JMS 462 Exam 1
People who are sent from Pinterest to a website spend how much on average?
$140-$180
"I want my consumers to trust me" is this a good goal? why or why not/
yes, this is genuine and the sales will folllow
Content is king
you don't need to design ads that look like editorial content. Great content is your ad
Showrooming
you go in and look at a product only to go buy it online. Take the time of the salesperson, then go home and buy it on amazon. These stores are no longer retailers, they're more like showrooms. Big brands are using their retail stores and writing it off as marketing/advertising (Making most of their money off their website)
Why is it not enough to have a social media presence?
you have to integrate into your print/media ads
Mobile commerce
you purchasing things on your phone
Why would you use the social technographics ladder
you want to make sure you're targeting the right people
Love marks reaches your heart as well as
your mind, creating an intimate, emotional connection that you just can't live without
People who come from Facebook spend on average how much when they're sent from Facebook to a website?
$60-$80
If a brand is love marks it means the brand has
a lot of love and respect
Joiners (social technographics ladder)
connect in social networks like facebook. maintain profile on SNS, visit SNS
circumscribing (relationship stage measure)
distancing, still hopeful, superficial nature, touchy subjects are off limits if room at end**
Don't control the community, instead, participate as a co-creator. (How to create a brand community)
don't dominate the convo
examples of a brand screwing up
lack of engagement, poor grammar, PR crisis, indecent corporate behavior
Content is no longer...
the written word alone - now includes audio, video, photography or memes.
Communities foster
brand trust and brand loyalty
Things to use to make relationships and technology come together
1. Blogs, user generated content (UGC) 2. Social networks, virtual worlds 3. Wikis, open source 4. Forums, ratings, reviews 5. Tags
digital revolution
1. the fragmentation of the mass 2. The up and coming youtube, hulu, Netflix, amazon, craigslist, etc. All these non traditional source of products are lessening the need for commercials and paper advertisements
What a community is NOT
A platform (typically media-driven and online) that brings people together (i.e. YouTube, Facebook, Wikipedia). User Generate promotion
People (The groundswell approach to planning)
Access and understand your customer's social activities. Figure out who you're speaking to and what you're doing
Address publicly, fix privately (good apology)
Address someone's concern on facebook (publicly), continue the other part of the convo privately
Krispy Kreme
Built their following pretty much just on Facebook and Twitter. They honed in on the power of social media where they hardly have to pay for anything DOING GREAT AT EMBRACING THE RELATIONSHIP ERA
The 3 C's
Credibility, Care, Congruency
Listening (Groundswell objectives)
Discover what your brand stands for. Understand how "buzz" and sentiments are trending. Find sources of influence. Avert and respond to problems. Generate new product ideas
Questions to ask when evaluating new technologies
Does it enable people to connect in new ways? Is it effortless to sign up for? Does is shift power from institutions to people? Does the community generate enough content to sustain itself? Is it an open platform that invites partnerships?
Types of cheap talk (ways to gain trust)
Equality, promises, pleasantries, mutually better off, and empathy
Energizing (Groundswell objectives)
Find enthusiastic customers, and turn them into 'word of mouth machines'. People who love your products so much that they're willing to speak on your behalf for free
Social (attribute of the best brand communities)
Get people connected. Make sure your community provides opportunities for people to connect with each other
Revised approach to planning
Goals and objectives, people, strategy, and tactics and technology
ethical conduct (relationship era)
Goes from the CEO (top level of the brand) to the people doing customer service
Unexpected (attribute of the best brand communities)
Grab peoples' attention whenever possible. Try to be spontaneous. Surprise people, give them something new
emotions (attribute of the best brand communities)
Help people see the importance of this community. Make sure people know why this community exists and why it's important
Promises (Cheap talk)
I promise that if you do this for my brand, I'll do this in return. If you purchase this product, I promise we will donate x amount to this charity that I know you care about
Credibility (Can't Buy Me Like)
Is this a brand I can trust? Is this a brand that's an innovator in their field? A credible brand says, "you can count on me, I'll give you 24/7 service, I'll make sure your package comes on time"
Playoffs (game strategy)
Isn't necessarily financial or monetary. The physical or emotional amount won or lost through an action
Sponsor social events that reflect your brand's mission. (How to create a brand community)
It makes sense to what you're doing and provides value to your consumers
Why is customization of experience important in a brand community
It's really hard to be loyal to a brand when you can't make it your own
Most brands go straight to BLANK and don't think about BLANK
Most brands go straight to TACTICS and don't think about THE BIG PICTURE
advocacy (stages in the marketing tunnel)
Most challenging stage for brands because it's the hardest. You're asking for the most commitment. You want to find your most trustworthy, loyal, enthusiastic customers to find a way to thank them, encourage them, etc. Brand advocates are not incentivized by money, they just really love your product. If you can harness brand advocates, loyal customers, and fans/follows then you're good. You want to have these people in your corner because they'll create brand awareness
Niche platforms (specific platforms)
Not going to see big sites like Facebook, we're going to see more niche websites. Interest driven social media. Consumers' online preferences are rapidly changing and interest-based networks/destinations are gaining more traction. Micro-networks are likely to grab more attention this year and next year, and will provide valuable opportunities to engage small, but well-defined communities. Success will be measured on the depth of engagement
Goals and objectives (revised approach to planning)
SMART. Specific, measurable, attainable, relevant, time-based.
