Bummer! This is just a preview. You need to be signed in with a Pro account to view the entire video.
Let's Play for Keeps: Building Customer Loyalty31:02 with Joanna Lord
We all know that customer loyalty is a key ingredient in building brands, hitting revenue goals, and cultivating a community. Joanna will walk you through how the landscape has changed, and she'll leave you with tools and tips on how to build customer loyalty that lasts.
[Mozcon] [Joanna Lord Let's Play for Keeps: Building Customer Loyalty] 0:00 [? music ?] [Joanna Lord] Hello. [applause] 0:02 All right. I'm going to open one of these because I have a feeling I'm going to need it. 0:09 I just chugged a coffee before I came up here, surprise, surprise. 0:12 Thank you, Cyrus, for that introduction. 0:16 I'm so excited to be here. 0:19 Everyone says, "This is my favorite show of the year." 0:21 This is actually my favorite show of the year. 0:23 Seeing it get this big, seeing the team here, 0:25 seeing what you guys did is just awesome, 0:27 and seeing the community here and the customers here; 0:29 it's really great. 0:32 So I'm talking about one of my favorite topics, customer loyalty. 0:34 It's something that, when I was here a year ago, I was talking a lot about. 0:37 I was talking about what you test and what marketers should be paying attention to. 0:42 And one slide that really stuck out last year for me 0:45 was this idea of saying, "Thank you." 0:48 And how do we say thank you as a marketer? 0:50 How often do we do it? Do we test it? 0:52 How authentic is it? What mediums do we use? 0:55 And when I think about the last year and I think about all the things that I've doubled down on 0:57 or the things that I've wanted to learn more about or— 1:02 you know—the late night Googling, reading, consuming, 1:04 this is it. 1:07 It's that idea of the thank you. 1:09 Building customer loyalty, how to do it right, 1:11 how to use the skills and channels that we are so well-versed in, 1:13 that we love, to do this effectively 1:16 and to just really connect with customers. 1:19 So I've got a lot of slides like everyone here did. 1:21 So I'm going to try to run through them real fast, 1:24 but they'll be available after so you can check them out. 1:26 So let's jump right in. 1:28 What is brand loyalty? 1:30 I went with a very emotional definition. 1:32 Surprise, surprise. 1:34 Loyalty is when brands create an intimate emotional connection 1:36 that you simply can't do without. Ever. 1:39 I love the finality of it. 1:43 I love the language choice. 1:45 I love that it's an emotional, intimate connection. 1:46 And if you just look at this you're like, 1:49 "That is hard. It is very hard to do." 1:51 There are so many touch points and so many steps and so many places to go wrong. 1:55 And this is what we're after. 1:58 It also brings in more revenue. 2:00 We're here because we work for companies. 2:03 We have to make some monies. Right? 2:05 We get to pay some salaries, and it's all part of that, too. 2:07 80% of your company's future revenue will come from just 20% of your existing customers today. 2:10 That's crazy. 2:15 When you think of the last decade or so and how much time we put into acquisition 2:17 and finding just shear volume of people. 2:21 Where are they playing? Where can we be that they can find us? 2:23 The inbound marketing philosophy. 2:26 And then you think to yourself, "You got them here. 2:27 They're doing something. 2:29 20% of those will represent 80% of your revenue. 2:31 That should stop us and just— 2:34 that alone should point out how important it is that we give this time. 2:37 But there is a huge problem right now. 2:41 As marketers, what we've done in the past and where we're going in the future 2:43 and what will be expected of us. 2:47 Loyalty is built 1:1. It always has been. It always will be. 2:49 Dave and I, we have a connection, 2:52 and our loyalty is going to be built over many moments 2:55 across time, 1:1. 2:59 He needs something, I deliver. I need something, he delivers. 3:01 We laugh about something. We connect. 3:03 We hear each other's stories 1:1. 3:05 The challenge is, we don't live there anymore. 3:07 The platforms that exist to us, the tactics we use, 3:09 the way we do it as marketers—we're 1 to many. 3:13 We're expected to reach the masses— 3:16 hopefully a highly targeted effective mass— 3:18 but still the masses. 3:21 That's what we're trying to do. Right? 3:22 The idea of virality and getting everything to go further. 3:24 The markets are more fragmented than ever. 3:26 For there to be a conversation to happen between a brand and a customer 3:31 there is a hell of a lot of noise. 3:34 You think about just what used to be there 3:36 and the different mediums of communication and then mobile. 3:39 And then you think about different mediums and the idea of video 3:41 and how we can communicate stories so effectively 3:45 and connect with someone, and then competitors jumping in. 3:47 And then they can catch momentum—more momentum faster 3:50 because there are more tools to help them succeed. 