This is me: …digital strategist, hopeful runner, entrepreneur, terrible cook, media planner, ex-fat man, email marketer, husband, business owner, atrocious singer, communicator, avid wearer of flip-flops, digital evangelist, aspiring photographer, tweeter & Mac convert.

Usingdigitaltocreatebrandadvocates.

BenAkin‐SmithHeadofStrategy&Planning

Whatisabrandadvocate?

brandadvocacy.[brandad‐vuh‐kuh‐see]n.theactofpleading,supporAngorrecommendingabrandorideabyathirdparty

Why

PeerendorsementstrumpsadverAsing

RecommendaAons=£

Increasedsales

http://www.flickr.com/photos/asimchoudhri/

Warning Bullet points ahead

Whatisabrandadvocate?They:• convinceotherstopurchasethroughindependentcredibility• defends&supportsyourbrand• putstheirownreputaAonontheline• provideunsolicitedpraiseandsuggesAonsofimprovement• forgivesoccasionaldipsinproductexperience/service• donotwanttobebought• areadventurousopinionleader• aresociallywellconnected(50%vs.12%non‐advocates)• expressesopinionsandviewpoints(65%vs.12%)• conAnuallydiscoversnewcontentonline• turnontheirmegaphonepostpurchase• wanttobethefirsttoknowandspreadthewordonaspecifictopic• needanaudience

BrandAdvocatesarepassionate

Howtomakebrandadvocatesusingdigital.

Customers You BusinessobjecAves

Brandstory

AudienceprofilePurchasehabitsLifestyle,passionDigitalusage

CommitmentStoriesPeopleAssetsChannelchoice

DirecAonPrioriAesBudgetResources

PersonalityCommunityResults/growthposiAoning

UnderstandyourAudience

UnderstandyourAudience

Emma,29,livesinLondon.Lovesfashion,butisatradiAonalistatheart.Enjoyssaleshopping.Makespurchasesatthestartofthemonth.Normallybuy3ormoreproducts.Hasreturneditemstwice.Hasonlyboughtwomen'sitems.Size8/10

ReallyunderstandyourAudience

And….Isconcernedabouttheenvironment,butnotanacAvist.SheisapassionateaboutLondonLoveseaAngout,whereshecanshewillbuyorganicfood,wouldbuymorebutitcanbeexpensive.Herfriendsandfamilyarethemostimportantthingtoher.She’slookingforwardtoChristmas

Define what you stand for

http://www.flickr.com/photos/gtmq8/2303591849/

COMMIT TO IT & BE CONSISTENT.

What do you stand for - list Top 3

http://www.flickr.com/photos/carrier

Howdoyoumakepeoplelistenandcare?

http://www.flickr.com/photos/constantine-graphics/3859971253/sizes/o/

Thisisn’tabout….

Itʼs about over arching principles because…

© hugh

Awareness, engagement, retention

Creating brand advocates

Awareness - Introduce yourself and what you do ,

http://www.flickr.com/photos/lrargerich/3063054521/

Think new people, new product, new ideas ,

Awareness1.  Beconsistent2.  Allmediatypes,findtherightchannels

3.  FindexisAngaudience,meetpeoplewheretheyare.

Be consistent when you talk (reaffirm your commitment)

2. Use all appropriate channels.

Appropriate = audience profile, community size, value, effort and consistency.

Simons Cat - RSPCA Where are your audience?

3. Find your Audience – get them talking

•  What do you stand for?

•  Which channels/ media are you using, what’s working?

•  Where do your customer live online?

Engagement •  Know your customers (eCRM) •  Start a conversation •  Make it personal (to you & them!) •  Talk about more than just sales •  Build social equity

http://www.flickr.com/photos/28953625@N07/3171642571/

•  How well do you know you customers ( when, what and how they buy?)

•  What else are you conversing about, not broadcasting.

•  Are you giving them social equity?

Retention

•  Provide tools •  Giving people space to evolve •  Respond to comments/ideas •  Community communication and support

Little Big Planet, Iglabs

Committed customers keep coming back

http://flickr.com/photos/eschipul/2371505523/sizes/l/

How do we ensure this commitment remains?

•  Do you feel you have a “community”?

•  If so, what are they doing?

•  What are they asking for, how can you bring value?

•  What are you giving, how are you responding? (equity)?

•  Communication •  Honesty •  Value

http://www.flickr.com/photos/nifer/353230456/sizes/l/

The glue

ConversaAon(communicaAon)

It is all about communication

http://www.flickr.com/photos/nichollsphotos

It is all about communication

Getting someone interested is all about sharing, information, a story, a passion, an idea etc...

It’s about people, not technology (but technology helps)

http://www.flickr.com/photos/nichollsphotos

Stories

Tell your story

http://collectionofcrumbs.wordpress.com/2007/12/13/the-power-of-story-in-youth-ministry-intro/

http://www.flickr.com/photos/milivoj/2166043959/sizes/l/

“In the past you were what you owned. Now you are what you share.” Charles Leadbeater. We Think

http://www.flickr.com/photos/twenty_questions/

Act on their feedback Encourage discussion, be a part of it

Listen

Create a dialogue with them

Not a monologue

What can you talk about with your customers?

People are talking, getting together and changing the world…

Image: farm3.static.flickr.com/2088/2213647530_4506ce2671_o.jpg

…. people will tell you what they think

You will get it wrong

http://www.flickr.com/photos/thomashawk/ Survey… http://www.tealeaf.com/resources/Harris_2008.asp

Get it right and people notice

BIG

http://discussionleader.hbsp.com/haque/2008/09/how_to_build_a_nextgen_business_now.html

http://www.flickr.com/photos/xgray/

Be useful

How else can you be useful?

Image: http://www.outdoorlens.com/funny-animal-signs/

Be Honest

Create space for agility, flexibility and iteration

http://www.flickr.com/photos/mundilfari_gjk/2497402169/sizes/l/ How can you do this for your customers?

It’s good to have brand advocates because..

http://thisisindexed.com/

•  Will this change the way you approach digital?

•  What changes do you think you could make to encourage brand advocacy?

Ben Akin-Smith :07723 051 507 :Ben.Akin-Smith@Enableinteratctive,co.uk

www.gapingvoid.com

Thanks and bye for now…