Building an Online Brand Through Customers | DMFB 2014

BUILDING YOUR ONLINE BRAND THROUGH CUSTOMERS #wom #branding #custserv #brandlove #cxp

DIGITAL MARKETING FOR BUSINESS • #DMFB14 CASIE GILLETTE • KOMARKETING

CASIE GILLETTE DIRECTOR OF ONLINE MARKETING

9 YEARS

2004

casiegillette.com

[email protected]

@casieg

+CasieGillette

#DMFB14 • @CASIEG • @KOMARKETING

h"p://www.slideshare.net/casieg

WHAT IS A BRAND?


BRAND “is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

- Seth Godin


Your brand used to be dictated by YOU. You chose the messaging that was sent out and that’s what people knew about your brand. Not any more…


Your brand is now dictated by what OTHER people are saying about you.


WHAT DOES IT MEAN?


It means there are NEW opportunities for businesses. New opportunities to get customers talking and have them do your marketing for you. It also means you better give them something to say!


AWARENESS 49% of U.S. consumers say friends and family are their top sources of brand awareness.

- J. Morton


INFLUENCE 81% of U.S. online consumers’ purchase decisions are influenced by their friends’ social media posts.

- MarketForce


REVENUE Word of mouth was the second-best source of revenue according to US small businesses.

- eMarketer


RETENTION It costs 6–7 times more to acquire a new customer than retain an existing one.

- Bain & Company


LONGEVITY A referred customer has a 16% higher life-time value.

- Wharton School of Business


THE BAD NEWS… A dissatisfied customer will tell between 9-15 people about their experience.

- InternetRetailer

No…Winter isn’t coming. It’s finally over! Yay!


A LinkedIn Influencer recently had a bad experience at Ikea and decided to post the story to LinkedIn. The post received 45k+ views, 300+ comments, and almost 3k shares.


Amy’s Baking Company had a bad Facebook experience. Now, when you search for the company, articles about their awful responses are what show up along with poor reviews.


These all happened within 20 minutes. In one day. Just because.


IT’S OK THOUGH… Happy customers who get their issue resolved tell about 4-6 people about their experience.


AND… 66% of brand mentions on the social web are positive.

- Lithium


An agency created an entire site dedicated to Tim Horton’s donuts. They have no association with Tim Hortons, they just like their donuts.


Melt Bar & Grill has over 500 customers with Melt logo tattoos. Why? So they can enjoy a lifetime of 25% off grilled cheeses.


This also all happened in one day. Within 2 hours. Just because.


LET’S MAKE THEM HAPPY!


UNDERSTAND To understand why customers share a brand, we need to understand why they share in general.


SOCIAL ACCEPTANCE

One of the major reasons people discuss their product and brand experiences with others is about belonging and contributing to the social group to which they belong.


LOVE OF STORIES

Humans love to tell stories. We love to share experiences and information. If the experience with the products or brands was positive, the story is positive.


TO BE UNIQUE

While people want to fit in, they also want to distinguish themselves from the group. That includes talking about their unique experiences.


BRAND LOVE

Sometimes people just genuinely love a brand or the people behind a brand. They love the product or the advertising and want to talk about it.


MOTIVATE We need to figure out what motivates our target market to share.


Keurig is a great example with their “Brew the Love” campaign. Keurig isn’t just a machine on your counter, it’s a story.


Grasshopper has made themselves known for their great word of mouth tactics. From free coffee to thank you notes to book and candy, they get people talking.


Just about everyone is familiar with the Zappos experience and their great customer service team. But did you know they’ll even go so far as to order you a pizza?


MailChimp has created a brand of great customer service, great content, and a well-known icon, Freddie.


What these companies all have in common is their customers love them and they talk about them online.


What these companies all have in common is their customers love them, they talk about them online, and they recommend them to their friends.


You can drive these experiences. Create stories. Be memorable. But you have to know where to start. Like any marketing strategy, you don’t want to just throw darts at the wall.

GETTING STARTED


TARGET 90% of social engagement is driven by 3% of customers.

- Social Chorus


WHO? Customers • Brand Advocates • Employees • Press

Start with the people already talking about you. The people interested in your business and who are invested in your company are the ones who want you to succeed.


In order to find out who’s talking about you, you have to listen. Social monitoring tools like Sysomos, Sprout Social, or Trackur help you see who is saying what.

LISTEN


In order to find out who’s talking about you, you have to listen. Social monitoring tools like Sysomos, Sprout Social, or Trackur help you see who is saying what.


The next step is to find out who your influencers are. Of the people talking about you, who is connected, who is active and where are they active? Find the leaders.


Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the influencers are.


ORGANIZE Create a list • Utilize your CRM • Start from the top


There are a ton of inexpensive and fun ways to excite your customers. As we saw earlier, something as simple as a handwritten note can make someone’s day.



LISTEN

IDENTIFY

SEGMENT

OUTREACH

TRACK

REPEAT

A few great books worth reading include UnMarketing, The Future of Business & BuzzMarketing.


THANK YOU! Casie Gillette • Director of Online Marketing • KoMarketing

Have questions? Feel free to reach out to [email protected].


Building an Online Brand Through Customers | DMFB 2014

Business

Transcript of Building an Online Brand Through Customers | DMFB 2014