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How To Get Fans To Spread Your Message
www.dynamicsignal.com
Ajay Ramachandran, CMO
thespitzer [email protected]
Harry Spitzer, Youth Advocacy Strategist
Kenny Lee, VP Marketing
kennykhlee [email protected]
Table Of Contents
• What is a fan? • Overview of Advocacy – Definition
– POLL: Best Example of Advocacy
• Triggers from Loyalty to Advocacy– DISCUSSION
• Trends & Buying Cycle Drive Need for Advocacy Programs– PRESENTATION
• Overview Brand Amplification/Advocacy Programs – PRESENTATION: Step by Step Plan / How to Implement
• Examples of Successful Brand Advocacy Programs– Adobe, Oakley, Lionsgate, Platefull
• Workshop – Define a Successful Program– TEAM PROJECT
• Conclusion
WHAT IS A FAN?
Fans
Likes + Followers
Influencers
Partners
BloggersProspects
Customers
Employees
142 FANS = 1 ADVOCATE
Bain identified that brands with the highest levels of brand advocacy, outgrow their
competitive set by 2.5 times.
WHY ADVOCACY?
• Authentic Content• Recommendations / Reviews• Share brand & product news• Share deals / offers / coupons• Make referrals• Defend / Protect the brand• Tell their customer story• Share ideas
When Advocates Share, Fans Take Action
None of the above
Paid less attention to a company or brand
Subscribed to a publication
Played a game
Purchased a product or service less
Purchased a product or service you've purchased before
Discovered new media (TV show, movie, book, publication, game, etc.)
Gone to a physical store
Watched a TV show or movie
Made a purchase online
Purchased a product or service you've never purchased before
Recommended a company or brand to a friend
Discovered a new designer or expert
Discovered a new company or brand
Visited a website
32%
6%
8%
8%
8%
9%
10%
11%
11%
14%
14%
14%
17%
23%
35%
Base: Magid Social Media Study: Pinterest Section. Pinterest Users. N=407. Q137: Which of the following have you done as a result of an image you saw on Pinterest? Select all that apply.
Pinterest users actions after sharing an image
None of these
Other (specify):
Use non-game apps like quizzes, polls, horoscopes, etc.
Check-in from a location
Use the search tool
Look at a company, brand or organization's page
Find deals or coupons
Enter contests
Use the chat tool
Share info from other sites via like/comment button
Play games
Post my own content
Send private messages/emails
Comment on people's content
View other people's content
10%
1%
7%
10%
12%
13%
13%
14%
23%
25%
29%
37%
42%
46%
58%
M12-17, F12-34
F12-17
F45-54
F25-54
F35-44
Base: Magid Social Media Study: Facebook Section- Facebook Users, N=1620. Q54 Which of the following activities do you do on Facebook regularly (once per week or more)? Select all that apply.
Activities Done Regularly (once per week or more) on Facebook
Why Content Matters On Facebook
How Do You Define ‘Advocacy’?
Advocacy in Action
“A Brand Advocate is a person who recommends a company, brand, or product without payment. Happily. “
- Harry, March 12th
Loyalty to Advocacy
Now you try…• List the brands you
interact with everyday
• How long have you had the relationship?
• What makes it so special?
• Have you ever recommended this brand?
• Tell us an anecdote about this brand.
Morning Midday
EveningAfternoon
… …
… …
What Motivates Advocates?
