content jam 2013: cultivating a 'fanbase': how to turn customers into brand advocates by...
TRANSCRIPT
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Cultivating A Fanbase:How To Turn Customers Into Brand
Advocateswith Jill Salzman
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FANSFANSFANSFANS!!
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Why Cultivate?
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Why Bother?
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Because that’s where the profit is.
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WHY ME?
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The Grateful Dead
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Tapers
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• It costs you 60 – 80% more to chase and convert new clients than it costs you to service an existing client
• It’s really, really cheap to love the ones you have– Dating context – easier to buy your partner flowers than it
is to find a new partner– Baby context – easier to feed and diaper your baby than it
is to find a new baby
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The Mighty Four
1. CORE SERVICE or PRODUCT
2. EXPERIENCIAL STUFF
3. COLLECTOR’S ITEMS
4. FOLLOW-UP
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CORE SERVICE or PRODUCT
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EXPERIENCE
**photos **podcasts**videos **publicity**concerts **facebook**website **twitter
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COLLECTOR’S ITEMS
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FOLLOW-UP
• Thank-you notes• Street teams, Fan clubs, Reward
Programs• Newsletter• Blog Posts• Social Media
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"I have just fallen in love with these anklets." -Jean, customer
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Jill Salzman, Founding Mom Since ‘07
Facebook.com/FoundingMoms@foundingmom
Linkedin.com/in/FoundingMomYouTube.com/FoundingMoms
FoundingMoms.com