This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Specific case studies are included as well as options for calculating ROI.
6. How does a brand
break through the clutter?
Become Remarkable.
7. If your company went out of business,
would anyone notice?
Dynamic Workplace.
Emotional Connection.
8. Engaged workers are 37% more likely to
stay with their employers.
Engaged customers are 3x more likely
to recommend (advocate) a product or
service to a friend.
Dynamic Workplace.
Emotional Connection.
9. How does a brand
break through the clutter?
Engage.
13. Who determines the brand?
Consumers through their experience.
And their family, friends.
And your coworkers.
And suppliers, vendors.
The community at large.
14. How does a brand fit into a
community?
Openly embracing a fan mentality.
Put the power into the fan’s hands.
Join them first.
15. Community Engagement
= the level of involvement, interaction,
intimacy an individual has with a brand
over time.
If it’s about sales, market share,
etc., build engagement that will get
people to interact but also buy and
advocate.
26. It’s not just about Social Media.
Behave as you do offline.
Engage as you do offline.
At Parkview, we strive for excellence
with every patient, every day and
[in every interaction, in every way.]
Be yourself.
27. It’s not just about Social Media.
It’s about conversations.
15% of consumer discussions happen online
16% of consumer discussion are inspired by TV
76% of consumer conversations happen face-to-face
Start convos
everywhere.
28. How do we start those conversations?
Be a community celebrant. Not celebrity.
Your story becomes the community’s story.
Customers become emotionally invested in your success.
Relationships start being built around shared values.
Emotional connections with customers become natural, not
forced.
Celebrate success of your
customers, community.
29. Result?
Relationship Capital.
“Businesses, like people, thrive on good relationships and,
like people, don’t appreciate being treated as a money
generating mule-horse expected to carry on regardless of
conditions. Service delivered on an emotional level, a
relationship capital level, comes naturally when you are
doing what you love.”
– Scott Woodhead
30. Community must be collaborative.
Marketing, PR, Social Media
Innovation
Customer Service
IT
Legal
HR
No One Person Owns
Engagement.
31. Community must be collaborative.
Working together creates a remarkable
service or product.
Being Remarkable
Creates Passion, which
Creates Brand Ambassadors.
33. Don’t try to control it.
Don’t sound like a press release.
Don’t over share.
Listen. Engage.
Know your audience; where they are.
Know your options.
Deepen the relationship.
Be in the Conversation.
34. Listen. Engage.
@XboxSupport is the Guiness World
Record Holder for most responsive brand
on Twitter.
• 5,000 tweets/week
• 3-5 minute average response time
AT&T uses “cocktail” style conversation to
glean info from customers. Champions
users internally.
Be in the Conversation.
35. Listen. Engage.
Monitor Listen
Conversations Engage
Be in the Conversation.
36. Know your audience; where they are.
Are your customers:
• Local
• National
• Global
If yes, who is where?
Be in the Conversation.
37. Know your audience; where they are.
Are your customers:
• Local
• National
• Global
If yes, who is where?
Be in the Conversation.
42. Celebrate your Brand Ambassadors.
Ambassador or Advocacy Program.
Customer-Engagement Summit.
Focus Group.
VIP Opportunities. Exclusives.
Loyalty Program.
Leverage.
43. Ambassador or Advocacy Program.
FiskersFiskateers.
Intel Insiders.
Microsoft MVPs.
Walmart Moms (and Dads).
Leverage.
44. VIP Opportunities.
Parkview Regional Medical Center
Social Media Tours
• 16 conversations through 55 tweets
• 12,057 witnesses
• 757 lists exposed
“I understand now that at every decision, the
patients and the community were considered.”
Leverage.
46. Loyalty Program.
Scentiments.com – December 2011
• 10 points for Facebook& Twitter mentions
• 2,000 shoppers signed up in the first week
• 500 members mentioned in social media.
Increase in holiday sales directly related to
the program.
Leverage.
50. Don’t count your fans before they
hatch.
Starbucks
• 26 million fans
• 0.26% engagement rate
• 0.02% comments
Measuring.
51. Share of Voice (SOV)
= #brand mentions/total# of industry mentions
Social Media Engagement
= #Likes+#Shares+#Comments/#posts
Google Analytics Social Insights
Brand Awareness.
