SEARCHLOVE DAN DIEGO 2013-Joanna Lord

Building Brand Loyalty & Evangelists

Transcript

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. WHAT ARE COMMON EMOTIONAL TRIGGERS? FEAR COMPETITION INSTANT GRATIFICATION GUILT TRUST
6. 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
7. 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
8. TODAY BRAND LOYALTY MATTERS. YOU HAD WHAT THEY NEEDED YOU HAD A DIFFERENTIATOR YOU’VE BUILT LOYALTY THE EVOLUTION OF A SALE
9. 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  
10. 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."  
11. 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
12. 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.
13. [COUGH] [COUGH] THIS IS WHERE YOU COME IN. GROWTH MARKETING INBOUND MARKETING RETENTION MARKETING PRODUCT MARKETING
14. TRAFFIC. LINKS. VISITS. VIEWS. MENTIONS. DOWNLOADS. EMAIL LISTS. CLICKS. OPENS. CONVERSIONS. WHAT HAVE WE BEEN RESPONSIBLE FOR GROWING?
15. 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.
16. 10 TIPS & TACTICS FOR BUILDING BRAND LOYALTY & EVANGELISTS* *FROM THE GET GO.
17. 1 COHORT MARKETING. GET GOOD AT IT.
18. 1 COMMUNITY TRIALERS CUSTOMERS WHAT MOST MARKETERS CONSIDER COHORTS.
19. 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.
20. 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
21. 2 APPEAL TO INTERNAL & EXTERNAL MOTIVATIONS. BRAND FITS SELF PERCEPTION BRAND FITS PUBLIC PERCEPTION
22. 2 PEPSI - REFRESH PROJECT. 20 MILLION DOLLARS TO CROWDSOURCES CAUSES @joannalord  
23. 2 DOVE : REAL BEAUTY SKETCHES. @joannalord  
24. 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
25. 3 DESIGN FOR THE MASSES.
26. 3 @joannalord   HELPSCOUT : KEEPS IT SIMPLE.
27. 3 SIMPLER THE BETTER. VISUALLY DELIGHT. INNOVATE ON CURRENT TRENDS. NEW MEDIUMS. TEST SMALL SCALE. SHAREABLE & DIGESTABLE. GIVE ME THE TACTICS
28. 4 ADVOCACY REQUIRES PASSIONATE STORIES.
29. 4 NIKE : POSSIBILITIES (2013) . @joannalord  
30. 4 MINI COOPER – LET’S MOTOR. @joannalord  
31. 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
32. 5 A WHOLE NEW LEVEL OF VULNERABLE.
33. 5 ZENDESK : SUPPORT TRANSPARENCY. @joannalord  
34. 5 PATAGONIA : THE FOOTPRINT CHRONICLES. @joannalord  
35. 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
36. 6 APPRECIATE EARLY AND OFTEN.
37. 6 UNBOUNCE : HIGH TOUCH THANK YOU @joannalord  
38. 6 REDBULL : HANDWRITTEN HELLO @joannalord  
39. 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
40. 7 TRACK THAT SH*T.
41. 7 @joannalord  
42. 7 @joannalord  
43. 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.
44. 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  
45. 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
46. 8 MULTI-CHANNEL IT UP.
47. 8 JULEP : MOBILE INSIDER OFFERS. @joannalord  
48. 8 @joannalord   HISTORY CHANNEL : HISTORIAN BADGE.
49. 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
50. 9 EVANGELIZE INTERNALLY.
51. “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  
52. 9 FRONT AND CENTER.
53. 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
54. 10 ENABLE THEM TO MARKET ON YOUR BEHALF.
55. 10 @joannalord   STARBUCKS : ENCOURAGE REFERRALS.
56. 10 @joannalord   BIRCHBOX : PLAY TO YOUR STRENGTHS.
57. 10 SHAREWORTHY CONTENT ENTICES A SHARE OR REACTION NOVELTY TRIGGER BRAGGABLE MOMENTS REFER A FRIEND PROGRAMS REWARDED ADVOCACY GIVE ME THE TACTICS
58. WAIT THIS SOUNDS LIKE A LOT. WHAT ABOUT MY DAY JOB? @joannalord  
59. WELCOME TO YOUR NEW DAY JOB. @joannalord  
60. THE SCARY (BUT AWESOME) REALITY OUR COMPANIES WON’T SURVIVE WITHOUT IT.
61. THE GOOD NEWS: THIS MAKES EVERYTHING ELSE MORE FUN.* @joannalord   *and easier.