Branding And Advocacy In The Social Age

more customers, less work

Webinar: Branding And Advocacy In The Social Age

Maria Ogneva Director of Community Engagement - Nimble
January 2011

Tuesday, February 8, 2011 1

Agenda
• 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

Nimble University

Educational platform
check out www.nimble.com
http://www.ﬂickr.com/photos/josiahmackenzie/1623451769/sizes/o/in/photostream/


Branding Used To Be:

http://www.ﬂickr.com/photos/funky64/4293098263/sizes/z/in/photostream/


Now It’s More Like...

what brand says
what customers say

what employees say
what partners say
what press says
what 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/timsamoff/536143522/sizes/l/in/photostream/

http://www.ﬂickr.com/photos/lintmachine/2396799183/sizes/z/in/photostream/


What’s An Advocate?



What’s A Badvocate?

“You [messed] with the wrong sedentary
United Breaks Guitars (2009) processed-foods eater!” Kevin Smith vs.
Southwest Airlines (2010)

http://www.ﬂickr.com/photos/rocor/4350219559/sizes/z/in/photostream/

W-O-M Is Not New

But social media
1) Makes it visible
2) Makes it spread faster

http://www.ﬂickr.com/photos/cizake/4164756091/sizes/o/


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
100

• Track referrals 75

• social media
50

• web trafﬁc
• signups 25

0
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/

• Does it have a story?
• Inspiration, meaning

http://www.askinosie.com/ http://www.socialmediaexplorer.com/advertising-2/how-to-light-my-ﬁre-authentic-word-of-mouth-movements/



• Service
• Proactive desire to help
• Listen to feedback & act
http://www.ﬂickr.com/photos/erix/4122236130/sizes/z/in/
photostream/

Empowering Advocates

• 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/

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

Working With “Badvocates”

Offer solution, empathy
Don’t let it “stew”
Take action, close the loop
Sometimes just want someone to talk to
http://www.ﬂickr.com/photos/31533886@N00/3874372532/#


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

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

Questions?
Find and friend us:
http://twitter.com/nimble
http://twitter.com/jon_ferrara
http://twitter.com/themaria
http://facebook.com/nimble
http://linkd.in/nimblecrm
http://www.slideshare.net/nimble

Contact:
maria@nimble.com, twitter.com/themaria


Branding And Advocacy In The Social Age

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