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


http://www.nimble.com

http://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

0

25

50

75

100

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


http://www.askinosie.com/

http://www.askinosie.com/

http://www.facebook.com/askinosie.chocolate

http://www.facebook.com/askinosie.chocolate


• Service

• Proactive desire to help

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

photostream/


http://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


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Questions?

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http://twitter.com/jon_ferrara

http://twitter.com/themaria

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http://linkd.in/nimblecrm

http://www.slideshare.net/nimble

Contact:

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Technology

Branding And Advocacy In The Social Age