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from WoM to WoWbecause no one really gives a **** what brands say

…but people value what we do

Overview

• How did we get here

• Types of people:

– Advocates

– Adorers

– Admirers

• Speak their language

• Tools

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3 Types of people

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3 Types of people

But who are they?

• Brand adopters - customers / clients satisfied enough with product / service to buy regularly buy

• Brand adorers - customers / clients particularly happy and display a high degree of affinity and loyalty

• Brand advocates - customers / clients so satisfied that they are prepared to proselytisefor you

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Focus...

Where and who are Brand Advocates

• Who are brand/topic/content:

• Adopters

• Adorers

• Advocates

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Brand Advocates

• What language do they use?

• Don't be subjective ... Be open minded...

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We-fluencersdef: a group of key influencers all proselytisingabout you to their network - without incentives

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Finding Online Brand Advocates

• Who are the key influencers - or

• 'We-fluencers' - top 1% of the top 10%

• Do you know them?

• Chat to them (DON’T SELL)

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• Have a plan

• Don’t publish just for the sake of publishing

• Be authentic

• Be original

• Add to the conversation – don’t duplicate!

Make a statement

• But if you’re arguing a point – make sure you’re 110% correct – or it will bite you on the arse

• Comment exchanges (blogs, forums, twitter etc) will make you stand out within search results

• This can be both good and bad – choose wisely when its best to walk away

• Take the word ‘coffee’ as a search term

• How many searches per day world wide?

• How many competing pages?

• The term ‘Coffee’ is very generic... ‘Short tail>

• But there are ways to make your content rank by being specific

• Welcome to Longtail ...

• But many competing pages

• But by applying filters you can find topics in a competitive space that will be easier to rank (be found for) and best time of year to post content

• = most effective use of time and resources

Each web page/article is a doorway

Web content

• In order to have what you write read – or more importantly – found...

• ... You need to:

– Understand what language they use – not what you want you would like them to use

– This is in 2 parts

Web Content- historical

Search Data(historical)

E.g. - Google Keyword Tool-Wordtracker- Majestic SEO (paid)

-Use several to get best understanding

Web Content: Real time conversations

Real Time Conversations

(web 2.0)

E.g. Twitter search, technorati etc

KeywordSearch Data(historical)

KeywordReal Time

Conversations(web 2.0)

The overlapping Keywords are generally what’s topical

Tools you'll need

• Net vibes

• Klout

• Goolge alerts

• Google trends

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it doesn't matter what I do......but make what you do profound!

• @LeeSmallwood

• http://facebook.com/lsmallwood

• http://digitalflares.com

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