3:53 And it gets real noisy, and we have to find our way around it, 3:55 but we have to kind of use some of these but we have to know which one to use 3:58 and what to spend our time on. 4:00 And we're all operating lean. 4:02 I've never met a marketer that had too many design resources 4:04 or too many devs available to them. 4:06 So we're trying to figure out where we should be and what's the most effective 4:08 to reach that customer and get them to connect with us. 4:10 It's a challenge. 4:13 It's not even the biggest problem. 4:15 That's a whole problem. That's a serious problem. 4:16 That's not even the big problem. 4:19 The big problem is, companies will not succeed without loyalty. 4:21 This was not the case before, and it is absolutely the case today. 4:26 I know Rand talked about brands yesterday. 4:30 I know you've heard about brands in a lot of the conversations. 4:32 You're only going to hear more about them. 4:34 Building a tribe, building a loyal audience, building something with customers 4:37 that exist beyond a purchase is a requirement. 4:41 It's the new standard. 4:44 There is this idea that a sale could have happened in the past 4:46 if you just had what someone needed. 4:50 And I think as marketers we spend a lot of time—you know early 2000s— 4:52 like thinking about—late like 1990s—thinking about this idea of, 4:56 I just want to make sure that they know I have exactly what they need. 5:00 When I think of PPC when I started in it, 5:03 I just needed to make that ad copy say what we had 5:05 and do it well and then make that landing page relevant and show them what I had. 5:07 That was enough. 5:11 Then everyone got—everyone leveled up. 5:12 Everyone started doing that. Everyone figured that out. 5:14 And so we got to this point that you needed to have a unique value differentiation. 5:16 You need that UVP. 5:19 What's special about you? 5:21 So then as marketers we're like, "All right, I'll do that. 5:22 That's a great story to tell. I'm going to make it more beautiful. 5:25 My user experience is going to be gorgeous." 5:27 Or, maybe like Aaron, the customer service is what we're going to invest in, 5:29 and we're going to have great help documentation, 5:31 and they're going to love us for it. 5:33 Maybe it was your price. 5:34 Maybe you undershot a market. 5:36 Maybe you offered it in a unique search way or comparison or something beautiful on site. 5:37 You did something that had you stand out. 5:41 And then everyone else caught up. 5:43 And then we're all leveled up again. 5:45 And everyone offered something great in a unique and beautiful way. 5:47 And that's why we're here. That's how we got here. 5:51 I'm not sure how long we're going to hang out here before everyone levels up, 5:54 but I can tell you there's a really open field right now to play in 5:57 and it's pretty exciting. 6:00 So this idea of turning that conversation back to the customer, 6:01 getting insanely customer-centric, and doing it across all your channels 6:04 every campaign you do, every word you write. 6:08 Everything you track being about that customer and their satisfaction— 6:10 like Cyrus mentioned in the rankings factors—is huge. 6:13 And it is everything we should be talking about and focusing on 6:16 when we're going our day-to-day activities as a marketer. 6:19 So what can we do? 6:21 Make it our damn business to start. 6:23 I don't know how many people I talk to, they're like, 6:26 "I'm not a brand marketer. 6:28 That's not what I do. I'm not on the customer success team or the customer service team. 6:30 Product handles retention." 6:34 It's merging. The teams are changing. The titles are changing. 6:36 Everyone of us, whether we have it as a bullet under our job descriptions or not, 6:40 we should roll into work in the morning and ask ourselves how we can make the customer happier 6:44 for many reasons, but one of them being loyalty. 6:49 And so we need to make it our damn business, and we're going to talk about some of that today. 6:52 There are some things to know. 6:55 There is an actual way to build this. This isn't magic. 6:57 I also hear that a lot. "Well, it will just happen if we chip away at it and we do it right over the years." 6:59 No—I mean—maybe, 7:03 but like very small amounts. 7:05 Not as much as if you're intentional. 7:08 And that's the great thing. Marketers are intentional beings. 7:10 We like to do things, track it, and prove it. 7:12 So we're good at this. So we're going to talk about these 6 steps. 7:14 I do want to call out this because I do think it's really important to note, 7:18 there are currently—you know—there is 4 types of loyalty—customer loyalty. 7:21 It's just good to be aware of, and we're going to talk about which one we're really focusing on today. 7:24 So there's a no loyalty bucket. 7:28 There is a group, a cohort of your current audience, 7:30 your current lead base, your current customers that just really won't have an affinity to a brand. 