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BUILDING YOUR ONLINE
BRAND THROUGH
CUSTOMERS

#wom #branding #custserv #brandlove #cxp
DIGITAL MARKETING FOR BUSINESS • #DMFB14 CASIE GILLETTE • KOMARKETING
CASIE GILLETTE
DIRECTOR OF ONLINE MARKETING
9	
  YEARS	
  
2004	
  
casiegillette.com
casieg@gmail.com
@casieg
+CasieGillette
#DMFB14 • @CASIEG • @KOMARKETING
h"p://www.slideshare.net/casieg	
  
WHAT IS A
BRAND?
#DMFB14 • @CASIEG • @KOMARKETING
BRAND
“is the set of expectations, memories, stories and
relationships that, taken together, account for a
consumer’s decision to choose one product or service
over another.”
- Seth Godin
#DMFB14 • @CASIEG • @KOMARKETING
Your brand used to be dictated by YOU. You chose the messaging that was sent out and
that’s what people knew about your brand. Not any more…
#DMFB14 • @CASIEG • @KOMARKETING
Your brand is now dictated by what OTHER people are saying about you.
#DMFB14 • @CASIEG • @KOMARKETING
WHAT DOES
IT MEAN?
#DMFB14 • @CASIEG • @KOMARKETING
It means there are NEW opportunities for businesses. New opportunities to get customers
talking and have them do your marketing for you. It also means you better give them
something to say!
#DMFB14 • @CASIEG • @KOMARKETING
AWARENESS
49% of U.S. consumers say friends and family are their top
sources of brand awareness.
- J. Morton
#DMFB14 • @CASIEG • @KOMARKETING
INFLUENCE
81% of U.S. online consumers’ purchase decisions are
influenced by their friends’ social media posts.
- MarketForce
#DMFB14 • @CASIEG • @KOMARKETING
REVENUE
Word of mouth was the second-best source of revenue
according to US small businesses.
- eMarketer
#DMFB14 • @CASIEG • @KOMARKETING
RETENTION
It costs 6–7 times more to acquire a new customer than
retain an existing one.
- Bain & Company
#DMFB14 • @CASIEG • @KOMARKETING
LONGEVITY
A referred customer has a 16% higher life-time value.
- Wharton School of Business
#DMFB14 • @CASIEG • @KOMARKETING
THE BAD NEWS…
A dissatisfied customer will tell between 9-15 people
about their experience.
- InternetRetailer
No…Winter isn’t coming. It’s finally over! Yay!
#DMFB14 • @CASIEG • @KOMARKETING
A LinkedIn Influencer recently had a bad experience at Ikea and decided to post the
story to LinkedIn. The post received 45k+ views, 300+ comments, and almost 3k shares.
#DMFB14 • @CASIEG • @KOMARKETING
Amy’s Baking Company had a bad Facebook experience. Now, when you search for the
company, articles about their awful responses are what show up along with poor reviews.
#DMFB14 • @CASIEG • @KOMARKETING
These all happened within 20 minutes. In one day. Just because.
#DMFB14 • @CASIEG • @KOMARKETING
IT’S OK THOUGH…
Happy customers who get their issue resolved tell about
4-6 people about their experience.
#DMFB14 • @CASIEG • @KOMARKETING
AND…
66% of brand mentions on the social web are positive.
- Lithium
#DMFB14 • @CASIEG • @KOMARKETING
An agency created an entire site dedicated to Tim Horton’s donuts. They have no
association with Tim Hortons, they just like their donuts.
#DMFB14 • @CASIEG • @KOMARKETING
Melt Bar & Grill has over 500 customers with Melt logo tattoos. Why? So they can enjoy a
lifetime of 25% off grilled cheeses.
#DMFB14 • @CASIEG • @KOMARKETING
This also all happened in one day. Within 2 hours. Just because.
#DMFB14 • @CASIEG • @KOMARKETING
LET’S MAKE THEM
HAPPY!
#DMFB14 • @CASIEG • @KOMARKETING
UNDERSTAND
To understand why customers share a brand, we need to
understand why they share in general.
#DMFB14 • @CASIEG • @KOMARKETING
SOCIAL
ACCEPTANCE
One of the major reasons people discuss their product and brand experiences with others is
about belonging and contributing to the social group to which they belong.
