Loyalty is Not Enough, Let's Create Fans

LOYALTY IS NOT ENOUGHLet’s Create Fans

The Customer Compass

Ben ShuteStrategic Integration Manager – Yahoo!7@ben_shute

The Challenge To Loyalty

• Loyalty is still possible

• It is now just harder to reach

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What We’re Talking About

• Where They’ve Come From

• Using Social Insights To Identify Fans

• The How and Why of Social insights

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The Magic Number

92%5

One Minute History Of Media Insights

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DIGITAL MEDIATRADITIONAL MEDIA

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Social Media & The Rise Of The Fan

• Platforms and devices shifted the balance of power

• Users became curators, creators and opinion makers

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of consumers around the world say they trust earned media,

such as recommendations from friends and family and other consumers, above all other

forms of advertising.

92%Who Do They Trust?

Nielsen’s latest Global Trust in Advertising report

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On average, social users tell 53 people about bad customer

service, compared to 17 people for those that don’t use it.

3xThe Impacts of Service

Amex Echo survey

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What Do They Want?

want discounts or offers

26% of people only “like” brands to receive one off offers

79%

FANDOM > LOYALTY

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FAN INPUT

USING SOCIAL INSIGHTS AND DATA TO IDENTIFY FANS

What (Really) Doesn’t Matter

LikesFollowers

CirclesConnections 14

What Does - Questions

• Who is talking about me?• Who is talking about my product?• What information / views are people sharing

about my product?• Who are they sharing it with?

REGARDLESS OF PLATFORM

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THE WHY AND HOW OF SOCIAL INSIGHTS

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Fan Lifecycle

Nurture Fans & Gain Insights

1. Ask Them2. Be Responsive3. Talk Less4. Make Experiences Shared5. Amplify The Good

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1. Ask

• People are happy to give you their opinion

• Just don’t leave it too openINSIGHT

Quite simply, what your customers /

potential customers find interesting and

want19

2. Respond

• 95% of posts on Facebook brand pages go unanswered*

• 25% of tweets about brand expect a response (only 9% get one)**

INSIGHTWhat your customers / potential

customers see as issues, and what they want to see from you when it comes to solving them

20*All Facebook** Lithium Technologies

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of consumers who have engaged brands on social media

have decided not to make a purchase because of bad

customer service on social media

83%The Importance of Social Service

Amex Echo survey

3. Talk Less

• 44% of people* will switch off if you talk too much

INSIGHTHow often can you communicate

without annoying them to the point of ending the relationship

22* Exact Target – The Social Break Up

4. Make Experiences Shared (or Shareable)

• Community is key – give them something to share and understand how they spread it

INSIGHTWhat kind of content will your

community share with their friend? What influence do they

wield?23

5. Amplify The Good

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In Conclusion...

• Loyalty is still possible, but Fandom has put a barrier up, driven by device and platform proliferation

• 92% of users trust their friends over you – so how support that?

• How many is not as important as who

• Remember the 5 pillars - Ask, Respond, Talk Less, Make It Shared and Amplify the Good

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Thank You

Questions?

Twitter - @ben_shuteLinkedIn - http://au.linkedin.com/in/benshute