7:32 It's just the way it is. 7:35 I wouldn't necessarily say that you should try to focus on getting them over 7:37 to be loyal to you in 1 of these other buckets, 7:41 but I do think it's really important to measure what size that is 7:42 and to track it across a control group, right? 7:45 It's just important to know. 7:48 And there's a loyalty—this idea of a low level of brand attachment, 7:49 but they buy out of habit so they often purchase many times. 7:52 We all are very familiar with this, this idea that we go to a store, and I'm like 7:56 "I don't really know what brand it is, but it's good and it's always there. 7:59 So it's nice and cheap, and I buy it all the time." 8:02 So that's the type of loyalty. 8:03 Good to know what percentage of your audience does that. 8:05 Latent loyalty—high brand attachment, buys less often. 8:07 Hugely attitude-based. 8:11 Think to yourself, "I might only buy a car every 3 or 4 years, 8:13 but I always buy Toyota. My family—Toyota trucks." 8:16 It's crazy. It's like a commercial in my driveway. 8:18 So if you think about it that way, 8:20 again great group to know how big they are, 8:22 but are they going to be a huge part of your daily activities, 8:25 your daily marketing campaigns? 8:28 How's that going to work? Is it seasonal? Is it annual? 8:29 This last one is the one we're after. 8:31 Premium loyalty. 8:34 High brand attachment; high repeat purchase; 8:35 and that beautiful third sentence, pride in purchase. 8:38 These are the crazies. 8:41 These are like out goldmine, right? 8:43 This is everyone that's ever been a part of Apple. 8:45 Andrew Dumont is somewhere in the room. 8:48 He's the pride in purchase for Apple, right? 8:50 And if you think about that, these are the people we should be going after, 8:52 and these are the people that we should be thinking about how we can just keep them excited 8:55 and let them go on their way—I mean—the momentum around these people 8:59 is already so beautiful. 9:02 We just need to fuel it and give them the tools they need to run with it. 9:04 So thinking about that. It's really important. 9:07 So I'm going to jump right into the 6 steps. 9:09 I think this first one, we've heard a lot about in the last couple of years. 9:13 We all understand the difference between selling the house, the what, or the why. 9:16 I want to talk about the idea of a brand story 9:19 because a year ago I got up here, and I was real crazy 9:21 about the idea that we should be using our websites more effectively 9:24 to tell our company story. 9:28 And, I'll be damned, everyone—seriously—I saw a shift. 9:30 I feel like sites got better with their homepages, better with their about team pages. 9:35 They started selling the why. Why are you in business? 9:39 Why are you special? And they did it beautifully. 9:42 What I would like to challenge all of us to do is think abut how we can do it offsite. 9:44 How can we get into a room with all of the creatives that we normally use 9:48 to think of ways to get traffic or conversions or up-sell opportunities. 9:52 How can we take all those creatives, throw them in a room, and say, 9:56 "Figure out sexy ways to tell our company story." 9:58 Give them money, give them time, give them devs, 10:03 give them all the things that they need, 10:06 and then run campaigns 10:08 like you would any other way as a marketer. 10:10 Track them, optimize them, improve them 10:12 innovate on them year-over-year as they start to hit market saturation. 10:15 Think about that. 10:19 That's what I think is what is the change this year versus last year when it comes to telling our brand story— 10:21 doing it more off our site, taking that conversation to the public. 10:26 Coca-Cola does an amazing job of this. 10:29 We know their mission as a company, 10:31 "Share happiness." 10:33 It's a global mission around happiness. 10:35 They did this great campaign between Pakistan and India 10:36 where they just put in Coca-Cola machines, but they were virtual. 10:40 Does anyone know this campaign? 10:42 It was—I get shivers just thinking about it. 10:44 They put up Coca-Cola machines and it was virtual— 10:47 and I could wave to someone in my neighboring country, and they would wave back, 10:49 and the whole point was just to be like, "Sometimes a hello and a wave is like all you need." 10:52 And you think about how much money they spent 10:56 both in planning, implementing, executing, and then sharing press around this. 10:58 The social media attention and time that that team put into this. 11:04 It was huge, and it's all because they really want to show that they are that dedicated to happiness. 11:07 Important. 11:12 Wistia does a great job of showing their brand personality. 11:14 It takes time. It takes an entire team to manage these platforms these days. 11:17 And they're saying to them. "Take half your day—" 11:21 like Maas does with Meghan—"Take half the day and spend it capturing this team's awesomeness 11:23 and share that with our customers." 11:28 Start those conversations. Wistia does a great job, "It's hard to type on softball days." 11:31 He's like typing with his mitt—I mean—that's hilarious. 