#DMFB14 • @CASIEG • @KOMARKETING
LOVE OF
STORIES
Humans love to tell stories. We love to share experiences and information. If the experience
with the products or brands was positive, the story is positive.
#DMFB14 • @CASIEG • @KOMARKETING
TO BE
UNIQUE
While people want to fit in, they also want to distinguish themselves from the group. That
includes talking about their unique experiences.
#DMFB14 • @CASIEG • @KOMARKETING
BRAND
LOVE
Sometimes people just genuinely love a brand or the people behind a brand. They love the
product or the advertising and want to talk about it.
#DMFB14 • @CASIEG • @KOMARKETING
MOTIVATE
We need to figure out what motivates our target market
to share.
#DMFB14 • @CASIEG • @KOMARKETING
Keurig is a great example with their “Brew the Love” campaign. Keurig isn’t just a machine
on your counter, it’s a story.
#DMFB14 • @CASIEG • @KOMARKETING
Grasshopper has made themselves known for their great word of mouth tactics. From free
coffee to thank you notes to book and candy, they get people talking.
#DMFB14 • @CASIEG • @KOMARKETING
Just about everyone is familiar with the Zappos experience and their great customer service
team. But did you know they’ll even go so far as to order you a pizza?
#DMFB14 • @CASIEG • @KOMARKETING
MailChimp has created a brand of great customer service, great content, and a well-known
icon, Freddie.
#DMFB14 • @CASIEG • @KOMARKETING
What these companies all have in common is their customers love them and they talk about
them online.
#DMFB14 • @CASIEG • @KOMARKETING
What these companies all have in common is their customers love them and they talk about
them online.
#DMFB14 • @CASIEG • @KOMARKETING
What these companies all have in common is their customers love them, they talk about
them online, and they recommend them to their friends.
#DMFB14 • @CASIEG • @KOMARKETING
You can drive these experiences. Create stories. Be memorable. But you have to know where
to start. Like any marketing strategy, you don’t want to just throw darts at the wall.
GETTING
STARTED
#DMFB14 • @CASIEG • @KOMARKETING
TARGET
90% of social engagement is driven by 3% of customers.
- Social Chorus
#DMFB14 • @CASIEG • @KOMARKETING
WHO?
Customers • Brand Advocates • Employees • Press
Start with the people already talking about you. The people interested in your business and
who are invested in your company are the ones who want you to succeed.
#DMFB14 • @CASIEG • @KOMARKETING
In order to find out who’s talking about you, you have to listen. Social monitoring tools like
Sysomos, Sprout Social, or Trackur help you see who is saying what.
LISTEN
#DMFB14 • @CASIEG • @KOMARKETING
In order to find out who’s talking about you, you have to listen. Social monitoring tools like
Sysomos, Sprout Social, or Trackur help you see who is saying what.
#DMFB14 • @CASIEG • @KOMARKETING
The next step is to find out who your influencers are. Of the people talking about you, who is
connected, who is active and where are they active? Find the leaders.
#DMFB14 • @CASIEG • @KOMARKETING
Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the
influencers are.
#DMFB14 • @CASIEG • @KOMARKETING
Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the
influencers are.
#DMFB14 • @CASIEG • @KOMARKETING
Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the
influencers are.
#DMFB14 • @CASIEG • @KOMARKETING
Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the
influencers are.
#DMFB14 • @CASIEG • @KOMARKETING
ORGANIZE
Create a list • Utilize your CRM • Start from the top
#DMFB14 • @CASIEG • @KOMARKETING
There are a ton of inexpensive and fun ways to excite your customers. As we saw earlier,
something as simple as a handwritten note can make someone’s day.
#DMFB14 • @CASIEG • @KOMARKETING
#DMFB14 • @CASIEG • @KOMARKETING
LISTEN
IDENTIFY
SEGMENT
OUTREACH
TRACK
REPEAT
A few great books worth reading include UnMarketing, The Future of Business &
BuzzMarketing.
#DMFB14 • @CASIEG • @KOMARKETING
THANK YOU!
Casie Gillette • Director of Online Marketing • KoMarketing
Have questions? Feel free to reach out to
casieg@komarketingassociates.com.
