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BUILDING BRAND LOYALTY & EVANGELISTS BECAUSE IT’S WICKED IMPORTANT. NO REALLY. Joanna Lord CMO @joannalord SearchLove San Diego - September, 2013

How to Build Brand Loyalty & Brand Advocates

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I presented on how to build brand loyalty and grow a community of brand advocates at SearchLove San Diego. Learn tips and tricks on how to create, launch and measure successful brand marketing campaigns.

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Page 1: How to Build Brand Loyalty & Brand Advocates

BUILDING BRAND LOYALTY & EVANGELISTS

BECAUSE IT’S WICKED IMPORTANT. NO REALLY.

Joanna LordCMO

@joannalord

SearchLove San Diego - September, 2013

Page 2: How to Build Brand Loyalty & Brand Advocates

“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

Page 3: How to Build Brand Loyalty & Brand Advocates

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

Page 4: How to Build Brand Loyalty & Brand Advocates

“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?

Page 5: How to Build Brand Loyalty & Brand Advocates

WHAT ARE COMMON EMOTIONAL TRIGGERS?

FEAR

COMPETITION

INSTANT GRATIFICATI

ON GUILT

TRUST

Page 6: How to Build Brand Loyalty & Brand Advocates

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

Page 7: How to Build Brand Loyalty & Brand Advocates

INSTEAD, IT’S MORE ABOUT THESE …

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

Page 8: How to Build Brand Loyalty & Brand Advocates

TODAY BRAND LOYALTY MATTERS.

YOU HAD WHAT THEY NEEDED

YOU HAD A DIFFERENTIATOR

YOU’VE BUILT LOYALTY

THE EVOLUTION OF A SALE

Page 9: How to Build Brand Loyalty & Brand Advocates

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

Page 10: How to Build Brand Loyalty & Brand Advocates

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."

Page 11: How to Build Brand Loyalty & Brand Advocates

BACK IN THE DAY, LOYALTY WAS ANOTHER TEAM’S JOB.

LOYALTY STARTED AFTER THE SALE.

DISCOVERY

FREE MEMBERS

CUSTOMERSLOYAL

CUSTOMERS

INFORMEDUCATEENTICE

IMPRESSDELIVERCONVERT

INVESTREWARD

PERSONALIZE

WHERE WE BEGAN

INVESTING IN BUILDING

LOYALTY

Page 12: How to Build Brand Loyalty & Brand Advocates

DISCOVERY

FREE MEMBERS

CUSTOMERSLOYAL

CUSTOMERS

INFORMEDUCATEENTICE

IMPRESSDELIVERCONVERT

INVESTREWARD

PERSONALIZE

INVEST IN LOYALTY HERE

BRAND LOYALISTS

BRAND LOYALISTS

BRAND LOYALISTS

BRAND LOYALISTS

AND HERE AND HERE

INVESTREWARD

PERSONALIZE

INVESTREWARD

PERSONALIZE

TODAY IT STARTS THE SECOND THEY DISCOVER YOU.

TODAY THINGS ARE DIFFERENT. MARKETING BUILDS LOYALTY.

Page 13: How to Build Brand Loyalty & Brand Advocates

[COUGH] [COUGH] THIS IS WHERE YOU COME IN.

GROWTH MARKETINGINBOUND MARKETINGRETENTION MARKETINGPRODUCT MARKETING

Page 14: How to Build Brand Loyalty & Brand Advocates

TRAFFIC.LINKS.VISITS.VIEWS.MENTIONS. DOWNLOADS.EMAIL LISTS.CLICKS.OPENS.CONVERSIONS.

WHAT HAVE WE BEEN RESPONSIBLE FOR GROWING?

Page 15: How to Build Brand Loyalty & Brand Advocates

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.

Page 16: How to Build Brand Loyalty & Brand Advocates

10 TIPS & TACTICS FOR BUILDING BRAND

LOYALTY & EVANGELISTS*

*FROM THE GET GO.

Page 17: How to Build Brand Loyalty & Brand Advocates

1COHORT MARKETING. GET GOOD

AT IT.

Page 18: How to Build Brand Loyalty & Brand Advocates

1

COMMUNITY TRIALERS

CUSTOMERS

WHAT MOST MARKETERS CONSIDER COHORTS.