11:34 Also—they have a softball team—it's just funny. 11:37 So I can attach myself to Wistia. 11:40 I can see them. I recognize them when I see them on the road. 11:42 It's great stuff. 11:45 Number 2 is connecting with customers in new ways. 11:47 So I think we're really good at finding our customers, 11:49 knowing more about them than ever before. 11:54 And this one is the idea that we're using our platforms to ask them questions. 11:56 So we've been giving surveys for years. 12:00 We've been getting insights from that for may years— 12:03 on-site tests, surveys via email. 12:05 We should be using the platforms to ask them questions, give feedback in immediate real-time action, 12:08 and connect with the customer in that way. 12:13 Cupcake rail did a good job going to the summer of this year. 12:14 It's a local company. 12:17 They just asked, "What flavor do you want?" 12:18 There's lots of berries and delicious food in Seattle, 12:19 "What kind of—flavor cupcake do you want?" 12:22 And it kind of went crazy, and they jumped in, and then the customers picked it. 12:24 And when you think about that and you think about that compounding 12:27 and how important that can be, it's huge. 12:30 And it's so easy to do. 12:32 We're conversational beings. 12:34 Marketers are really good at this. 12:36 We want to know information, and we're really good at talking. 12:37 So these are great things to do, right? 12:40 So asking questions, getting feedback, being transparent with your customers like never before 12:41 Transparency, it is the new standard. 12:46 It is not a phase. It will not go out of style. 12:48 Rand is literally smiling like, "It's so true." 12:51 This was an amazing campaign. 12:54 Do you know what McDonald's did? 12:57 This is the Canadian marketing lead for McDonald's. 12:58 She did a video. She answered the question we've all always asked. 13:00 "Why does the burger look different in store versus when you show it on TV?" 13:03 And for 3 minutes she reminded us just how much they lie to us. 13:07 She was like, "And we Photoshop this, and that's not real, 13:10 and this isn't real, and you would never be able to eat that." 13:12 And, "No," and, "No." 13:14 And iIm just watching it, and I'm like, "God, I love McDonald's." 13:15 I'm a vegetarian so that's like really awkward, 13:18 but I—I mean—if you think about the fact that I'm committed to them because they're transparent. 13:21 I now have a connection with her. 13:24 She represents the brand. 13:26 Maybe if I'm driving through town, I've got a couple of people in the car late night, 13:28 I wouldn't think of it, but I might stop at a McDonald's just because I feel better about their brand. 13:31 But she told us for 3 minutes transparently that they lie to us. 13:35 But she just said, "Hey, you asked so here's the answer." 13:39 That sort of transparency—balls to the wall, very exciting. 13:42 Take the relationship offline. 13:46 People have been doing this for years, but there should be more of it. 13:48 So RedBull, I tweet at them. 13:51 We go back and forth a couple times in a couple days. 13:53 They send me some RedBull and a great adventure video offline. 13:55 I am not a RedBull loyal customer. 13:57 I have literally bought more RedBull since getting this and talked about them more 14:01 than I ever thought I would. 14:06 I mean—not just in presentations, they just seem to come up more. 14:08 And that's that affinity, right? 14:10 That's that front-of-mindness. 14:12 I advise on a company down in Australia, and he was saying that one of his customers 14:14 has literally listed every bug for him. 14:18 He rolled out an MVP, and lot of things went wrong 14:21 and he just keeps sending him bugs. 14:23 And he's like, "This guy's on my product team." 14:25 And I was, "Have you sent him something—like offline like a thank you? 14:26 Have you sent him a shirt—like a staff shirt? That would be hilarious." 14:29 And I think we should just be thinking like that. 14:32 There should be a budget for it. 14:34 There should be conversations around it. 14:36 You should be planning for it quarterly. 14:38 That's the sort of stuff that we as marketers need to shift our attention to. 14:39 That's brand loyalty marketing. 14:42 Anticipating needs and adding value before they ask. 14:44 So this is everything in-bound marketing is, right? 14:48 And I love that. I think that more and more marketers understand it intuitively. 14:51 So that's great. 14:55 I think that we can use the mediums that we're playing on, 14:57 and maybe we're using currently to get traffic or get links 15:00 or get visitors or conversions. 15:03 And think what else can we be using them for? 15:06 To build that brand loyalty. 15:09 So Julep, a local beauty company, does a great job of this. 15:10 Explore new product ideas. Explore new content ideas. 15:13 Figure out what they're excited about and start delivering on it proactively 15:16 and get them excited about you. 15:19 It's like a win-win all around. 