#DMFB14 • @CASIEG • @KOMARKETING

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Building an Online Brand Through Customers | DMFB 2014

  • 1. BUILDING YOUR ONLINE BRAND THROUGH CUSTOMERS #wom #branding #custserv #brandlove #cxp DIGITAL MARKETING FOR BUSINESS • #DMFB14 CASIE GILLETTE • KOMARKETING
  • 2. CASIE GILLETTE DIRECTOR OF ONLINE MARKETING 9  YEARS   2004   casiegillette.com casieg@gmail.com @casieg +CasieGillette #DMFB14 • @CASIEG • @KOMARKETING h"p://www.slideshare.net/casieg  
  • 3. WHAT IS A BRAND? #DMFB14 • @CASIEG • @KOMARKETING
  • 4. BRAND “is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” - Seth Godin #DMFB14 • @CASIEG • @KOMARKETING
  • 5. Your brand used to be dictated by YOU. You chose the messaging that was sent out and that’s what people knew about your brand. Not any more… #DMFB14 • @CASIEG • @KOMARKETING
  • 6. Your brand is now dictated by what OTHER people are saying about you. #DMFB14 • @CASIEG • @KOMARKETING
  • 7. WHAT DOES IT MEAN? #DMFB14 • @CASIEG • @KOMARKETING
  • 8. It means there are NEW opportunities for businesses. New opportunities to get customers talking and have them do your marketing for you. It also means you better give them something to say! #DMFB14 • @CASIEG • @KOMARKETING
  • 9. AWARENESS 49% of U.S. consumers say friends and family are their top sources of brand awareness. - J. Morton #DMFB14 • @CASIEG • @KOMARKETING
  • 10. INFLUENCE 81% of U.S. online consumers’ purchase decisions are influenced by their friends’ social media posts. - MarketForce #DMFB14 • @CASIEG • @KOMARKETING
  • 11. REVENUE Word of mouth was the second-best source of revenue according to US small businesses. - eMarketer #DMFB14 • @CASIEG • @KOMARKETING
  • 12. RETENTION It costs 6–7 times more to acquire a new customer than retain an existing one. - Bain & Company #DMFB14 • @CASIEG • @KOMARKETING
  • 13. LONGEVITY A referred customer has a 16% higher life-time value. - Wharton School of Business #DMFB14 • @CASIEG • @KOMARKETING
  • 14. THE BAD NEWS… A dissatisfied customer will tell between 9-15 people about their experience. - InternetRetailer No…Winter isn’t coming. It’s finally over! Yay! #DMFB14 • @CASIEG • @KOMARKETING
  • 15. A LinkedIn Influencer recently had a bad experience at Ikea and decided to post the story to LinkedIn. The post received 45k+ views, 300+ comments, and almost 3k shares. #DMFB14 • @CASIEG • @KOMARKETING
  • 16. Amy’s Baking Company had a bad Facebook experience. Now, when you search for the company, articles about their awful responses are what show up along with poor reviews. #DMFB14 • @CASIEG • @KOMARKETING
  • 17. These all happened within 20 minutes. In one day. Just because. #DMFB14 • @CASIEG • @KOMARKETING
  • 18. IT’S OK THOUGH… Happy customers who get their issue resolved tell about 4-6 people about their experience. #DMFB14 • @CASIEG • @KOMARKETING
  • 19. AND… 66% of brand mentions on the social web are positive. - Lithium #DMFB14 • @CASIEG • @KOMARKETING
  • 20. An agency created an entire site dedicated to Tim Horton’s donuts. They have no association with Tim Hortons, they just like their donuts. #DMFB14 • @CASIEG • @KOMARKETING
  • 21. Melt Bar & Grill has over 500 customers with Melt logo tattoos. Why? So they can enjoy a lifetime of 25% off grilled cheeses. #DMFB14 • @CASIEG • @KOMARKETING
  • 22. This also all happened in one day. Within 2 hours. Just because. #DMFB14 • @CASIEG • @KOMARKETING
  • 23. LET’S MAKE THEM HAPPY! #DMFB14 • @CASIEG • @KOMARKETING
  • 24. UNDERSTAND To understand why customers share a brand, we need to understand why they share in general. #DMFB14 • @CASIEG • @KOMARKETING
  • 25. SOCIAL ACCEPTANCE One of the major reasons people discuss their product and brand experiences with others is about belonging and contributing to the social group to which they belong. #DMFB14 • @CASIEG • @KOMARKETING
  • 26. LOVE OF STORIES Humans love to tell stories. We love to share experiences and information. If the experience with the products or brands was positive, the story is positive. #DMFB14 • @CASIEG • @KOMARKETING
