Transforming Customers into Brand Evangelists
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Brand evangelists spend more than the average customer. Ja-Nae Duane walks you through how to transform your current customers into your biggest evangelists.
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Transforming Customers into Brand Evangelists
- 1. Transforming Customers Into…. By Ja-Nae Duane
- 3. Ja-Nae.net
- 4. @TheSunQueen Tweet This 71% of a brands social community members are more likely to purchase from them.
- 5. Problem: Recommendations lack staying power Problem: Connections lacks staying power Ja-Nae.net
- 6. Why Would Someone Be Your Friend? Ja-Nae.net
- 8. Social = Core Human Behavior Ja-Nae.net
- 9. You Are Not Alone Ja-Nae.net
- 12. Recommendations Influence Purchases Harris Interactive 2010 Google research study 2011 84%Use online sources when deciding what to buy 71%Say reviews from family members or friends influence purchase decisions Ja-Nae.net
- 13. @TheSunQueen Tweet This Social proof guides people through a sales funnel.
- 14. Problem: Recommendations lack staying power Problem: Influencers are not targeted effectively Ja-Nae.net
- 15. csmonitor.com Focus on Mainstream Customers Ja-Nae.net
- 16. http://www.passportdiary.com Locate Your Evangelists Ja-Nae.net
- 18. Problem: Recommendations lack staying power Problem: Unsure of how to work with evangelists Ja-Nae.net
- 22. http://a121.g.akamai.net Offer Rewards & Motivators Ja-Nae.net
- 24. Problem: Recommendations lack staying power Problem: Brands focused on one metric Ja-Nae.net
- 25. Reconsider What You Measure Ja-Nae.net
- 27. @TheSunQueen Tweet This Companies with strong customer loyalty have 15% lower operating costs
- 28. Problem: Recommendations lack staying power Problem: Customers are not the only evangelists Ja-Nae.net
- 30. The New News Anchor Ja-Nae.net
- 31. Problem: Recommendations lack staying power Problem: Communicating with Evangelists Ja-Nae.net
- 33. @TheSunQueen Tweet This Tell an emotionally driven visual story. It helps people remember and share the story.
- 34. Create an Unique Experience Ja-Nae.net
- 37. Friends Don’t Take Advantage Ja-Nae.net
- 38. @TheSunQueen Tweet This Expertise sells itself. Create something valuable for your evangelists.
- 43. Things We Value Take Time to Build Ja-Nae.net
- 44. Receive Your Complimentary Evangelism Audit Email JanaeDuane/at/gmail.com
- 45. Ja-Nae.net
Editor's Notes
- To get things started, here are two handy general stats for on how social evangelism can help your brand.
- According to forrester research
- You have to ask yourself, why would anyone want to be your friend anyway?Buyers will ask themselves: -what are the ways that make this brand different -What problem are they solving for me? -Are they the only one who can solve this problem? -What is the value? What will I gain from joining this community
- People are socially influenced by a few key factors, including their level of motivation. The more your brand can connect with people at the core of what drives them: food, water, shelter, security….the faster someone will be influenced into your brand’s sales cycle. Now, if your brand cannot reach at level. No worries…
- Being social is a core human behavior and is the next level up. This includes intimacy, friendship, and building kinship around common themes.Socially active. F’real is extremely active in social media. They encourage and share fans photos and comments, and they give them a place to participate. Their YouTube channel isn’t filled with advertisements, but with customers and people enjoying the product. They sell their product by showing how much fun people have with it. They make their beverage social, not just their marketing.
- People want to know that they are not the only one that likes your brand.
- They want to know that your brand is a place that connects like-minded individuals around relevant content and themes that are important to them.
- he Austin, TX-based Spiceworks offers its customers - typically IT professionals - free, high-quality network monitoring tools coupled with a social network. The Spiceworks business model is similar to Facebook: provide people with a place to gather, and then earn your money through advertising. Spiceworks does just that: earns money.So, Spiceworks delivers a solid, reliable product, and thereby passes the first test of successful social media-based marketing. Its products do what they are advertised to do, and so the conversations between its customers are generally positive.
- People buy from brands that they trust. And when asked, we share our recommends. A great example of this is Yelp and how it effects LBBs. A study by Michael Luca, a professor at Harvard Business School, found that there was a correlation between a high Yelp ranking and revenue. Every star in a review leads to a 5%-9% increase in revenue for that business. That’s a big impact, wouldn’t you agree?
- If smartly done, targeting influencers has real business value. So, how do you do that?
- Focus on mainstream customers. Too many companies, especially in the tech world, try to out-geek each other, competing on the basis on cool new technologies. But early adopters represent only 2-3% of the market, and when you’ve optimized a product for their needs (and marketed it as such), it probably won’t work that well for everyone else. So focus on the regular moms and dads, says Goldfayn, or else “you’re volunteering away the other 97% of your market.”