15:21 They used it. They built some boards coming into summer: 15:23 One around weddings, one around Caribbean, one around July 4th. 15:25 The wedding bliss board, obviously, did very popular. 15:27 People were pinning different colors. 15:30 They were pinning combinations of the beauty products. 15:31 This is what I'd like to see. 15:33 And then they built a wedding suite section on the site. 15:35 Drove conversions, drove revenue, drove repeat purchase, 15:38 drove brand loyalties, circled it back, 15:41 started pinning these combinations to the board. 15:44 It's great. 15:47 So thinking about how you can be doing that for your brands. 15:48 Curating what they love. 15:50 I mean—the hard-press CEOs, this is so intuitive to you. 15:52 For a lot of us, it took me awhile to think I need to take time, 15:55 and I need to be curating great content out there for others 15:59 that might not even be mine, but it's an add, it's a value to that customer, 16:02 and they'll appreciate it because I'm saving them time. 16:06 You know, it's a lot for someone from a performance background to think, 16:08 "That's how we should spend our time." 16:12 Charlotte is the marketing manager over at BigDoor—somewhere in the audience, 16:13 and she—when I met with her—this is one of the things I said. 16:16 I was like, "Where do I go to read about this new industry, 16:19 this new industry I'm entering that I want to envelope myself in?" 16:21 And she was like, "There is no one curating this stuff." 16:24 And I was like, "Ah." 16:26 And she was like, "This is a huge opportunity for us." 16:28 This is huge. It is a great way for us to start spreading that though leadership 16:30 and connecting with people on a greater scale adding value before they need it. 16:34 So spending time on this again, telling your content team, 16:37 "If it takes you a day out of the 5 you get every week 16:40 to curate great content, it's worth it." 16:43 Delivering on promises. 16:45 Lowe's nailed this so well. 16:47 So is anyone familiar with the Lowe's Fix In Six? 16:50 It's such a good campaign. 16:53 It's the idea that you do what you say you're going to do. 16:55 It is the core of one-to-one loyalty. 16:58 You promise something, you better as hell deliver it. 17:01 When Vine came out Lowe's could have very easily put out 6-second videos 17:04 about anything—I don't know—the team meetings or in-store things, 17:08 but they didn't. 17:12 They returned to what they've always said as a brand that they were going to do. 17:14 They showed us quick home improvements in 6 seconds. 17:16 They built a campaign. They called it, "Lowe's Fix in Six." 17:19 Great. Viral. People send this all over the place. 17:21 And it happens to rhyme so weren't they lucky. 17:25 You know what I mean? 17:27 So if you think about that, how can—as these new mediums come at us, 17:28 and we say to ourselves, "Let's build some campaigns and test." 17:32 Start with returning to what you promised you were going to do. 17:34 Don't start playing in the crazy stuff just yet. 17:38 That's discovery, that's exciting, exploratory marketing. 17:40 But you made a promise as a brand—everyone here works for a company 17:42 that made a promise, start there. 17:45 I also say being there in the good and the bad. 17:47 This is a tough one I think 17:50 because we're brands, but we're people behind brands, 17:53 therefore we're actually people in front of brands now—you know? 17:56 And I think like when something goes bad like the Boston Marathon, challenges, disaster— 17:59 Southwest Airlines, New York Times—they're setting the new standard here 18:04 because I think for a long time it was okay to go quiet, 18:09 and maybe it still is. 18:11 There's a lot of politics involved with a lot of companies, 18:13 and sometimes it's the right thing to do to just say, "We're going dark today." 18:14 I do think there's a new standard. 18:17 I think we need to be human before we are brands. 18:20 And I think that this sort of stuff—reacting—just saying, 18:23 Our love is going out to you. We're thinking of you." 18:26 Saying it over and throughout the day. 18:28 The following day, "We're still thinking of you." 18:29 Just being human before you are that company representative. 18:31 I think we'll become what's expected, and I think that you see 18:36 when people start to go quiet, it won't be as well-received. 18:38 Better received than when you're ridiculously stupid and say wrong things, 18:41 but still not as well-received as if you proactively engage in what's happening in this world. 18:44 Number 5, being consistent. 18:49 Staying front-of-mind. 18:51 So this is really interesting to me. 18:54 I get asked all the time, "I want to be in all the places and do all the things. 18:55 Where should I start?" 18:58 And I'm like, "Well, you can't be in all the places and doing all the things." 19:00 But you can be t-shaped, right? 19:03 That idea that you're spreading wide, and you're playing in a lot of places, 19:05 but you have yourself deeply rooted in maybe 1 medium 19:09 or 1 platform or 1 channel. 