brand fans: the power of people who don’t convert
TRANSCRIPT
Brand Fans: The Power of People Who
Don’t Convert TALIA SHANI
@NEILPATEL@Kissmetrics
#KissWebinar
@thuelmadsen
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.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
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).
TALIA SHANI Head of Content, Yotpo
@talia_shani
WATCH WEBINAR RECORDING NOW
+
=
CONTENT MARKETING
According to Moz…
RAND FISHKINMoz
“ [People] essentially grow this memory about your brand, about what you do, and they build up kind of … a positive bank account with you.
The path from content to conversion is long and winding.
Why do brand fans matter?
JONAH BERGERMarketing Professor at Whartonand author of Contagious: Why Things Catch On
“ Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions.
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.
1 Create a Community from Exclusivity
2 Build Emotional Investment
3 Reward Fans
HOW DO YOU GET BRAND 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
#CASTMEMARC
#WhiteCupContest
Creating Emotional Investment
• Re-instill brand values like trust and reliability
• Encourage UGC!
@NEILPATEL
Reward Fans
@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?
1 Referral traffic from social
HOW DO YOU GET BRAND FANS?
1 Referral traffic from social
HOW DO YOU GET BRAND FANS?
2 Mentions, shares, retweets on social
1 Referral traffic from social
HOW DO YOU GET BRAND FANS?
2 Mentions, shares, retweets on social
3 Monitoring Google Trends for your company name
1 Referral traffic from social
HOW DO YOU GET BRAND FANS?
2 Mentions, shares, retweets on social
3
Monitoring Google Trends for your company name3
4 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
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
TALIA SHANI Head of Content, Yotpo
@talia_shani
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?