Be sincere (good apology)
Stand true to your brand's values. Don't read off a teleprompter
Evolving (attribute of the best brand communities)
Stay relevant. Make sure your community changes as the needs of the community members change or as the seasons change. Be updated, relevant, as changing per their needs
Tactic:
The HOW Specific actions that you take to achieve your goal. Doing, smaller scale, how, easy to copy, short time frame.
Players (game strategy)
The individuals who participate and make strategic decisions. The brand and the consumer/community
preference (stages in the marketing tunnel)
Where consumers reach out to their social networks. Asking friends on social media to see what they think
the goal as a brand should be to keep customers
happy
Behaviors beyond social activities
hobbies, occupation
What did Fournier try understand
how brand fits into the lives of consumers
brand-relevant attitudes and beliefs
how do they already feel about your product
technology (groundswell)
how we establish communication with our customers, how we talk to our consumers
Consumer-brand relationships follow the same trajectory as
human relationships
experimenting (relationship stage measure)
info gathering, self-disclosure breadth, limited commitment, pleasant, accquaintances casual, search for commonalities, no intimate exchange. end if room
Why is user generated promotion NOT a community?
it's short lived - no longevity. it is reward and incentive driven
Brand sustainability map 4 quandrants
limited, reluctant, emotional, sustainable
Groundswell objectives:
listening, talking, energizing, supporting, and embracing
Use social media as a mediator to
make their lives better
As social media evolve into "social business"...
marketers need to demonstrate social activities' contributions to the brand's bottom line
Inactive (social technographics ladder)
neither create nor consume social content of any kind
integrating (relationship stage measure)
openness, best friends, private commitment to relationship, assumption of similarities, true blend ** if room at the end
Digital revolution + social shifts =
relationship era
awareness (stages in the marketing tunnel)
search engines are the number 1 source consumers go for trustworthy info
Consumer-brand relationship is NOT a metaphor, it's
an actual emotional attachment
follow up (good apology)
follow up later to make sure the consumer is still satisfied
What percentage of brands have a major marketing focus on Pinterest?
10%
Social
Amplifying consumer engagement
Groundswell underlying factors:
People, technology, economics
Number 1 mobile retailer:
apple, sold 8 mill via mobile in 2013
Violation of trust is..
detrimental
Reflect widespread access to relevant info (today's funnels)
specifications, experiences, "controlled" info
Why brand advocates matter?
1. Advocates significantly influence the options and purchase of their extended circle of friends. They multiply word of mouth 2. Advocates have a broad reach 3. Willing to put your name out there in association with themselves if they love you enough 4. You don't need hundreds of them
Preserve a sense of moral responsibility among their members
1. Almost like a pay it forward approach 2. Brand members should want to feel that they want to help each other out. They want to make your life better, thus make the brand's life better 3. Share your expertise. Techy people helping fellow customers on a best buy website
Intimacy (brand-consumer)
1. As a brand do you know who your consumer is? 2. Company understands my needs 3. Knows me so well, they could design the product for me 4. Company knows a lot about me as a person. Ex. Charmin Ultra, Duracell
Why do people join communities
1. Brand Response 2. Shared interest 3. Venting 4. Creativity 5. Skill and talent expression 6. Emotional response
Love and commitment
1. Brand and I are perfect for each other 2. Really love the brand 3. Thought of not being able to use the brand disturbs me 4. Very loyal to brand 5. Willing to make sacrifices to keep using the brand 6. Unique feelings for the brand 7. No longer keeping an eye out for alternatives
Self connection
1. Brand is part of me 2. Makes statement about what's important to me 3. Connects with part of me that makes me tick 4. Fits with life goals or problems 5. By using this brand, I'm part of a shared community 6. Develop relationships with others who use brand 7. MINI cooper - people feel that the care is ME 8. Feel that the brand is literally apart of them 9. Method has a very strong following/consumers who believe in non-toxic cleaning product
Partner quality
1. Brand takes care of me 2. Brand listens to me 3. Brand makes up for mistakes 4. Count on brand to do what's best for me 5. Brand is responsive to my concerns 6. Domino's wasn't that great before, but they listened to their consumers, owned up to their mistakes, were responsive, and came up with a better product. That is what you want to look for in a relationship partner/in a brand
4 forces at work in the relationship era
1. Collapse of the mass 2. Increase of transparency 3. rise of social connectivity 4. primacy of trust
Characteristics of brand advocates
1. Convince others to purchase through independent credibility 2. Defend and support the brand, putting their own reputation on the line 3. Provide unsolicited praise and suggestions of improvement 4. Do not want to be bought
Brand trust
1. Indifference is expensive. Hostility is unaffordable. Trust is priceless 2. Trust is not an asset, not a commodity. It cannot be purchased. It must be earned 3. Trust is genuine commitment to genuine values and upholding your part of the bargain 4. Trust triumphs price and quality
9 social media trends
1. Social Mobile 2. Social "Baked In" 3. Metrics and Accountability 4. Content is king 5. Visual Content and Storytelling 6. Increase in Audio Sharing 7. Creative planning is a zero moment game 8. Converged media 9. Niche Platforms
Characteristics of successful brand communities
