Empowering Customers to Become Your Evangelists - MozCon 2013
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Empowering Customers to Become Your Evangelists - MozCon 2013

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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 ...

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.

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    Empowering Customers to Become Your Evangelists - MozCon 2013 Empowering Customers to Become Your Evangelists - MozCon 2013 Presentation Transcript

    • @aaron_wheeler #MozCon Empower Your Customers to Become Your Evangelists Aaron Wheeler Help Team Leader Moz
    • @aaron_wheeler #MozCon 1. Make an emotional connection 2. Make everything public 3. Make everything easy
    • AARON CUSTOMERSERVICE+
    • @aaron_wheeler #MozCon
    • @aaron_wheeler #MozCon Belonging & Being Valued
    • @aaron_wheeler #MozCon Customer Service Establishing a connection Making people feel good
    • @aaron_wheeler #MozCon Marketing Establishing a connection Making people feel good Making it public
    • @aaron_wheeler #MozCon When a customer shares their good vibes you’re gonna: Acquire New Customers Retain Old Customers Increase Their Spend Decrease Their Rage
    • @aaron_wheeler #MozCon When a customer shares their good vibes you’re gonna: Acquire New Customers Retain Old Customers Increase Their Spend Decrease Their Rage Build links Build community
    • @aaron_wheeler #MozCon http://hbr.org/2011/06/why-customer-referrals-can-drive-stunning-profits/ar/1 http://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
    • @aaron_wheeler #MozCon https://www.facebook.com/warbyparker/posts/10151690831653838 http://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 the industry]. 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
    • @aaron_wheeler #MozCon So how do you make the good vibes vibe?
    • @aaron_wheeler #MozCon Step One:
    • @aaron_wheeler #MozCon Yeahhh... umm. We were making great content before it was cool.
    • @aaron_wheeler #MozCon Have you been making great help content?
    • @aaron_wheeler #MozCon
    • @aaron_wheeler #MozCon
    • @aaron_wheeler #MozCon Build a help content strategy
    • @aaron_wheeler #MozCon Google Analytics > Content > Site Search > Search Terms Slide Title
    • @aaron_wheeler #MozCon What are the top 10 questions about...?
    • @aaron_wheeler #MozCon Peggy Olson Chief Copywriter, SC&P INTERNAL MEMORANDUM TO: 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 #MozCon http://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
    • @aaron_wheeler #MozCon That’s more like it! But is it working? Evaluate performance regularly External and internal searches Long tails
    • @aaron_wheeler #MozCon Part Two: Help Customers Share
    • @aaron_wheeler #MozCon Three Reasons for Sharing (Or: Three Ways to Feel Good Right Now)
    • @aaron_wheeler #MozCon You helped me!
    • @aaron_wheeler #MozCon I’m part of the club! You helped me!
    • @aaron_wheeler #MozCon I’m part of the club! You helped me! I know things! Smart things!
    • @aaron_wheeler #MozCon Become a Sharing Enabler
    • @aaron_wheeler #MozCon
    • @aaron_wheeler #MozCon
    • @aaron_wheeler #MozCon http://blog.surveymonkey.com/blog/2011/05/19/tweet-button/
    • @aaron_wheeler #MozCon
    • @aaron_wheeler #MozCon
    • @aaron_wheeler #MozCon When The Tweets Hit the Fans
    • @aaron_wheeler #MozCon “Twitter is the small claims court of customer support” Richard White, UserVoice (and any customer of anything)
    • Own the Conversation
    • @aaron_wheeler #MozCon http://status.37signals.com/
    • @aaron_wheeler #MozCon http://moz.com/community/q/loss-of-google-adwords-api
    • @aaron_wheeler #MozCon We’re all customers
    • @aaron_wheeler #MozCon http://www.reference.com
    • @aaron_wheeler #MozCon
    • @aaron_wheeler #MozCon http://www.reference.com
    • @aaron_wheeler #MozCon
    • @aaron_wheeler #MozCon Thank you!