19:12 And you should think of your marketing like that 19:14 when you're thinking about brand loyalty. 19:16 Brand loyalty takes a lot of touches. 19:18 It takes a ton of touches, frequent touch points to have an impact. 19:20 So you need to do that in a platform, 19:24 really do it successfully, and then possibly move on. 19:26 You can't be frequent touch pointing on all the channels all the time. 19:30 So I think Standard does a great job of this. 19:33 They could be in many places. 19:35 They're a highly visual hotel brand, very sexy, very hip. 19:36 Instead they've doubled down on Tumblr, which is really smart for them 19:39 because there's a lot of artists on Tumblr. 19:42 There's a lot of hipsters on Tumblr. 19:44 And it's every single day, multiple pictures a day. 19:46 They're posting things at their hotel, 19:48 customers are—all these things— 19:50 musicians that come in and out. 19:51 Very smart. 19:53 They've doubled down on the one that most closely 19:55 relates to their target audience, but that's the one they've started 19:57 because they know that there's some brand loyalty there. 20:00 So let's just again, fuel that fire. 20:02 This is the idea, right? 20:05 This is everything mobile, everything Ashley loves. 20:07 It's this idea of multi-device-integrated touch points. 20:10 It will be hard to build brand loyalty if you only exist on one of their devices. 20:15 I would have loved to have been in the room for the History Channel's marketing team 20:18 when the guy or girl raised a hand and was like, 20:22 "We should come up with a Foursquare badge." 20:24 I bet that guy was like, "Ah, I don't know." 20:26 You know, the whole team was just kind of like, "Ah, sir, we have so much we need to do." 20:30 Or, "Lady, we have so much we need to do." 20:34 But think of how smart that was 20:36 because they have—and you get this badge because you discover great, historic things 20:38 in a town that you're travelling to, which is travel, 20:43 which is historic and historians, and it's all very connected and it makes a lot of sense. 20:45 So you need to be thinking about those very big leaps 20:49 and how you can make them. 20:52 So number 6 seems so obvious. 20:54 It is so hard—making it personal. 20:57 You need to put your customers 20:59 in front of your logos, next to your logos, 21:02 all up around your logos. 21:05 You need to put the customer everywhere the customer should be recognized. 21:08 And this is hard. Dunkin Donuts does a great job of this. 21:12 They use their social for this. 21:14 Fan of the week. 21:16 You think about how many fans can they have in a year? 21:17 We all know math, right? 21:20 So think about that. that's not that many, 21:21 but it is worth it for them because every time I go, 21:22 my face isn't up there, but I'm like, "God, I love Dunkin Donuts. 21:26 I miss the east coast. Get me back there." 21:29 You know there's something about it, and so you keep that, you make that bridge in your mind. 21:31 Betabrand, they're another foundry company. 21:35 They do this so well. 21:38 They have literally built a program called, "Model Citizen." 21:40 And all it is, is if you buy their clothes you get to take a picture, send it in. 21:42 They will not retouch it. They don't use real models. 21:46 They will put you in their newsletter, on social. 21:49 They will put you on the homepage. 21:53 You could be the brand for days on end. 21:54 They have literally handed over the keys to their prime real estate, 21:56 and that is insane. 21:59 I also think that it is exactly what is happening. 22:01 No wall between me and the brand. 22:04 Between the customer and the brand there is nothing there. 22:06 And that's what I think is the new type of loyalty, 22:08 the fifth type of loyalty that has emerged 22:11 called reciprocal loyalty. 22:13 It's something we haven't seen before, and it is so exciting to me. 22:15 I literally love it. 22:18 And we have spent so much time on the customer 22:20 being loyal to the brand, "How can we make it deeper? 22:22 How can we make it last longer? How can we have them share it?" 22:25 It's all about this now. 22:28 How does the brand become more loyal to the customer? 22:31 How can we spend more money on this? More time on this? 22:34 More energy—every meeting, every day, every quarterly goal 22:37 should have something to do with the customer. 22:41 It should be the start of the conversation 22:43 not the end of the year thank you campaign. 22:46 So this reciprocal loyalty is really interesting to me. 22:49 That's a lot of stuff. 22:52 You get a lot more than brand loyalty when you focus on this, 22:54 and I'd love to run through some of these. 22:56 One, all of this, if you spend some time on it, I guarantee you you're going to have a mirror on your company mission, 22:58 and we all know how important that is. 23:03 it is impossible to focus on the customer 23:04 without asking yourself, "What do we stand for?" 23:07 It's great. It's a great—you know—secondary conversion for all of this. 23:09 Teams stay invested in the customer, therefore they stay invested in each other. 