Customer Stories:        How to Unlock anAbundance of New Content              Deana Goldasich            Well Planned Web...
Customer Stories 1. Introduce 2. Shut Up 3. Get Out of the Way                         @goldasich • #cmworld
Customer Stories“Brilliance” Is Less About How Well You…         Create                                                   ...
Customer Stories“Brilliance” Is More About How Well You…        Facilitate                                             Cap...
Do Customer Stories Really Matter?#1 Challenge for Content Marketers today:  Producing content    that engages      prospe...
Do Customer Stories Engage?70% of Content Marketers say:Case Studies are ―Effective‖ or ―VeryEffective.‖  —B2B Content Mkt...
Do Customer Stories Really Matter?#2 Challenge for Content Marketers today:  Producing enough       content               ...
1 Customer Story  2 White Papers         3 Case Studies         9 Blog Posts      2 Infographics10+ External Drip         ...
•   3D Interactive Animations•   3D Cutaways / Exploded Views•   3D Product Images/Spinners•   Interactive Floor Plans•   ...
Multiple Stories = AbundantContent!      COMPANY            CUSTOMERS                               @goldasich • #cmworld
Position Your Customer.    Not Your Brand.( Psst! It’s not about you. )                            @goldasich • #cmworld
Positioning Your Customer1. Make the customer   the HERO. –   They saved the day. –   They came up with the      You may h...
Positioning Your Customer1. Make the customer the HERO. Whirlpool Quote: “In our dishwasher animation, you actually see th...
Positioning Your Customer1. Make the customer the HERO. Whirlpool Quote: “We realized you don’t want a person in the demon...
Positioning Your Customer1. Make the customer the HERO. Whirlpool Quote: “Feedback from our consumers is that the animatio...
Positioning Your Customer1. Make the customer the HERO.Mentions of “Whirlpool” (customer) = 24Mentions of “MediaLab” = 1  ...
Positioning Your Customer2. Make the customer RELATABLE.                   VS.        Who would you rather meet?          ...
Positioning Your Customer2. Make the customer RELATABLE.    “The past solution      “It just wasn’t the ‘wow’    was less ...
Positioning Your Customer2. Make the customer RELATABLE. “We found a program   “We finally found a that satisfied the    b...
Positioning Your Customer2. Make the customer RELATABLE. “We saw a 76% lift in       “Our team was floored. sales within t...
Positioning Your Customer3. Make their story RELEVANT.                                @goldasich • #cmworld
Positioning Your CustomerMake Them: 1. Hero 1. Relatable 2. Relevant                            @goldasich • #cmworld
Gathering the StoryThink Like a Reporter.    Not a Writer.                         @goldasich • #cmworld
Research    “Who should we talk to on the          customer side?”      Ask your “front line”:           – Sales people   ...
Research: Who Should Conduct the Interview?   – Sales people   – Customer Service reps   – Account Managers   – Social Med...
Research: Who Should Conduct the Interview?   – Content Producers   – Content Managers   – Facilitators   – Storytellers  ...
Prepare to Listen   The Assumed Story   The Surprise Story                                  @goldasich • #cmworld
Prepare to ListenAssumed Story:•   Cost Savings•   Simplified Process•   Smooth Product LaunchSurprise Story:•   Haven-lik...
Prepare to ListenPREP with WIDE-OPEN "questions.”  – B2B:     •   Tell me a little about your role at Acme. (B2B)     •   ...
Prepare to ListenPREP with FOCUSED questions.(then hope you won’t need them)•   What made you decide to consider [company]...
Get Comfy• Set the stage.  – Introduce yourself  – You’re here to hear their story.  – Tangents are welcome.  – Use questi...
Interview• The Extremes:  – Low Energy / Quiet    • Bring your energy to the table    • Linger on open-ended      question...
Interview• The Extremes:  – High Energy / Talkative    • Meet their energy level.    • Focused questions keep      things ...
Record It!• Let’s you be a reporter, not a  secretary• Keeps it relaxed,  conversational• Let’s you bite off more than you...
Unfold the Master Story• Transcribe First!• Highlight:    •   Sound bites / Quotes    •   Background    •   Problem    •  ...