53. Social Sales Effectiveness (SSE)
= #sales via SM/total #sales
Repeat Purchases
= #buying “more” via SM/total #purchases
Market Share
Sales.
54. Net Promoter Score
= % Promoters - % Detractors
Only one part of Net Promoter System.
- Right tools
- Right management process
= more promoters, less detractors
Loyalty.
58. Retail Life-Cycle
eBay’s Help Me Shop browser plug-in
• Begins with inspiration and research.
• Connect with friends through purchase.
• Resource for those consider same buy.
Goes beyond eBay’s inventory.
Innovating.
59. “The future of social networking lies in conveying
value and delivering against the brand promise
not only within your own communities but also in
the communities you do not own and are not
present. The cycle of monitoring must be
supported by a conversation framework that
pushes important opportunities to engage or learn
through the organization to return a response or
trigger change or adaptation within.” – Brian
Solis, author of Engage
This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Most businesses agree that good brands are bought. In today’s world, those who allow others to “join” their brand will be great.
Communications is not a One-Way Street any more.Social Media has changed the way we market.Billboards, print ads, and commercials were always one-way.Now, brands engage in dialogue with the consumersCommunication is now a two-way street.What else is it?
It’s the “the digital watercooler” effect – what happens (or historically happened) offline, now happens online.That’s why my overarching philosophy and what you’ll see throughout is simply taking your brand, values and actions you are already doing offline and bringing them online.That’s word of mouth, but how do we work with social marketing and traditional marketing?
What makes a Brand memorable?Nielsen tested 2011 Superbowl ads for likeability and recall.The Top 3 liked ads, didn’t make Top 10 list for recall. Cute, funny, creative doesn’t always create brand connection.
You might wonder how to become remarkable though….
This might be a little harsh…If you can answer “YES” to the question – start there!Why you can answer yes makes your brand remarkable.It’s also important to offer a unique product or service. But when you don’t necessarily have something completely unique, focus on the other two qualities.“Your Company’s “Obituary” Can Shape Its Future” in Harvard Business Review May 2012 by Taylor
I like numbers, especially to back up beliefs. These numbers clearly support an emphasis on “engagement.”“How to Engage Your Customers and Employees” in Harvard Business Review May 2012 by R. “Ray” Wang.
“Improved engagement creates business value and strategic differentiation.”“How to Engage Your Customers and Employees” in Harvard Business Review May 2012 by R. “Ray” Wang.
How Parkview Health defines engagement and why we believe it’s critical to supporting our mission to improve the health of the communities we serve.
WHERE we look for engagement opportunities:Examine the current stateIdentify our vision for the future Engagement is how we fill the gap between the two.What are the optimal synergies and relationships we can build onThat inform and support our strategic priorities
HOWIn all opportunities for community engagement, we’ll be making sure itAchieves our strategic goals for growthConnects the dots across marketing, clinical and business functions for optimal successTracks ROE to ensure that we are delivering on our growth goals
WHY Engage?Old View = you own your brandNew View = consumers own your brand
Before you create your own community and try to get people to join it,Find out where your ambassadors are and join them there.
In a perfect world, we’d all like to think that loyalty = profits. Right?In my line of work, we would actually replace profits with health!However, most businesses struggle to find the balance between simply growing their customer base and cultivating devoted followers.“5 Ways to Convert Users and Clients into Loyal Advocates” in FastCompany.com by Lydia Dishman April 5, 2012
GOALS for Engagement“Stop MANAGING your Customers and start ENGAGING them!” on socialmediatoday.com by IvarKroghrud
So who evangelizes?What do we call that group?…..There are a lot of terms out there and some of them are used synonymously. However, not all are created equal.For the purposes of engagement and building loyalty, we’ll call our target “Brand Ambassadors.”