1. Encourage group-based collaborative effort 2. Common desires, goals, interests, passions, and values. Provide a place to share these things 3. Mutual trust and respect 4. Socialness, dialogue, and interaction 5. Customization of experience 6. Online platform reinforced by offline experiences - The community does not just stop when your computer is off
1900-1960: the product era
1. Focused on what the product does, how it performs, what it tastes like, etc. 2. Focused on the intrinsic, the natural, the innate qualities of the product INFORMING PEOPLE ABOUT PRODUCTS
Purpose of a brand
1. Form long-lasting relationships with your consumers 2. Main goal: Use your community as a place where you can support your users, support your consumers and help foster brand loyalty. 3. Connects brands with consumers, prospects, influencers, and memebers 4. Connects members with one another 5. Connects members with non-members and prospective members
How are corporate roles changing in the groundswell
1. Going from research to listening. 2. Going from marketing to talking 3. going from sales to energizing 4. going from support to supporting 5. going from development to embracing
What a community IS
1. Group of people with shared interests attached to a company, brand, product, or idea, having the intention to improve the brand and/or its operations for themselves and the brand's benefit 2. Embrace and take care of the community. Don't want to talk at them and market to them 3. The people in the community have to have some kind of commonality. An emotional/rational/functional need etc. 4. Everyone in the community should benefit being there. Consumers get some kind of benefit and the brand gets some kind of benefit 5. People should want to be there because they want to contribute to what the brand is doing. Not there for the money or the discount. 6. As a brand and as a member of that community you are not there to market to them. You want to be there as just a part of the convo learning and helping them. You are also learning from them
Objective: Increase the percentage of positive reviews on Facebook, twitter, amazon by 25% between January 2012 and June 2012. What would a STRATEGY look like for this?
1. Identify and connect with key customers, bloggers, and influencers online. 2. Monitor conversations and provide info where helpful and appropriate in the social context. 3. Ensure all customer questions are resolved to high satisfaction. 4. Encourage customers to share their experiences. 5. Encourage promotion/sharing of positive reviews
Two ways consumers will respond to a brand messing up
1. If it's something that does not offend people or go against their beliefs and go against the foundation of their relationship, the consumers will forgive you 2. Retaliation: try to bring harm to the brand. People will perform or engage in retaliatory behaviors even if there is nothing in it for them
Simple tactics for "build the fan base"
1. Include badges/like buttons etc. in newsletter, e-mails and on website pages 2. Join groups and fan pages on Facebook that match demographics or where customers may reside 3. Comment and participate in discussions, etc. on these other pages/groups 4. Use Facebook search to find people who have made relevant posts/ asked questions and answer them, if users desires
Today's funnels
1. Incorporate digital word of mouth 2. Reflect widespread access to relevant info 3. Recognize two-way communication between the brand and the consumer
Intimacy (consumer-brand)
1. Is created first by a sense of security. I feel complete when I'm with you 2. Know brand history/backgrounds 3. Know what the brands stand for 4. Know more about brand than average consumer 5. Sense of belonging and togetherness 6. Consumer knows exactly who that brand is. History, past, what they're doing behind the scenes 7. TOMS
Why do people participate in the groundswell?
1. Maintaining friendships 2. Making new friends 3. Social pressure 4. Altruism 5. Prurient interest 6. Creativity 7. Validation 8. Affinity Note: none of these is to get a discount
Interdependence
1. Need brand and rely on its benefits 2. Brand is an integral part of daily life 3. Dependent on brand 4. You rely on each other
Three different types of people in a community
1. People who want to buy your product (they like what you're doing and they're excited) 2. The individuals who are using your product but don't really have feelings either way. They're not necessarily advocates or super enthusiastic but they are using your products. Don't have positive or negative feelings associated with your brand. 3. The people who hate your brand/company. These are often the people who have the most to say. You still have to support them and be aware of them. These are the people you really want to take into consideration (along with the other people)
Why is a platform NOT a community
1. People-centric without brand orientation 2. Not usually the end brand game 3. A social and media platform, not a brand rallying point
Fournier's 4 assumption
1. Relationships involve reciprocal exchange between partners 2. Relationships are purposive 3. Relationships are multiplex phenomena 4. Relationships are process phenomena
What do all brand communities have in common?
1. Shared consciousness that connect the brand members to one another 2. Uphold rituals and traditions that involve public greetings to recognize and acknowledge fellow Brand Lovers 3. Preserve a sense of moral responsibility among their members
Love marks
another word for a brand that is engaging in emotional connections with their consumer
What is a brand advocate?
1. Someone who takes a sense of ownership in seeing the brand succeed by evangelizing it to others. People whose own self worth is wrapped up in how well this brand is going. They are happy when they see a positive review about your company online and vice versa for a negative review 2. A volunteer marketer that proactively uses his/her time and social capital to promote a brand 3. Someone who identifies with and supports the brand in everyday interactions with goodwill and natural affinity
How does Football relate to game theory?