Page 19: How to Build Brand Loyalty & Brand Advocates

1

ACTIVITY LEVELDURATION OF MEMBERSHIP

PROFILE DIMENSIONS

RECENCY/FREQUENCYMONETARY

LEVELAPTITUDE

LEVEL

SENTIMENT LEVELCROSS

PURCHASE/ACTIVITY

ADVOCACY LEVEL

REFFERALS

TAKE IT UP A NOTCH. BAM.

Page 20: How to Build Brand Loyalty & Brand Advocates

1GIVE ME THE TACTICS

PUSH FOR PROFILESTAG USERS BY UNIQUE IDBUILD RETARGETING AUDIENCESTARGET COMMUNICATIONS BY DIMENSIONCREATE INTERNAL COHORTS (RFM)SLICE ALL CUSTOMER DATA BY SAME COHORTCROSS DEPARTMENTAL TIGER TEAM

Page 21: How to Build Brand Loyalty & Brand Advocates

2APPEAL TO INTERNAL & EXTERNAL

MOTIVATIONS.

BRAND FITS SELF PERCEPTION BRAND FITS PUBLIC PERCEPTION

Page 22: How to Build Brand Loyalty & Brand Advocates

2PEPSI - REFRESH

PROJECT.

20 MILLION DOLLARS TO CROWDSOURCES CAUSES

@joannalord

Page 23: How to Build Brand Loyalty & Brand Advocates

2DOVE : REAL BEAUTY

SKETCHES.

@joannalord

Page 24: How to Build Brand Loyalty & Brand Advocates

2

DO A BRAND EXPLOREREVISIT YOUR CORE VALUESSURVEY CUSTOMERSSURVEY EMPLOYEESTEST TRIGGER WORDS WITH PAID ADSBUILD REQUIREMENT INTO PROCESSES (SPECS)

GIVE ME THE TACTICS

Page 25: How to Build Brand Loyalty & Brand Advocates

3DESIGN FOR THE MASSES.

Page 26: How to Build Brand Loyalty & Brand Advocates

3

@joannalord

HELPSCOUT : KEEPS IT SIMPLE.

Page 27: How to Build Brand Loyalty & Brand Advocates

3

SIMPLER THE BETTER.VISUALLY DELIGHT.INNOVATE ON CURRENT TRENDS.NEW MEDIUMS.TEST SMALL SCALE.SHAREABLE & DIGESTABLE.

GIVE ME THE TACTICS

Page 28: How to Build Brand Loyalty & Brand Advocates

4ADVOCACY REQUIRES PASSIONATE

STORIES.

Page 29: How to Build Brand Loyalty & Brand Advocates

4NIKE :

POSSIBILITIES (2013) .

@joannalord

Page 30: How to Build Brand Loyalty & Brand Advocates

4MINI COOPER – LET’S

MOTOR.

@joannalord

Page 31: How to Build Brand Loyalty & Brand Advocates

4

EVERY CAMPAIGN SHOULD HAVE A STORYLEAVE BEHIND REQUIREMENTCREATE & SEED WITH CAB/COMMUNITYSTORIES ARE TEXT & VISUAL & AMPLIFIEDPAID AMPLIFICATION – NEW AGE PRRESPOND TO THE RESPONSEMARKET THE RESPONSES

GIVE ME THE TACTICS

Page 32: How to Build Brand Loyalty & Brand Advocates

5A WHOLE NEW LEVEL OF

VULNERABLE.

Page 33: How to Build Brand Loyalty & Brand Advocates

5ZENDESK : SUPPORT

TRANSPARENCY.

@joannalord

Page 34: How to Build Brand Loyalty & Brand Advocates

5PATAGONIA : THE FOOTPRINT

CHRONICLES.

@joannalord

Page 35: How to Build Brand Loyalty & Brand Advocates

5

GIVE YOUR “WHY” A HOMESHOW OFF YOUR PRODUCT ROADMAPSHOW OFF YOUR SERVICE STATSBLOG ABOUT WINS & LOSSESWRAP WINS & LOSSES IN CAMPAIGNSHAVE YOUR 8-MILE MOMENT

GIVE ME THE TACTICS

Page 36: How to Build Brand Loyalty & Brand Advocates

6APPRECIATE EARLY AND OFTEN.