Don’t confuse audience with influence.Having a large # of followers doesn’t give you the power to drive action.Having a large # of followers give you to drive awareness.“Social Media Influencers versus Brand Advocates Infographic” onconvinceandconvert.com by Jay Baer July 2012http://www.briansolis.com/2011/06/is-the-universal-sign-of-engagement“Why Online Influencer Outreach is Overrated and How to Fix It” on convinceandconvert.com by Jay Baer
Advocacy is simply a temperature scaleAnd is wholly conditional. Variables: Their passion for the brandKnowledge of the categoryAnd morehttp://www.briansolis.com/2011/06/is-the-universal-sign-of-engagement“Why Online Influencer Outreach is Overrated and How to Fix It” on convinceandconvert.com by Jay Baer
Via Zuberance.comFor these slides, consider “Brand Advocate” to equal “Brand Ambassador”“Social Media Influencers versus Brand Advocates Infographic” onconvinceandconvert.com by Jay Baer July 2012
Via Zuberance.com“Social Media Influencers versus Brand Advocates Infographic” onconvinceandconvert.com by Jay Baer July 2012
Via Zuberance.com“Social Media Influencers versus Brand Advocates Infographic” onconvinceandconvert.com by Jay Baer July 2012
First things first.If you haven’t tapped into the power of those who are passionate about your business (a.k.a. Your Core),Don’t bother trying to reach influencers.EXAMPLE: Jay Baer says, “Your facebook page isn’t a place to create new customers from thin air, it’s a clubhouse.”Once you’ve focused efforts on current customers who have a passion for your business,Then put some focus on influencers who bring the audience. HOW? Don’t ask Influencers to cover your product. Ask them to cover the movement of your brand ambassadors.“Social Media Influencers versus Brand Advocates Infographic” onconvinceandconvert.com by Jay Baer July 2012“Why Online Influencer Outreach is Overrated and How to Fix It” on convinceandconvert.com by Jay Baer
People are only as interested in your brand’s #sm effortsAs your brand shows interest in the community.BTW – you should do this because your consumers do this.** Buzzfeed recently did a study and found that real-world sharing (or word-of-mouth marketing) is no different online and offline.- Looked at 50 stories receiving most traffic on Facebook since 2007: media ratio of views to shares was only 9-1.“Growing Social Networks for Business: 3 essential lessons” on TopRankBlog.com by Lee Odden on July 16, 2012“Do Influencers Still Matter in Social marketing” in socialmediatoday.com by Mac Ocampo March 23, 2012
It’s also important to remember to do it at scale.You don’t have to be SBUX or Apple. “Benefits of inluencer-relationship marketing: authenticity, scale and ROI” on smartblogs.com by Gregory Shove April 9, 2012
If you’re in marketing, you’ve got a unique skill set. Most of the time, you’ve been focused on using that to advance your company’s brand.What happens if we take those skills and instead of using them to benefit us/company, we use them to benefit and promote others…your brand ambassadors.After all, don’t they own your brand?
How many of you are doing what you love?Can you build relationship capital with your brand ambassadors if they LOVE your product more than you do?
Deployment
Collaboration across the departments involved is pretty unique.That uniqueness operationally, can add to your remarkableness.You being remarkable is what people remember with fondness when they write your obituary.
“over share” – “no one one wants to hear from your company more than they do their own friends and family.“deepen” – It is cheaper to retain a customer than acquire a new one. Make sure you’re engaging with them in a way that when they return again, you are adding recognition status. “Legitimize” them! It only deepens the relationship and makes them more loyal.** Be proactive. Don’t let someone else tell your story. Know what your competitors are doing and/or what they’re saying about you, your products or your industry.http://mashable.com/2011/04/12/digital-marketing-lessons/“5 Ways to Convert Users and Clients into Loyal Advocates” in FastCompany.com by Lydia Dishman April 5, 2012
Xbox also listens for mentions of the brand to let them know the “Tweet Fleet” is there to offer support for technical issues.AT&T is excellent example of taking external information and shaping internal culture and process.** By tracking data businesses can “connect the dots” between their customers’ transactions and their future engagement.http://mashable.com/2011/04/12/digital-marketing-lessons/
Just because the current state of social mediaPromotes monitoring as a reporting functionAnd conversations as a symptom of a reactionDoesn’t mean it has to be that way in the future.In fact, that’s a very traditional sense of the tools.Consider again that AT&T doesn’t simple report customer feedback.They make internal and external changes because of it. http://www.briansolis.com/2011/06/is-the-universal-sign-of-engagement/
