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SEARCHLOVE DAN DIEGO 2013-Joanna Lord

Distilled
September 30, 2013

SEARCHLOVE DAN DIEGO 2013-Joanna Lord

Building Brand Loyalty & Evangelists

Distilled

September 30, 2013
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  1. BUILDING BRAND LOYALTY & EVANGELISTS BECAUSE IT’S WICKED IMPORTANT. NO

    REALLY. Joanna Lord CMO @joannalord SearchLove San Diego - September, 2013   SEARCHLOVE  DAN  DIEGO  2013-­‐  
  2. “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
  3. 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
  4. “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?
  5. 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
  6. 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
  7. TODAY BRAND LOYALTY MATTERS. YOU HAD WHAT THEY NEEDED YOU

    HAD A DIFFERENTIATOR YOU’VE BUILT LOYALTY THE EVOLUTION OF A SALE
  8. 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  
  9. 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."  
  10. BACK IN THE DAY LOYALTY WAS ANOTHER TEAM’S JOB. LOYALTY

    STARTED AFTER THE SALE. DISCOVERY FREE MEMBERS CUSTOMERS LOYAL CUSTOMERS INFORM EDUCATE ENTICE IMPRESS DELIVER CONVERT INVEST REWARD PERSONALIZE WHERE WE BEGAN INVESTING IN BUILDING LOYALTY
  11. DISCOVERY FREE MEMBERS CUSTOMERS LOYAL CUSTOMERS INFORM EDUCATE ENTICE IMPRESS

    DELIVER CONVERT INVEST REWARD PERSONALIZE INVEST IN LOYALTY HERE BRAND LOYALISTS BRAND LOYALISTS BRAND LOYALISTS BRAND LOYALISTS AND HERE AND HERE INVEST REWARD PERSONALIZE INVEST REWARD PERSONALIZE TODAY IT STARTS THE SECOND THEY DISCOVER YOU. TODAY THINGS ARE DIFFERENT. MARKETING BUILDS LOYALTY.
  12. [COUGH] [COUGH] THIS IS WHERE YOU COME IN. GROWTH MARKETING

    INBOUND MARKETING RETENTION MARKETING PRODUCT MARKETING
  13. TRAFFIC. LINKS. VISITS. VIEWS. MENTIONS. DOWNLOADS. EMAIL LISTS. CLICKS. OPENS.

    CONVERSIONS. WHAT HAVE WE BEEN RESPONSIBLE FOR GROWING?
  14. 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.
  15. 1 ACTIVITY LEVEL DURATION OF MEMBERSHIP PROFILE DIMENSIONS RECENCY/FREQUENCY MONETARY

    LEVEL APTITUDE LEVEL SENTIMENT LEVEL CROSS PURCHASE/ACTIVITY ADVOCACY LEVEL REFFERALS TAKE IT UP A NOTCH. BAM.
  16. 1 GIVE ME THE TACTICS PUSH FOR PROFILES TAG USERS

    BY UNIQUE ID BUILD RETARGETING AUDIENCES TARGET COMMUNICATIONS BY DIMENSION CREATE INTERNAL COHORTS (RFM) SLICE ALL CUSTOMER DATA BY SAME COHORT CROSS DEPARTMENTAL TIGER TEAM
  17. 2 APPEAL TO INTERNAL & EXTERNAL MOTIVATIONS. BRAND FITS SELF

    PERCEPTION BRAND FITS PUBLIC PERCEPTION
  18. 2 DO A BRAND EXPLORE REVISIT YOUR CORE VALUES SURVEY

    CUSTOMERS SURVEY EMPLOYEES TEST TRIGGER WORDS WITH PAID ADS BUILD REQUIREMENT INTO PROCESSES (SPECS) GIVE ME THE TACTICS
  19. 3 SIMPLER THE BETTER. VISUALLY DELIGHT. INNOVATE ON CURRENT TRENDS.

    NEW MEDIUMS. TEST SMALL SCALE. SHAREABLE & DIGESTABLE. GIVE ME THE TACTICS
  20. 4 EVERY CAMPAIGN SHOULD HAVE A STORY LEAVE BEHIND REQUIREMENT

    CREATE & SEED WITH CAB/COMMUNITY STORIES ARE TEXT & VISUAL & AMPLIFIED PAID AMPLIFICATION – NEW AGE PR RESPOND TO THE RESPONSE MARKET THE RESPONSES GIVE ME THE TACTICS
  21. 5 GIVE YOUR “WHY” A HOME SHOW OFF YOUR PRODUCT

    ROADMAP SHOW OFF YOUR SERVICE STATS BLOG ABOUT WINS & LOSSES WRAP WINS & LOSSES IN CAMPAIGNS HAVE YOUR 8-MILE MOMENT GIVE ME THE TACTICS
  22. 6 DO WHAT DOES NOT SCALE (TO START) LOYALTY PROGRAMS

    LOYALTY CAMPAIGNS CUSTOMER APPRECIATION STRATEGY INFLUENCER APPRECIATION STRATEGY HATER TO LOVER STRATEGY WINBACK COMMUNICATIONS MOMENTS OF *DELIGHT* REWARDS GIVE ME THE TACTICS
  23. 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.
  24. 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  
  25. 7 WHY RUN THE CAMPAIGN? SET UP TRACKING REPORT EARLY/ADJUST

    COMPANY WIDE DIGESTS RETROSPECTIVES Avinash  post:  hCp://bit.ly/oApJuH   GIVE ME THE TACTICS
  26. 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
  27. “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  
  28. 9 START THE CONVERSATION IDENTIFY THE BEACON CROSS DEPARTMENT TEAM

    TOP DOWN SUPPORT REPORT OUT TEAM ADNOSTIC KPIS MAKE DATA ACCESSIBLE REVISIT OFTEN GAMIFY INTERNALLY GIVE ME THE TACTICS
  29. 10 SHAREWORTHY CONTENT ENTICES A SHARE OR REACTION NOVELTY TRIGGER

    BRAGGABLE MOMENTS REFER A FRIEND PROGRAMS REWARDED ADVOCACY GIVE ME THE TACTICS