1. Teamwork: The more people you have involved (in a campaign, product building, or social media) the better. Top down you want everyone working together and everyone trying to achieve that same goal. 2. Execution: there are so many brands out there with really great strategy/ideas but they execute them poorly
2000-?: the relationship era
1. There is nothing that brands do that cannot be exposed online 2. It's kind of like a glass room 3. As a brand you have to know who your brand is, what it stands for 4. You also have to pay very careful attention to how you conduct your business. Business conduct is now a huge part on why people interact with your brand 5. Here's what we stand for, I know you care about this cause too, we'd be the perfect fit together 6. I care about you, I value your opinion, I want to make life a little easier for you FOSTERING SUSTAINABLE RELATIONSHIPS
Loyalty loop
1. awareness 2. consumers add or subtract brands as they evaluate what they want 3. ultimately the consumer selects a brand at the moment of purchase 4. after purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey
How to create a brand community
1. determine how your customers are emotionally connected to your brand 2. determine what your brand symbolizes in the minds of your best customers. 3. Support the community so that it reinforces the psychological attraction that customers have towards your brand 4. Whenever possible, create a space where your customers can meet and interact with one another - either in person or online 5. Sponsor social events that reflect your brand's mission 6. Set up conditions for a fun, playful environment where friendships can be made 7. Don't control the community, instead, participate as a co-creator
The evolution of consumer-brand relationships
1. differentiating 2. circumscribing 3. stagnating 4. avoiding 5. terminating add at end if room**
Relationship era requirements
1. ethical conduct 2. seamless customer relations 3. constant contact 4. gain trust of parties involved
relationship stage measures
1. intiating 2. experimenting 3. intensifying 4. integrating 5. bonding **save til end if have room
Characteristics of a good apology
1. react swiftly 2. address publicly fix privately 3. be sincere 4. don't defend your actions 5. follow up
Attributes of the best brand communities
1. simple 2. unexpected 3. concrete 4. Credibility 5. Collaborative 6. Emotions 7. Escape 8. Evolving 9. Stories 10. Social
1960-2000: the consumer era
1. trying to put themselves in the shoes of the consumer 2. the way this was communicated was "we know what's best for you and its our product" PERSUADING PEOPLE TO BUY
determine what your brand symbolizes in the minds of your best customers. (How to create a brand community)
Are you an innovative leader? Do they come to you because they know you have the newest and best stuff? In the eyes of your consumers what is the symbol of your brand? What do you stand for?
What percent of consumers go back and re-research what they just purchased to make sure they bought the right product? What does this mean?
30%. This means you need to maintain a good relationship with those people who already bought your product (not just about getting people to buy your product)
What is the groundswell?
A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations. Technology is the mediator, not the end goal. Word of mouth is the number one influence on product purchase behaviors
Panera bread
A woman came in and had cancer and the employee paid for her meal. They don't remember how many sandwiches are on panera's menu, they remember the customer service. They want to create a unique experience where you are at home DOING GREAT AT EMBRACING THE RELATIONSHIP ERA
Zero moment of truth (ZMOT)
All the research a consumer does on a product before they decide to go in a store (or on a website) and buy it. The internet has empowered people to know more about the product they're going to buy, than the person selling it to them.
gain trust of parties involved (relationship era)
Also related to internal standards. Make sure you're treating the bottom level employees just as well as anyone else.
Price (Can't Buy Me Like)
Am I pricing my products competitively? Am I competitive in my market?
Thinking about strategy in terms of game theory forces you to
Anticipate what others will do, determine what others will infer from your own actions, assess the outcomes of the interaction between your own and others' actions. How do we make it so that it's best for both of us.
constant contact (relationship era)
Because social media never sleeps, it's inferred that the people working in your social media department don't sleep either. It's gotta be constant and it's gotta be swift
Relationships and Engagement
Brand engagement and literal relationships
Shared consciousness that connect the brand members to one another
Brand members sharing emotional connections with one another. People who have rational connections (I only buy from this company because they're the cheapest) to a brand are a lot less likely to be loyal than someone who is emotionally connected through a community
Brands are walking away from...and toward...
Brands are now walking away from attributes and toward establishing relationships with a community of individuals who love the brand
Three advertising trends:
Changing approaches to "advertising." Emphasis on relationships and engagement. Rise and acceptance of consumer-generated content. 1. Change in brand voice. 2. Relationships and Engagement. 3. Consumer-generated media.
Social technographics ladder:
Classifies people according to how they use their social technologies. Forrester research quantifies the number of online consumers within each group using consumer surveys. Includes creators, critics, collectors, joiners, spectators and inactives
the evolution of consumer-brand relationship
Consumer-brand relationships follow the same trajectory as human relationships
Why focus on phone?
Consumers always have their phones on them. Brands now have the opp to target an ad to a person in the exact moment they want them - They can target you on your lunch break, in between classes, at the mall shopping. (GPS)
consideration (stages in the marketing tunnel)
Consumers are no longer passive audience members, they're active and they're searching who you are as a brand and how you influence your life. Reviews - After people hear about your brand they go and search
Simple (attribute of the best brand communities)
Find the core of what your brand stands for and make that the essence of the community
How does ice dancing relate to game theory?
