Kristen LaFrance
@kdlafrance
Followers
14,445
Following
1,882
Media
3,474
Statuses
24,145
Community builder ❤️ Founder @dtc_fam ✨ Advisor @recharge --Bringing humanity back into commerce ✌️
Colorado Springs, CO
Joined June 2011
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Pinned Tweet
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It's about time someone told the truth. There's a reason Larry Nasser got away with what he did for so long, and I'm going to tell you why.
This hurt to write, and I hope it hurts to read.
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Google removing the bottom-bar downloads on Chrome ruined my whole damn week.
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#1
marketing tip of 2019, 2020, and beyond: Stop marketing. Start helping.
Community first. Always. People first. Always.
I promise it works 🤠
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Data is cool, but have you ever tried actually *knowing* your customers on a human level?
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👋 It’s time to spill the beans…
I’m beyond excited (and honored) to announce that I will officially be joining the
@Shopify
Retail team as a Senior Content Marketer!
You could call this a dream job, but that’d be an understatement…
Thread 👇
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I chose Iowa State because of Ames. It was a safe haven, a home-away-from-home, as it is for most athletes.
It's heartbreaking to see such senseless violence in a community so strongly rooted in love and loyalty.
Celia, you are in our hearts forever. ❤️💛
Iowa State golfer Celia Barquin Arozamena found dead on golf course, suspect charged with murder.
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happy "So sorry but can we reschedule for the New Year?" week to all who observe
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TOMORROW IS MY FIRST DAY AT SHOPIFY.
I CANNOT CONTAIN MY EXCITEMENT.
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Seriously, how are y'all—
Working FT AND posting regularly AND running a newsletter AND eating well AND being a good partner AND working out AND having a social life AND caring for mental health AND maintaining your home AND walking dogs AND sleeping well...
I don't get it 🥲
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In the last 65 days, Bombas has sent me 24 emails. 23/24 were 100% product or sales based.
That's roughly one PRODUCT
#email
every 2.5 days for the last 2 months.
I opened 3/24 (mass opened all today for image) and clicked on 1/23.
This is dangerous.
<thread>
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It’s taken me 6+ years of deep, treacherous work to get myself to a place of peace after surviving 4 years of abuse from this coach.
Proud of the work I did to remove his hold on my energy, but damn does it feel good to see karma finally play it’s hand.
👋👋👋
Iowa State: Jay Ronayne (Head Coach) - Removed from coaching roster
Mary Ronayne (Director of Gymnastics Operations) - Removed from coaching roster
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Why isn't there a Bumble/Tinder for finding a therapist?
I'd be curious who'd swipe right on my trauma...
"Oh, I can help with that!"
Would make for much better patient <> counselor matches if both have a way to find each other.
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Hey, you!
I've got some big, deeply emotional news in the KLF world.
Today is my last day
@Shopify
It’s a bittersweet moment, and I have so many things I need to share 👇
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My college coach told me I was "ridiculous" for taking a summer internship in college.
That I was "dumb" for focusing more on my career than my gymnastics.
Lol. 4 years post-grad and I'm senior level
@Shopify
Don't let ANYONE tell you what is worth your time. Trust yourself.
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PSA: This article will make someone mad and offended. Good. It should. You should be uncomfortable reading this, it's designed with that intent.
This may not be every gymnast's truth or every gymnast's story, but it sure is mine. And I'm not the only one.
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This weekend I have already built 5 shopping carts over $100 yet I have only purchased once.
The one that got the conversion? The only one that offered Shop Pay.
It's saved cc info or bust for me.
¯\_(ツ)_/¯
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Today I'm leaving for a long trip to Thailand— so I wanted to share this news now.
I have officially resigned from Repeat. It was a great opportunity full of learning, growth, and reflection.
Unsure what's next for KLF, but my DMs are open.
See you in November, fam ❤️
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If your products are on subscription...
Send 👏 a 👏 pre 👏 order 👏 email 👏
Nothing will create churn (angry churn, for that matter) faster than an unexpected charge.
This is non-negotiable.
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I have a feeling this announcement is gonna cause some chaos, and I'm here for it... 😈
I'm excited to officially join
@RechargePayment
as your Merchant Engagement Strategist.
