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ONE: RADICAL TRANSPARENCY TO BUILD A REAL HUMAN RELATIONSHIP WHERE THEY ARE INVESTED IN THE SUCCESS OF YOUR BUSINESS
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FOUR: BRINGING YOUR CLIENTS INSIDE THE CONTENT CREATION PROCESS AND PRESENTING THEM AS RECOGNISED INDUSTRY LEADERS
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YOU’RE LOOKING TO DEVELOP A REAL HUMAN RELATIONSHIP WITH YOUR CLIENTS YOU CAN ONLY DO THAT IF YOU’RE HONEST
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YOU WANT YOUR CUSTOMERS HEAVILY EMOTIONALLY INVESTED IN MAKING YOUR BUSINESS A HOME GROWN, GLOBAL SUCCESS STORY
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BUILDING A TRANSPARENT RELATIONSHIP
• You want your customers to be heavily emotionally invested in making your business a global success story
• You can only get emotional investment if you build a real human connection
• To build a deeply human connection you have to tell the truth. You’ve got to be transparent about your successes (and your failures)
• Sometimes you will fuck up. Your clients know this. They will forgive you as long as you’re honest
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CASE STUDIES AREN’T ABOUT YOU, OR YOUR PRODUCT. THEY’RE ABOUT MAKING THE CLIENT LOOK LIKE SUPERSTARS. YOU BENEFIT SOLELY BY ASSOCIATION.
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FUNDAMENTALLY, YOUR CASE STUDIES ARE ABOUT YOUR CLIENTS’ BUSINESS (NOT YOUR PRODUCT). YOU ARE BUILDING THE CLIENT’S BRAND (AND YOU WIN BY ASSOCIATION).
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OUR CUSTOMERS ARE JUST A BUNCH OF PEOPLE WHO LIKE TO FEEL SPECIAL AS MUCH AS EVERYONE ELSE YOU DO THAT BY JUST SAYING THANKS. YOU DO IT UNPROMPTED AND WITHOUT A CATCH
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SAYING THANKS TO CUSTOMERS MEANINGFULLY AND REGULARLY
Ways to say thankyou (just because):
• Send a handwritten note from the client manager and CEO once per year with a small but meaningful gift. Not at Christmas – this is a “just because”.
• Monthly email update about the product and the company (designed to make sure they’re on the journey with us).
• Remember your client’s birthdays. Send a handwritten note
• Take note and celebrate each client’s anniversary date (the day on which they first started using your product).
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YOUR CONTENT MUST CONSTANTLY HIGHLIGHT THE SUCCESS OF YOUR CLIENTS WITHOUT ANY BENEFIT TO YOUR BRAND (OTHER THAN ASSOCIATION)
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YOU WANT THEM TO SHARE YOUR CONTENT AND INCREASE YOUR REACH SO YOU NEED TO START BY DOING THE SAME FOR THEM
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WE’RE TARGETING BOTH EXPLICIT AND IMPLICIT ENDORSEMENT
You want both explicit and implicit endorsement from clients:
Explicit endorsement:• Case studies, participation in marketing
activities• Use of logos and testimonials on your
website
Implicit endorsement:• Actively engaged and 2-way
rebroadcasting on social media• Word of mouth conversation about the
extra-ordinary things you do for them• Content generation
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GETTING STARTED WITH CLIENT CONTENT
• Start your customers on a journey to content development for us by asking them to review your content
• Involve them in case studies
• Actively promote them and their thought leadership on social media
• Over time, you will show them the benefits of publishing content on your platform
• At that stage it makes sense to formally invite them to co-produce content – first for a test piece and then an ongoing commitment
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START BY RANKING YOUR CLIENT BASE IN ORDER OF BRAND ADVOCACY (AND FILLING OUT THE FOLLOWING SUMMARY SHEET)
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CLIENT FOCUSED SOCIAL MEDIA INTERACTION
• It’s important to track individual clients social media accounts – not just the corporate account
• Monitor, follow and like their posts, tweets, photos, comments, blogs. If you want them to share your content, you must start by sharing and liking theirs
CLIENT FOCUSED SOCIAL MEDIA:
© 2014 Thought Leadership Partners. This Thought Leadership Framework is proprietary to Thought Leadership Partners and may not be reused or shared without explicit written permission.
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Client name: Active corporate Twitter :Active corporate LinkedIn:Active corporate Facebook:Active corporate Youtube:Active corporate blog:
Contact name:Active on Twitter :Active on LinkedIn:Blog presence:
Contact name:Active on Twitter :Active on LinkedIn:Blog presence:
Contact name:Active on Twitter :Active on LinkedIn:Blog presence:
Clie
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Client name: Active corporate Twitter :Active corporate LinkedIn:Active corporate Facebook:Active corporate Youtube:Active corporate blog:
Contact name:Active on Twitter :Active on LinkedIn:Blog presence:
Contact name:Active on Twitter :Active on LinkedIn:Blog presence:
Contact name:Active on Twitter :Active on LinkedIn:Blog presence:
Clie
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Client name: Active corporate Twitter :Active corporate LinkedIn:Active corporate Facebook:Active corporate Youtube:Active corporate blog:
Contact name:Active on Twitter :Active on LinkedIn:Blog presence:
Contact name:Active on Twitter :Active on LinkedIn:Blog presence:
Contact name:Active on Twitter :Active on LinkedIn:Blog presence:
Contact Details
THIS PRESENTATION HAS BEEN PREPARED BY THOUGHT LEADERSHIP PARTNERS (“TLP”) FOR THE EXCLUSIVE USE OF THE PARTY TO WHOM TLP DELIVERS THIS PRESENTATION (THE “COMPANY”).
THIS PRESENTATION HAS BEEN PREPARED ON A CONFIDENTIAL BASIS SOLELY FOR THE USE AND BENEFIT OF THE COMPANY. DISTRIBUTION OF THIS PRESENTATION TO ANY PERSON OTHER THAN
THE COMPANY AND THOSE PERSONS RETAINED TO ADVISE THE COMPANY, WHO AGREE TO MAINTAIN THE CONFIDENTIALITY OF THIS MATERIAL AND BE BOUND BY THE LIMITATIONS
OUTLINED HEREIN, IS UNAUTHORIZED. THIS MATERIAL MUST NOT BE COPIED, REPRODUCED, DISTRIBUTED OR PASSED TO OTHERS AT ANY TIME, IN WHOLE OR IN PART, WITHOUT THE PRIOR
WRITTEN CONSENT OF TLP.
© 2014 TLP. ALL RIGHTS RESERVED. TLP SPECIFICALLY PROHIBITS THE REDISTRIBUTION OF THIS MATERIAL.
Thought Leadership Partners�Level 10/50 Market StreetMelbourne 3000
+61 3 9111 5659
www.thoughtleadershippartners.com
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