the future of loyalty | alex hunter, brand consultant | istrategy singapore 2010
DESCRIPTION
Why Should I Love you? Creating Enduring Loyalty in a Connected World. Presented by Alex Hunter during iStrategy Singapore 2010.TRANSCRIPT
![Page 1: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/1.jpg)
The future ofBRANDING.
The future of LOYALTY.
![Page 2: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/2.jpg)
Alex Hunter (@cubedweller)
HI.
![Page 3: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/3.jpg)
I want to explore a few questions...
![Page 4: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/4.jpg)
How do we create enduring loyalty in a connected world?
![Page 5: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/5.jpg)
How is the web changing the face of loyalty?
![Page 6: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/6.jpg)
How do we extend our brands onto the social web without being a dick?
![Page 7: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/7.jpg)
...and fundamentally...
![Page 8: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/8.jpg)
Why should I love you?
![Page 9: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/9.jpg)
Let’s define this right off the bat.
![Page 10: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/10.jpg)
This is NOT a revolution.
![Page 11: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/11.jpg)
(despite what the collective social media douche-baggery might have told you.)
![Page 12: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/12.jpg)
*GASP*
![Page 13: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/13.jpg)
I know, right?
![Page 14: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/14.jpg)
It’s about augmenting, complementing, extending.
![Page 15: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/15.jpg)
It’s about loyalty.
![Page 16: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/16.jpg)
It’s about engagement.
![Page 17: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/17.jpg)
And we’re going to look at this...
![Page 18: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/18.jpg)
From both sides of the fence...
http://flickr.com/photos/thoughtsupplies/3046100423/sizes/o/
![Page 19: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/19.jpg)
But also...
![Page 20: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/20.jpg)
But also...
Business to Business...
![Page 21: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/21.jpg)
Local Relevance...
![Page 22: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/22.jpg)
But I was thinking...
![Page 23: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/23.jpg)
![Page 24: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/24.jpg)
But they’re the exception to the rule.
![Page 25: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/25.jpg)
That’s artificial loyalty.
![Page 26: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/26.jpg)
I want to talk about pure loyalty.
![Page 27: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/27.jpg)
A practical example.
![Page 28: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/28.jpg)
Who do you love?
![Page 29: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/29.jpg)
![Page 30: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/30.jpg)
How are you going to get US to love YOU?
![Page 31: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/31.jpg)
You’re going to have to work your ass off.
![Page 32: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/32.jpg)
We, the users, have a really loud voice.
![Page 33: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/33.jpg)
Because the conversation has changed.
![Page 34: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/34.jpg)
In the 1950s...
![Page 35: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/35.jpg)
Brand
Us
![Page 36: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/36.jpg)
![Page 37: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/37.jpg)
...we just took it as gospel.
![Page 38: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/38.jpg)
![Page 39: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/39.jpg)
![Page 40: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/40.jpg)
![Page 41: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/41.jpg)
![Page 42: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/42.jpg)
![Page 43: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/43.jpg)
![Page 44: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/44.jpg)
We’ve all been fitted with BS detectors.
![Page 45: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/45.jpg)
believe what they read in ads. 18%
Text* SOURCE: ADWeek December, 2009
![Page 46: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/46.jpg)
Text
![Page 47: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/47.jpg)
Copyright © 2004 Pilot Boy Productions, Inc
![Page 48: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/48.jpg)
YOUBrand
Us
![Page 49: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/49.jpg)
But before we get too into this...
![Page 50: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/50.jpg)
...let’s clear up a misconception.
![Page 51: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/51.jpg)
Social networking isn’t about connecting with brands.
![Page 52: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/52.jpg)
It’s about people connecting with people.
![Page 53: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/53.jpg)
![Page 54: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/54.jpg)
Speaking of the Colonel...
![Page 55: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/55.jpg)
Isn’t it amazing...
![Page 56: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/56.jpg)
![Page 57: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/57.jpg)
![Page 58: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/58.jpg)
![Page 59: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/59.jpg)
![Page 60: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/60.jpg)
![Page 61: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/61.jpg)
![Page 62: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/62.jpg)
Are we going to see...
![Page 63: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/63.jpg)
![Page 64: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/64.jpg)
Anyway...
![Page 65: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/65.jpg)
![Page 66: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/66.jpg)
Why?
![Page 67: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/67.jpg)
Because they CARE.
![Page 68: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/68.jpg)
They care enough to risk their personal reputation.
![Page 69: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/69.jpg)
Are you willing to risk your reputation on the quality of product?
![Page 70: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/70.jpg)
You have to believe you’re creating the best product, the best business, the best experience in the history of our industry.
Nothing Less.
