Branding And Advocacy In The Social Age

more customers, less work

Maria Ogneva Director of Community Engagement - NimbleJanuary 2011

Webinar: Branding And Advocacy In The Social Age

1Tuesday, February 8, 2011

• Evolution of branding

• What’s an advocate? /“badvocate”?

• What drives them?

• How to find them

• Empowering advocates

• Working with “badvocates”

• Is digital influence important?

• Enabling the right culture inside

• Case studies

Agenda

Nimble University

http://www.flickr.com/photos/josiahmackenzie/1623451769/sizes/o/in/photostream/

Educational platformcheck out www.nimble.com

Branding Used To Be:

http://www.flickr.com/photos/funky64/4293098263/sizes/z/in/photostream/

Now It’s More Like...

what customers say

what partners saywhat employees say

what brand says

what press sayswhat experts say

http://www.flickr.com/photos/22965089@N00/32325828/

These Voices Can Be:

http://www.flickr.com/photos/lugolounge/6780004/sizes/l/in/photostream/

And also..

http://www.flickr.com/photos/lintmachine/2396799183/sizes/z/in/photostream/

http://www.flickr.com/photos/timsamoff/536143522/sizes/l/in/photostream/

What’s An Advocate?

http://www.flickr.com/photos/55573861@N05/5151208779/http://www.flickr.com/photos/60852569@N00/224547699/

What’s A Badvocate?

United Breaks Guitars (2009)

http://www.flickr.com/photos/rocor/4350219559/sizes/z/in/photostream/

“You [messed] with the wrong sedentary processed-foods eater!” Kevin Smith vs. Southwest Airlines (2010)

W-O-M Is Not New

http://www.flickr.com/photos/cizake/4164756091/sizes/o/

But social media

1) Makes it visible

2) Makes it spread faster

Advocacy = Good Business

http://www.altimetergroup.com/2010/03/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management.html

Finding Advocates

• Listen across all channels

• Listen for signals like “love” and “I recommend”

http://www.flickr.com/photos/paulgi/280789933/sizes/o/in/photostream/

Finding Advocates

• Track referrals

• social media

• web traffic

• signups

Jan Feb March April May June July August Sept Oct Nov Dec

What Turns Users Into Advocates

User Experience:Does it meet needs?

Is it consistent with promise?

http://www.flickr.com/photos/unconstructive_bry/2385522475/sizes/z/in/photostream/

http://www.askinosie.com/ http://www.socialmediaexplorer.com/advertising-2/how-to-light-my-fire-authentic-word-of-mouth-movements/

• Does it have a story?

• Inspiration, meaning

• Service

• Proactive desire to help

• Listen to feedback & acthttp://www.flickr.com/photos/erix/4122236130/sizes/z/in/

photostream/

• Listen across all channels• Find and reach out• Thank them• Build programs for them• Give them tools to tell story

http://www.flickr.com/photos/katewares/4945700659/in/photostream/

Empowering Advocates

Reward Loyal Users

• $ is a slippery slope

• Never buy attention

• Frequent buyer discounts OK

• Intangible rewards

Share The Spotlight

• Highlight users

• Share their achievements

http://www.flickr.com/photos/damshots/2789421207/sizes/z/in/photostream/

Social Capital, Reciprocity

Finding “Badvocates”

• Same process as for advocates• Listen across social media, blogs, forums• “Hate”, “sucks”, etc.

What Turns Users Into “Badvocates”

Bad user experience• Inconsistent• Doesn’t deliver on promise• Doesn’t solve problem

http://www.flickr.com/photos/31533886@N00/3874372532/#

Working With “Badvocates”

Offer solution, empathyDon’t let it “stew”

Take action, close the loopSometimes just want someone to talk to

Chronic Complainers

Will complain no matter what

Apologize, help, walk away

Handling Conflict

Anonymity vs. personal

Identify cause of conflict

Offer individual solution

Handling Conflict - Cont..

Never lose your cool

Never make it personal

Public vs. Private

How you handle becomes your record

Know when to take it private

Advocates will come to your rescue

What’s Influence Got To Do With It?

Does everyone deserve great service?

What about “influencer programs”?

Every Customer Is An Influencer

“Let me know which of my customers isn’t influential to their friends & family & I’ll take them off our influencer list” - @thmasknoll, Community Architect at @Zappos

Influencer Perks

• Only when your service fundamentals are taken care of...

• ...It’s OK to start campaigns

Rule Of Thumb

Excellent service for all

Perks / product previews to industry experts /influencers

The Community-Focused Culture

Empowered

Team-oriented

Each customer case is individual

Customer-centric to a fault

The Community-Focused Business

Process

Collaboration

Process

People

Case Study - Zappos!

Special Guest:

Thomas Knoll, Community Architect, Zappos!

@thomasknoll

Next Webinar

• February 9th, 10 a.m. PST

• Topic: “This Ain’t Your Parents’ Facebook”, presented by Derek Overbey

• https://www3.gotomeeting.com/register/312354462

• P.S. Sign up for our Newsletter to learn of new webinars

Questions?

Find and friend us:

http://twitter.com/nimble

http://twitter.com/jon_ferrara

http://twitter.com/themaria

http://facebook.com/nimble

http://linkd.in/nimblecrm

http://www.slideshare.net/nimble

Contact:

maria@nimble.com, twitter.com/themaria

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