Research shows that consumers use social media to express their loyalty to their favorite brands and products: 74% of consumers rely on social networks to guide purchase decisions (ODM Group, 2011), and brand advocates are 83% more likely to share information about a product than typical web users (Buzz Agent, 2011). In short, brand advocacy and social media marketing are a powerful combination for both B2C and B2B brands. Join social media expert Baochi Nguyen, CEO of Social Canny, as she shares best practice case studies that will reveal how to: Identify your brand’s biggest fans, the superfans Engage with your superfans through social channels Maintain a record of superfans for CRM Reward your superfans Not annoy your superfans

1. BUILDING A SUPERFAN COMMUNITY
CHECK OUT THE LIVE RECORDING HERE!
http://infusionsoft.wistia.com/medias/rr809op49h
BAOCHI NGUYEN,
CEO of Social Canny
@baoch

2. ABOUT BAOCHI
Baochi Nguyen is CEO of
Social Canny, a digital
marketing and social strategy
consultancy. She is a 15-year
veteran in the Internet industry.
Baochi holds a BA and MA
from Stanford University.
@baoch
baochi@socialcanny.com

3. Discussion Topics
The Birds & Identify, Track The Superfan Superfan Superfan Do’s
The Superfans & Engage VIP Treatment Don’t’s

4. The Birds & the Superfans
Where do Superfans come from?
Great Product
Great Service
Great Community

5. SUPERFANS: DEFINED
• Superfans are customers/enthusiasts
who engage, praise or recommend
your brand — and they do so
without getting paid!
• Superfans are brand ambassadors
• Superfans are your brand’s WOM

6. WHY ARE SUPERFANS IMPORTANT?
140,000,000 active users on Twitter
950,000,000 active users on Facebook
36% of social networkers post about brands
……………………………………………………………………………….
92% of consumers worldwide trust recommendations from
friends and family more than any form of advertising, up from
74% in 2007 (Nieslen, April 2012)

7. IDENTIFY SUPERFANS
ENGAGEMENT: FEEDBACK: KUDOS: PROMOTION: SUPPORT:
People who People who People who post People who People who
respond provide about positive recommend stand by your
regularly to suggestions for experiences with your brand’s brand, even
brand posts improvement the brand product and/or during tough
service times

8. KEEP TRACK OF SUPERFANS
• Create Twitter lists/streams for Superfans
• Maintain record of engaged people in
other active channels
• Flag Superfans in your CMS system
• Subscribe to blogs written by Superfans

9. ENGAGE WITH SUPERFANS
• Read Superfan blogs and leave comments
• Converse with Superfans on relevant topics
• Get to know Superfan interests outside of
the brand, converse on their topics
• Always thank Superfans for kudos and ask
for feedback
• Be genuine and likeable

10. Discussion Topics
Give Superfans Support Feature Ask Superfans Surprise Provide
shout-outs and Superfans Superfans on for input on Superfans Superfans with
encouragement by sharing their social channels fun stuff, like with gifts exclusive
posts and events contests information

11. THE SUPERFAN VIP TREATMENT

12. I received your package a couple of days ago and just
opened it last night. What a pleasant surprise! It’s not
every day that you receive a box of goodies from a
company that appreciates your business. Thank you
ever so much. Don’t worry; I plan on remaining a
customer for many years to come.
Yes! I’m a superfan and recommend
– Sharon Moore
Baochi Nguyen to all!
– Dawn
Just wanted to let you know we got a package
from you today, it was filled with the coolest stuff!
Thank you so much, we truly appreciated it.
It’s great being a Superfan.
– Frankie Fiedler
Yes…thank you for your appreciation. I truly am a Superfan…I was
incurring $200 plus per month in AT&T business phone charges
before switching completely to RingCentral in January. I am a
mobile lawyer and the mobile plan has been a tremendous value
and provides exceptional service to my business. I really want
RingCentral to succeed.
– Rich

13. SUPERFANS DON’T’S
• Don’t choose Superfans based on
number of followers
• Don’t be inauthentic
• Don’t make your Superfans feel
obligated
• Don’t engage too frequently
• Don’t over-do the public Superfan hype

14. SUPERFAN DO’S
• Do loop in your legal department
• Do take a no-strings-attached approach
• Do welcome customers who ask to join
the Superfan program
• Do be extra-responsive when a Superfan
needs help with a product/service
• Do provide a public definition of the
Superfan program
• Do engage with potential Superfans —
they don’t grow on trees
• Do connect your Superfans to each other

15. Questions/Comments
Tweet to @Infusionsoft, @baochi &
@heatherdopson with your questions