Building your brand with social Beyond PR: BullDog Reporter
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Confidential 1 1 of 50 Integrating social into the corporate culture is key Where we were at last July: • 175K Facebook Fans • 14K Twitter Followers • 205K YouTube views Where we are today • Facebook: 1.9 M fans with 200K on average “talking about us” • Twitter: 36K followers • YouTube: 2.3M views • Instagram: 2,000+ followers • Pinterest: 2,000+ followers • New Petco Community
description
Bulldog Reporter's PR University Presents a New Master Class Webinar Oakland, CA— PR professionals seeking to learn word-of-mouth marketing secrets that Fortune 500 companies—and even pop stars like Lady Gaga—use to create, empower and mobilize brand fans should attend this new 90-minute webinar from PR University. PR pros who attend Beyond Word of Mouth PR: How to Create Customer Evangelists Who Help You Build Your Brand, Followers and Sales will also learn to form a passionate army of brand advocates who can help them build their brand, buzz and salesthrough proven techniques. This exclusive PR University webinar takes place on Thursday, November 29, at 1PM EST (noon CST; 11AM MST; 10AM PST). Featuring Trainers: Naaz Nichols, Director of Social CRM, Travelocity Kat Smith, Director, Social Media and Commerce, Petco Blake Landau, Writer, Speaker and Consultant, Artemis (and former Customer Evangelist, Verizon Wireless) Jackie Huba, Co-author, "Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force and Citizen Marketers: When People are the Message" What PR pros will learn: • Why "customer experience" is a growing discipline—and how PR and communications fit into the customer experience marketing matrix • How to assess and possibly change the corporate culture and PR approach to successfully share brand ownership with fans and customers • How to lead the charge for creating customer evangelists • Lessons from Lady Gaga: Six loyalty lessons of pop's "Monster" marketer • Feedback First: Tools and tips for gathering customer feedback • Building the Right Culture: How to share knowledge freely to encourage customer evangelism • Building Buzz: How to build word of mouth networks online and off • Creating Community: How to create and manage online and offline communities to find, engage and leverage brand fans or evangelists • Creating a Cause: How to focus on making the world, the industry or clients' lives better to give brand fans a cause to rally behind • "Big Three" Social Media: How to build a fan-oriented brand presence on Facebook, Twitter and LinkedIn—plus how to integrate these channels • Remarkable examples and lessons of how major brands have empowered customers online and off • Missteps companies make when pursuing customer evangelism or experience programs—and how to avoid making the same mistakes • Measurement: How to measure customer evangelism to track and prove the value of these efforts
Transcript of Building your brand with social Beyond PR: BullDog Reporter
Confidential 1
1 of 50
Integrating social into the corporate culture is key
Where we were at last July:
• 175K Facebook Fans
• 14K Twitter Followers
• 205K YouTube views
Where we are today
• Facebook: 1.9 M fans with 200K
on average “talking about us”
• Twitter: 36K followers
• YouTube: 2.3M views
• Instagram: 2,000+ followers
• Pinterest: 2,000+ followers
• New Petco Community
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2011 -2012 Strategy and how we did it
Internal Optimization
• Service Petco organization
• Define metrics & dashboard
• Fan acquisition strategy
• Integrate social to broader
campaigns
• Crisis mitigation
• Customer support triage
• Guidelines and training around
store support and local posting
requests
Customer Engagement
• Increase cadence of posting
• Increase fan interaction and
support
• 80/20 engaging to
transactional posting ratio
• Develop rich, engaging content
– Video strategy defined as
brand narratives with
universally relatable and
shareable stories
– Blogging, Live Chats and
Surprise and delight
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Engagement is #1 objective
• Community: Activate a new digital Community
• Cause: increase focus on Think Adoption First
– Develop new community with online/offline
activations
– Engage influencers and Subject Matter
Experts
– Give them a Cause to rally around
– Give them offline tactics to experience in-
store and familiarize them with the Cause
– Integrate existing offline and direct
marketing tactics to develop awareness
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The Business Case for Cause
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• 47% of consumers have bought a brand at least
monthly that supports a cause, representing a 47%
increase from 2010
• 39 percent increase in “would recommend” cause-
related brands
• 34 percent increase in “would promote” cause-
related brands
• 9 percent increase in “would switch” brands if a
similar brand supported a good cause
http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm
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Why Influencers are Critical
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• 61% of U.S. online consumers have made a
purchase based on recommendations from a
blog.
• 77% of Internet users read blogs.
• Consumers who research across
online, offline, & mobile spend 18-36% more
than those who don't.
2011 Cone/Echo Global CR Study
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How Cause Can Activate a Community
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Inspires people to take action
1. Establish a finite goal
2. That goal is tied with action for people to
take
3. Their individual action is linked to an impact
they can share with their community
4. That impact is linked to making a difference
5. The community rallies: difference made
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Tips: Pick the Brand or Cause
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• Identify programs, missions and philosophies that align
• Pick your passion: Communities respond to authenticity
• Do the research: everyone responds to metrics
Know:
How can the cause be impactful for the brand?
Think in terms of numbers – views, clicks…
Think in terms of content – stories, video…
Think in terms of the people – influencers…
What is the cost to participate?
Make sure you have identified:
The goal
The call-to-action
The partnership tactics and timing
The benefit for your community
Making a difference with real-time communication
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Learnings from some social fails
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Be careful with your cause tactics in
social
• During tsunami Bing asked folks
to retweet for donations give and
it backfired
Quantify your give
• Just saying “we want to donate
xx $$ doesn’t get the job done
for engagement and virality
• Tested “we’ll give xx $$ which
results in meals for a month for
a shelter dog” performed 10 to 1
over ambiguous, “we’ll give to
pets in need”
