Aamse keynote branding session 2010 jacobs
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How to Communicate Value to Your Membership
Branding in the Age of Technology
Presented by: Sheri Jacobs, CAE, Avenue M Group, LLC
AAMSE Annual Conference SeaGle, WA July 22, 2010
TwiGer: @chicagogirl27
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What does branding mean to you?
Nike Avis
Aflac
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Branding used to mean the creaSve part
Snap. Crackle. Pop.
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Today, branding is…
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Thank you for great service! The XYZ are perfect. But more importantly the service was fabulous. I will be back to buy again!
I cannot believe how awesome ABC is. ABC, you have just made a life-‐Sme
customer!
Wow, I'm speechless. The upgraded complimentary
shipping...an amazing gesture of customer service in a tough economy. Bravo to
ABC. Thanks!
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CommunicaSng Value In The Digital Age Must
Have:
A Story. People to tell it.
PaSence, skill + investment. 5
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To Make a Great Story.
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Make it human.
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EvoluSon of Brand Building
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Old Messages StaSc Saying
Look & Feel Touch Points Audience
About TransacSons
New ConversaSons
Dynamic Doing
Experience AuthenScity Engagements
About RelaSonships
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Nike Helps You Be Victorious
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Nike Town
Bo Knows
Nike +
Nike
RevoluSon TV Spot
Running Clubs
Just do it
The Human Race
LeBron James
Air Jordan
The Swoosh
Brand Molecule: The Brand Innova2on Manifesto by John Grant
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Southwest Saves You Money
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Bags Fly Free Grab
Your Bag
Need to get away?
Southwest Airlines
Rapid Rewards
You are free to roam.
Ding
Click ‘n Save
It’s On!
Low cost
airlines
Brand Molecule: The Brand Innova2on Manifesto by John Grant
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AssociaSon Forum – Rethinking the way it’s done
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really so?
Is what you know
EducaSon gin cards
AssociaSon Forum
The Power of Buzz
Bobble head
campaign
I Am Forum
WIIFM
Viral Video – thru the ages
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To get people to tell it...
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Connect online.
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Facts about online behavior + brands
4 out of 5 Online Adults Now ParScipate in a Social Network
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97% searched for a brand online
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77% watched an ad on YouTube
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40% have friended a brand on facebook
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65% say a digital experience changed their opinion of a brand
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97% say the experience influenced their decision to buy
Membership
EducaSon
Books
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67% have read a corporate blog
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73% posted a review on Amazon, TwiGer
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26% follow a brand on TwiGer
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TradiSonal Branding
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Social Influence Communications
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“Your brand is what Google says it is, not what you say it is.”
Chris Anderson, Wired Magazine
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“Your brand is what your members say it is, not what you say it is.”
Sheri Jacobs, CAE, Avenue M Group, LLC
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To make everything happen
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PaSence. Skill. Investment
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20 Ideas to Energize Your Membership Efforts
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20 Ideas to Energize Your Base
Tip #1: Create a mantra – use it as a filter
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20 Ideas to Energize Your Base
Tip #2 Make messages portable.
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20 Ideas to Energize Your Base
What doesn’t work: Xyz is the pre-‐eminent organizaSon of xxx advancing the….
What does work: Physician Driven – PaSent Focused Safe PracSce, Safe Care
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20 Ideas to Energize Your Base
Tip #3 Give a reason why.
Your communicaSons should answer the quesSon on the
minds of buyers. What are those quesSons?
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20 Ideas to Energize Your Base
Tip #4 Show a
personality
Use real photos, real stories + real
people.
Sheri Avenue M employee
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20 Ideas to Energize Your Base
Tip #5 Be available.
Responding promptly to posts (good and bad) on social media is as reflecSve of your customer service as answering a phone call or email.
Sharing is as important a community acSvity as commenSng.
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20 Ideas to Energize Your Base
Tip #6 Think long-‐term pay-‐off
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20 Ideas to Energize Your Base
Tip #7 Listen and share.
“This session was worth geyng up at 5:00 a.m. and driving 3 hours to aGend!”
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20 Ideas to Energize Your Base
Tip #8 Use well-‐known brands to give
you credibility.
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20 Ideas to Energize Your Base
Tip #9 Offer V.I.P. status
Who are your VIPs? What can you give them?
Create benefits for your VIPs
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20 Ideas to Energize Your Base
Tip #10 Offer a 365-‐day return policy
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20 Ideas to Energize Your Base
Tip #11 Have a sense of humor – stand out
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20 Ideas to Energize Your Base
Tip #12 Promote the brand not the locaSon
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20 Ideas to Energize Your Base
Tip #13 It’s not about you.
Post good, helpful informaSon from other sources, don’t just be self-‐promoSonal.
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20 Ideas to Energize Your Base
Tip #14 Use member-‐generated content
Members read and share what others have to say.
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20 Ideas to Energize Your Base
Tip #15 Use crowd-‐sourcing tools to
solicit feedback and rank ideas.
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20 Ideas to Energize Your Base
Tip #16 Feed and grow your social media efforts.
It's not a one-‐Sme campaign or project. Dedicate Sme and staff to keep it strong.
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20 Ideas to Energize Your Base
Tip #17: Make it easy to share ideas
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20 Ideas to Energize Your Base
Tip #18 Ditch the single voice
Vs.
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20 Ideas to Energize Your Base
Tip #19 Highlight special interest or
quirky items.
Encourage other staff and leaders to contribute; highlight various segments of your membership and build connecSons (access) to interesSng and
insigh{ul leaders.
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20 Ideas to Energize Your Base
Tip #20 Build your brand around the four
reasons people share.
1. Self Interest – They will benefit. 2. Altruism – Sharing makes them feel good. 3. ValidaSon – Sharing makes them feel important 4. Affinity – Sharing connects them to their community
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The last 7 words spoken by all
failed companies are…
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But we’ve always done it that way.
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“To dare is to lose one’s fooSng momentarily. To
not dare is to lose oneself.”
~ Soren Kierkegaard
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Do you sSll have quesSons? Contact me.
Sheri Jacobs, CAE President + Chief Strategist Avenue M Group, LLC