Harmony: You can't have an inconsistent brand message. Precision: With social media there is a very small margin of error. You can take years to build up a following and social media, but as soon as you make a mistake you can lose that very quickly. Every single tactic that you're implementing needs to be consistent and needs to be laid out ahead of time. Build up: The momentum. You should not, as a brand, expect 100% engagement/commitment from your consumers right away. But without any moments of build up, there's nothing to gain.
Collapse of "mass" (relationship era)
Having to pay a lot of money to reach consumers through these traditional platforms even though there is scientific evidence that people literally don't care anymore
Context
How are you setting the context for people to evaluate the decisions that they are making? Be explicit: what are you expecting them to do for you and what will you give back to them? (follow us and we will do this. Do you want me to post a video? tell my friends about this brand?) Customers are wary of fairness. No one wants to feel like they are being manipulated. (don't tell them you'll email them once a month, then email them once a week). Doesn't have to be perfectly equal. What you give in return doesn't have to be an eye for an eye. Consumers just want to feel that they are getting something out of interacting with you that is worth it to them
Brands that ask what are likely to succeed?
How can we use social media to improve, reward, or enhance the lives of our current and potential community?
Visual Content and storytelling:
How do I tell a story about my product just using visuals/audio.
Empathy (Cheap talk)
I know where you're coming from, you're a mom you've got back pain, let me help make your life a little easier. (I understand what you're going through, that's why I make this product for you.) People are more likely to become loyal and like your brand if you speak to them on an emotional level. The best strategy ***
Mutually better off (Cheap talk)
I understand that we're on the same page, let's both do this or you do this for me because it's better for both of us. We're mutually better off together. Help me help you
Converged Media
Idea of paid media, owned media, and earned media coming together
Pleasantries (Cheap talk)
If you have a consumer/follower on facebook and they're very active, a pleasantry would go to their page and say I really like that, thanks for sharing us, can we repost? Basically me giving you a compliment
Zero Sum game
If you win i lose, if I win you lose. A game that doesn't end in a tie. A class with a curve. My losses and gains have to exactly balance out your losses and games. What happens when social media, or is not viewed, as a zero-sum game - especially in terms of strategic planning?
rise of social connectivity (relationship era)
In today's age conversation, news, they are now currencies. People speaking to each other from all corners of the world didn't use to happen. There's a lot of social connectivity. Even if you're doing something sketchy in Europe, people will still find out about it here
SMART objectives example
Increase website traffic by 25% by adding social media content to Facebook, Twitter and Instagram. Traffic will compare unique visitors in January 2015 to July 2015. Specific, something that we can measure, and it has a time frame Increase comments on Facebook posts. 80% of all posts between August 2015 and December 2015 will have a minimum of 3 comments. Meets SMART
Research → listening (Corporate roles in the groundswell)
Instead of just performing survey research, you are going into the groundswell to understand what is going on. You have to listen to what people are saying about your brand. Ongoing monitoring of your customers' conversations with each other, instead of occasional surveys and focus
different strategies in establishing trust
Large amount sent at the start, continued throughout the game (you can't ask them to be loyal to only you right away) Moderate amount sent at the start and increases over the course of the game. Asking for moderate amounts of trust in the beginning and increasing it over time. Most effective way to gain trust**** Small amount sent at start, large increases over the course of the game. Simply asking someone to like your page isn't enough
Supporting (Groundswell objectives)
Lessen customer service burden. Provide a space where people can help each other. You're not the only one that has to help your consumers. You can let them help each other. You can jump in as necessary
Embracing (Groundswell objectives)
Let's work together to create something great. Going onto my Starbucks idea and posting your dream drink. Starbucks is embracing the fact that they don't always know what's best and what they should try next. They understand you have something valuable to give and they're embracing it
collaborative (attribute of the best brand communities)
Make sure that it provides people with a way to get involved. People like to be creative and express themselves, give them a way to do that
Credibility (attribute of the best brand communities)
Make sure that whatever site you're creating or whatever platform you're using has credentials
Talking (Groundswell objectives)
Marketing (public relations aims at exposure in free media. Advertising reach out to the pass via paid channels). It's what you should be doing
Who will brands issue an apology to? and why is this bad
anyone who is listening. it's bad because research tells us that people not in the relationship with the brand won't care about the apology
Marketing → talking (Corporate roles in the groundswell)
Marketing is a message being sent one way. You're now talking, it's more conversational. You're opening up opportunities for people to speak back to you. Participating in and stimulating two-way conversations your customers have with each other, not just outbound communications to you customers
Metrics and Accountability
Not just about making the creative, also about metrics. Tells brands how to spend their money on advertising and social media (you need people that know how to evaluate a brand/company's content).
Support → supporting (Corporate roles in the groundswell)
Not only are you supporting your consumers, but you are letting them support themselves. Enabling your customers to support each other
seamless customer relations (relationship era)
Now that we have all of these touch points, you are expected to provided 24/7 customer service. People shouldn't have to wait on the phone for 30 minutes to talk to your brand because they can just go somewhere else
How do people search?
People search ABOUT something, not a specific brand (how to remodel a kitchen, kitchen remodeling ideas). People aren't searching for your brand because they might not know the brand yet.
The groundswell approach to planning:
People, objectives, strategy and technology. POST
What is the fastest growing platform?