• Loyalty to the brands they love
• Helping & Influencing Others
• Recognition
• Love to talk & create content
• Sharing insights, opinion & expertise
Extrinsic Rewards Intrinsic Rewards
Explicit Rewards
Triggers
TRENDS AND BUYING CYCLE: THE NEED FOR ADVOCACY
What’s Happening In The Market? 4 Big Trends
Social As the Trusted Source From Social Listening To Social Engagement
The Explosion of Content Fragmentation: Multi-screen and mobile
Social As The Trusted Source
“92% of people trust recommendations from people they know”, only 24% trust online ads
*Source - 2012 Global Trust in Advertising Study, Nielsen
From Social Listening To Social Engagement
“Only 1% of a brand’s Facebook fans will ever make their way to the company’s brand page”
*Source – CMS article quoting 2012 HubSpot study
Explosion Of Content
“The top 3 challenges of content marketing are : creating original content, having time to create it; and finding high quality content”
*Source – 2012 B2B Marketing Trends Survey Report
Fragmentation: MultiScreen and Mobile
*Source – tidyweb blog, http://www.tidywebstudio.com/services/mobile-optimization/
“Consumers want a consistent brand experience across mobile, web and social”
BRAND AMPLIFICATION AND ADVOCACY PROGRAMS
Why Is Brand Advocacy Important?
PAID OWNED EARNED
New Models of Marketing Focus on Loyalty & Advocacy
Altimeter Dynamic Customer Journey
Forrester Marketing RaDaR
McKinsey Consumer Decision Journey
Brand Advocates Can Impact All Stages of the Customer Journey
Reach
Impressions
Awareness
Interest & Recall
Consideration
Decision
Use
Delight &Loyalty
Segment & Target
Activate & Engage
Relationships & Advocacy
Amplification & Revenue
PURCHASE
How do you think Advocates can drive each step?
49% of Users Are Interested/Very Interested In Purchasing Items They See on Pinterest
10%
11%
30%29%
20%
Not at all interested1234Extremely interested5
How interested are you in being able to click on items you see in images on Pinterest that interest you and purchase those items?
Base: Magid Social Media Study: Pinterest Section. Pinterest Users. N=407. Q139: How interested are you in being able to click on items you see in images on Pinterest that interest you and purchase those items?
AMPLIFICATION & ADVOCACY STARTS HERE
Fans
Likes + Followers
Influencers
Partners
BloggersProspects
Customers
Employees
Examples of Amplification & Advocacy Programs
Au
die
nce
• Brand Ambassador Programs
• Blogger Outreach
• Customer Engagement
• Employee Engagement
• Facebook Superfans
Con
ten
t M
ark
eti
ng • Content
Hubs• Customer Stories
• Website/CMS
Cu
stom
er
Exp
eri
en
ce
• Brand Communities
• Facebook Optimization
• Mobile Advocacy
• Social Commerce C
am
paig
ns • Experiential
Marketing• Facebook Street Teams
• Product launch teams
• Seasonal & Holiday Teams
• Contests
Measu
rem
en
t • Social Analytics
• Leaderboard•
What are your goals? (awareness? revenue? category building?
KPIs?)
Who Are You Targeting? (do you own them? know how to find,
attract, involve)
Open or Closed Access? (private, public, semi-private)
Touch-points? (web, mobile, live?)
Short term or long term? (is this tactical or strategic to the
business?)
Bootstrapped or well funded? (in-house or outsourced)
Key Considerations…
Advocacy In Seven Steps
Exper
ienc
e
Acc
ess
Poi
nts
WebMobileSocial
Aud
ienc
es
Bra
nd A
rmy
FansAdvocatesEmployees
Act
ivitie
s
Engag
emen
t
MessageActivateCreateShare
Mea
sure
men
t
RO
I Ana
lytics
EMVROI
TrafficRevenue
Con
tent
Type
s
NewsVideosOffers
ReviewsBlogs
Loya
lty
Gam
ifica
tion
PointsBadgesRewards
Exclusives
Mar
keting
Cam
paig
ns
InfluencersFacebook
CommunityVisual Web
Content
Access Points
• It’s about owned social...
