From Fans To Fanatics - Building Brand Advocacy in a New (Media) World

Friends To Fanatics
… Advocacy in the new (media) world
Daniel Goh
Founder & Chief Editor,
Young Upstarts
Some rights reserved.
Thursday, November 11, 2010

First question to ask yourself:
• What role do I see <insert name of my company/brand
organization here> play in the social media space?
Next question:
• How much do I know about social media?
First, some basics.

This is how most companies see social media.
Social
Media
Marcomm
Marketing
Organization
Align your perspective.

Unfortunately, this is how your consumers see you.
Social Media
YOU
Align your perspective.

1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement
Building a fan base is a long process.
Too many of us start atTools and Engagement.

• Increase awareness?
• Customer engagement?
• Drive sales?
• Customer support?
Note:The number of fans should not be your objective.
So you want fans.
To what objectives?
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement

• Get management/staff buy-in.
• Appoint ambassadors.
• Fix a budget, cheapskate.
Get your infrastructure
right.
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement
Not just IT infrastructure:

• Do I have a fan club? (Low-
hanging fruit.)
• Primary/secondary audiences?
Where are they?
• Who is not my audience?
• Research: who is already talking
about me?
Identify your community(s). 1. Objectives
2. Infrastructure
3. Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement

• Online Forums - Hardware
Zone (tech), Clubsnap
(photography), Soft.com.sg
(Local music), SGCarMart (new
& used cars)
• Facebook Groups
• LinkedIn Discussion Groups
• Online Communities i.e. E27.sg,
SGEntrepreneurs,The Digital
Movement
Find your community(s). 1. Objectives
2. Infrastructure
3. Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement

Break down by levels
of brand advocacy.
1. Objectives
2. Infrastructure
3. Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement
Dumbf**k. Clueless.
T
Loyalist. Sneezer. Rager.
AIDA:Attention, Interest, Desire,Action
• Unaware of
your brand, or is
aware but
doesn’t like you.
• Possibly
expensive to
engage.
• Knows of your
brand or even
uses your
product, but no
particular
inclination
towards you.
• Green ﬁelds.
• Likes your
brand and
endorses it;
Uses your
products and is
a repeat
customer.
• Worth
cultivating.
• Loves your
brand; willingly
shares
experiences
with others. Has
“reach”.
• Needs little
empowerment
to shine.
• Very familiar
with your
brand, and
knows how to
take you down.
• Beware: needs
delicate
handling!

• Know what your community wants
to hear.
• Use language they understand.
• Align tone and manner with your
brand.
• Make it appropriate to the level of
advocacy.
Work out your
key messages.
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement

• Fish where the fishes are; set up
your “digital embassy” or “digital
playground” there.
• Pick tools that fit your brand.
• What are you best at?
Select the right social
media tools.
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5. Tools
7. Engagement
8. Measurement
9. Refinement
Microblogs Social Network Sites
Blogs

• Enable your community; give
them tools to help you spread
the word.
• Incentivize them (may not be
monetary i.e. badge system)
Even better, make your
product social!
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5. Tools
7. Engagement
8. Measurement
9. Reﬁnement

Other examples of
making products “social”.
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5. Tools
7. Engagement
8. Measurement
9. Reﬁnement
Sharing on mobile apps Live chat on site

Public relations
Customer service
Above-the-line/
below-the-line
advertising
Employee/internal
communications
Social media?
Integrate it with your
marketing mix.
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement

• Know who to engage.
• Know when to engage (or not).
• Set your tone and manner.
• Know how to respond when
something happens.
• Set how fast you should respond.
• Identify who responds on your
behalf.
Set your level of
engagement.
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement

Set KPIs and
measure ROI.
1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement
• Fans (Likes).
• Web statistics - unique visitors,
page views etc.
• Mentions.
• Sentiment.
• Cost-per-acquisition (CPA).
• Level of engagement.

• What was the ROI?
• What have I learnt?
• What worked?
• What have I missed out?
• What can I leave out?
• Who did I piss off?
Reﬁne your strategy. 1. Objectives
2. Infrastructure
3.Audiences
4. Messaging
6. Integration
5.Tools
7. Engagement
8. Measurement
9. Reﬁnement

FinalTakeaways

The problem with sports is... every fan thinks he’s the coach.
It’s the same with online communities.

Always have a game plan before you enter the ﬁeld.

Learn how to manage crowd control.

Find natural cheerleaders who can lead the rest...

And the ones who are only going to cause you trouble.

Of course, there’s always going to be the weirdos!

Questions?

END.
THANKYOU.
Email | daniel@youngupstarts.com
Twitter | @danielgoh
LinkedIn | www.linkedin.com/in/danielgoh

From Fans To Fanatics - Building Brand Advocacy in a New (Media) World

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From Fans To Fanatics - Building Brand Advocacy in a New (Media) World