You’re Not Done Yet…                       @goldasich • #cmworld
Maximize Your ROI(Return on Interview)                        @goldasich • #cmworld
Maximize Your ROI (Return on Interview)Contribute                    Distribute• Build a database of         • Create a ta...
Maximize Your ROI (Return on Interview)   Taglaboration: n. 1. the act of tagging one’s   content for easy reference, usag...
7 Customer Interviews  3 White Papers          9 Case Studies        46 Blog Posts      2+ Infographics 20+ External Drip ...
From This            @goldasich • #cmworld
To This!           @goldasich • #cmworld
Deana Goldasichdeana@wellplannedweb.com      813-863-1486                           @goldasich • #cmworld
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“Customer Stories: How to Unlock an Abundance of New Content”

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You tell your story best, right? Not always. Your existing clients and customers can often provide inspiration for your most powerful content and story ideas. That is, if you let them. This session will help you discover compelling and engaging new content that literally speaks the language of your best customers. See real-life examples of customer-inspired content, how they evolved and how to weave similar storytelling techniques into your own organization’s content marketing.

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  • Imagine you run into your best customer and a prospect who you *know* would love your product or service. You need to do three things:Why?Your customer will tell their story (and your story) far better than you ever will.That prospect will listen to the customer more than they’ll listen to you.As content marketers #2 and #3 can be really hard. We want to be able to go back to the CEO, CMO, for agencies, the client … and say… look what WE created.
  • Brilliance here is NOT about what we CREATE or DIRECT. Less about controlling a vision.(Don’t Start With the End in Mind)
  • Brilliance here is NOT about what we CREATE. It’s about how well we FACILITATE and CAPTURE stories from others. Customer Stories eventually become your story.Devoid of writing/editing and creativity? No. Just the very LAST part of the process.
  • CustomerStories directly tackle two biggest challenges faced by Content Marketers
  • According to your peers, yes. Case Studies are the accepted “Gold Standard” of customer stories32% increase over prior yearDoesn’t mean 70% are actually *publishing* case studies.Yes. Because prospects are human beings. Real people. They trust WOM more than marketing. Goes for B2C and B2B.http://blog.zuberance.com/social-marketing/debunking-top-five-myths-of-b2b-word-of-mouth-marketing/
  • Customer Stories directly tackle two biggest challenges faced by Content MarketersNot only do Customer Stories engage customers, a well-prepared and researched story will unlock a boatload of content opps — well beyond the case study.
  • Customer Interviews / Stories:The gift that keeps on giving!
  • Let’s look at the cast of characters:MediaLab (full disclosure, client of Well Planned Web)Help their customers’ customers engage with their product — full understand it.Take a consultative role/approach
  • Background on MediaLab
  • In order to unlock the impact of Customer Stories … and that abundance of content…positioning is critical…This can be hard to remember when you have a CEO/CMO/Client (if you’re an agency) breathing down your neck.
  • Not the helpless damsel in distress.Story of customer who begged us not to make her/her department look like an idiot.Affects: Questions you askHow you introduce themAngle of the content
  • Customer tells the story of the animation’s value. Not MediaLab. They’ve introduced. Shut up and gotten outta the way.Note the “our” language? Whirlpool owns the experience of learning why product animation was a fit for them.
  • “People” note — something MediaLab constantly battles. Whirlpool is making the argument for them.
  • Translation: MediaLab’s animations rock. 
  • Leads? YES!
  • Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
  • Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
  • Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
  • Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
  • Remember that event?Your customer’s story may be great, but make sure you’re gleaning RELEVANT stories from them. Customer is Hero.Prospect is Audience. (MUST know your ideal audience here, people!) Personas, profiles***“Mission Critical” content.
  • Best way is an interview. If it’s one-way — that’s a testimonial. To get the best story…be a reporter.
  • Make this part of your culture’s DNA. Whether internal content department or external partner/agencyThose who interface with customers regularly know when there’s a story.* We create a simple online form (client extranet). Ask to fill out basics, then quick call for details. Discourage email only… dialogue = much more info.
  • Notice none of those people from the prior list are on this one?Person must be VERY good at making others feel comfortable. EVEN if that person won’t be executing the content in the end — if they have the personality that people gush to, USE EM!