![Page 71: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/71.jpg)
?Your Brand
![Page 72: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/72.jpg)
But this isn’t just about founders and CEOs
![Page 73: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/73.jpg)
This is about EVERYONE.
![Page 74: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/74.jpg)
A janitor meets a President.
![Page 75: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/75.jpg)
He BELIEVED he was putting a man on the moon.
![Page 76: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/76.jpg)
You
Them
x
![Page 77: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/77.jpg)
Have the guts to do this.
![Page 78: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/78.jpg)
Don’t be scared of “consistency.”
![Page 79: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/79.jpg)
Consistency is not Dogma.
![Page 80: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/80.jpg)
Consistency is state of mind....like winning.
![Page 81: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/81.jpg)
Brands are extending their reach with content and engagement.
Building up a voice and personality.
![Page 82: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/82.jpg)
If you do this, for God’s sake, KEEP IT REAL.
![Page 83: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/83.jpg)
![Page 84: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/84.jpg)
![Page 85: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/85.jpg)
Diggnation takes this idea even further.
http://flickr.com/photos/theboybg/2929589405/
![Page 86: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/86.jpg)
Diggnation carries the message even further.
![Page 87: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/87.jpg)
But you don’t have to be as big(g) as Digg to create loyalty.
![Page 88: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/88.jpg)
Users have told you where they are. And if they haven’t, you can figure it out. (geolocation)
So... Identify clusters of users, then....
image: National Geographic
![Page 89: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/89.jpg)
Bridge the gap between online and offline. This breeds incredible loyalty.
Host or sponsor real-world events, meet ups, user gatherings, where the user clusters are.
BONUS: Revenue sharing opportunities with the venues and co-sponsors.
![Page 90: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/90.jpg)
Qype, Digg and Yelp are just a few examples of how successful this strategy can be.
Yelp
Digg
Qype
![Page 91: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/91.jpg)
It’s happening here in Singapore, too.
![Page 92: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/92.jpg)
It’s scalable, so do it.
![Page 93: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/93.jpg)
Think of the communities that exist
(or COULD exist) around your brand.
Engage them.
![Page 94: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/94.jpg)
Expand your audience.
(Make them do the work.)
![Page 95: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/95.jpg)
Don’t be precious.
![Page 96: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/96.jpg)
Extending into existing communities won’t kill you.
In fact, it will save your butt.
![Page 97: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/97.jpg)
By embedding tools that allow users to quickly broadcast right from your site, you expose yourself to an almost infinite number of potential new users.
![Page 98: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/98.jpg)
The tools exist, we all use them every day.
And since they’re going into existing social graphs, they’re RELEVANT, too.
![Page 99: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/99.jpg)
Word of Mouth has changed.
![Page 100: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/100.jpg)
Who do you trust more?
![Page 101: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/101.jpg)
![Page 102: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/102.jpg)
Or your friends?
![Page 103: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/103.jpg)
WTF
![Page 104: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/104.jpg)
![Page 105: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/105.jpg)
You
US
x
THEM∞
![Page 106: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/106.jpg)
“Us” and “Them” are VERY powerful now.
![Page 107: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/107.jpg)
Back to the 1950s...
![Page 108: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/108.jpg)
In the 1950s...
![Page 109: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/109.jpg)
With a few clicks, a million people can hear my opinion, find out about the song I just listened to, or discover what I had for breakfast (and what I thought of the restaurant.)
Enable that.
![Page 110: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/110.jpg)
Some interesting stats came out recently.
![Page 111: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/111.jpg)
More and more people are becoming part of the conversation via social sites and social tools.
![Page 112: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/112.jpg)
Growth is about 30% per year...
342 426 588
2007 2008 2009
Yearly growth of engagement (in millions), i.e. the number of new people “joining the conversation” each year. ** SOURCE: Post Rank and Ethan Bloch http://www.flowtown.com/blog/how-social-engagement-is-changing?display=wide
![Page 113: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/113.jpg)
There’s been a fundamental shift in how engagement works.
![Page 114: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/114.jpg)
of the social community’s engagement with content now happens somewhere other than the site on which the content originated.*80%
* SOURCE: Postrank and Ethan Bloch http://www.flowtown.com/blog/how-social-engagement-is-changing?display=wide
![Page 115: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/115.jpg)
* SOURCE: Postrank and Ethan Bloch http://www.flowtown.com/blog/how-social-engagement-is-changing?display=wide
82%
18%
65%
35%
20%
80%
Offsite Onsite
2007 2008 2009
![Page 116: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/116.jpg)
What’s going on?
![Page 117: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/117.jpg)
There’s been a shift from CREATING to CHATTING.
