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The future of loyalty is social

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Chris Ward
Blue Dot World
@chrisatcoffice
Chris Ward
Blue Dot World
@chrisatcoffice
The Future of loyalty?
•Mobile / text
•Apps
•Twitter
•Facebook
•Virtual currency’s
•QR Codes
•Gaming
The Future?
How Do I Prepare?
How do I engage millions of people in my brand in asocial world?
Engaging millions in 2012
The existing models will not work with millennials
your market?
•Don’t care for more than a moment
•Want instant gratification
•Live ‘in the moment’
REALTIME IS THE NEW PRIMETIME
GIVE UP CONTROL..AND STILL WIN
Don’t try to moderate what people think of you..
PEOPLE DON’T REALLY CARE ABOUT YOUR CAMPAIGN
THE GRAPH OF ENGAGEMENT FOR THE MOST SUCCESSFUL FUNDRAISING EVENT IN UK HISTORY…
They care for the same time it takes to pass a car crash…
(A reverse long tail) don’t start too early
SO, TELL THEM A MILLION TIMES
They will only hear it once –but when they do –they will see it everywhere
if they are not interested they are deaf to it
They will love hearing about it as it is reinforcing the fact that they are right to be interested –then they will tell everyone they know…
ONLY DO WHAT YOU DO BEST
•And nothing else (be open and out for the rest)
•Open source, outsource….
THE REAL WORLD IS STILL THE BIG DRIVER.
•PR
•Old media: TV, Radio, newspapers, telephone
BECOME A COFFICE WORKER
The best working environment, enabling you to be in tune with yourdonors….(with good coffee)
Get yourself a great competitor
Bush, Cowell, Poverty, an opposite view
BE RELEVANT
Use facts that are relevant to peoples everyday lives…
MANUFACTURE SUCCESS
Create a viral loop (or at least read the book and give it a go)
‘Social design’ as Facebook call it
GET SOMEONE BETTER THAN YOU TO DO YOUR JOB
You needaccess to the inner circle toreally achieve success
Tweet & Check-In
Opinion formers are thefirst sheep to follow you..
ENABLE JOURNALISTS TO SHOW OFF
With FR we enabled journalists to show off to their old school friends…
Go Go Go –something live every day
•77 X1DAY for 1GOAL
•42 Red Nose Days….
•Unstoppable momentum!
GO TO THE PUBLIC -THEY WON’T COME TO YOU
Engage fully with consumers where they first come across you –
don’t expect them to ‘click-thru’
Work with people already
doing what you want to do
Ask third parties to get their ‘fans’ to ‘JOIN THEM’ in supporting you (not click through…) Obama was brilliant at this
RIP SOMEONE OFF
GET SOMEONE TO RIP YOU OFF
•LOVE CELEBS (EVERYONE ELSE DOES)
Putting Moyles on our FB page (instead of logo) doubled traffic…
SHARE
If content is good enough for you to use –let all your supporters use it also –videos & photos via creative commons license…
BE BORING
Make sure everything works on every platform at every speed…
BE FLEXIBLE
Must be able toadapt your approach or direction quickly
if demand calls for it… (pivot!)
BE REAL
Have to have ‘real’ stories / examples (ideally in real time) for people to genuinely relate to…
THROW ENOUGH MUD…
You don’t know what ‘IS’ going to work –so you have to try everything –but you can do it professionally & cheaply…
USE CHILD LABOUR…
They don’t know any different (you do!). And they are good at PowerPoint…
Chris Ward
BlueDotWorld.com
@chrisatcoffice
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