Strategy (The groundswell approach to planning)
Plan for how relationships with customers will change. How are you going to achieve that goal - strategy is what you use to achieve that goal
Basic elements of a game (strategy)
Players, the actions, payoffs, information
The 4 P's
Product, Promotion, Price, Place
Brands have the most difficulty in what stage of the content marketing model?
Promotion. They're ok with coming up with decent content, they're having trouble coming up with ways to put it on social media. Using content on social media to add value to their consumers' lives.
escape (attribute of the best brand communities)
Provide consumers with the opportunity to really immerse themselves and a platform for intimacy
Stories (attribute of the best brand communities)
Provide people with the chance to tell their own stories - where the sense of community comes into play
Zappos
Provide very good customer service, great returns, great delivery, etc. A customer service rep at zappos stayed on the phone with them for 5 hours to make sure he had the service he needed. Everyone has to do customer service training. Have a very prominent personality. Aware of who they are and supplement that brand mission/personality with really exceptional customer service DOING GREAT AT EMBRACING THE RELATIONSHIP ERA
Making SMART objectives:
Reduce the number of negative brand-related posts on twitter - not a SMART objective Better: Reduce number of negative brand-related posts on twitter by 80% by end of july of 2016. Can't be vague - Increase exposure on Facebook. Increase the number of post shares on Facebook, so that every post has at least 2 shares by the end of 2016. **add at the end if there's room
How does golf relate to game theory?
Small goals to big goals. If you take it step by step it's easier to hit the big picture. Competition: you want to see what other people are doing out there, see what worked for them, take that into consideration, then build your own campaign
Aspects of people
Social activities are necessary but not sufficient of "people" understanding. Additional insights often requires demographics, psychographics, behaviors beyond social activities, brand-relevant attitudes and beliefs, brand-related behavior, and social media attitudes and beliefs. All of these matter when trying to figure out who to talk to and how to speak with them
The new zero moment of truth mental model
Stimulus, ZMOT, first moment of truth (shelf), and second moment of truth (experience)
what is the end game and why
TRUST is the end game because it harnesses loyalty and commitment
Techniques in energizing (Groundswell objectives)
Tap into customers' enthusiasm with ratings and reviews. Create a community to energize your customers. Participate in and energize online communities of brand enthusiasts
Why is it important to set up conditions for a fun, playful environment where friendships can be made? (How to create a brand community)
The more people feel at home, the more likely they are to stay committed, the more likely they are to buy your product
Non-zero Sum game
The more recommended approach. We can both win or we can both lose. Our gains and losses don't have to equal zero. Real games and strategic solutions, like most of real life, are not zero sum games (it is possible for both players to win OR lose)
Strategy:
The WHY Why are you on social media? Where are you trying to go? What is your main attention? Planning, large scale, why, difficult to copy, long-time frame.
Consumer-generated media:
The YOU era. Consumer generated content swamping, disrupting traditional media
Emotional association
The more levels a person relates to a product, the more likely they are to buy the product
Change in brand voice
The most successful brands have learned to leverage what their consumers think of them . "Anytime you have a word of mouth marketing campaign where you're turning over control of the brand message to individuals, you run the risk of losing control of the message... But it might be a worthwhile trade off." - Gartner analyst, Jennifer Polk
The fun theory
The site is dedicated to the thought that something as simple as fun is the easiest way to change people's behavior for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it's change for the better, Speaking to the feelings, thoughts and wellbeing of consumers really pays off
Game theory
The study of strategic decision making. It deals largely with how intelligent individuals interact with one another in an effort to achieve their own goal.
increase of transparency (relationship era)
There are very few events that take place that we don't have access to. Even if you're doing something sketchy in Europe, people will still find out about it here
Relationships are purposive (Fournier's assumption)
There is a reason and a meaning behind each relationship between a brand and consumer. They are in your life for a reason. That meaning/purpose should be defined by both parties. It's not enough for target to just say what they provide to the consumer, we need to know what the consumer thinks we provide to them
loyalty (stages in the marketing tunnel)
There's now an option for brands to encourage and harness loyalty on digital media apart from a simple loyalty card (buy 5 smoothies get 1 free) Review on Facebook, Hashtag on twitter. Social media allows us to make a one-on-one connection with the customer. Social media has allowed us as a brand to respond back and reinforcing it
Patagonia
They built their cult following by saying, don't buy this jacket, save the environment. X percent of their sales go to environmental causes. Offer paternity care/paternity leave A little more progressive and standing behind things that really matter to them. DOING GREAT AT EMBRACING THE RELATIONSHIP ERA
Relationships are process phenomena (Fournier's assumption)
They change and should change based on consumer needs or what the brand is currently offering
Relationships are multiplex phenomena (Fournier's assumption)
They come in all shapes and forms. Provide a range of benefits
action (stages in the marketing tunnel)
They're literally purchasing the product, but what's different is people aren't really going into the story any longer. People are purchasing online (mobile phone, tablet, etc.) There's also a movement toward social purchases - Discount websites (Groupon)
paid media
Traditional ads. Print, television, radio, display, direct mail, paid search, retail/channel
Primacy of trust (relationship era)
Trust first. Research shows that people care more about how much they trust than they do the quality of the product • It's not so much anymore about the innate features of the product (how much it costs/how well it works), it's about the values and beliefs behind the brand that's selling the product. if room at the end****
The brand community mission
Turning users, customers and consumers into authors, producers, scouts, testers and collaborators and broadcasters into community members, advocates, ambassadors and evangelists. Each step you're asking for a little more from them and a little more commitment, but if you're providing things for them they should want to do it
determine how your customers are emotionally connected to your brand (How to create a brand community)
Understand the emotions that are tied to your brand. How does your brand fit in emotionally with your consumer. Are you funny to them? Are you comforting? Are you nostalgic?