I've spent 3 months *carefully* making this decision and I'm heckin' stoked.
Let's break it down👇
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Resilient Retail idea: Local cafes offering monthly subscriptions.
Pay $X/month for X free drinks.
💸 Customer saves money
🛍️ Drives repeat business (therefore loyalty)
📈 Offers more predictable revenue
❤️ Builds true brand love
🎁 GREAT holiday gift idea
Who will test? 😏
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Why aren't more of us talking about this move from REI?
The best brands are creating in-house media companies...
... don't call this a "trend" and definitely don't sleep on the opportunity or the creators who can build it
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Some of y'all really went and got waaaay too defensive about *not* being misogynistic— while revering the "marketing prowess" of one of the most dangerous predators to women.
You *really* don't think the nature of the content we analyze can and will seep into our psyche?
You…
Well it's been a wild 24 hours.
Once again I've touched the 3rd rail of DTC twitter. Not cost caps. Not creative metrics.
Misogyny.
The level of unmasking going on in the replies and quote tweets of that thread has been unreal. A sad reminder that lurking just beneath the…
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If your eComm store doesn't have Shop Pay, there's a 90% chance I'm abandoning cart and finding a new brand.
I see my bias but Shop Pay is just too easy and enjoyable to go back ¯\_(ツ)_/¯
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eComm companies: please refrain from sending COVID-19 emails unless your company/customers are *directly* impacted by it.
*Everyone* is cleaning more and washing hands — I don't need an email saying your employees are, too.
More messages in our inbox only increases anxiety.
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Is anyone else insanely tired this week?
I need a 24 hour nap.
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Normalize taking mental health days.
It's very hard for my "never enough" brain to accept a day of TV and naps, but I'm doing it today with no anxiety.
This tweet is dedicated to
@mattscottnelson
for creating and leading a culture that truly encourages rest and vacation. ❤️
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Well, y’all, I have some exciting, and slightly heartbreaking news...
After two amazing years, I’m moving on from Churn Buster.
It’s been an incredible journey and I’ve grown in ways that I never really thought I could.
I have a lot to say👇
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Just wrapped the final interview of
@ResilientRetail
Season 1 & burst into happy tears.
This show is so special. It's real, and raw, and honest, and full of love. It's my dream.
Thank you to every one of you who listened, worn swag, left a review, & supported us.
I'M FINE 😭💗
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LLC filed. Next steps officially in the works... 👀 🤩
Work with me on:
-Content/media strategy
-Personal brand building
-Podcast pre and/or post production + promotion
-Host as a service (ala events, video/audio, webinars)
... and whatever else sparks energy🙃
More👇
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The future of commerce is local.
Geographically, culturally, and emotionally local.
Local commerce = human-centric commerce.
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This is what a therapy dog looks like.
Allowing you to dress him up while doing pressure work so you can breathe, giggle, then come back to the present.
Living w/ depression, anxiety & disassociation sucks. But it's my reality.
Note to self: I have so much love. I'll be okay.
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Who else is building a career in community / brand?
Would love to start connecting with more people like me and pass on opportunities + connections! 👇
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Mega news coming from my corner of the internet this week.
We're making big moves over here
@Shopify
.
Stay tuned... 🙃
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7.5 year relationship, 1.5 year marriage, doing great.
This is just silly.
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Anyone else getting that end of the year "I haven't done enough" imposter syndrome panic?
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I truly do believe in the power of energy and vibes, so I gotta ask you guys for some good ones rn.
We found a lump on Tobi, he's getting checked now.
Waiting for this call in the parking lot isn't easy.
This is my baby🤞🥺
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Stop bragging about how many hours you work.
That's it. That's the tweet.
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Why does the Norway Navy have bar codes on the side of their ships?
So when they come back to port they can...
... Scandinavian.
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Seems like a lot of y'all don't know about
#DTCFam
!
We've got a Slack channel that's 100% dedicated to providing a space for eComm folks to connect & learn.
It's incredible, b/c of the people. Has nothing to do with me.
DM me to join! (But it's Saturday, I'll respond l8r!)
