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How to Use Social Currency to Identify How to Use Social Currency to Identify Your Brand InfluencersYour Brand Influencers
Oct 5, 8:45am - 9:45am
Dan Ziman and Becky CarrollDan Ziman and Becky Carroll
Engagement is not a fad.Engagement is not a fad.
Where are we?
Stage 1 Experimental
Stage 1 Experimental
Stage 2Operational
Stage 2Operational
Stage 3 Pro
Stage 3 Pro
• No ready to commit to results• Skeptical or no exec sponsor• Silo effort
• No ready to commit to results• Skeptical or no exec sponsor• Silo effort
• Brand monitoring• Executive engagement• Baseline metrics
• Brand monitoring• Executive engagement• Baseline metrics
• Cross-function team & goal• Directly impacting results• Very strong exec support
• Cross-function team & goal• Directly impacting results• Very strong exec support
Business hasn’t changed, but the customer sure has…..
22 hrs/week online5+ hrs/week
in social media
Ave. Facebook user: 130 friends.Ave. Twitter user:
300 followers
74% expect a response from
a company online in 1 hour
A mere 17% of consumers trust
corporate or product advertising
Lost in translation
Fix a problem RantDecide what to buy
Feel listened to Get a deal
Increase sales
Reduce churn
Improve margins
Move faster
Increase
Awareness
Does the customer ever speak your language?
74% of CEOs also say marketers focus too much on the latest trends, such
as social media, but can rarely demonstrate how these trends can help to
generate more business for the company.
- Marketing Week, June 15, 2011
LET’S CHANGE THIS GAME
Capture our beauty
Wherever our clients shop
Breaking down the barriers
WHAT’S A SUPERFAN
Are you managing to the right outcome?
Influ
ence
Passive
Sentiment
Ads
Traffic
Page Views
Posts
Reach
DepartmentObjectives
C-Suite
Order Value, Channel Sales eCommerce Ideas, Reduce Support Costs
Brand, Margins, Revenue, Retention
“I know that company.”
“I checked out their products.”
“I buy from that company.”
“I totally recommend that product.”
Likes Fans Views Heard
INSPIRE YOUR CUSTOMERS•BeautyTalkers spend 2.5x more $$$s•Superfans spend 10x more $$$s•Average superfan spends 36.5hrs/week on BeautyTalk
FOSTER BRAND PRESENCE
•66% increase in likelihood of buying
•44% increase in average amount spent
•Community now attracts 40% of all FICO traffic – and over 850k customers served.
Creating web traffic
And, 40% of the lithium.com unique visitors come from
referring URLs
And, 40% of the lithium.com unique visitors come from
referring URLs
60% of the lithium.com unique visitors come from direct or google organic search
60% of the lithium.com unique visitors come from direct or google organic search
Takeaways
WHAT CUSTOMERS WANT
•Feel important
•My feedback counts
•Appreciate being a brand fan
•Thanked, Loved!
WHAT THEY DON’T
•Part of a campaign
•An end-user
•“Like you” because you want “likes”
So, now what?
• How to be a “customer champion”?
• What is the structure for customer engagement?
• Do customers really ROCK?
Social Media is everywhere
Customers want freebies…
Source: Cone Survey 2010
Social Media is not a
campaign, it’s part of a
strategy to build
relationships
Four Keys to Grow Business Through Brand Advocates
Relevant marketing
Orchestrated customer experience
Customer-focused culture
Killer customer service
Sanuk knows their customers – and loves them back
“We love Sanuk together”
CEMEX
Advocates get involved…
Relevant marketing
Orchestrated customer experience
A coordinated, personalized experience your competitors cannot easily duplicate
Customer-focused culture
Killer customer service
Engaging Brand Advocates
The experience is everything…
Mixing Offline with Online: Domino’s Pizza
Pizza box fliers promote Twitter
Source: Social Media Examiner
Customer poses for photo-op
Engaging Brand Advocates
Relevant marketing
Orchestrated customer experience
Customer-focused cultureCustomers are in the DNA of the business
Killer customer service
It’s about the people…
FreshBooks focuses on customers
“We don’t have a social media strategy, we have a relationship strategy.”
EngagingBrand Advocates
Relevant marketing
Orchestrated customer experience
Customer-focused culture
Killer customer servicePositive interactions that get virally shared
More than just lip service…
Go where your customers are
Delight Your Advocates
Innovate
Verizon Idea ExchangeOpen Innovation: Anyone, Anywhere
http://verizon.com/ideasLaunched: July 2010
424242
Verizon FiOS TV and Customer Collaboration – IMG 1.9 Created a 1.9 Sneak Peek for community members, administered via private discussion board in the forums
IMG 1.9 Customer Verbatims:
“Wow. Impressive.”
“Wow. Impressive.”
“Love the new guide!:)
“Love the new guide!:)
“Whoohoo. The guide is finally in
HD.”
“Whoohoo. The guide is finally in
HD.”
“1.9 FLIES on a 7232”
“1.9 FLIES on a 7232”
“I heart IMG 1.9.”
“I heart IMG 1.9.”
IMG 1.9 Sneak PeekVerbatims
First off, thank you for letting us customers have 1.9 early and offer our sincere feedback. This is truly appreciated and means so much to me and shows Verizon dedication to making FiOS the best!- Email to Joe Ambeault (1/21/11)
But, the best part was getting to work with the people inside of Verizon. It really changed my view of the company in a very positive way.- DSL Reports (4/21/11)
IMG 1.9 Sneak PeekVerbatims
First off, thank you for letting us customers have 1.9 early and offer our sincere feedback. This is truly appreciated and means so much to me and shows Verizon dedication to making FiOS the best!- Email to Joe Ambeault (1/21/11)
But, the best part was getting to work with the people inside of Verizon. It really changed my view of the company in a very positive way.- DSL Reports (4/21/11)
Verizon Ideation ProcessLeverages Social Media We listen to customers We open our product development process
“Over 90% of our latest release has been suggested, or refined by our customers.”
Number of ideas submitted: 1700 Number of ideas in progress: 250 Number of ideas implemented: 31
Since launch… 107% growth in comments 403% growth in votes 555% growth in visitors
Verizon: Measuring Success
When I get back to the office…
• Make customer engagement a long-term strategy
• Metrics associated to conversions, not volume• Ensure my social media strategy is associated to
a business outcome
BUT• Reward my fans in their language, their interests
& their needs
Let’s have a conversation
Becky CarrollAuthor, The Hidden Power of Your Customers
[email protected] +1.858.481.6373 office+1.858.692.4778 mobile
Business Blog - http://customersrock.net
@bcarroll7
http://www.facebook.com/rebeccacarroll
http://www.linkedin.com/in/beckycarroll
BOOKhttp://facebook.com/
TheHiddenPowerOfYourCustomers
Dan ZimanVP, Corporate Marketing
[email protected] +1.650.740.2662 mobile
@lostintheflog
www.linkedin.com/in/dziman
Lithosphere Community
