empowering customers to become your evangelists - mozcon 2013
DESCRIPTION
As an internet marketer or community manager, you have the power to turn customers into one of your strongest, most cost-effective marketing teams. By creating great experiences for customers during good times and bad, they'll share their successes and demonstrate the value you've given them to a broader audience, much to the delight of your marketing and customer service teams. I've included examples of companies that do a great job of this already, including Mailchimp, Think Geek, and Fab.com.TRANSCRIPT
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Empower Your Customers toBecome Your Evangelists
Aaron WheelerHelp Team Leader
Moz
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1. Make an emotional connection2. Make everything public3. Make everything easy
AARON
CUSTOMER SERVICE+
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Belonging & Being Valued
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Customer Service
Establishing a connection Making people feel good
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Marketing
Establishing a connection Making people feel good
Making it public
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When a customer shares their good vibes you’re gonna:
AcquireNew
Customers
RetainOld
Customers
IncreaseTheir
Spend
DecreaseTheirRage
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When a customer shares their good vibes you’re gonna:
AcquireNew
Customers
RetainOld
Customers
IncreaseTheir
Spend
DecreaseTheirRage
Build links Build community
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http://hbr.org/2011/06/why-customer-referrals-can-drive-stunning-profits/ar/1http://ftbeowulf.wordpress.com/2010/01/09/think-geek-customer-service-experience/
http://www.reddit.com/r/gadgets/comments/16tuij/thinkgeek_has_a_great_customer_support_too/
“Customers obtained through referrals are 18% more loyal and 16% more valuable”ACQUIRING NEW CUSTOMERS
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https://www.facebook.com/warbyparker/posts/10151690831653838http://www.smartplanet.com/blog/report/warby-parker-co-founder-neil-blumenthal-dishes-on-the-
eyewear-companys-sudden-success/1982
“Our customers are purchasing glasses far more frequently [than the rest of theindustry]. We’re seeing much higher repeat purchase rates and more customer loyalty.”
RETAINING OLD CUSTOMES
@aaron_wheeler #MozCon http://www.guardian.co.uk/media-network/media-network-blog/2013/mar/13/social-media-customer-engagement
70% will spend more because of a history of good customer service. INCREASING SPEND
@aaron_wheeler #MozCon http://moz.com/blog/Colossal-Day-of-Craziness
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So how do you make the good vibes vibe?
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Step One:
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Yeahhh... umm. We were makinggreat content before it was cool.
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Have you been making great help content?
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Build a help content strategy
@aaron_wheeler #MozCon Google Analytics > Content > Site Search > Search Terms
Slide Title
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What are the top 10 questions about...?
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Peggy OlsonChief Copywriter, SC&P
INTERNAL MEMORANDUMTO: Customer Service Department
Dear Customer Service Team,
Want to receive fewer emails and calls answering repeat questions?
1. We’ve set up a place for creating help content.2. I’ve attached a list of FAQs we see via search.3. I’ve also attached the Beginner’s Guide to SEO.
Let’s work together, shall we?XOXO Peggy
@aaron_wheeler #MozConhttp://www.thinkgeek.com/product/ed6b/
http://www.bazaarvoice.com/research-and-insight/social-commerce-statistics/
Consumer reviews are 12 times more trusted than descriptions from manufacturers
@aaron_wheeler #MozCon http://www.modcloth.com/shop/dresses/windy-city-dress
@aaron_wheeler #MozCon https://satisfaction.mint.com/mint/topics/why_do_reimbursements_show_up_as_income
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That’s more like it! But is it working?
Evaluate performance regularlyExternal and internal searches
Long tails
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Part Two: Help Customers Share
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Three Reasons for Sharing(Or: Three Ways to Feel Good Right Now)
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You helped me!
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I’m part of the club!
You helped me!
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I’m part of the club!
You helped me!
I know things! Smart things!
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Become a Sharing Enabler
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@aaron_wheeler #MozCon http://blog.surveymonkey.com/blog/2011/05/19/tweet-button/
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When The Tweets Hit the Fans
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“Twitter is the small claims court of customer support”
Richard White,UserVoice
(and any customer of anything)
Own theConversation
@aaron_wheeler #MozCon http://status.37signals.com/
@aaron_wheeler #MozCon http://moz.com/community/q/loss-of-google-adwords-api
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We’re all customers
@aaron_wheeler #MozCon http://www.reference.com
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@aaron_wheeler #MozCon http://www.reference.com
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Thank you!