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The Strategic Value of Fun

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Lauren Turner
Lauren Turner

Advocate marketingif its not fun, youre not doing it right! Seasoned advocate marketer Lauren Turner (Principal Advocacy Consultant at Customers Love Me) shares tips from her years of experience, and explains why fun is anything but trivial. Shell help you bring laughs, joy, and genuine engagement to your advocacy efforts.

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Lauren Turner Principal Consultant, Customers Love Me lauren@customersloveme.com THE STRATEGIC VALUE OF FUN
Agenda The Customer Content Crisis Bring in Da Noise, Bring in Da Fun: Why Light Content works B2B Examples of Fun Content Done Right Exercise Key Takeaways/Q&A
The Customer Content Crisis
Your Customers are Exposed to So. Much. Material.
And We Keep Making More!
87% of B2B Marketers Struggle with Engaging Content
Bring in Da Noise, Bring in Da Fun
Why Light Content Matters: Humor is the most likely type of post to go viral Its engaging It fosters trust by appealing to a sense of honesty It humanizes your company
The Sale is Made: Capitalize on Customers as Individuals
Dedicate10-15% of Your Content to Fun, Interactive Conversations Birthdays Pets Favorite TV shows/artists/musicians Holiday plans Surveys/Quizzes/Trivia Pop culture articles relevant to your industry Give Kudos to your top customers Note the responses, share with your team and use for follow-up!
Entertaining Graphics Add Visual Interest to Business Requests
Whats Your Brush with Celebrity? Share fun stories with customers Customers interact in a no-pressure way Use as a launching point for further interaction
Let Customers Get to Know YOU Employee of the month interview Video office tour Personal milestones Funny stories
B2B Examples of Fun Done Right
#1: Hootsuite Mean Tweets Why its effective: It leverages a familiar pop-culture reference It shows that Hootsuite pays attention to customer feedback It shows humility It introduces customers to Hootsuite employees as individuals Its relevant to Hootsuites product
#2 Hubspot Autotune the Office Why its effective: It shows employees having fun Self-deprecating humor It talks about the product
Exercise Lets Fun-ify this Customer Challenge
Volunteer for a Case Study Do you have an exciting story to tell about how our product brought your company results? We would love to hear it! Heres the standard way a company might ask: What would you do to make this request more engaging to customers?
Hey There, Rock Star Ready to have your glory moment in the spotlight? We know youve been rocking our product, and its time to let the rest of the world know! Lets get a case study started so everyone can recognize you for the hero that you are!
3 Key Take Aways Fun content builds relationships, humanizes your company and helps cut through content noise Aim for 10-15% of your content Make it personal, relevant and connected to your brand
About Lauren Lauren Turner: Principal Consultant, Customers Love Me With a passion for technology and building customer relationships, Lauren uses her research, trend watching and strategic marketing skills to help customers build and grow their customer advocacy and engagement programs. At Nuance Communications, she built the companys first customer advocacy program, The Insiders, growing it to over 1250 members in its first year. She holds a MBA with a dual concentration in marketing and management from Babson College, and a BA in Economics, Government and History from Wesleyan University.

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The Strategic Value of Fun

  • 1. Lauren Turner Principal Consultant, Customers Love Me lauren@customersloveme.com THE STRATEGIC VALUE OF FUN
  • 2. Agenda The Customer Content Crisis Bring in Da Noise, Bring in Da Fun: Why Light Content works B2B Examples of Fun Content Done Right Exercise Key Takeaways/Q&A
  • 4. Your Customers are Exposed to So. Much. Material.
  • 5. And We Keep Making More!
  • 6. 87% of B2B Marketers Struggle with Engaging Content
  • 7. Bring in Da Noise, Bring in Da Fun
  • 8. Why Light Content Matters: Humor is the most likely type of post to go viral Its engaging It fosters trust by appealing to a sense of honesty It humanizes your company
  • 9. The Sale is Made: Capitalize on Customers as Individuals
  • 10. Dedicate10-15% of Your Content to Fun, Interactive Conversations Birthdays Pets Favorite TV shows/artists/musicians Holiday plans Surveys/Quizzes/Trivia Pop culture articles relevant to your industry Give Kudos to your top customers Note the responses, share with your team and use for follow-up!
  • 11. Entertaining Graphics Add Visual Interest to Business Requests
  • 12. Whats Your Brush with Celebrity? Share fun stories with customers Customers interact in a no-pressure way Use as a launching point for further interaction
  • 13. Let Customers Get to Know YOU Employee of the month interview Video office tour Personal milestones Funny stories
  • 14. B2B Examples of Fun Done Right
  • 15. #1: Hootsuite Mean Tweets Why its effective: It leverages a familiar pop-culture reference It shows that Hootsuite pays attention to customer feedback It shows humility It introduces customers to Hootsuite employees as individuals Its relevant to Hootsuites product
  • 16. #2 Hubspot Autotune the Office Why its effective: It shows employees having fun Self-deprecating humor It talks about the product
  • 17. Exercise Lets Fun-ify this Customer Challenge
  • 18. Volunteer for a Case Study Do you have an exciting story to tell about how our product brought your company results? We would love to hear it! Heres the standard way a company might ask: What would you do to make this request more engaging to customers?
  • 19. Hey There, Rock Star Ready to have your glory moment in the spotlight? We know youve been rocking our product, and its time to let the rest of the world know! Lets get a case study started so everyone can recognize you for the hero that you are!
  • 20. 3 Key Take Aways Fun content builds relationships, humanizes your company and helps cut through content noise Aim for 10-15% of your content Make it personal, relevant and connected to your brand
  • 21. About Lauren Lauren Turner: Principal Consultant, Customers Love Me With a passion for technology and building customer relationships, Lauren uses her research, trend watching and strategic marketing skills to help customers build and grow their customer advocacy and engagement programs. At Nuance Communications, she built the companys first customer advocacy program, The Insiders, growing it to over 1250 members in its first year. She holds a MBA with a dual concentration in marketing and management from Babson College, and a BA in Economics, Government and History from Wesleyan University.

Editor's Notes

  • #6: Source: http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf Source: http://www.curata.com/resources/ebooks/2016-CMStaffing-Tactics-Study Source: http://www.curata.com/resources/ebooks/2016-CMStaffing-Tactics-Study Source: http://www.slideshare.net/hschulze/b2b-content-marketing-report-40688285
  • #7: Source: http://blogs.forrester.com/laura_ramos/14-07-16-most_b2b_marketers_struggle_to_create_engaging_content
  • #9: Source: https://moz.com/blog/why-content-goes-viral-the-scientific-theory-and-proof Source: https://hub.uberflip.com/blog/how-to-add-humor-to-your-content-marketing
  • #10: Source: https://www.i-scoop.eu/5-tactics-for-an-epic-organizational-content-strategy-and-culture/
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