branding and advocacy in the social age
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more customers, less work
Maria Ogneva Director of Community Engagement - NimbleJanuary 2011
Webinar: Branding And Advocacy In The Social Age
1Tuesday, February 8, 2011
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• Evolution of branding
• What’s an advocate? /“badvocate”?
• What drives them?
• How to find them
• Empowering advocates
• Working with “badvocates”
• Is digital influence important?
• Enabling the right culture inside
• Case studies
Agenda
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Nimble University
http://www.flickr.com/photos/josiahmackenzie/1623451769/sizes/o/in/photostream/
Educational platformcheck out www.nimble.com
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Branding Used To Be:
http://www.flickr.com/photos/funky64/4293098263/sizes/z/in/photostream/
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Now It’s More Like...
what customers say
what partners saywhat employees say
what brand says
what press sayswhat experts say
http://www.flickr.com/photos/22965089@N00/32325828/
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These Voices Can Be:
http://www.flickr.com/photos/lugolounge/6780004/sizes/l/in/photostream/
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And also..
http://www.flickr.com/photos/lintmachine/2396799183/sizes/z/in/photostream/
http://www.flickr.com/photos/timsamoff/536143522/sizes/l/in/photostream/
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What’s An Advocate?
http://www.flickr.com/photos/55573861@N05/5151208779/http://www.flickr.com/photos/60852569@N00/224547699/
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What’s A Badvocate?
United Breaks Guitars (2009)
http://www.flickr.com/photos/rocor/4350219559/sizes/z/in/photostream/
“You [messed] with the wrong sedentary processed-foods eater!” Kevin Smith vs. Southwest Airlines (2010)
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W-O-M Is Not New
http://www.flickr.com/photos/cizake/4164756091/sizes/o/
But social media
1) Makes it visible
2) Makes it spread faster
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Advocacy = Good Business
http://www.altimetergroup.com/2010/03/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management.html
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Finding Advocates
• Listen across all channels
• Listen for signals like “love” and “I recommend”
http://www.flickr.com/photos/paulgi/280789933/sizes/o/in/photostream/
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Finding Advocates
• Track referrals
• social media
• web traffic
• signups
0
25
50
75
100
Jan Feb March April May June July August Sept Oct Nov Dec
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What Turns Users Into Advocates
User Experience:Does it meet needs?
Is it consistent with promise?
http://www.flickr.com/photos/unconstructive_bry/2385522475/sizes/z/in/photostream/
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What Turns Users Into Advocates
http://www.askinosie.com/ http://www.socialmediaexplorer.com/advertising-2/how-to-light-my-fire-authentic-word-of-mouth-movements/
• Does it have a story?
• Inspiration, meaning
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What Turns Users Into Advocates
• Service
• Proactive desire to help
• Listen to feedback & acthttp://www.flickr.com/photos/erix/4122236130/sizes/z/in/
photostream/
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What Turns Users Into Advocates
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• Listen across all channels• Find and reach out• Thank them• Build programs for them• Give them tools to tell story
http://www.flickr.com/photos/katewares/4945700659/in/photostream/
Empowering Advocates
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Reward Loyal Users
• $ is a slippery slope
• Never buy attention
• Frequent buyer discounts OK
• Intangible rewards
http://www.flickr.com/photos/41734670@N00/77183017/
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Share The Spotlight
• Highlight users
• Share their achievements
http://www.flickr.com/photos/damshots/2789421207/sizes/z/in/photostream/
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Social Capital, Reciprocity
http://www.flickr.com/photos/72236935@N00/8228640/
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Finding “Badvocates”
• Same process as for advocates• Listen across social media, blogs, forums• “Hate”, “sucks”, etc.
http://www.flickr.com/photos/47475428@N00/18782750/
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What Turns Users Into “Badvocates”
http://www.flickr.com/photos/36681137@N00/4703241492/
Bad user experience• Inconsistent• Doesn’t deliver on promise• Doesn’t solve problem
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http://www.flickr.com/photos/31533886@N00/3874372532/#
Working With “Badvocates”
Offer solution, empathyDon’t let it “stew”
Take action, close the loopSometimes just want someone to talk to
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Chronic Complainers
http://www.flickr.com/photos/70609370@N00/3820032294/
Will complain no matter what
Apologize, help, walk away
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Handling Conflict
http://www.flickr.com/photos/92518741@N00/4408548429/
Anonymity vs. personal
Identify cause of conflict
Offer individual solution
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Handling Conflict - Cont..
http://www.flickr.com/photos/51813223@N00/2258984128/
Never lose your cool
Never make it personal
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Public vs. Private
How you handle becomes your record
Know when to take it private
Advocates will come to your rescue
http://www.flickr.com/photos/22834654@N04/2258095263/
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What’s Influence Got To Do With It?
http://www.flickr.com/photos/9390871@N06/1398244602/
Does everyone deserve great service?
What about “influencer programs”?
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Every Customer Is An Influencer
“Let me know which of my customers isn’t influential to their friends & family & I’ll take them off our influencer list” - @thmasknoll, Community Architect at @Zappos
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Influencer Perks
• Only when your service fundamentals are taken care of...
• ...It’s OK to start campaigns
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Rule Of Thumb
http://www.flickr.com/photos/27228448@N00/799023133/
Excellent service for all
Perks / product previews to industry experts /influencers
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http://www.flickr.com/photos/8816624@N08/3698149738/
The Community-Focused Culture
Empowered
Team-oriented
Each customer case is individual
Customer-centric to a fault
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The Community-Focused Business
http://www.flickr.com/photos/17258892@N05/2588347668/
Process
Collaboration
Process
People
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Case Study - Zappos!
Special Guest:
Thomas Knoll, Community Architect, Zappos!
@thomasknoll
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Next Webinar
• February 9th, 10 a.m. PST
• Topic: “This Ain’t Your Parents’ Facebook”, presented by Derek Overbey
• https://www3.gotomeeting.com/register/312354462
• P.S. Sign up for our Newsletter to learn of new webinars
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Questions?
Find and friend us:
http://twitter.com/nimble
http://twitter.com/jon_ferrara
http://twitter.com/themaria
http://facebook.com/nimble
http://linkd.in/nimblecrm
http://www.slideshare.net/nimble
Contact:
[email protected], twitter.com/themaria
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