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Building customer advocacy in B2B

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Our manifesto for building customer advocates in B2B. Four steps to build customers into passionate brand advocates.

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Building customer advocacy in B2B

  1. 1. BUILDING CUSTOMER ADVOCACY IN B2B 1 The Thought Leadership Partners customer advocacy Manifesto
  2. 2. 2 Getting started: The four pillars of customer advocacy 1 2 3 4
  3. 3. 3 THERE’S FOUR PILLARS TO TURNING YOUR CUSTOMERS INTO PASSIONATE ADVOCATES
  4. 4. 4 ONE: RADICAL TRANSPARENCY TO BUILD A REAL HUMAN RELATIONSHIP WHERE THEY ARE INVESTED IN THE SUCCESS OF YOUR BUSINESS
  5. 5. 5 TWO: CASE STUDIES THAT MAKE YOUR CLIENTS LOOK LIKE SUPERSTARS
  6. 6. 6 THREE: SAYING THANKYOU, JUST BECAUSE
  7. 7. 7 FOUR: BRINGING YOUR CLIENTS INSIDE THE CONTENT CREATION PROCESS AND PRESENTING THEM AS RECOGNISED INDUSTRY LEADERS
  8. 8. 8 Pillar one: Radical transparency (it’s radical because it’s so uncommon from corporates) 1 2 3 4
  9. 9. 9 YOU’RE LOOKING TO DEVELOP A REAL HUMAN RELATIONSHIP WITH YOUR CLIENTS YOU CAN ONLY DO THAT IF YOU’RE HONEST
  10. 10. 10 YOU HAVE TO BE TRANSPARENT ABOUT THE GREAT, THE GOOD (AND THE UGLY)
  11. 11. 11 IF YOU’RE NOT TRUTHFUL ABOUT THE BAD, PEOPLE WILL NEVER BELIEVE THE GOOD
  12. 12. 12 YOU WANT YOUR CUSTOMERS HEAVILY EMOTIONALLY INVESTED IN MAKING YOUR BUSINESS A HOME GROWN, GLOBAL SUCCESS STORY
  13. 13. 13 BUILDING A TRANSPARENT RELATIONSHIP •  You want your customers to be heavily emotionally invested in making your business a global success story •  You can only get emotional investment if you build a real human connection •  To build a deeply human connection you have to tell the truth.You’ve got to be transparent about your successes (and your failures) •  Sometimes you will fuck up.Your clients know this.They will forgive you as long as you’re honest
  14. 14. 14 Pillar two: Case studies that make your clients look like superstars 1 2 3 4
  15. 15. 15 “I’M REALLY LOOKING FORWARD TO READING THIS CASE STUDY ABOUT YOUR PRODUCT” - NOBODY, EVER
  16. 16. 16 CASE STUDIES AREN’T ABOUT YOU, OR YOUR PRODUCT. THEY’RE ABOUT MAKING THE CLIENT LOOK LIKE SUPERSTARS. YOU BENEFIT SOLELY BY ASSOCIATION.
  17. 17. 17 FUNDAMENTALLY, YOUR CASE STUDIES ARE ABOUT YOUR CLIENTS’ BUSINESS (NOT YOUR PRODUCT). YOU ARE BUILDING THE CLIENT’S BRAND (AND YOU WIN BY ASSOCIATION).
  18. 18. 18 Pillar three: Saying thankyou, just because 1 2 3 4
  19. 19. 19 BY SHOWING YOUR CUSTOMERS MORE APPRECIATION, THEY’LL SHOW YOU MORE IN RETURN
  20. 20. 20 “THANKS, JUST BECAUSE” - YOUR BUSINESS
  21. 21. 21 OUR CUSTOMERS ARE JUST A BUNCH OF PEOPLE WHO LIKE TO FEEL SPECIAL AS MUCH AS EVERYONE ELSE YOU DO THAT BY JUST SAYING THANKS. YOU DO IT UNPROMPTED AND WITHOUT A CATCH
  22. 22. 22 SAYING THANKS TO CUSTOMERS MEANINGFULLY AND REGULARLY Ways to say thankyou (just because): •  Send a handwritten note from the client manager and CEO once per year with a small but meaningful gift. Not at Christmas – this is a “just because”. •  Monthly email update about the product and the company (designed to make sure they’re on the journey with us). •  Remember your client’s birthdays. Send a handwritten note •  Take note and celebrate each client’s anniversary date (the day on which they first started using your product).
  23. 23. 23 Pillar four: Bringing clients inside the content creation process 1 2 3 4
  24. 24. 24 CLIENTS WILL CREATE YOUR MOST VALUABLE CONTENT BECAUSE IT’S VIEWED AS BRAND IMPARTIAL
  25. 25. 25 YOUR CONTENT MUST CONSTANTLY HIGHLIGHT THE SUCCESS OF YOUR CLIENTS WITHOUT ANY BENEFIT TO YOUR BRAND (OTHER THAN ASSOCIATION)
