Insane Loyalty – @iSummit2012 Presentation Preview
I’m keynoting iSummit, the largest Social Media conference in Florida on September 17th and 18th, in Orlando.
There are only few days left to get your tickets, so I hope you’ll join us.
In preparation for the event, I decided to put my slides together and figured I might as well share them with you.
My topic is how to inspire an insane degree of loyalty.
The talk will be about 30 minutes, and it will consist of 3 simple slides. I will share those slides with you along with few thoughts I plan on sharing during the event.
Please feel free to chime in and share your perfect example for each concept.
You want to inspire loyalty? Be polarizing.
If people hate you, they will talk about you. If people love you, they will talk about you.
Indifference is the enemy of loyalty.
If people hate you, it will force those who love you to stand up and fight on your behalf, thereby enforcing their loyalty and turning it up to an insane degree.
We see examples of this all the time:
- Our current, polarized political climate
- Sex Pistols in the 70s, and Marilyn Manson in the 90s, were extremely polarizing musical acts. Parents hated them, kids loved them.
- Christopher Hitchens, with his book God Is Not Great
What is YOUR favorite example?
I talk about building a customer avatar ALL THE TIME.
Customer Avatar is a detailed profile of your ideal customer. It will include things like:
- Cultural background
- Socio-Economic Status
What I list here is merely a skeleton. More details you add, the better.
Developing a profile of your ideal customer allows you to really get into his head and understand his wants, needs, fears, desires, passions, etc.
Scratching your own itch is a tested and proven technique for providing the right product to the right people.
Who is YOUR ideal customer?
Humans are mostly driven by Status.
If your product, service, or website, gives Status to its user, that user will become fanatically loyal to the brand.
Here are few products which have no more utility than its competition, and yet these products command higher price simply because they telegraph Status:
- Starbucks, instead of Dunkin’ Donuts
- Apple, instead of Windows
- BMW, instead of Hyundai
- Rolex, instead of Watches’R Us
We’re not all motivated by the same thing (I wouldn’t drive a BMW if someone gave it to me for free), but we all love symbols of Status, we all love to display those symbols publicly.
And if your company can enable its customers to do exactly that, you WILL get insane loyalty in return.
Companies that we’re all familiar with, which are very focused on giving Status to its users, and allowing its user to display their Status, are the ones we all use, we all love, and we’re all insanely loyal to.
- Twitter – No of followers is a display of Status
- Facebook – Literally uses the phrase “Update Status”. Also, number of Friends/Subscribers/Likes/Fans
- Klout – Klout Score
Those are some of my favorite examples of Symbols of Status.