From Fans To Fanatics - Building Brand Advocacy in a New (Media) World

Friends To Fanatics… Advocacy in the new (media) world

Daniel GohFounder & Chief Editor,Young Upstarts

Some rights reserved.

Thursday, November 11, 2010

First question to ask yourself:

• What role do I see <insert name of my company/brand organization here> play in the social media space?

Next question:

• How much do I know about social media?

First, some basics.

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This is how most companies see social media.

SocialMedia

Marcomm

Marketing

Organization

Align your perspective.

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Unfortunately, this is how your consumers see you.

SocialMedia

YOU

Align your perspective.

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1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

Building a fan base is a long process.

Too many of us start at Tools and Engagement.

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• Increase awareness?

• Customer engagement?

• Drive sales?

• Customer support?

Note: The number of fans should not be your objective.

So you want fans. To what objectives?

1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

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• Get management/staff buy-in.

• Appoint ambassadors.

• Fix a budget, cheapskate.

Get your infrastructure right.

1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

Not just IT infrastructure:

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• Do I have a fan club? (Low-hanging fruit.)

• Primary/secondary audiences? Where are they?

• Who is not my audience?

• Research: who is already talking about me?

Identify your community(s). 1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

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• Online Forums - Hardware Zone (tech), Clubsnap (photography), Soft.com.sg (Local music), SGCarMart (new & used cars)

• Facebook Groups

• LinkedIn Discussion Groups

• Online Communities i.e. E27.sg, SGEntrepreneurs, The Digital Movement

Find your community(s). 1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

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Break down by levelsof brand advocacy.

1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

Dumbf**k. Clueless.

T

Loyalist. Sneezer. Rager.

AIDA: Attention, Interest, Desire, Action

• Unaware of your brand, or is aware but doesn’t like you.

• Possibly expensive to engage.

• Knows of your brand or even uses your product, but no particular inclination towards you.

• Green fields.

• Likes your brand and endorses it; Uses your products and is a repeat customer.

• Worth cultivating.

• Loves your brand; willingly shares experiences with others. Has “reach”.

• Needs little empowerment to shine.

• Very familiar with your brand, and knows how to take you down.

• Beware: needs delicate handling!

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• Know what your community wants to hear.

• Use language they understand.

• Align tone and manner with your brand.

• Make it appropriate to the level of advocacy.

Work out yourkey messages.

1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

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• Fish where the fishes are; set up your “digital embassy” or “digital playground” there.

• Pick tools that fit your brand.

• What are you best at?

Select the right socialmedia tools.

1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

Microblogs Social Network Sites

Blogs

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• Enable your community; give them tools to help you spread the word.

• Incentivize them (may not be monetary i.e. badge system)

Even better, make yourproduct social!

1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

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Other examples of making products “social”.

1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

Sharing on mobile apps Live chat on site

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Public relations

Customer service

Above-the-line/below-the-line

advertising

Employee/internal communications

Social media?

Integrate it with yourmarketing mix.

1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

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• Know who to engage.

• Know when to engage (or not).

• Set your tone and manner.

• Know how to respond when something happens.

• Set how fast you should respond.

• Identify who responds on your behalf.

Set your level ofengagement.

1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

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Set KPIs and measure ROI.

1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

• Fans (Likes).

• Web statistics - unique visitors, page views etc.

• Mentions.

• Sentiment.

• Cost-per-acquisition (CPA).

• Level of engagement.

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• What was the ROI?

• What have I learnt?

• What worked?

• What have I missed out?

• What can I leave out?

• Who did I piss off?

Refine your strategy. 1. Objectives

2. Infrastructure

3. Audiences

4. Messaging

6. Integration

5. Tools

7. Engagement

8. Measurement

9. Refinement

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Final Takeaways

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The problem with sports is... every fan thinks he’s the coach.

It’s the same with online communities.Thursday, November 11, 2010

Always have a game plan before you enter the field.

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Learn how to manage crowd control.

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Find natural cheerleaders who can lead the rest...

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And the ones who are only going to cause you trouble.

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Of course, there’s always going to be the weirdos!

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Questions?

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END.THANK YOU.

Email | daniel@youngupstarts.comTwitter | @danielgohLinkedIn | www.linkedin.com/in/danielgoh

Thursday, November 11, 2010