![Page 118: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/118.jpg)
2007
2008
2009
0.03
3.2
29
19.1
12.9
3.1
Percentage of users engaging in: ChattingCreating
* SOURCE: Postrank and Ethan Bloch http://www.flowtown.com/blog/how-social-engagement-is-changing?display=wide
![Page 119: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/119.jpg)
The old conversation was happening on blogs, email, social bookmarking sites, message boards, etc.
![Page 120: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/120.jpg)
Now it’s happening on social sites.
![Page 121: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/121.jpg)
Yahoo
Facebook MySpace
* SOURCE: Postrank and Ethan Bloch http://www.flowtown.com/blog/how-social-engagement-is-changing?display=wide
![Page 122: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/122.jpg)
5 billion pieces of content are shared on Facebook each week. *
* SOURCE: Facebook and TechCrunch
![Page 123: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/123.jpg)
BILLION* SOURCE: Facebook and TechCrunch
![Page 124: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/124.jpg)
* SOURCE: Facebook and TechCrunch
45,000+tweetsper minute
![Page 125: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/125.jpg)
* SOURCE: Facebook and TechCrunch
200wordpresscommentsper minute
![Page 126: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/126.jpg)
* SOURCE: Facebook and TechCrunch
80redditcommentsper minute
![Page 127: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/127.jpg)
Ok so who is actually doing this? Who is a “future brand”?
![Page 128: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/128.jpg)
Everyone wants to be “fun” and “ethical” and “challenging”.
![Page 129: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/129.jpg)
But what does that actually mean?
![Page 130: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/130.jpg)
But what does that actually mean?
FUN.
![Page 131: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/131.jpg)
http://www.flickr.com/photos/foodbymark/
http://www.flickr.com/photos/foodbymark/
![Page 132: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/132.jpg)
http://www.flickr.com/photos/foodbymark/
![Page 133: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/133.jpg)
ETHICAL.
![Page 134: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/134.jpg)
Ethical is giving artists and users what they deserve.
![Page 135: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/135.jpg)
CHALLENGING.
![Page 136: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/136.jpg)
Rejecting the status quo.
![Page 137: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/137.jpg)
Wait, wait, wait...
![Page 138: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/138.jpg)
We’ve talked about what TO do...
![Page 139: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/139.jpg)
Let’s talk about what NOT to do.
![Page 140: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/140.jpg)
Doing any of these will result in large amounts of....
![Page 141: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/141.jpg)
DON’T monopolise the conversation.
![Page 142: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/142.jpg)
![Page 143: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/143.jpg)
Money.If you're showing things your audience
cares about, they're going to listen and
respond.
![Page 144: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/144.jpg)
But on the flip side...
![Page 145: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/145.jpg)
Money.
If the conversation becomes one-sided
and you only focus on the things that
your organisation cares about, the
audience is going to disengage.
![Page 146: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/146.jpg)
DON’T try to be everywhere.
![Page 147: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/147.jpg)
But remember, creating a branded social media presence is easy. You’re ultimately in control.
![Page 148: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/148.jpg)
But remember, creating a branded social media presence is easy. You’re ultimately in control.
![Page 149: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/149.jpg)
Getting involved in conversations on sites you don’t control, now that’s powerful.
![Page 150: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/150.jpg)
Responding to comments on blogs, review sites, etc is a strong statement of commitment. Do it.
![Page 151: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/151.jpg)
Money.
Do your research.
Find out where your customers are and engage with them on the platforms where they’re already talking.
![Page 152: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/152.jpg)
DON’T go in blind.
http://www.flickr.com/photos/aussiegall/286709039/sizes/o/
![Page 153: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/153.jpg)
In other words...
![Page 154: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/154.jpg)
MEASURE. EVERYTHING.
![Page 155: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/155.jpg)
You can’t manage something that you
can’t measure. So put the tools in place
to measure.
Set goals and then monitor & adjust.
Define what conversion means to you.
![Page 156: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/156.jpg)
DON’T focus on return traffic.
![Page 157: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/157.jpg)
This is fundamentally a brand-building exercise.
![Page 158: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/158.jpg)
A very small percentage of users are ready to make a purchase while they’re browsing Facebook.
![Page 159: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/159.jpg)
Instead, you’re reaching your target market throughout the entire marketing cycle, ensuring you’re front of mind when they’re ready to buy.
![Page 160: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/160.jpg)
i.e. Relationship Marketing
![Page 161: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/161.jpg)
If you bear all of this in mind....
![Page 162: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/162.jpg)
...and you keep it real with your users...
![Page 163: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/163.jpg)
I promise that you’ll change the world.
![Page 164: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/164.jpg)
Thank You, you guys are awesome.
![Page 165: The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010](https://reader036.vdocument.in/reader036/viewer/2022062418/5541c1c5550346f30f8b4577/html5/thumbnails/165.jpg)
Alex Hunteralexhunter.orgtwitter.com/cubedweller (hit me up!)