Page 37: How to Build Brand Loyalty & Brand Advocates

6UNBOUNCE : HIGH TOUCH THANK YOU

@joannalord

Page 38: How to Build Brand Loyalty & Brand Advocates

6REDBULL : HANDWRITTEN HELLO

@joannalord

Page 39: How to Build Brand Loyalty & Brand Advocates

6DO WHAT DOES NOT SCALE (TO START)LOYALTY PROGRAMSLOYALTY CAMPAIGNSCUSTOMER APPRECIATION STRATEGYINFLUENCER APPRECIATION STRATEGYHATER TO LOVER STRATEGYWINBACK COMMUNICATIONSMOMENTS OF *DELIGHT* REWARDS

GIVE ME THE TACTICS

Page 40: How to Build Brand Loyalty & Brand Advocates

7 TRACK THAT SH*T.

Page 41: How to Build Brand Loyalty & Brand Advocates

7

@joannalord

Page 42: How to Build Brand Loyalty & Brand Advocates

7

@joannalord

Page 43: How to Build Brand Loyalty & Brand Advocates

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.

Page 44: How to Build Brand Loyalty & Brand Advocates

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

Page 45: How to Build Brand Loyalty & Brand Advocates

7

WHY RUN THE CAMPAIGN?SET UP TRACKINGREPORT EARLY/ADJUSTCOMPANY WIDE DIGESTSRETROSPECTIVES

Avinash post: http://bit.ly/oApJuH

GIVE ME THE TACTICS

Page 46: How to Build Brand Loyalty & Brand Advocates

8MULTI-CHANNEL IT UP.

Page 47: How to Build Brand Loyalty & Brand Advocates

8JULEP : MOBILE INSIDER OFFERS.

@joannalord

Page 48: How to Build Brand Loyalty & Brand Advocates

8

@joannalord

HISTORY CHANNEL : HISTORIAN BADGE.

Page 49: How to Build Brand Loyalty & Brand Advocates

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

Page 50: How to Build Brand Loyalty & Brand Advocates

9EVANGELIZE INTERNALLY.

Page 51: How to Build Brand Loyalty & Brand Advocates

“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

Page 52: How to Build Brand Loyalty & Brand Advocates

9FRONT AND CENTER.

Page 53: How to Build Brand Loyalty & Brand Advocates

9START THE CONVERSATIONIDENTIFY THE BEACONCROSS DEPARTMENT TEAMTOP DOWN SUPPORTREPORT OUT TEAM ADNOSTIC KPISMAKE DATA ACCESSIBLEREVISIT OFTENGAMIFY INTERNALLY

GIVE ME THE TACTICS

Page 54: How to Build Brand Loyalty & Brand Advocates

10ENABLE THEM TO MARKET ON YOUR

BEHALF.

Page 55: How to Build Brand Loyalty & Brand Advocates

10

@joannalord

STARBUCKS : ENCOURAGE REFERRALS.

Page 56: How to Build Brand Loyalty & Brand Advocates

10

@joannalord

BIRCHBOX : PLAY TO YOUR STRENGTHS.

Page 57: How to Build Brand Loyalty & Brand Advocates

10

SHAREWORTHY CONTENTENTICES A SHARE OR REACTIONNOVELTY TRIGGERBRAGGABLE MOMENTSREFER A FRIEND PROGRAMSREWARDED ADVOCACY

GIVE ME THE TACTICS

Page 58: How to Build Brand Loyalty & Brand Advocates

WAIT THIS SOUNDS LIKE A LOT. WHAT ABOUT MY DAY JOB?

@joannalord

Page 59: How to Build Brand Loyalty & Brand Advocates

WELCOME TO YOUR NEW DAY JOB.

@joannalord

Page 60: How to Build Brand Loyalty & Brand Advocates

THE SCARY (BUT AWESOME) REALITY

OUR COMPANIES WON’T SURVIVE WITHOUT IT.

Page 61: How to Build Brand Loyalty & Brand Advocates

THE GOOD NEWS:

THIS MAKES EVERYTHING ELSE MORE

FUN.*

@joannalord

*and easier.