we build brand advocacy

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We Build Brand Advocacy

Post on 14-Sep-2014

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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

Page 1: We Build Brand Advocacy

We Build Brand Advocacy

Page 2: 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

Page 3: We Build Brand Advocacy

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.

Page 4: We Build Brand 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

Page 5: We Build Brand Advocacy

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

Page 6: We Build Brand Advocacy

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

Page 7: We Build Brand Advocacy

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

Page 8: We Build Brand Advocacy

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?

Page 9: We Build Brand Advocacy

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

Page 10: We Build Brand Advocacy

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

Page 11: We Build Brand Advocacy

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

Page 12: We Build Brand Advocacy

Advocacy Clients

Page 13: We Build Brand Advocacy

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