Remember, it’s not about “you” and your preferences of use.It’s about everyone else. http://mashable.com/2011/04/12/digital-marketing-lessons/
Geotarget posts for to localize a message, promotions and contests.http://mashable.com/2011/04/12/digital-marketing-lessons/
Not an exhaustive listhttp://mashable.com/2011/04/12/digital-marketing-lessons/
FOR EXAMPLETwitter and Facebook are not interchangeable. You should have a different approach for each.Now, my examples for each of these are a bit generic and obviously there are exceptions in practice.http://mashable.com/2011/04/12/digital-marketing-lessons/
Once you’ve created them…what do you do with them?Deepen the relationship…Note that it’s an “Engagement” Summit, not experience. Engagement includes all the ways your company can motivate customers to invest in an ongoing relationship with your product or service.(Remember/Reference PH VIDEO)“Five ‘no regrets’ moves for superior customer engagement” in McKinsey Quarterly by Tom French, Laura LaBerge, and Paul Magil July 2012
Depending on where you are in your brand ambassador program, this might be relevant or might feel like Phase 4. And that’s good!These programs span all customer relationships. You need to be able to sustain and invest and consider how you’ll use their feedback to change products and services.What is common across all of these organizations:- They put the advocates front and center, often before the brand.“Webinar: Scale and Trust. Making the case for a Formalized Social Advocate Program” on web-strategist.com July 3, 2012
Case StudyBe completely up front and honest with:WhyExpectationsBe genuine. Remember that ambassadors like being flattered. Inviting them to an exclusive legitimizes their position.
CONNECT THE DOTSWho is your audience. Provide them with resources, key words, etc. that add to the engagement. (Ex: QR Code on hard hat.)Remove hindrances to success. (Ex: don’t give handouts to people on a tour when you want their hands free to do #sm.)CLOSING THE LOOPSend personalized thank you’sUse keywords and specifics from event (Ex: hashtag and Parkview twitter handle to encourage and reinforce further engagement.)
Do you already offer a loyalty program, TY’s?Just take that online.“5 Ways to Convert Users and Clients into Loyal Advocates” in FastCompany.com by Lydia Dishman April 5, 2012
** Note of caution: before you consider incentivizing, consult your lawyer first. ** FTC requires all material connections to be disclosed with a document process. Here is where you DO want to over share. Disclosure give brands authenticity and transparency.“7 Tips to Enhance Influencer Marketing” in Mashable.com by Michael Ogince July 10, 2012
Example of tweet link and resulting info using Cmp.ly“7 Tips to Enhance Influencer Marketing” in Mashable.com by Michael Ogince July 10, 2012
Sales people have that terrific saying that goes Always Be Closing but I think when we’re talking engagement, we need to always be measuring.In other words: ROI
Numbers don’t mean anything if you can’t achieve basic levels of engagement.“Why Brands Need Friends – Not Fans – on Facebook” on Mashable.com by Clyde McKendrick November 18, 2011
ROI“Social Analytics Formulas to Use for ROI Reports” in socialmediatoday.comhttp://socialmediatoday.com/576416/5-killer-strategies-dominate-facebook-twitter-and-youtube
ROI“Social Analytics Formulas to Use for ROI Reports” in socialmediatoday.com
ROI“Social Analytics Formulas to Use for ROI Reports” in socialmediatoday.com
Don’t forget to measure loyalty. Remember, loyalty creates advocates and evangelists.NPS research shows:Companies with high NPSAlso show high financial gainsAnd high market share Always be testing! Don’t take a theory unless it proves true in your business.
What could be on the horizon for brand ambassador engagement?http://www.briansolis.com/2011/06/is-the-universal-sign-of-engagement/
“Second-Screen Engagement: the marketer’s holy grail?’ in Mashable.com by Lauren Hockenson June 28, 2012
Reminds us that brand ambassadors aren’t just external. They’re internal as well and sometimes that population is more critical to your success than the external ambassadors.“Measuring an Employee’s Worth? Considering Influence” in FastCompany.com by E.B. Boyd July 5, 2012
Would you create a product that supports sales outside your business?!As it’s a new tool, the ROI of this as yet to seen.“4 Retail Revolutionaries Rethinking E-Commerce” in FastCompany.com by Tara Moore March 30, 2012
Imagine this…social media isn’t aboutWhat you can do for your consumersBut what your consumers can do for you. http://www.briansolis.com/2011/06/is-the-universal-sign-of-engagement/