AAF Colorado Springs Building Brand Advocacy
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description
Research and strategies for building brand advocacy.
Transcript of AAF Colorado Springs Building Brand Advocacy
“World War” I: 1960 - 1994
Source: Tom Wolzien, Sandford C. Berstein & Co.
“World War” II: 1995 - 2005
Source: Tom Wolzien, Sandford C. Berstein & Co.
Armageddon: 2006 - Present
DNA of Advocacy
We’re talking…
Joe: Sure thing! What are some of your thoughts? andrew eklund: Here is my speedtest results. http://www.speedtest.net/my-result/3921992924 Joe: Ouch. andrew eklund: What's "normal"? Joe: I'm not sure what's normal, but it varies depending upon which generation of technology the plane is using, how many users are on and the proximity to the towers. andrew eklund: I wish there was a way to ping that prior to logging in and paying for it. I get why you might not want to do that from a financial standpoint, but you end up being not as much of an advocate for the service. andrew eklund: Plus, pretty much as a monopoly, you can "get away with it." I get that too, but there should be more transparency around that. Joe: I understand. I'll most definitely get this passed along to our tech team.
We’re solving…
Joe: If you'd like, I can get you a code for a free pass on your next flight. andrew eklund: I wouldn't mind that. Thank you. Thanks for the help. Joe: You're welcome. Just one moment while I grab that for you. Joe: 2kdybhst324cc7 andrew eklund: Thanks for the help. I'll copy the code for tomorrow. Joe: You're welcome. Is there anything else I can help you with today? andrew eklund: Nope. Good to go. Joe: Great! Have an awesome day Andrew!
Advocacy…
INSTAGRAM WINS?
Facebook Acquires
INSTAGRAM WINS.
=
(This slide meant to be humorous.)
People Lust for One Another • Social Networks • Aggregators • Apps
Q: How many times do you need to be exposed to something to believe that it is true?
Source: 2013 Edelman Trust Barometer
3 Times 35%
4-5 Times 29%
6-9 Times 6%
10+ Times 12%
1 Time 4%
2 Times 14%
64% need to be exposed 3-‐5 times before they believe something is true
The War on Trust CUSTOMERS DO NOT TRUST BRANDS
36%
43%
52%
52%
53%
62%
66%
67%
Government official or regulator
CEO
Regular employee
NGO representative
Financial or industry analyst
A person like yourself
Technical expert in the company
Academic or expert
Source: 2014 Edelman Trust Barometer
Trust is higher for experts and peers when
forming opinions about brands
The War on Trust THEY TRUST EXPERTS & PEOPLE LIKE THEM
BRAND CONTENT
99%
What Went Wrong?
#1: Brands using social media as a broadcast channel.
What Went Wrong?
AWARENESS CONSIDERATION INTENT PURCHASE
SOCIAL 5.5
DISPLAY 1.8
PPC & REFERRAL
1.5
DIRECT 0.9
SEO 1.1
#2: Not understanding the role of social in your customer’s decision journey.
Source: Google Analytics, Ciceron Client
The Consequence
Source: SocialBakers
BRAND CONTENT
1%
The Real Opportunity of Social Media
Advocates share more 12X advocate sharing vs.
fan sharing
Advocate audiences trust friends
10X audience engagement of advocate content vs. paid
branded content
Advocates create the most engaging content 7X advocate engagement of advocate content vs. brand
owned content
Source: SocialChorus, 2014
Why Are Advocates Important?
Define the Business Opportunity
INPUT Advocacy
Identified Advocates 500
Potential Reach per Month 50% Advocate Participation & Share Rate * 350 Avg. Social Network Size * 12 Posts 525,000
Total Clicks to Site 1% Clickthrough Rate 5,250
Site Conversion Rate 2.5%
Potential Sales 131
Potential Monthly Revenue $300 Average Revenue $39,375
Annual Total Revenue $472,500
INPUT Public FB Page
Facebook Fans 100,000
Fans Reached per Month 5% Avg. Fans Reached per Post X 12 Posts per Month 60,000
Total Clicks to Site 1% Clickthrough Rate 600
Site Conversion Rate 2%
Potential Sales 12
Potential Monthly Revenue $300 Average Revenue $3,600
Annual Revenue Potential $43,200
SHOULD YOU FOCUS ON FAN GROWTH OR ADVOCATE ACTIVATION?
Identify and Profile Your Current Brand Advocates
IDENTIFY ACTIVATE SCALE OPTIMIZE
Identify Advocates
Append & Overlay Sales Data
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10.5% Engagement Rate 10% of fans Reached
3.6% Engagement Rate 11% of fans Reached
20% Engagement Rate 15% of fans Reached
Create Relevant Content to Engage Advocates
IDENTIFY ACTIVATE SCALE OPTIMIZE
Use Technology to Bring Scale to, NOT Replace, Human Relationships
IDENTIFY ACTIVATE SCALE OPTIMIZE
Measure Results and Optimize Program
IDENTIFY ACTIVATE SCALE OPTIMIZE
Change Required to be Successful in a Social World
BRAND CONTENT
99%
BRAND CONTENT
1%
The Efficacy of Expert Content
Where brands are investing
(Do you like these infographics? We do too.)
Thank You
We build brand advocacy.