Whenever possible, create a space where your customers can meet and interact with one another - either in person or online. (How to create a brand community)
Want to make it engaging and fun . A discussion forum on a blank page is NOT a good example of a community. An event people go to every year
Concrete (attribute of the best brand communities)
Want to make sure that the brand and the community has a mission that everyone is aware of. It's concrete. They know what the community is meant to do, they understand the purpose of the community. You want people to remember it later on
Care (Can't Buy Me Like)
We care about you as a person, you are not just a number on a spreadsheet to us. We want to make your life a little easier. We look at you and me as US
What is the question you ask in regards to relationships and technology
What are the types of relationships I want to create with my customers and how can I use technology to do so? (relationship first, technology after)
Objectives (The groundswell approach to planning)
What are your goals? What are you trying to accomplish?
Sales → energizing (Corporate roles in the groundswell)
Where you get people who are so passionate about your brand to do the talking for you. Making it possible for your enthusiastic customers to help sell each other
Equality (Cheap talk)
You and I are the same, let's do something (If you do it for me, I'll do it for you - if you give me this, I'll give you this)
Congruency (Can't Buy Me Like)
You and I share the same values. We're on the same page/wavelength. This interdependence. Brands now, more than ever, have to work on this consistency with who their market is. I operate on the same values that you operate
Support the community so that it reinforces the psychological attraction that customers have towards your brand. (How to create a brand community)
You are one of many who is supporting the community and the better your community is, the less work it is for you. Give people what they're expecting psychologically
Development → embracing (Corporate roles in the groundswell)
You as a brand do not have all of the answers. When you develop something new, why not look to the people who know your products well and know what they think is best. Helping your customers work with each other to come up with ideas to improve your products and services
Relationships involve reciprocal exchange between partners (Fournier's assumption)
You count on me, I'll count on you. You give something to me and I'll give something back
Creative planning is a zero moment game
You take advantage of current events as they're happening. Acting on the moment (i.e. responding to tweets). Know when not to post. A great example is "You can still dunk in the dark" - Oreo
What is a brand community
a community is another way for you to engage your customers
Strategy defined
a general description of how the goals and objectives will be achieved with the identified target group of individuals
brand-related behaviors
are these people who have never heard of you before or are they people who are familiar with you and keep up with you
The actions (game strategy)
a move or choice by a player. The behavior (a choice made, a message sent, a tweet posed, etc.)
User generated promotion
a short-term campaign/program that leverages large content/insight provided by customers and participants (it is not a campaign)
awareness is fine, but WHAT will take business to the next level
advocacy
Literal relationships
as a brand you want to engage in a relationship with your consumers as you would a friend. be honest and loyal. No longer an option, it's necessary. This is now a strategic goal in brand engagement if room add at the bottom
economics (groundswell)
as long as it doesn't cost people anything to participate in the groundswell, they'll participate
Psychographics
attitudes and beliefs
Increase in audio sharing
audio and video are making more of an appearance in our lives every day. The whole idea is you don't text your personality, you voice it. We wanted to give people a platform to share their voice and be heard
avoiding (relationship stage measure)
avoiding one another, unfriendly, lack of desire for future interaction, moving out of environment by choice til end if space ***
Stages in the marketing tunnel
awareness, consideration, preference, action, loyalty, and advocacy
stagnating (relationship stage measure)
awkwardness, inactivity, communication is at a standstill, forced, unpleasant feelings, want to but can't get out of the relationship **if room add at the bottom
Social integration will...
become a natural part of all consumer-brand interactions, no longer restricted to only those interactions taking place on social networking platforms
Earned media:
bloggers talking about your brand, people commenting on how wonderful your product is. Brand Advocates. Difference between kim kardashian getting paid to talk about a product and a blogger talking about a product simply because they love it. Because people have so many options online, if people talk about your brand without you asking them to, it goes a long way. Word of mouth, Facebook comments, twitter (@mentions, @replies). Vine, Blogs, forums, review sites.
advocates foster
brand awareness
Brands that are BLANK focused are going to be the ones that succeed and are going to be around for a while
brands that are outwardly focused are going to be the ones that succeed and are going to be around for awhile
Upholding rituals and traditions that involve public greetings to recognize and acknowledge fellow brand lovers means a brand community
can't just be online
Critics (Social technographics ladder)
comment instead of upload. Post ratings/reviews of products/services, comment on someone else's blog, contribute to online forums, contribute to/edit articles in a wiki
Mobile
connecting
spectators (social technographics ladder)
consumer social content including blogs, user-generated video, podcasts, forums, or reviews. Most adult internet users. Read blogs, watch video from other users, listen to podcasts, read online forums, read customer ratings/reviews
localizing
contextualizing - knowing what the consumer wants in that moment (location)
What kind of communication with community is vital?
