRENDS.NEW MEDIUMS.TEST SMALL SCALE.SHAREABLE & DIGESTABLE.
GIVE ME THE TACTICS
4ADVOCACY REQUIRES PASSIONATE STORIES.
4NIKE :
POSSIBILITIES (2013) .
@joannalord
4MINI COOPER – LET’S MOTOR.
@joannalord
4
EVERY CAMPAIGN SHOULD HAVE A STORYLEAVE BEHIND REQUIREMENTCREATE & SEED WITH CAB/COMMUNITYSTORIES ARE TEXT & VISUAL & AMPLIFIEDPAID AMPLIFICATION – NEW AGE PRRESPOND TO THE RESPONSEMARKET THE RESPONSES
GIVE ME THE TACTICS
5 A WHOLE NEW LEVEL OF VULNERABLE.
5ZENDESK : SUPPORT
TRANSPARENCY.
@joannalord
5PATAGONIA : THE
FOOTPRINT CHRONICLES.
@joannalord
5
GIVE YOUR “WHY” A HOMESHOW OFF YOUR PRODUCT ROADMAPSHOW OFF YOUR SERVICE STATSBLOG ABOUT WINS & LOSSESWRAP WINS & LOSSES IN CAMPAIGNSHAVE YOUR 8-MILE MOMENT
GIVE ME THE TACTICS
6APPRECIATE EARLY AND OFTEN.
6UNBOUNCE : HIGH TOUCH
THANK YOU
@joannalord
6REDBULL : HANDWRITTEN HELLO
@joannalord
6
DO WHAT DOES NOT SCALE (TO START)LOYALTY PROGRAMSLOYALTY CAMPAIGNSCUSTOMER APPRECIATION STRATEGYINFLUENCER APPRECIATION STRATEGYHATER TO LOVER STRATEGYWINBACK COMMUNICATIONSMOMENTS OF *DELIGHT* REWARDS
GIVE ME THE TACTICS
7 TRACK THAT SH*T.
7
@joannalord
7
@joannalord
7 TRACK WHAT MATTERS.
TRAFFIC.LINKS.VISITS.VIEWS.MENTIONS. DOWNLOADS.EMAIL LISTS.CLICKS.OPENS.CONVERSIONS.
FB SHARES.TWEETS.REVIEWS.LIKES.ADDS.RTS.FAVORITES.SHOUT OUTS.COMMUNITY SIZE.LOYALTY.
REFERRALS.RECRUIT #S.PLUSES.PINS.INFLUENCE.
NOISE LEVEL.INFLUENCER #S.FAVORITES.OFFLINE.SWAG SPOTLIGHTS.
7 AND GET CREATIVE.
Starter KPIS:• Lifetime Value (LTV)• % of Customer
Retention• % of Customer
Attrition• V vs. IV Churn Ratios• Net Promoter Score• RFM Cohorts• % in Loyalty Program• # of Registered Users• Latency of Visit
7
WHY RUN THE CAMPAIGN?SET UP TRACKINGREPORT EARLY/ADJUSTCOMPANY WIDE DIGESTSRETROSPECTIVES
Avinash post: http://bit.ly/oApJuH
GIVE ME THE TACTICS
8MULTI-CHANNEL IT UP.
8JULEP : MOBILE INSIDER OFFERS.
@joannalord
8
@joannalord
HISTORY CHANNEL : HISTORIAN BADGE.
8
MOBILE STRATEGY.LEVERAGE LOCAL.RETHINK VALUE CROSS-DEVICE.START WITH YOUR BIGGEST WINS.TEST/SURVEY/VALIDATE.DEDICATE A TEAM TO THIS.
GIVE ME THE TACTICS
9EVANGELIZE INTERNALLY.
“We believe that your company’s culture and your company’s brand
are really just two sides of the same coin. The
brand may lag the culture at first, but
eventually it will catch up.
Your culture is your brand.”
- Tony Hsieh, CEO , Zappos
@joannalord
9FRONT AND CENTER.
9
START THE CONVERSATIONIDENTIFY THE BEACONCROSS DEPARTMENT TEAMTOP DOWN SUPPORTREPORT OUT TEAM ADNOSTIC KPISMAKE DATA ACCESSIBLEREVISIT OFTENGAMIFY INTERNALLY
GIVE ME THE TACTICS
10 ENABLE THEM TO MARKET ON YOUR
BEHALF.
10
@joannalord
STARBUCKS : ENCOURAGE REFERRALS.
10
@joannalord
BIRCHBOX : PLAY TO YOUR STRENGTHS.
10
SHAREWORTHY CONTENTENTICES A SHARE OR REACTIONNOVELTY TRIGGERBRAGGABLE MOMENTSREFER A FRIEND PROGRAMSREWARDED ADVOCACY
GIVE ME THE TACTICS
WAIT THIS SOUNDS LIKE A LOT. WHAT ABOUT MY DAY JOB?
@joannalord
WELCOME TO YOUR NEW DAY JOB.
@joannalord
THE SCARY (BUT AWESOME) REALITY
OUR COMPANIES WON’T SURVIVE WITHOUT IT.
THE GOOD NEWS:
THIS MAKES EVERYTHING ELSE MORE
FUN.*
@joannalord
*and easier.