  26. 26. 26 YOU WANT THEM TO SHARE YOUR CONTENT AND INCREASE YOUR REACH SO YOU NEED TO START BY DOING THE SAME FOR THEM
  27. 27. 27 WE’RE TARGETING BOTH EXPLICIT AND IMPLICIT ENDORSEMENT You want both explicit and implicit endorsement from clients: Explicit endorsement: •  Case studies, participation in marketing activities •  Use of logos and testimonials on your website Implicit endorsement: •  Actively engaged and 2-way rebroadcasting on social media •  Word of mouth conversation about the extra-ordinary things you do for them •  Content generation
  28. 28. 28 GETTING STARTED WITH CLIENT CONTENT •  Start your customers on a journey to content development for us by asking them to review your content •  Involve them in case studies •  Actively promote them and their thought leadership on social media •  Over time, you will show them the benefits of publishing content on your platform •  At that stage it makes sense to formally invite them to co-produce content – first for a test piece and then an ongoing commitment
  29. 29. 29 START BY RANKING YOUR CLIENT BASE IN ORDER OF BRAND ADVOCACY (AND FILLING OUT THE FOLLOWING SUMMARY SHEET)
  30. 30. 30 CLIENT FOCUSED SOCIAL MEDIA INTERACTION •  It’s important to track individual clients social media accounts – not just the corporate account •  Monitor, follow and like their posts, tweets, photos, comments, blogs. If you want them to share your content, you must start by sharing and liking theirs
  31. 31. CLIENT FOCUSED SOCIAL MEDIA: © 2014 Thought Leadership Partners. This Thought Leadership Framework is proprietary to Thought Leadership Partners and may not be reused or shared without explicit written permission. Client1: Client name: Active corporate Twitter: Active corporate LinkedIn: Active corporate Facebook: Active corporateYoutube: Active corporate blog: Contact name: Active on Twitter: Active on LinkedIn: Blog presence: Contact name: Active on Twitter: Active on LinkedIn: Blog presence: Contact name: Active on Twitter: Active on LinkedIn: Blog presence: Client2: Client name: Active corporate Twitter: Active corporate LinkedIn: Active corporate Facebook: Active corporateYoutube: Active corporate blog: Contact name: Active on Twitter: Active on LinkedIn: Blog presence: Contact name: Active on Twitter: Active on LinkedIn: Blog presence: Contact name: Active on Twitter: Active on LinkedIn: Blog presence: Client3: Client name: Active corporate Twitter: Active corporate LinkedIn: Active corporate Facebook: Active corporateYoutube: Active corporate blog: Contact name: Active on Twitter: Active on LinkedIn: Blog presence: Contact name: Active on Twitter: Active on LinkedIn: Blog presence: Contact name: Active on Twitter: Active on LinkedIn: Blog presence:
  32. 32. Contact Details THIS PRESENTATION HAS BEEN PREPARED BYTHOUGHT LEADERSHIP PARTNERS (“TLP”) FORTHE EXCLUSIVE USE OFTHE PARTYTO WHOMTLP DELIVERSTHIS PRESENTATION (THE “COMPANY”). THIS PRESENTATION HAS BEEN PREPARED ON A CONFIDENTIAL BASIS SOLELY FORTHE USE AND BENEFIT OFTHE COMPANY. DISTRIBUTION OFTHIS PRESENTATIONTO ANY PERSON OTHERTHAN THE COMPANY ANDTHOSE PERSONS RETAINEDTO ADVISETHE COMPANY,WHO AGREETO MAINTAINTHE CONFIDENTIALITY OFTHIS MATERIAL AND BE BOUND BYTHE LIMITATIONS OUTLINED HEREIN, IS UNAUTHORIZED.THIS MATERIAL MUST NOT BE COPIED, REPRODUCED, DISTRIBUTED OR PASSEDTO OTHERS AT ANYTIME, IN WHOLE OR IN PART,WITHOUTTHE PRIOR WRITTEN CONSENT OFTLP. © 2014TLP.ALL RIGHTS RESERVED.TLP SPECIFICALLY PROHIBITSTHE REDISTRIBUTION OFTHIS MATERIAL. Thought Leadership Partners Level 10/50 Market Street Melbourne 3000 +61 3 9111 5659 www.thoughtleadershippartners.com C O N F I D E N T I A L 32

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