building communities around brands (political, organizational, and consumer facing brands)
DESCRIPTION
From segmentation and activation of voter files in political campaigns to segmentation and activation of consumer facing communities around brands. Kevin Spidel presents his background in Presidential campaigns, DC Lobbying, and Non-Governmental Organizations and how he leveraged that experience in digital marketing, publishing, and products (Gannett, Voice Media Group, and more.)TRANSCRIPT
KEVIN HINOJOSA-SPIDEL, 8/22 - AZIMA
Community
Brand
Social Media
This Presentation
COMMUNITY
• Where does community fit around your brand?!
• Do you have an active community plan around leadgen?!
• How many paid staffers do you have facilitating community?!
• How many community leaders are volunteers around your brand?
WHO IS THIS DUDE?
1996 - 2006 (Political Hack) 2004 - 2010 (Digital Marketing Hack) 2010 - Now (Digital Product - Publishing) !
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Community Architect - WTF is that bro?
POLITICS TO MARKETING?To me... !
Branding is about the aftertaste. !
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The emotion... !
...the memory... !
...the gut feeling you get when you interact with a brand that lingers. !
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Audience vs. Communities: !• The audience witnesses the brand. (Broadcast)!
• The community is the audience that adopts the brand. (Engagement)!
• Advocates are the loyal and passionate people behind brands. They are re-marketers. (WOM Advocates / Brand Loyalists)
!Grassroots community organizing is about empowering the public to take action and mobilize.!Word of Mouth Marketing is about empowering loyal advocates of brands to re-market, organically.
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I WORKED WITH THESE BRANDS
I WORKED WITH THESE BRANDS
EMPOWERING COMMUNITY
They are all brands with community. !
Ok, we get it. So? !
How do you leverage community?
Voter Data in Political Campaign Keep in mind small campaigns vs. well funded
!1. Voter File (State or County)!
2. Public Data (Government or Nonprofit) !
3. Party Data!
4. 3rd Party Vendors!
5. Community Segmentation (Voter ID Groups) !
6. GOTV 1-3 Scoring (Primary) !
7. GOTV 1-5 Scoring (General) !
8. Tiered Community (Precincts) !!!
Voter Data in Political Campaign Empowering, Nurturing, and Scoring
!Initial Empowerment 1. Low hanging fruit (4 x 4's)
1. Wait for (4 x 2's) until an active community base 2. Divide into constituency / voter groups (segmentation) 3. Activate these for Community Leaders 4. Build structure around these activated members of the
community 5. Begin to lead score their activity / touches
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Segmentation and Activity Monitoring of Activated Community Leaders is key!
!Initial Empowerment 1. Low hanging fruit
1. Current customers (email lists) 2. Referral programs or re-engagement (open graph
activity, share for social credit, etc.) 3. Scoring of Leads
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The Common Path !• Invite, engage, and empower the already "Opt-in" believers!
• Survey! Listen to them and understand their desires what will sustain an empowered segment of our community?)!
• Why are they passionate? Who else will recognize that passion and why? Lightbulb moment? !
• List and Persona Segmentation! ( Next Slide) !
• WOM adoption, then follow up empowerment... understanding that connection!
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WHY COMMUNITY SEGMENTATION IS SO IMPORTANT?!
PERSONA MARKETING
THE SEGMENTED PATH• Identify a segment (voter group or persona group) • What are the issues they care about? • Target & Content • Bag and Tag • Survey "Light Bulb Moments" • Activate based on trigger points!
• Remember every community is diverse!!
• Segment Messaging! • Custom Audiences(next slide) • Facebook Status Targeting(next slide) • Phone Trees • Email Segmentation (List Building) • Twitter Lists
THE RIGHT MESSAGE FOR THE RIGHT AUDIENCE • Conversion w/ Lead Source by Segment • Message Strategy by Segment • Drill Segments Down via FB Custom Audience • Status Update to Segments !
LOYALTYEveryone likes to be rewarded, but I'm not sure that will nurture loyalty in Millennials. Loyalty is ignorance/lack of better options. With knowledge available at their finger tips, Millennials could switch loyalty at the drop of their hat.
- Shilpa Rao Practice Head - Merchandising Retailwire Blog
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Loyalty = "Lack of better option."
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Fragile brand loyalty?
MANAGING FATIGUE There is responsibility in empowerment. Once you create a hungry brand ambassador, you must have the tools and response. Are you staffed for this responsibility?
Forget about digital strategy, do you have a volunteer strategy? For both brands and grassroots organizing. What can they do to feel the momentum moving forward. That their impact is heard, felt, witnessed, and part of the larger picture.
• Brand Leader Roundtables
• Project Management
• Goals / Objectives(Visibility to the WHY)
• Involve them in the overall strategy. Give them a voice!
COMMUNITY?
COMMUNITY...
@kspidel
Questions?