Digital Word of Mouth: Let Customers Transform Your Marketing

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How has word of mouth evolved online and how can you take advantage of these changes? Check out this presentation to find out or read the complete eBook here: http://www.slideshare.net/HubSpot/digital-word-of-mouth-5006315

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Digital Word of Mouth: Let Customers Transform Your Marketing

  1. The webinar will begin shortly Digital Word of Mouth: Let Customers Transform Your Marketing Presenters: Kirsten Knipp, Director Product Evangelism & Maggie Georgieva, Inbound Evangelist, HubSpot
  2. Housekeeping Items • Today’s webinar is scheduled to last 1 hour including Q&A • All dial-in participants will be muted to enable the speakers to present without interruption • Questions can be submitted via the Go To Webinar ‘Questions’ screen at any time • Get the slides & a recording of this presentation approximately 72 hours after we conclude http://www.hubspot.com/webinars/custome r-evangelism-webinar
  3. About Our Speakers Maggie Georgieva Inbound Evangelist Maggie Georgieva is an inbound evangelist at HubSpot and a blogger with experience in journalism, marketing and PR. All in all, a media junkie. @mgieva Kirsten Knipp Director, Product Evangelism Professional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier. @kirstenpetra
  4. About HubSpot Inbound Marketing software & advice that helps SMB businesses grow 2006 Founded 3,100+ Customers 98% Retention 180+ Employees
  5. • Let’s start with a story or two … show story time picture Photo courtesy of Sugar Pond via Flickr
  6. A PR Fiasco unfolds
  7. … it can happen to any business Non-Facebook content courtesy of Marketing Pilgrim & Newsweek
  8. Agenda How Has WOM Evolved in a Digital Age? What & Why Customer Evangelism? How To & How NOT To Results & Next Steps
  9. Word of Mouth (WOM) is Age-Old! Photo courtesy of Frodrig via Flickr
  10. Digital Amplifies & Speeds WOM
  11. Luckily, Positive Spreads Farther
  12. More Marketers Spending on WOM ‘ According to a study by PQ Media spending on word- of-mouth ‘ A 2009 eMarketer report, Social Network Ad Spending: 2010 Outlook, stressed that Facebook, with its now 500 million users, has become “the marketing ‘ increased by 35.9 percent in 2006. premier destination for marketers in the US and many ‘ worldwide markets.”
  13. Agenda How Has WOM Evolved in a Digital Age? What & Why Customer Evangelism? How To & How NOT To Results & Recommendations
  14. empowering a loyal base of customers who voluntarily spread positive messages
  15. Disclaimer
  16. Customer Evangelism Proves ROI
  17. Agenda How Has WOM Evolved in a Digital Age? What & Why Customer Evangelism? How To & How NOT To Results & Recommendations
  18. How to engage & empower customers? Ask every customer why they buy Are we putting up walls from you, what you do that others between the enterprise and its don’t, if they would refer you and customers? Or are we putting up why … needs to be part of the walls dedicated to customers? culture … to earn the right to get Becky Carroll, Customers Rock your customers involved in sharing their testimonials and success stories as an integral part of your marketing. John Jantsch, Author of The Referral Engine
  19. What can get you in hot water?
  20. Don’t be Anonymous Photo courtesy of JJGardner via Flickr Reveal your true identity online - your website, blog & social media profiles. If a Do Now: contact is nowhere to be found, then you are unlikely to get folks evangelizing.
  21. Monitor & Engage in Social Media Go to Twitter, create a listing for current Do Now: customers, monitor & engage in conversations.
  22. Encourage Referrals Use Google Forms, HubSpot or your Landing Page tool of choice & create a Do Now: form enabling customers to refer your product /service to others.
  23. Share Genuine Testimonials, All Over Get a digital camera & let customers tell their own stories. Publish them not only Do Now: on your site, but on YouTube, FaceBook and other outlets. Everyone loves to see their mug on camera!
  24. Agenda How Has WOM Evolved in a Digital Age? What & Why Customer Evangelism? How To & How NOT To Results & Recommendations
  25. Measure Engagement over Time # of Monthly Referrals Case Study Social Reach Views
  26. Ask Sales & Measure Deal Velocity
  27. Next Steps •Do a Gut Check •Start Monitoring Now •Provide Tools for Customers to Evangelize •Make it a Long Term, Measured Program
  28. Got Questions? Kirsten Knipp @kirstenpetra kknipp@hubspot.com Maggie Georgieva @mgieva mgeorgieva@hubspot.com
  29. Thank you! October 6-7, 2010 Boston, Gillette Stadium DISCOUNT CODE: HUB100

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