Building Brand Love From the Inside Out

Lauren Perkins Founder and CEO @PerksConsulting

Entrepreneur In Residence @Columbia Author of “The Community Manager’s Playbook”

@laurenperkins #CMplaybook

BUILDING BRAND LOVE FROM THE INSIDE OUT

©Perks Consulting Inc. 2017

©Perks Consulting Inc. 2017 @laurenperkins #CMplaybook

LAUREN PERKINS

Brand marketer, community builder and author of The Community Manager’s Playbook

Founder and CEO of Perks Consulting

Triathlete & Coach

THINK LIKE A BRAND. ACT LIKE A STARTUP.™

MARKETING BOTTOM LINECOMMUNITIES

INTRODUCTION

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MARKETING LEADERS TODAY ARE EXPECTED TO CULTIVATE:


MARKETING EXPECTATIONS AND DEMANDS ARE EXPANDING

HIGH PERFORMANCE TEAMS

GROWTH AND INNOVATION

BRAND & MARKETING PERFORMANCE


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EMPLOYEE DIS-ENGAGEMENT


THE ADDED CHALLENGE

51% OF EMPLOYEES ARE DISENGAGED

16% OF EMPLOYEES ARE ACTIVELY DISENGAGED

33% OF EMPLOYEES ARE ENGAGED

*Gallup, 2016 State of the American Workplace: http://www.gallup.com/reports/199961/state-american-workplace-report-2017.aspx

http://www.gallup.com/reports/199961/state-american-workplace-report-2017.aspx

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MAKE THEM WANT YOU!

WHY BUILD AN INTERNAL COMMUNITY?

We have a brand + marketing strategy

Strategy inputs for Brand& Marketing Execution

We have a BRAND

= Brand Guide + Assets (Ready to use in market)

We have a brand customers LOVE

= Validation (We have Community!)

Your Brand* drives demand

Customers want you!


$


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ENGAGED EMPLOYEES BUILD BUSINESS


THE PAYOFF

10% INCREASE IN CUSTOMER METRICS

*Gallup, 2016 State of the American Workplace: http://www.gallup.com/reports/199961/state-american-workplace-report-2017.aspx. “Teams” are referred to as business units

20% INCREASE IN SALES

21% INCREASE IN PROFITABILITY

HIGHLY ENGAGED TEAMS ACHIEVE:

10% INCREASE IN CUSTOMER METRICS

20% INCREASE IN SALES

21% INCREASE IN PROFITABILITY


http://www.gallup.com/reports/199961/state-american-workplace-report-2017.aspx

WHAT DOES BUILDING BRAND LOVE MEAN?

A BRAND MAKES PEOPLE WANT YOU

BRAND

DRIVES

DEMAND

EMPLOYEES CUSTOMERS

@laurenperkins #CMplaybook©Perks Consulting Inc. 2017

HOW DO YOU BUILD BRAND LOVE?

START WITH YOUR EMPLOYEES

They are your first customer...


THESE FIRST CUSTOMERS (YOUR EMPLOYEES) ARE YOUR BRAND REPRESENTATIVES

CUSTOMER


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BUILD YOUR COMMUNITY TO

AQUIRE AND RETAIN

YOUR TOP TALENT


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SOCIAL CONNECTION


CULTURE BEATS STRATEGY

YOUR INTERNAL COMMUNITY

VIA

INTENTIONAL CURATION

PLUS

COMMUNICATION PLATFORM BUILDS

FALLING IN LOVE - HEAD, THEN HEART


Smart Marketing

Sweet Branding

Logical Connections

Emotional Bonds


HOW DO WE BUILD EMPLOYEE LOVE?

Does your talent have the support and tools to deliver ?

Does your talent believe in your company's purpose?

Do your employees feel valued and appreciated?

Do your employees have the right support for communication?

WHAT ARE YOUR EMPLOYEES THINKING AND FEELING?


HOW DO YOU CREATE PERFORMANCE-DRIVEN TEAMS?

BUILD BRAND LOVE THROUGH INTERNAL COMMUNITY

Make a promise to your employees

BRAND

DRIVES

DEMAND

Build the love to attract and keep talent Drive demand


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ARE YOUR EMPLOYEES YOUR CUSTOMERS?


IF NOT, YOU SHOULD BE WORRIED

HOW DO YOU KNOW IF YOUR EMPLOYEES FEEL THE LOVE?

YES

NO


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LET’S GET STARTED


"BAKE IN" EMPLOYEE INPUT ACROSS BUSINESS PRIORITIES TO BUILD THE LOVE

IDENTIFY YOUR METRICS THAT NEED TO MOVE, INVOLVE EMPLOYEES IN FINDING SOLUTIONS

PRIORITIZE YOUR EMPLOYEES AND THEY WILL PRIORITIZE THE CUSTOMER

BUILD INTERNAL COMMUNITY

YOUR EMPLOYEES ARE YOU FIRST CUSTOMER. TREAT THEM AS SUCH (AND MAKE SURE THEY ARE ACTUAL CUSTOMERS)


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ENGAGE WITH YOUR EMPLOYEES


GET STARTED: BUILD INTERNAL COMMUNITY

ASK THEM (AS INDIVIDUALS AND AS TEAMS) FOR INPUT

FOSTER COMMUNICATION BETWEEN AND WITHIN TEAMS

SUPPORT THEIR PERSONAL LIVES, PROFESSIONAL DEVELOPMENT, AND PHYSICAL WELL-BEING


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CONNECT YOUR INTERNAL AND EXTERNAL COMMUNITIES


WORK WITH YOUR EMPLOYEES TO FOCUS ON THE CUSTOMER

INCLUDE EMPLOYEES IN CUSTOMER DISCOVERY

CREATE INTERNAL ADVISORY BOARDS FOR SPECIFIC CUSTOMERS

- BRING CUSTOMERS IN TO PROVIDE FEEDBACK TO EMPLOYEES ON R&D PROJECTS

- CREATE CROSS-FUNCTIONAL TEAMS TO HOLD DISCOVERY WORKSHOPS

CONNECT EMPLOYEES DIRECTLY TO CUSTOMERS

- CREATE A MILLENNIAL ADVISING TEAM FOR STRATEGY ON SELLING TO PEERS


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ANYONE WITH A BUDGET CAN BUILD INTERNAL COMMUNITY TO DRIVE TEAM PERFORMANCE

YOU CANNOT HAVE A HIGH PERFORMANCE TEAM WITHOUT EXCELLENT EMPLOYEE ENGAGEMENT

PARTING THOUGHTS

ANYONE CAN MAKE AN IMPACT NOW


QUESTIONS?

[email protected]

@laurenperkins

@perksconsulting

linkedin.com/in/perksconsulting


#CMPLAYBOOK AVAILABLE NOW!

#CMXSUMMIT @CMX @laurenperkins

mailto:[email protected]

http://linkedin.com/in/perksconsulting

Building Brand Love From the Inside Out

Marketing

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