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Brand Fans: The Power of People Who Don’t Convert TALIA SHANI
@thuelmadsen @Kissmetrics @NEILPATEL #KissWebinar
THUE MADSEN TALIA SHANI Marketing Operations Manager, Kissmetrics Head of Content, Yotpo @ThueLMadsen @talia_shani Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. Talia Shani is the Head of Content at Yotpo and is obsessed with many brands she proudly promotes (but may or may not be a customer of).
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According to Moz…
“ [People] essentially grow this memory about your brand, about what you do, and they build up kind of … a positive bank account with you. RAND FISHKIN Moz
The path from content to conversion is long and winding.
Why do brand fans matter?
“ Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions. JONAH BERGER Marketing Professor at Wharton and author of Contagious: Why Things Catch On
WHY DOES WORD OF MOUTH WORK? 1.It’s more persuasive 2. It’s more targeted
Fans <3 You
Just a few fans can account for an insane amount of product recommendations. Source: McKinsey Quarterly, July 2015
The Better Matching Mechanism: 18% higher chance of retention 16-25% higher CLTV.
HOW DO YOU GET BRAND FANS? 1 Create a Community from Exclusivity 2 Build Emotional Investment 3 Reward Fans
Create a Community from Exclusivity
I don’t want to belong to any club that would have me as a member.
Make people feel like they’re in on something
In-n-Out’s “Secret” Menu
Establishing Exclusivity Launch Invites Beta testing VIP Access Secret Menu • • • • @NEILPATEL
Build Emotional Investment
Use UGC to foster an emotional connection
Creating Emotional Investment Re-instill brand values like trust and reliability Encourage UGC! • • @NEILPATEL
Flying in the Face of Ordinary
Honda: We’re Fans of You Too
Rewards your fans and they’ll spread the word!
Rewarding Fans Rewards can be big or small But they need to tap into the fan’s desires • • @NEILPATEL
But how do you measure love?
HOW DO YOU GET BRAND FANS? 1 Referral traffic from social
HOW DO YOU GET BRAND FANS? 1 Referral traffic from social 2 Mentions, shares, retweets on social
HOW DO YOU GET BRAND FANS? 1 Referral traffic from social 2 Mentions, shares, retweets on social Monitoring Google Trends for your company 3 name
HOW DO YOU GET BRAND FANS? 1 Referral traffic from social 2 Mentions, shares, retweets on social Monitoring Google Trends for your company 3 name 4 3 Create a list via multi-touch
• Key Takeaways: • • • Don’t just look at sales -- look at fans Create marketing that turns visitors into fans Exclusive Emotional Rewarding Find unconventional ways to measure this • • •
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Questions? THUE MADSEN TALIA SHANI Marketing Operations Manager, Kissmetrics Head of Content, Yotpo @ThueLMadsen @talia_shani firstname.lastname@example.org email@example.com