aamse keynote branding session 2010 jacobs

How to Communicate Value to Your Membership

Branding in the Age of Technology

Presented by: Sheri Jacobs, CAE, Avenue M Group, LLC

AAMSE Annual Conference SeaGle, WA July 22, 2010

TwiGer: @chicagogirl27

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What does branding mean to you?

Nike Avis

Aflac

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Branding used to mean the creaSve part

Snap. Crackle. Pop.

Today, branding is…

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Thank you for great service! The XYZ are perfect. But more importantly the service was fabulous. I will be back to buy again!

I cannot believe how awesome ABC is. ABC, you have just made a life-‐Sme

customer!

Wow, I'm speechless. The upgraded complimentary

shipping...an amazing gesture of customer service in a tough economy. Bravo to

ABC. Thanks!

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CommunicaSng Value In The Digital Age Must

Have:

A Story. People to tell it.

PaSence, skill + investment. 5

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To Make a Great Story.

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Make it human.

EvoluSon of Brand Building

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Old Messages StaSc Saying

Look & Feel Touch Points Audience

About TransacSons

New ConversaSons

Dynamic Doing

Experience AuthenScity Engagements

About RelaSonships

Nike Helps You Be Victorious

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Nike Town

Bo Knows

Nike +

Nike

RevoluSon TV Spot

Running Clubs

Just do it

The Human Race

LeBron James

Air Jordan

The Swoosh

Brand Molecule: The Brand Innova2on Manifesto by John Grant

Southwest Saves You Money

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Bags Fly Free Grab

Your Bag

Need to get away?

Southwest Airlines

Rapid Rewards

You are free to roam.

Ding

Click ‘n Save

It’s On!

Low cost

airlines

Brand Molecule: The Brand Innova2on Manifesto by John Grant

AssociaSon Forum – Rethinking the way it’s done

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really so?

Is what you know

EducaSon gin cards

AssociaSon Forum

The Power of Buzz

Bobble head

campaign

I Am Forum

WIIFM

Viral Video – thru the ages

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To get people to tell it...

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Connect online.

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Facts about online behavior + brands

4 out of 5 Online Adults Now ParScipate in a Social Network

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97% searched for a brand online

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77% watched an ad on YouTube

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40% have friended a brand on facebook

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65% say a digital experience changed their opinion of a brand

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97% say the experience influenced their decision to buy

Membership

EducaSon

Books

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67% have read a corporate blog

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73% posted a review on Amazon, TwiGer

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26% follow a brand on TwiGer

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TradiSonal Branding

Social Influence Communications

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“Your brand is what Google says it is, not what you say it is.”

Chris Anderson, Wired Magazine

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“Your brand is what your members say it is, not what you say it is.”

Sheri Jacobs, CAE, Avenue M Group, LLC

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To make everything happen

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PaSence. Skill. Investment

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20 Ideas to Energize Your Membership Efforts

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20 Ideas to Energize Your Base

Tip #1: Create a mantra – use it as a filter

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Tip #2 Make messages portable.

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What doesn’t work: Xyz is the pre-‐eminent organizaSon of xxx advancing the….

What does work: Physician Driven – PaSent Focused Safe PracSce, Safe Care

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Tip #3 Give a reason why.

Your communicaSons should answer the quesSon on the

minds of buyers. What are those quesSons?

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Tip #4 Show a

personality

Use real photos, real stories + real

people.

Sheri Avenue M employee

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Tip #5 Be available.

Responding promptly to posts (good and bad) on social media is as reflecSve of your customer service as answering a phone call or email.

Sharing is as important a community acSvity as commenSng.

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Tip #6 Think long-‐term pay-‐off

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Tip #7 Listen and share.

“This session was worth geyng up at 5:00 a.m. and driving 3 hours to aGend!”

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Tip #8 Use well-‐known brands to give

you credibility.

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Tip #9 Offer V.I.P. status

Who are your VIPs? What can you give them?

Create benefits for your VIPs

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Tip #10 Offer a 365-‐day return policy

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Tip #11 Have a sense of humor – stand out

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Tip #12 Promote the brand not the locaSon

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Tip #13 It’s not about you.

Post good, helpful informaSon from other sources, don’t just be self-‐promoSonal.

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Tip #14 Use member-‐generated content

Members read and share what others have to say.

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Tip #15 Use crowd-‐sourcing tools to

solicit feedback and rank ideas.

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Tip #16 Feed and grow your social media efforts.

It's not a one-‐Sme campaign or project. Dedicate Sme and staff to keep it strong.

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Tip #17: Make it easy to share ideas

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Tip #18 Ditch the single voice

Vs.

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Tip #19 Highlight special interest or

quirky items.

Encourage other staff and leaders to contribute; highlight various segments of your membership and build connecSons (access) to interesSng and

insigh{ul leaders.

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Tip #20 Build your brand around the four

reasons people share.

1.  Self Interest – They will benefit. 2.  Altruism – Sharing makes them feel good. 3.  ValidaSon – Sharing makes them feel important 4.  Affinity – Sharing connects them to their community

The last 7 words spoken by all

failed companies are…

But we’ve always done it that way.

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“To dare is to lose one’s fooSng momentarily. To

not dare is to lose oneself.”

~ Soren Kierkegaard

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Do you sSll have quesSons? Contact me.

Sheri Jacobs, CAE President + Chief Strategist Avenue M Group, LLC

[email protected]

aamse keynote branding session 2010 jacobs

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