Content Jam 2013: Cultivating a 'Fanbase': How to Turn Customers Into Brand Advocates by Jill...
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Cultivating A Fanbase: How To Turn Customers Into Brand Advocates with Jill Salzman
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Transcript of Content Jam 2013: Cultivating a 'Fanbase': How to Turn Customers Into Brand Advocates by Jill...
Cultivating A Fanbase:How To Turn Customers Into Brand
Advocateswith Jill Salzman
FANSFANSFANSFANS!!
Why Cultivate?
Why Bother?
Because that’s where the profit is.
WHY ME?
The Grateful Dead
Tapers
• 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
The Mighty Four
1. CORE SERVICE or PRODUCT
2. EXPERIENCIAL STUFF
3. COLLECTOR’S ITEMS
4. FOLLOW-UP
CORE SERVICE or PRODUCT
EXPERIENCE
**photos **podcasts**videos **publicity**concerts **facebook**website **twitter
COLLECTOR’S ITEMS
FOLLOW-UP
• Thank-you notes• Street teams, Fan clubs, Reward
Programs• Newsletter• Blog Posts• Social Media
"I have just fallen in love with these anklets." -Jean, customer
Jill Salzman, Founding Mom Since ‘07
Facebook.com/FoundingMoms@foundingmom
Linkedin.com/in/FoundingMomYouTube.com/FoundingMoms
FoundingMoms.com