23:16 We listened to a lot of people today, specifically talking about how important it is 23:19 that there is cross-communication and teams work well together, 23:26 and when you think about this you need to give them something to focus on together, 23:28 a cross-departmental goal. 23:32 The customer is that goal, they've always been that goal. 23:35 We forgot it somehow, but it's always been there. 23:37 So let's focus on that. 23:39 When I showed these slides to a colleague he said to me— 23:41 I asked him—I was like, "What do you think of my 6 steps?" 23:44 And he was like, "They seem kind of squishy." 23:47 And I was like, "Squishy?" 23:49 I mean—I'm a hugger, I'm a lover. 23:51 Maybe they're a little soft. 23:53 They're trackable. They're 100% trackable. 23:55 There are KPIs for this. 23:58 We're really familiar with a lot of these so you need to be aware of these. 23:59 You might not be responsible for reporting on them specifically in your job, 24:04 but you should be reading the weekly digest that responds to these. 24:06 So the idea of how many if your users are anonymous versus registered? 24:09 How many of them are in a loyalty program? 24:13 How many of them—how often do they come to you, 24:15 and how—what's the latency between those visits? 24:16 You're thinking about your percent of customer retention, 24:18 percent of customer attrition. 24:20 If you're in SAS, its voluntary versus involuntary churn ratios. 24:21 Net Promoter is evolving. It's getting better and more valuable. 24:24 RFM Cohorts is something Renee worked on a great deal a Moz. 24:27 One of the most brilliant retention marketers I've ever worked with. 24:32 And it's this idea that you have recency, frequency, and monetary values 24:34 You make an equation. You come up with cohorts. 24:38 You can track them across time. You can campaign and target them. 24:40 It's really brilliant. This exists. 24:43 I'm not going to sit up here and lie to you and tell you that it's as easy to attribute brand affinity or brand loyalty 24:45 as it is some of the other things that we are well-versed in as marketers. 24:50 Not the case. 24:54 But I will sit up here and promise you that it will be the case 24:55 one year from today. 24:57 This is the evolution of analytics. This is where people are going. 24:59 There are a lot of people trying to solve this. 25:02 There are 2 startups in Seattle right now trying to solve this. 25:04 There is a startup out of Boulder trying to solve and evolution of the Net Promoter score. 25:06 We will have this at our fingertips in 1 year. 25:10 We my as well get used to it and comfortable with the formulas now. 25:12 So let's wrap this party up. 25:15 As a marketer do you have a customer loyalty strategy? 25:17 You're going to need one. 25:20 It's part of the game now. 25:23 It's the most significant shift in the ecosystem 25:25 that we have seen as marketers. 25:29 People will fight me on this, but I truly believe 25:30 that we are now expected to care differently than before. 25:33 We're expected to track different things, use our platforms differently, 25:36 our channels differently. 25:40 We're expected to have different goals. 25:42 Our job descriptions are changing. 25:43 That's a significant shift for us 25:46 on top of everything else that we've always done. 25:48 This is not instead of; this is now part of all of it. 25:52 This is one of my favorite quotes, 25:55 "This is the first time in history that word of mouth 25:57 has become a digitally archived medium." 25:59 And I think this is very important when you think about customer loyalty. 26:01 Back in the day a small business owner—customer comes in, 26:05 they buy something from you, they shake a hand, 26:08 and it was almost enough, right? 26:10 And then they would come back, and you'd be like, 26:13 How's the family? How're the kids? Oh my God, did you see this? This is new. 26:15 This is exciting. This is hilarious. That's fun. I'm having a hard week. 26:18 Things are rough." All of that happened offline. 26:21 Maybe that loyalty was built, and maybe that 1 person told 3 people, 26:23 and maybe those 3 people told their families, and then it would stop. 26:28 But that's all happening online. 26:30 We have the platforms available to us 26:33 to not only do that at scale 26:35 but archive it, improve it, test it. 26:37 It's great. It's our dream. 26:41 It's like we get to tell great stories, communicate with people 26:43 across platforms that go global, 26:46 and we get to improve across the whole thing with great customers. 26:49 I think it's just so fun. 26:51 The last thing I'll say is transparency 26:52 it's so important, and I'm really thankful for my time with Moz. 26:57 I'm thankful for my time with Rand and Sarah because 27:00 both—personally I'm very thankful that I now understand transparency at a different level, 27:03 but professionally I'm really impressed by marketers—all of us in the room 27:07 and how we've kind of just grabbed it and gone with it. 27:12 And that's hard. It's a vulnerable place to be. 27:15 We need to get personal with our customers 27:17 and the people that keep us in business. 