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Resilient Retail launched as events w/mega guests like
@mrsharma
+
@halie_lesavage
buuuut I've had something up my sleeve 😏
Resilient is becoming its own full blown
@Shopify
podcast 🥳‼️🤯
Launch is coming soon (+bonuses).
Be the first to know 👉
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Just talked to a gymnastics reporter about my story for an hour. No more silence. 👊
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This is one of the best abandoned cart emails I have ever received cc:
@thefarmersdog
⭐️⭐️⭐️⭐️⭐️
Specific personalization: "I'm sorry to see that Tobi has been itchy"
Understanding my pain: "We know how hard it is as a pet parent to see our loved ones feeling uncomfortable."
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I’m beyond thrilled to announce that I will be joining the incredible team
@getrepeatio
as your Director of Community.
I’ve been so impressed by the solutions, content, and heart coming out of this close-knit team, and I can’t wait to strap myself to their rocket ship.
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Didn't check my personal email for a mere 4 days.
I have 98 unread emails. Every single one of them is a salesy marketing email from DTC.
All 98 immediately deleted in one go.
Y'all starting to understand the problem here?
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"Retention is our north star metric"
What would someone have to whisper in your ear for this to happen?
7K
2K
11K
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Today, I blocked off 2 hours of my day to write.
My whole desk is now organized, the trash has been taken out, and all three dogs have been brushed.
If you need to do chores, just block yourself off for "writing".
If you need to write... I, evidently, cannot help you.
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I'm case y'all thought I was done yelling at you... HA.
I got a other mic.
I'm officially a spin instructor 🤭💃
Next meetup will definitely be a
#DTClass
and Krispy doesn't go easy 😏🤔💪
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Check in with women today.
Guns officially have more rights than we do.
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Season 2 interviews start today...
I'm nervous, over caffeinated, but so excited to get back into my grooooove 💃🎙️
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When you can see the true, raw numbers of the “sexiest” DTC brands you think are crushing— you start to understand a lot more about this industry.
TL;DR— the hype industry is doing well. Founders and their teams are often not.
This Twitter bubble is wildly hypothetical ✌️
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All I want for Christmas this year is to get
@VancityReynolds
on our ugly sweater holiday wrap-up episode of
@ResilientRetail
to talk
@AviationGin
.
Gin mixes with egg nog...right?
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I'm so tired of the "Warby Parker of [Product]" titles.
We don't need more Warby Parkers. We need more unique, mission-focused brands.
Chase your own ceiling, not someone else's.
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Your vibes worked, guys. We're cancer free. Thank you 😭❤️
I truly do believe in the power of energy and vibes, so I gotta ask you guys for some good ones rn.
We found a lump on Tobi, he's getting checked now.
Waiting for this call in the parking lot isn't easy.
This is my baby🤞🥺
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Not gonna lie, 2021 wasn't a great year for me.
I'm feeling hopeful and inspired, yet nervous entering a new one.
One breath. One day. One step at a time. ♥️
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Today, I told my therapist I felt too burnt out to look at trauma.
So we spent 50 minutes quietly meditating and calming my nervous system.
I already feel better than I have in 2 weeks.
Whew. We are a wild species.
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My husband when he’s overwhelmed or stressed: “I’m gonna go do a workout, make a list, then clean the cars and shower to feel better.”
Me when I’m overwhelmed or stressed: *Gets sassy, eats a donut, accidentally takes 2 hour nap*
Anyone else? 😅😒
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January goals:
🍻 Not a drop of alcohol
🧘♀️Meditate 5x/week
🏋️♀️Sweat 4x/week
✍️Write- just do it
❤️ Be kind to myself
🎉 Do one fun thing/week
"Trust yourself, trust your journey" is my 2020 vibe, so I'm keepin it simple.
One domino will start it all.
Share yours? 👇
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This week's lesson in eCommerce:
A brand story is not enough.
Your product must live up to your brand. Your values must be executed.
In these days, the market will humble you down to your core.
Wait. Be patient. Know yourself before anything else.
Authenticity is rewarded.
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63 days ago, I officially churned out from
@YogaClubBox
.