continuous
Don't defend your actions (good apology)
customer is always right. People respect others who own up to their mistakes rather than those who coward away
Technology (The groundswell approach to planning)
decide which social technologies to use
Brands don't just provide functional needs for consumers, they also provide
emotional benefits
Social media implications of cheap talk
emotional connection establishes trust. doesn't this peanut butter tastes like when you were little and your mom was making you lunch for school? Don't just focus on outcomes. How did we get them to buy our products? NO. Brands that just think about money/themselves won't succeed today. How can I promote my product to where my consumer feels I'm doing something for them? YES
Consumers now associate with brands who speak to them...
emotionally.
terminating (relationship stage measure)
ending, relationship over, disassociation, no future contact and non anticipating
focus on blank, not blank
focus on relationships, not technology
Who came up with the concept of consumer brand relationship
fournier
Trust is a
game. There are different ways to establish trust. You want to play fair
Differentiating (relationship stage measure)
negative comparisons, different attitudes, fighting, conflict, negative tones, more differences than similarities if have room at the end**
"I want to make sales, I want to make my consumers trust me" is this a good goal? why or why not?
no, this is manipulation
Collectors (Social technographics ladder)
organize content for themselves or for others using RSS feeds, tags, and voting on sites like Digg.com. Collecting info for themselves that others have produced
What is the number 1 influence on peoples' purchase behavior?
other peoples' reviews and word of mouth
We don't want to consider our consumers target audience members, we want to consider them
our friends
What happens in the absence of communication and trust?
people make decisions that are not in their best interest. If you don't communicate what you're doing/what your mission is, how will they know to follow you or to buy your products
Social shifts
people now distrust brands, commercials, advertisements so much more than they used to and instead they put all of their trust and all of their confidence in word of mouth. Shift in who people look to to find out what they need next
Content marketing model
plan - produce - publish - promote
Techniques in talking (Groundswell objectives)
post a video, engage in social networks, and UGC sites, join the blogosphere, create a community
bonding (relationship stage measure)
public commitment, ritual, formal announcement, steady, shared identity, stabilizing ** end if have room
you don't want your apology to seem
reactive (united airlines only apologized after Dave made the video)
Creators (Social technographics ladder)
respond to content from others. They post reviews, comments on blogs, participate in forums, and edit wiki articles. Publish a blog, publish your own Web pages, upload video you created, upload audio/music you created, write articles or stories and post them
How are consumer relationships with brands similar to relationships with people
some you genuinely care about, others are in your life because you need them
The goal of brand engagement is?
to create customers who will drive the business forward. This means embracing customers in new creative realms where they can add value back to the brand and where competitors cannot follow
Techniques in supporting (Groundswell objectives)
support forums, wikis, Q&A sessions
Most effective apologies
take responsibility, admit they were wrong and try to take a human perspective
It's all about longevity...
that's why pushing sales and making a hard sale isn't enough. That's why you need to make a more emotional approach to keep people more long term
Supplement the 4 P's with
the 3 C's
promotion (Can't Buy Me Like)
the actual campaign/message/advertisement
Cheap talk
the communication between players, which does not directly affect the playoffs of the game. Just conversation between you, between the brand and the consumer.
Awareness (loyalty loop)
the consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points
What is brand engagement?
the interactive process of moving the consumer forward, to a stronger self of self, and to a higher place of well being and doing
Who do brands NEED to tailor the apology to
the people who were formerly in a relationship with the brand. Focus the apology to the people whose feelings or values you went against - the people who were most affected by what happened YOU ARE NOT APOLOGIZING TO EVERYONE
Technology and tactics defined
the specific actions or behaviors that will help to achieve strategic goals and objectives.
brands who apologize well show
their true character
when brands mess up online, how do consumers react
they react emotionally, not logically
How do people who invest in a brand take it when the brand screw up
they take it personally
People are fighting over the written word anymore...
they're fighting over the visual market.
intensifying (relationship stage measure)
trust, close friends, self-disclosure depth, active participation, commitment to like one another, mutual acceptance of relationship ** if room add at the bottom
initiating (relationship stage measure)
uncertainty, attraction, 1st impression, hesitancy, willingness **if room at the end
Why do you start with objectives?
understand who your audience is and what you want to achieve before anything else
People (groundswell)
we want to be in a relationship with our customers
Information (game strategy)
what a player knows or infers about the other player's attitudes and motivations
For strategic situations, game theory is all about...
what happens when people (or people and brands) interact. Helps explain how people make decisions where the outcome reflects the interplay of a player's own actions AND the actions of others
Product (Can't Buy Me Like)
what is it that you're selling
Get away from talking about how great your product is, get into talking about
what your product stands for. focus on talking about the emotional experiences your brand provides
When do platforms get involved in technology and tacics
when likes and shares get involved
place (Can't Buy Me Like)
where can my consumer buy these products?
Brands help people find out...
who they are, what they believe in, who they want to be, what symbolizes them in their group of peers