27:20 That's our number 1 goal now. 27:23 And the best part is I actually think that's what we should have been doing all along, 27:25 and I think we did it at the beginning, and I think things got crazy 27:29 because we started caring about algorithms and bots and traffic 27:32 and all these things that were expected of us, 27:36 and now we're back to it, and it's full circle. 27:38 And we get to wake up everyday and ask ourselves, 27:40 If I have some money and I've got some cool people around me that care about their jobs, 27:43 and we're going to go do great things." 27:46 What would be the coolest thing we could put out for our customer today? 27:47 And I think as a marketer that's all I ever want to do, 27:50 and I think that's what most of us in the room want to do. 27:54 So that's what I have. 27:56 I did put up my information. I love talking about this stuff so feel free to reach out. 27:58 [applause] 28:02 [male speaker 1] Thank you Joanna—no, stay up here. 28:10 We're a little over time, but I think we have time for 1 question. 28:12 [male speaker 1 to Lord] If you want to move over here. 28:14 [McMarshall] Awesome. Thanks so much, Joanna. 28:15 Your presentation was great— 28:20 [Lord] Thanks. >>—and the echo is weird. 28:22 [Lord] Does it echo? This echo or that echo? 28:24 [McMarshall] For me. [laughing] >>We're in it together. Reciprocal loyalty. 28:26 [McMarshall] Thank you. >>See what's happening there? 28:29 [McMarshall] My name is Mike McMarshall. I'm with Namify. 28:30 We're a brand manufacturing company so we make the lanyards, nametags, shirts, whatever. 28:34 I'm wondering what your feelings are on what that physical product plays 28:39 for a brand and how they establish their appearance to their customers 28:46 and how the physical product—I know it's a little different because it's not the digital stuff— 28:52 [Lord] We're going to have to have a beer to talk about this. 28:57 This whole thing—no. 28:58 That's a—I mean—that's a real question. 28:59 How do you take—if I'm hearing you correctly— 29:01 how do you take something that's tangible, right—they might by holding yet— 29:03 get them excited about it, build loyalty once it's gone to them? 29:06 Is that what I'm hearing? Something that's tangible? 29:09 [McMarshall] It's just—like we advertise through Google, through whatever, 29:11 but another channel is—you know—you put your logo on swag— 29:16 you put it on a shirt, you put it out there. 29:19 What role to you as a Chief Marketing Officer does that—you know—putting your logo on something play 29:21 in your advertising? 29:29 [Lord] Yeah, that's a great question. 29:31 So what you're touching on right there is brand identity. 29:32 And I think, too, a lot of us work for companies—I certainly have in the past— 29:34 where you say to yourself, "This company isn't inherently sexy." 29:38 Maybe my logo or what I—it doesn't feel like it's something a beautiful as maybe— 29:41 you know—the new MacBook Air or something. 29:46 How can I get them excited about that or 29:47 how can I represent that really effectively? 29:50 I think for me, when I think about that logo and that brand identity 29:52 I look at it more holistically, right? 29:55 And I talk about this—I'm talking about this a lot right now— 29:57 I was running through insomnia last night thinking about this— 30:00 but what your colors are and your fonts and your logo 30:03 that used to be a brand identity. 30:06 I think what—now you're talking about the team faces, 30:08 the adjectives you use, how people respond to you. 30:10 Maybe even coming up with that customer advisory board, 30:14 5 or 6 people that you know really understand your brand 30:16 and asking them what those adjectives are. 30:19 And then taking their words and making them front and center on your messaging. 30:21 I think it's gotten bigger. 30:24 So I would say for you— 30:26 I don't think any of us ever succeeds because we have 1 great logo 30:27 or we have a great brand identity. 30:30 I don't—I mean—it's a great first step. 30:32 Many of us have done pretty well and evolved along the way, right? 30:34 So I think that that's one thing to do, but I would go into a room, 30:37 and I would take the stakeholders in your company—or your whole company if you can, 30:39 and just ask them, "What is the bigger story around our brand?" 30:43 And then I would start breaking that into different campaigns 30:46 and start ceding that the way that you're ceding this 1 brand identity campaign. 30:49 Does that make sense? Just make it a little bit wider and a little bit more holistic than probably just focusing on that 1 piece. 30:53 [McMarshall] Awesome. Thanks. >>You're welcome. 30:58 [male speaker 1] Thank you , Joanna. 31:01
You need to sign up for Treehouse in order to download course files.Sign up