Yesterday, I was put into a re-engagement campaign & it reminded me of my convo w/
@KateBour
on *understanding customer motivations*.
Now I’m thinking Yoga Club (and many other brands) could use this exercise.
Thread 👇
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As I've just begun the second day of the worst hangover in my life, id like to declare that alcohol is one of the dumbest things our society has fallen so in love with.
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I'm at a cute lil cafe today... Lighting was good so I took a selfie 🙂
ADHD + insatiable curiosity means I heard the 2 college girls blatantly making fun of me.
Approached and asked why.
Not pretty. Not easy.
Women, stop tearing each other down. We are stronger together 👋
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Y'all see this space? On Saturday, we're filling it with...
🥤
@LiquidDeath
@drinkolipop
@drinksound_
& more
🥂 2 bars w/free booze
🍧
@hardpops_
van
🧉
@BetterBooch
cart
🌮
@guerrillatacos
truck
🕺 A JUNGLE THEMED DANCE FLOOR
+ surprises!
RSVP:
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Whoever wrote this copy deserves one hell of a raise. 🙌❤️
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How to cook: Lower heat, more garlic.
That's all you really need to know.
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I need someone to just come into my work life, structure my days/priorities, set up millions of automations, and streamline all my stuff 😂
Is this a thing? Or do I need to carve a whole weekend on my own?
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Content + Community is where I do my best work, and eCommerce is where my heart lives.
So if you (or someone you know) is looking to bring on a fresh approach in that zone, I would be stoked to chat!
💌 My inbox is open>> kdlafrance dot marketing @ gmail
Onwards and upwards ❤️
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Creators, never let up on sharing diverse stories.
S1 of
@ResilientRetail
looked like this:
28 episodes. 35 guests.
18 were female (51%)
17 were male (49%)
12 were BIPOC (34%)
It's our job to tell stories from all walks of life. Be conscious. Unlearn habits. Do the work 💗
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Probably worth resurfacing:
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I wanna write more again.
Here are my topics du jour:
Retail trends + predictions
Omnichannel commerce
DTC Branding
Retention
Email + SMS mktg
Community building
Podcasting/Storytelling
Content strategy
Mental health
Cooking
Dogs + Dog training
Whaddya want? Get specific 👇
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THE SECRET IS OUT!!
Resilient Retail is live. Go snag your seat. Share it with your friends. I promise you won't want to miss these two events.
Sep. 3:
@cocoandbreezy
🤩
Sep 10:
@halie_lesavage
and
@mrsharma
👉
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On Monday, there were 41 people on this Trello board.
Today, 106 and counting. I still have 40+ people to respond to w/access.
I've never seen a more vivid example of growing and learning TOGETHER.
Y'all lit a fire under my ass like no other this week. Beyond grateful. ❤️🙏
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My first keynote! 🥺
Shop(ify) ‘til you drop. 🛍️ 🛒
Catch
@kdlafrance
, Host of
@Shopify
’s Resilient Retail Podcast, as she dishes on why the “Future of Retail IS Here”
Register now:
#customerjourney
#customerexperience
#cxstategy
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Anyone else feeling emotionally (and maybe a lil physically) hungover today? 😓
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I’ve spent over $300 on OV in the past six months and I wanted to know how they pulled that off.
So I did some digging.
The
@outdoorvoices
retention recipe:
1. Vision & Focus
2. Community-First Mindset
3. The Awe of Experience
Thread time 👇
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Man, I *love* Outdoor Voices, but their email marketing is 👎👎👎
Who wants to see a
@lovevalgeisler
+ KLF "teardown"?
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How does one watch this debate and *not* drink a whole bottle of wine?
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I'm getting some opps to be a keynote speaker, which has been a huge goal of mine (but also a big fear).
Who gives the best speeches? Who should I watch and learn from? Who should I talk to? 🙃
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I spent labor Day weekend cleaning my house and hoarding DTC emails…. It’s normal. 🤷♀️
I’m looking from the lens of *retention-based acquisition*.
i.e. IF I were to buy after these emails, would I return?
Today, I wanted to share a few of my faves.
Thread 👇
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