Selecting The Right Solution
A solid brand advocacy solution must:
• Track brand advocates’ actions
• Produce data that is useable in the long term
• Integrate easily and quickly into existing programs and campaigns
• Engage and empower brand advocates at multiple touchpoints
• Be more than a campaign
• Result in new customer acquisition
• (Here’s the biggie): Validate and measure ROI
Source: WOMMA
EXAMPLES
WORKSHOP #1
Advocacy In Seven Steps
Exper
ienc
e
Acc
ess
Poi
nts
WebMobileSocial
Aud
ienc
es
Bra
nd A
rmy
FansAdvocatesEmployees
Act
ivitie
s
Engag
emen
t
MessageActivateCreateShare
Mea
sure
men
t
RO
I Ana
lytics
EMVROI
TrafficRevenue
Con
tent
Type
s
NewsVideosOffers
ReviewsBlogs
Loya
lty
Gam
ifica
tion
PointsBadgesRewards
Exclusives
Mar
keting
Cam
paig
ns
InfluencersFacebook
CommunityVisual Web
Content
What Are Your Goals? (awareness? revenue? category building?
KPIs?)
Who Are You Targeting? (do you own them? know how to find,
attract, involve)
Open or Closed Access? (private, public, semi-private)
Touch-points? (web, mobile, live?)
Short term or long term? (is this tactical or strategic to the
business?)
Bootstrapped or well funded? (in-house or outsourced)
Before You Get Started…
Scenario 1: Define 7 Steps
1. Marketing Campaigns
2. Audiences and Brand Advocates (Fans, Influencers, Employees)
3. Experience and Access Points (Web, Social Mobile)
4. Content Types (New, Videos, Offers, Reviews, Blogs)
5. Activities and Engagement (Message, Activate, Create, Share)
6. Loyalty and Gamification (Points, Badges, Rewards, Exclusive)
7. Measurement and Analytics (ROI, Earned Media Value, Traffic, Revenue)
Vertical: Retail
Company Size: 200 employees. $15 million in revenue/year
Scenario: You are the head of marketing for a large sports apparel brand. You are interested in specifically targeting female fitness enthusiasts.
Although your company already has a significant social media following and loyalty shopper’s card database, you want to segment that audience, targeting specifically the aforementioned female demographic without taking away from your company’s existing social media following.
Your goal is not only to grow your social media following, but also to drive revenue for your brand, and create a community of passionate female fitness advocates. Your company also has an upcoming TV ad campaign for Women’s Health Day.
How do you do this?
1. Marketing Campaigns
2. Audiences and Brand Advocates (Fans, Influencers, Employees)
3. Experience and Access Points (Web, Social Mobile)
4. Content Types (New, Videos, Offers, Reviews, Blogs)
5. Activities and Engagement (Message, Activate, Create, Share)
6. Loyalty and Gamification (Points, Badges, Rewards, Exclusive)
7. Measurement and Analytics (ROI, Earned Media Value, Traffic, Revenue)
WORKSHOP #2
(TEAMS OF 3-5)
In Groups
Objective: Develop a feasible social media marketing strategy for the following scenario.
Time: 15 minutes
Budget: $50k
Requirements:1. Company/Film name
2. Allocation of Marketing Budget
3. 7 steps defined
4. Metrics for Campaign Success
Scenario: You are the marketing team for an indie movie studio based out of Austin, Texas, established in 2010.
Your first film was a success in the film festival circuit but failed to generate any traction with a mainstream audience. It got rave reviews, but unfortunately, nobody knew about it due to lack of promotion, big name stars, and theatrical release.
For your second about-to-be-release film, you want things to change. You’ve begun to get minimal social media traction, but you need to generate much more. The film is a science fiction thriller and the director has had a long career but few recent hits. The film also stars an up-and-coming pair of actors with considerable buzz.
You have documented the film’s journey to the screen, and have considerable behind the scenes production footage. Using your allotted budget, how can you promote your film and engage in a meaningful way your target audience using social media? How do you define and measure success.
About Dynamic Signal
Dynamic Signal is a social software company that helps brands connect with and manage their relationships with influencers, customers and employees to turn them into social marketers on behalf of the brand
• Founded in 2010• 50 people based in San Francisco, NY, LA• $24m funding: Venrock, Time Warner,
Trinity, Cox
Ajay Ramachandran, [email protected], @Ajay
Kenny Lee, VP [email protected], @kennykhlee
Harry Spitzer, Youth Strategy [email protected], @thespitzer
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