  • 27. TO BE UNIQUE While people want to fit in, they also want to distinguish themselves from the group. That includes talking about their unique experiences. #DMFB14 • @CASIEG • @KOMARKETING
  • 28. BRAND LOVE Sometimes people just genuinely love a brand or the people behind a brand. They love the product or the advertising and want to talk about it. #DMFB14 • @CASIEG • @KOMARKETING
  • 29. MOTIVATE We need to figure out what motivates our target market to share. #DMFB14 • @CASIEG • @KOMARKETING
  • 30. Keurig is a great example with their “Brew the Love” campaign. Keurig isn’t just a machine on your counter, it’s a story. #DMFB14 • @CASIEG • @KOMARKETING
  • 31. Grasshopper has made themselves known for their great word of mouth tactics. From free coffee to thank you notes to book and candy, they get people talking. #DMFB14 • @CASIEG • @KOMARKETING
  • 32. Just about everyone is familiar with the Zappos experience and their great customer service team. But did you know they’ll even go so far as to order you a pizza? #DMFB14 • @CASIEG • @KOMARKETING
  • 33. MailChimp has created a brand of great customer service, great content, and a well-known icon, Freddie. #DMFB14 • @CASIEG • @KOMARKETING
  • 34. What these companies all have in common is their customers love them and they talk about them online. #DMFB14 • @CASIEG • @KOMARKETING
  • 35. What these companies all have in common is their customers love them and they talk about them online. #DMFB14 • @CASIEG • @KOMARKETING
  • 36. What these companies all have in common is their customers love them, they talk about them online, and they recommend them to their friends. #DMFB14 • @CASIEG • @KOMARKETING
  • 37. You can drive these experiences. Create stories. Be memorable. But you have to know where to start. Like any marketing strategy, you don’t want to just throw darts at the wall. GETTING STARTED #DMFB14 • @CASIEG • @KOMARKETING
  • 38. TARGET 90% of social engagement is driven by 3% of customers. - Social Chorus #DMFB14 • @CASIEG • @KOMARKETING
  • 39. WHO? Customers • Brand Advocates • Employees • Press Start with the people already talking about you. The people interested in your business and who are invested in your company are the ones who want you to succeed. #DMFB14 • @CASIEG • @KOMARKETING
  • 40. In order to find out who’s talking about you, you have to listen. Social monitoring tools like Sysomos, Sprout Social, or Trackur help you see who is saying what. LISTEN #DMFB14 • @CASIEG • @KOMARKETING
  • 41. In order to find out who’s talking about you, you have to listen. Social monitoring tools like Sysomos, Sprout Social, or Trackur help you see who is saying what. #DMFB14 • @CASIEG • @KOMARKETING
  • 42. The next step is to find out who your influencers are. Of the people talking about you, who is connected, who is active and where are they active? Find the leaders. #DMFB14 • @CASIEG • @KOMARKETING
  • 43. Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the influencers are. #DMFB14 • @CASIEG • @KOMARKETING
  • 44. Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the influencers are. #DMFB14 • @CASIEG • @KOMARKETING
  • 45. Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the influencers are. #DMFB14 • @CASIEG • @KOMARKETING
  • 46. Tools like Klout, Kred, Followerwonk and BuzzSumo can help you start identifying who the influencers are. #DMFB14 • @CASIEG • @KOMARKETING
  • 47. ORGANIZE Create a list • Utilize your CRM • Start from the top #DMFB14 • @CASIEG • @KOMARKETING
  • 48. There are a ton of inexpensive and fun ways to excite your customers. As we saw earlier, something as simple as a handwritten note can make someone’s day. #DMFB14 • @CASIEG • @KOMARKETING
  • 49. #DMFB14 • @CASIEG • @KOMARKETING LISTEN IDENTIFY SEGMENT OUTREACH TRACK REPEAT
  • 50. A few great books worth reading include UnMarketing, The Future of Business & BuzzMarketing. #DMFB14 • @CASIEG • @KOMARKETING
  • 51. THANK YOU! Casie Gillette • Director of Online Marketing • KoMarketing Have questions? Feel free to reach out to casieg@komarketingassociates.com. #DMFB14 • @CASIEG • @KOMARKETING