We Build Brand Advocacy.

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We Build Brand Advocacy
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    14-Sep-2014
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People who love your brand will introduce you to your new customers. Recommendations come from your advocates – a network of highly satisfied, passionate and connected customers who love your products and service. Ciceron helps you identify your true advocates, put programs in place to nurture and capture advocacy as it happens. We’ll help you bring meaning, scale and most importantly, results to your brand advocacy program. And we’ll encourage your best customers to go beyond being a loyal customer to becoming an advocate for your brand. Ciceron is a full service digital marketing agency. We specialize in all things digital, from social media, digital strategy and brand advocacy to SEO and email marketing.

Transcript of We Build Brand Advocacy.

We Build Brand Advocacy

Ciceron is one the oldest, privately-held digital agencies in the country, having been in business since 1995. Our longevity is a testament to our ability to deliver results for our clients through tumultuous change. Ciceron has remained consistent in producing measurable, sustainable, and extraordinary value for our clients.

We Build Brand Advocacy Ciceron recognizes the extraordinary power of advocacy-based brand strategy in todays socially connected, digital world. People who love your brand will introduce you to your new customers. Recommendations come from your advocates a network of highly satisfied, passionate and connected customers who love your products and service. Ciceron helps you identify your true advocates, put programs in place to nurture and capture advocacy as it happens. Well help you bring meaning, scale and most importantly, results to your brand advocacy program. And well encourage your best customers to go beyond being a loyal customer to becoming an advocate for your brand.

Each time I've engaged with Ciceron, they've been true partners in forging a path ahead - through data, through customer insights, and through ambitious and ambiguous visions for rede=ining strategies to drive loyalty, advocacy, and engagement.

Jen Swanson Customer Experience Strategist Capella University

Sole property of Ciceron, Inc.

Corporate Overview

Advocacy: We connect you with your brand advocates, create programs and experiences to energize those advocates and convert advocate actions into insights, understanding, and most importantly, business results.

Digital Ecosystem

Content may not be altered or reproduced without proper attribution to Ciceron.

BrandContent

Conversation

ConsumerInsights

BusinessObjectives

ExperiencesAdvocacy

Strategy

website

email architecture

branded communities

mobile

SEO / SEM

media

community management

influencer relationships

campaign integration

recognition program

reviews and stories

staff training

competitive positioning

industry positioning

target audiences

audience touchpoints

internal capabilities

key performance indicators

analytics

optim

izat

ion insights

analytics

optim

izat

ion insights

Ciceron Digital Ecosystem STRATEGY THAT INFORMS. EXPERIENCES THAT DELIVER. ADVOCACY THAT SCALES.

Strategy: We identify the opportunities that arise at the intersection of your business goals, your audience needs and your ability to meet those needs.

Experiences: We ensure your existing digital marketing programs are fully optimized, uncover opportunities to add value to your current experience, and set you on a course to achieve advocacy.

EFFORT

20% You

80% Ciceron

30% You

70% Ciceron

30% You

70% Ciceron

40% You

60% Ciceron

Identify influential conversations and communities Identify existing advocates and determine needs and values Map advocate actions to business results

Connect

Create experiences to activate and energize advocates Build relationship with advocates Activate

Formalize reward and recognition programs Integrate advocates into your business Scale

Convert advocate actions into meaningful and actionable insights Leverage insights and feedback to evolve the program Optimize

The Ciceron Approach

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

Why Are Advocates Important? CUSTOMERS DO NOT TRUST BRANDS

Source: 2014 Edelman Trust Barometer

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 Trust is higher for experts and peers when forming opinions about

brands

Why Are Advocates Important? THEY TRUST EXPERTS & PEOPLE LIKE THEM

Q: To what extent do you trust the following forms of advertising?

84% of consumers trust recommendations from people they

know

Why Are Advocates Important? CUSTOMER TRUST IN BRANDS IS ON THE RISE

84%

69%

68%

67%

62%

61%

Recommendations from people I know

Branded websites

Customer opinions posted online

Editorial content

Ads on TV

Brand sponsorships

Source: Nielsen Global Trust in Advertising Report, September 2013

Identify and introduce new customers Share ratings and reviews Make referrals and recommendations Create testimonials Share their experiences through stories Create original content (videos, photos, etc.) Share brand content Assist in product development Interact/respond to prospective customer questions Amplify brand campaigns and promotions

84% of internet users consider consumer

recommendations to be the most credible form

of advertising

84% of consumers take action based on

recommendations from people they know

70% of consumers take action based on consumer opinions posted online

Source: Nielsen Global Trust in Advertising Report, September 2013

What Can Advocates Do For You?

Feeding America Asked Advocates to Raise Awareness for Child Hunger. They Answered.

Feeding Americas Hunger Relief Advocates were hand selected and invited to participate in the Child Hunger Newsroom, developed by Ciceron. Within the first month, the advocates had created 68 stories that generated an average reach of 8,000 people per story. These stories sparked conversation on the topic of child hunger and inspired action from readers. All advocate stories were compiled and shared within the newsroom, making them available to their peers in an effort to amplify the overall reach.

Sample Work: Feeding America

Brand Gets Advocate Support to Raise $71,000 for Haiti Relief

Ciceron leveraged cereal brands advocates, who had a combined reach of over 3.5 million, to support their efforts for Haiti Relief.

The brand would donate $1 for each product purchased to the American Refugee Committee (ARC).

In just one month, the community rallied by purchasing 71,170 units of cereal, resulting in a $71,170 donation to ARC and Haiti Relief.

All Natural Cereal Brand

Sample Work: All Natural Cereal Brand

Company Creates Ambassador Community to Support Educators

Ciceron created an Ambassador program and developed a platform for their top advocates. The platform was designed to celebrate the brands top educators/customers by creating a community of peers to foster loyalty and engagement with the brand. The ambassadors were provided badges and special profiles that signified their status within the community. They were utilized by the brand to answer questions about the product from other members and educators.

Brand Logo

Sample Work: Music Education Software

Advocacy Clients

Ciceron Advocacy Services Include: Advocacy Strategy Advocate Identification & Personas Advocacy & Brand Ambassador Programs Referral & Loyalty Programs Rewards & Recognition Programs Reputation Management Services Influencer Engagement Strategy Influencer Relationship Management Staff Training, Policies & Corporate Integration Day-to-Day Management, Execution, Measurement, Insights

& Program Optimization

Contact Us Today [email protected] 612.204.1919

Start Building Advocacy Today