moving the needle: curating fan content to boost brand loyalty
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Curating Fan Content to Boost Brand LoyaltyMoving the Needle
Eric Roach@veroach
XYDO
Katrina Craigwell@kcraigwell
Matt Knell@MatthewKnell
General Electric
AOL
Amy Millard@AMillard_tweets
Felicia Sullivan@felsull
Jason Ford@jasford
Hearsay
Attention
FeedMagnet
Katrina Craigwell@kcraigwell
Matt Knell@MatthewKnell
General Electric
AOL
Eric Roach@veroach
XYDO
Amy Millard@AMillard_tweets
Felicia Sullivan@felsull
Jason Ford@jasford
Hearsay
Attention
FeedMagnet
Eric Roach@veroach
XYDO
Katrina Craigwell@kcraigwell
Matt Knell@MatthewKnell
General Electric
AOL
Amy Millard@AMillard_tweets
Felicia Sullivan@felsull
Jason Ford@jasford
Hearsay
Attention
FeedMagnet
Eric Roach@veroach
XYDO
Katrina Craigwell@kcraigwell
Matt Knell@MatthewKnell
General Electric
AOL
Amy Millard@AMillard_tweets
Felicia Sullivan@felsull
Jason Ford@jasford
Hearsay
Attention
FeedMagnet
70% 33%Consumer OpinionsPosted Online
Most forms ofDigital Marketing
Nielsen, Global Trust in Advertising and Brand Messages: http://bit.ly/HyrAOP
gapThe trust
Positive BrandMentions
Positive BrandMentions
New Brand Fans
Case Studies
Questions
Surfacing Impact As we open our doors to illustrate more of what we do, we give people the opportunity to connect very personal experiences with GE technology. These users represent the ‘impact’ side of the GE story.
Viral Fan Content Also Viral Offline
① Fan Content Reshared Agent shares fan content on his Facebook page
③ Fans Participate thousands of fans sign up to receive a sign for their hometown
— 1 —
Case Study: Gossamer Gear
49% average open 22% average open rate
13% average click rate
237 clicks back to site
31% average click rate
2.3K clicks back site
After the first 30 daysBefore
Audience ResponseThanks for the newsletter. !It was amazing. And I never write to anyone. !But two hours after I started reading your email, and many, many con-necting links later I suddenly realized my afternoon was half gone.
I already enjoyed your outstanding videos, but this is terrific.
A lot of your gear is on my list (its most of my list actually) for future purchases. Guaranteed.
— David Henriksen Gossamer Gear Subscriber and Customer
Attention & VH1 launched the interactive Facebook application Ditch or Date, where users were invited to share their worst dating stories. Top stories received prizes and video responses form the show’s host, Steve Ward
Tough Love’s Ditch or Date
•74% Facebook Fan Growth with over 12,000 votes on dating stories
Eric Roach@veroach
XYDO
Katrina Craigwell@kcraigwell
Matt Knell@MatthewKnell
General Electric
AOL
Amy Millard@AMillard_tweets
Felicia Sullivan@felsull
Jason Ford@jasford
Hearsay
Attention
FeedMagnet
Questions
Curating Fan Content to Boost Brand LoyaltyMoving the Needle