- Locate Your EvangelistsThe first thing any business needs to do in an effort to connect with their audience and locate those individuals who are constantly posting recommendations around your brand, offering feedback and trying to connect in any way they know how. Building an army of evangelists is hard work. One of the fastest ways to find your brand evangelists is to start marking the mentions of your brand with sentiment.”
- Once you find them, acknowledge them. Evangelists don’t have to be paid, just acknowledged. And they aren’t doing it FOR the money, they are doing it because they love your company and believe in your products. So you reward them by acknowledging them. By pointing out who they are, and thanking them. All that does is validate their love in you, and it motivates them to promote you to even more people.
- At the end of the day what drove people to become an evangelist is the quality of your product or service. So, continue to focus on that. People want to be associated with exceptionalness. That includes your brand.
- Collaborate and ListenMatt LichtenwalnerThe owner of Quickbooks and TurboTax was one of several brands that has both a B2B AND a B2C operation. As a result, they have the unique chance to take lessons from what works in one situation and apply another. For Intuit, as Sherry Ramatian discussed, this means taking reviews from customers and using them to shift opinions and inform potential customers prior to a sale. In addition, when customers have suggestions for improvements, Intuit works hard to not only listen, but also share any results that may come from those suggestions.
- Evangelists will tell you what you are screwing up, then they will help you fix it. One of the big fears that companies have about social media is that they fear hearing criticism from customers. But evangelists are a different breed of customer. Whereas other customers might blog that ‘You suck!’, an evangelist will say ‘I think Company X got it wrong here. Here’s what they should have done.’ Evangelists may criticize, but they also offer solutions, and will help you IMPLEMENT their suggestions.
- You want to Offer Rewards and Motivators. Figure out how you can offer immediate extensions of brand loyalty rewards, because they are motivators and enablers for evangelism.A great example of this is living social, who we heard from yesterday. They offer badges and awards to those customers that share out their deals. So think of how you can reward your evangelists.
- A Key to Evangelism is to Share Something ExclusiveYelp has specific “elite events” for their evangelists, other brands offer secret give aways and offering exclusive offers, promotions, and events through social media.Think about how identifying your potential evangelists can pair with the things you’re able to share. You will definitely encourage conversion from fan to evangelist!
- You See Numbers, People See ThemselvesCreating a brand evangelist starts with a personal connection, and personal connections can’t be built with impersonal messaging or be being focused on the bottom line.
- Reconsider the things your brand measures. Can the brand evangelist add to my bottom line in an impactful and measurable way? Can he help you grow and sustain a community around my brand so that we create 1000 customers that will buy anything I produce? Does the evangelist produce a corporate halo effect that benefits the entire organization (the reverse of the brand giving the employee the same)?Look at your evangelists and see in what ways that can help you build the case for using them more.
- Because at the end of the day, evangelists are loyal and customer loyalty..
- Lowers company operating costs by 15%, according to Fred Reichheld.According to author Fred Reichheld, The Loyalty Effect, companies with strong customer loyalty enjoy 15 percent lower operating costs than comparable companies.
- Also know that that social evangelists will become the next breed of multi-million dollar celebrity spokespeople for brands. They will be producing the news and commentary for brands. So, if your brand has an influential evangelist, think about how you can use them to create content for you and be your spokeperson.
- Inspiration stories are the best way to persuade, motivate and lead people in business. "Stories that convey emotional connections move people to action and naturally shorten the distance between companies and customers," 3 questions:Who is your audience? Consider the gender, demographics, industry, interests and situation of your customers, employees or investors, then tailor the narrative to them. "If you're trying to be interesting instead of being interested in them, you'll never convert listeners into advocates,
- You also want to create an Unique experience when communicating with your evangelists. Think about how a social experience with your brand is different from your competitors.
- We become emotionally attached to those who bring unexpected twists and surprises to our lives. That’s because disruptive surprise and intrigue release dopamine, which creates pleasure
- Christiane Erwin, owner of Crestview Doors of Austin, TXThen, quite by accident, Erwin’s husband, co-owner of the company, posted an old family photo to the Crestview page that was meant for his personal account.
- Real Friends Don’t Impose--Unless There’s a Good ReasonOffline relationships are the psychological model for brand “friendships.” Well, before you ask a friend for a favor, you think through the implications. How important is it to you? How difficult or emotionally fraught might it be your friend to act on your request? When does the request over-stretch the implicit boundaries of the relationship?Brands need to go through the same though process. They are pushing hard, if not violating, the natural limits of the “friendship”--and then they are surprised when they don’t get the results they expected.To create evangelists who are ready, willing and able to use their social graphs to advance your brand, you need to develop some rules of reciprocity, and real customer intelligence about which of your current fans and friends are most likely to share.
- Create context for people.