we build brand advocacy
Post on 14-Sep-2014
1.446 views
DESCRIPTION
People who love your brand will introduce you to your new customers. Recommendations come from your advocates – a network of highly satisfied, passionate and connected customers who love your products and service. Ciceron helps you identify your true advocates, put programs in place to nurture and capture advocacy as it happens. We’ll help you bring meaning, scale and most importantly, results to your brand advocacy program. And we’ll encourage your best customers to go beyond being a loyal customer to becoming an advocate for your brand. Ciceron is a full service digital marketing agency. We specialize in all things digital, from social media, digital strategy and brand advocacy to SEO and email marketing.TRANSCRIPT
We Build Brand Advocacy
Ciceron is one the oldest, privately-held digital agencies in the country, having been in business since 1995. Our longevity is a testament to our ability to deliver results for our clients through tumultuous change. Ciceron has remained consistent in producing measurable, sustainable, and extraordinary value for our clients.
We Build Brand Advocacy Ciceron recognizes the extraordinary power of advocacy-based brand strategy in today’s socially connected, digital world. People who love your brand will introduce you to your new customers. Recommendations come from your advocates – a network of highly satisfied, passionate and connected customers who love your products and service. Ciceron helps you identify your true advocates, put programs in place to nurture and capture advocacy as it happens. We’ll help you bring meaning, scale and most importantly, results to your brand advocacy program. And we’ll encourage your best customers to go beyond being a loyal customer to becoming an advocate for your brand.
“Each time I've engaged with Ciceron, they've been true partners in forging a path ahead -‐ through data, through customer insights, and through ambitious and ambiguous visions for rede=ining strategies to drive loyalty, advocacy, and engagement.”
Jen Swanson Customer Experience Strategist Capella University
Sole property of Ciceron, Inc.
Corporate Overview
Advocacy: We connect you with your brand advocates, create programs and experiences to energize those advocates and convert advocate actions into insights, understanding, and most importantly, business results.
Digital Ecosystem
Content may not be altered or reproduced without proper attribution to Ciceron.
BrandContent
Conversation
ConsumerInsights
BusinessObjectives
ExperiencesAdvocacy
Strategy
website
email architecture
branded communities
mobile
SEO / SEM
media
community management
influencer relationships
campaign integration
recognition program
reviews and stories
staff training
competitive positioning
industry positioning
target audiences
audience touchpoints
internal capabilities
key performance indicators
analytics
optimiz
atio
n insights
analytics
optimiz
atio
n insights
Ciceron Digital Ecosystem STRATEGY THAT INFORMS. EXPERIENCES THAT DELIVER. ADVOCACY THAT SCALES.
Strategy: We identify the opportunities that arise at the intersection of your business goals, your audience needs and your ability to meet those needs.
Experiences: We ensure your existing digital marketing programs are fully optimized, uncover opportunities to add value to your current experience, and set you on a course to achieve advocacy.
EFFORT
20% You
80% Ciceron
30% You
70% Ciceron
30% You
70% Ciceron
40% You
60% Ciceron
• Identify influential conversations and communities • Identify existing advocates and determine needs and values • Map advocate actions to business results
Connect
• Create experiences to activate and energize advocates • Build relationship with advocates Activate
• Formalize reward and recognition programs • Integrate advocates into your business Scale
• Convert advocate actions into meaningful and actionable insights • Leverage insights and feedback to evolve the program Optimize
The Ciceron Approach
Q: How many times do you need to be exposed to something to believe that it is true?
Source: 2013 Edelman Trust Barometer
3 Times 35%
4-5 Times 29%
6-9 Times 6%
10+ Times 12%
1 Time 4%
2 Times 14%
64% need to be exposed 3-‐5 times before they believe something is true
Why Are Advocates Important? CUSTOMERS DO NOT TRUST BRANDS
Source: 2014 Edelman Trust Barometer
36%
43%
52%
52%
53%
62%
66%
67%
Government official or regulator
CEO
Regular employee
NGO representative
Financial or industry analyst
A person like yourself
Technical expert in the company
Academic or expert Trust is higher for experts and peers when forming opinions about
brands
Why Are Advocates Important? THEY TRUST EXPERTS & PEOPLE LIKE THEM
Q: To what extent do you trust the following forms of advertising?
84% of consumers trust recommendations from people they
know
Why Are Advocates Important? CUSTOMER TRUST IN BRANDS IS ON THE RISE
84%
69%
68%
67%
62%
61%
Recommendations from people I know
Branded websites
Customer opinions posted online
Editorial content
Ads on TV
Brand sponsorships
Source: Nielsen Global Trust in Advertising Report, September 2013
ü Identify and introduce new customers
ü Share ratings and reviews
ü Make referrals and recommendations
ü Create testimonials
ü Share their experiences through stories
ü Create original content (videos, photos, etc.)
ü Share brand content
ü Assist in product development
ü Interact/respond to prospective customer questions
ü Amplify brand campaigns and promotions
84% of internet users consider consumer
recommendations to be the most credible form
of advertising
84% of consumers take action based on
recommendations from people they know
70% of consumers take action based on consumer opinions posted online
Source: Nielsen Global Trust in Advertising Report, September 2013
What Can Advocates Do For You?
Feeding America Asked Advocates to Raise Awareness for Child Hunger. They Answered.
Feeding America’s Hunger Relief Advocates were hand selected and invited to participate in the Child Hunger Newsroom, developed by Ciceron. Within the first month, the advocates had created 68 stories that generated an average reach of 8,000 people per story. These stories sparked conversation on the topic of child hunger and inspired action from readers. All advocate stories were compiled and shared within the newsroom, making them available to their peers in an effort to amplify the overall reach.
Sample Work: Feeding America
Brand Gets Advocate Support to Raise $71,000 for Haiti Relief
Ciceron leveraged cereal brand’s advocates, who had a combined reach of over 3.5 million, to support their efforts for Haiti Relief.
The brand would donate $1 for each product purchased to the American Refugee Committee (ARC).
In just one month, the community rallied by purchasing 71,170 units of cereal, resulting in a $71,170 donation to ARC and Haiti Relief.
All Natural Cereal Brand
Sample Work: All Natural Cereal Brand
Company Creates Ambassador Community to Support Educators
Ciceron created an Ambassador program and developed a platform for their top advocates. The platform was designed to celebrate the brand’s top educators/customers by creating a community of peers to foster loyalty and engagement with the brand. The ambassadors were provided badges and special profiles that signified their status within the community. They were utilized by the brand to answer questions about the product from other members and educators.
Brand Logo
Sample Work: Music Education Software
Advocacy Clients
Ciceron Advocacy Services Include: ü Advocacy Strategy
ü Advocate Identification & Personas
ü Advocacy & Brand Ambassador Programs
ü Referral & Loyalty Programs
ü Rewards & Recognition Programs
ü Reputation Management Services
ü Influencer Engagement Strategy
ü Influencer Relationship Management
ü Staff Training, Policies & Corporate Integration
ü Day-to-Day Management, Execution, Measurement, Insights
& Program Optimization
Contact Us Today [email protected] 612.204.1919
Start Building Advocacy Today