Brand Fans: The Power of People Who Don’t Convert 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. 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 www.groovehq.com/blog CONTENT MARKETING According to Moz… RAND FISHKIN 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. The path from content to conversion is long and winding. Why do brand fans matter? JONAH BERGER Marketing Professor at Wharton and 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 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! Reward Fans 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 But how do you measure love? Monitoring Google Trends for your company name Monitoring Google Trends for your company name 3 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 TALIA SHANI Head of Content, Yotpo @talia_shani talia@yotpo.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

1. Brand Fans:
The Power of People Who
Don’t Convert
TALIA SHANI

2. @NEILPATEL
@Kissmetrics
#KissWebinar
@thuelmadsen

3. 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

4. WATCH WEBINAR RECORDING NOW

6. www.groovehq.com/blog
@NEILPATEL

9. +
=

11. CONTENT MARKETING

12. According to Moz…

13. RAND FISHKIN
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.

14. The path from content to conversion is long
and winding.

15. Why do brand fans
matter?

16. JONAH BERGER
Marketing Professor at Wharton
and author of Contagious: Why Things
Catch On
“ Word of mouth is the primary factor
behind 20 percent to 50 percent of all
purchasing decisions.

17. WHY DOES WORD OF MOUTH WORK?
1.It’s more persuasive
2. It’s more targeted

18. Fans <3 You

19. Just a few fans can account for an insane amount of
product recommendations.
Source: McKinsey Quarterly, July 2015

20. The Better Matching Mechanism:
18% higher chance of retention
16-25% higher CLTV.

21. 1 Create a Community from Exclusivity
2 Build Emotional Investment
3 Reward Fans
HOW DO YOU GET BRAND FANS?

22. Create a Community from
Exclusivity

23. I don’t want to belong to any club that would have
me as a member.

26. Make people feel like
they’re in on something

27. In-n-Out’s “Secret” Menu

28. Establishing Exclusivity
• Launch Invites
• Beta testing
• VIP Access
• Secret Menu
@NEILPATEL

29. Build Emotional
Investment

32. Use UGC to foster an
emotional connection

33. #CASTMEMARC

34. #WhiteCupContest

35. Creating Emotional Investment
• Re-instill brand values like trust
and reliability
• Encourage UGC!
@NEILPATEL

36. Reward Fans

37. @NEILPATEL

38. Flying in the Face of Ordinary

39. Honda:We’re Fans of You Too

40. Rewards your fans and
they’ll spread the word!

41. Rewarding Fans
• Rewards can be big or small
• But they need to tap into the fan’s
desires
@NEILPATEL

42. But how do you measure
love?

43. 1 Referral traffic from social
HOW DO YOU GET BRAND FANS?

44. 1 Referral traffic from social
HOW DO YOU GET BRAND FANS?
2 Mentions, shares, retweets on social

45. 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

46. 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
3
4 Create a list via multi-touch

47. • 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

48. LOG IN WITH
GOOGLE
Start Your Free KISSmetrics Trial

49. TALIA SHANI
Head of Content, Yotpo
@talia_shani
talia@yotpo.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?