  • Notice none of those people from the prior list are on this one?Person must be VERY good at making others feel comfortable. EVEN if that person won’t be executing the content in the end — if they have the personality that people gush to, USE EM!
  • Prepare for one — hope for both.Don’t be a control freak. Welcome the detours.
  • The team found that, even under ideal circumstances, it would have been impossible to arrange all eight set shots simultaneously with the homebuilders —  especially since this was a new line and the product was still being designed and sourced. Basco also realized that, while building customized sets seemed to be the obvious answer, it was going to be cost prohibitive.By utilizing 3D Set Shots, we eliminated the risk of having time and resources wasted. (Client did not have to be visionary, which was a benefit/insight brought up by the client that had not been discussed previously internally.  The client shed light on a new pain point our target audience faces.)Being a 3D environment, the team had control over every element. From the lighting, to the towels, to the cabinetry and showerheads —  every detail fit the personality of each collection and communicated luxury.
  • Notice these aren’t questions at all?Can’t be a “yes/no” answerInvites them to talk. Forces you to “shut up” Let silence happen.
  • Listen through the lens of your prospect.Spend time on these… base them on homework and research. Hope you won’t need them.
  • We’re just gonna have some coffee, sit back, and talk about how you kick ass.If you’re comfortable, THEY’RE comfortable.
  • Make it a brag-safe environment.Help THEM see their accomplishments
  • You’re a “reporter” not a secretary!Keeps you focused on interview, listening, relevancy and shifting questions.You won’t have to ask them to repeat themselves. Reminds them that this isn’t just a conversation. They’ll never say it the same way twice. Use two forms when possibleUnless you have photographic ears, just record it!Careful with videoCamera = third person in the room.
  • Transcribe – good to revisit actual recording at times for voice, tone, inflectionNote content *ideas* along the way… You get to add the gorgeous glue that holds it all together! Transitions, drama — as the front-row witness to the story your customer just told you. The story won’t write itself, but you’ll have a goldmine to work with.
  • Masterpiece is done! But you’re not done yet!As busy people. it’s our nature to check things off a list and move on.If you stop now, you’re creating a dead-end for your story. Get the full mileage!
  • DO not be an content hoarder! YOU’RE responsible for sharing the love It’s your job to evangelize that content internally!Do it while it’s fresh. Do not launch and leave.Even in master story, you likely will never use entire interview.Enterprise uses internal systems — small to medium — consider file/workspace collaboration like CD, Box.net… there are a gazillion. Even if you are a content team of one – log it all. Your brain, sanity and content will thank you  WE COLLABORATE BY TAGGING Be sure you can tag so that all is searchable.
  • The best content comes through collaboration…. Or as we like to call it….TaglaborationNow when you start planning that White Paper, blog post, infographic — you’ll have a searchable database.You begin to build a collection of stories and content that grows exponentially. And REMEMBER — this is the content that resonates with prospects most.
  • Customer Interviews / Stories:The gift that keeps on giving!Content that engages and resonates with prospects and customers.“Enough” Content?
  • Get Ready for an editorial calendar explosion
  • Doesn’t mean you’ll be less busy. In fact you’ll be inundated with content opportunities. HOW FUN IS THAT!
  • “Customer Stories: How to Unlock an Abundance of New Content”

    1. 1. Customer Stories: How to Unlock anAbundance of New Content Deana Goldasich Well Planned Web, LLC @goldasich • #cmworld @goldasich • #cmworld
    2. 2. Customer Stories 1. Introduce 2. Shut Up 3. Get Out of the Way @goldasich • #cmworld
    3. 3. Customer Stories“Brilliance” Is Less About How Well You… Create Imagine Dream Direct Customer Stories Can’t Come From a Controlled Vision @goldasich • #cmworld
    4. 4. Customer Stories“Brilliance” Is More About How Well You… Facilitate Capture Glean Listen Customer Stories Become Your Story. @goldasich • #cmworld
    5. 5. Do Customer Stories Really Matter?#1 Challenge for Content Marketers today: Producing content that engages prospects —B2B Content Mktg: 2012 Benchmarks, Budgets &Trends @goldasich • #cmworld
    6. 6. Do Customer Stories Engage?70% of Content Marketers say:Case Studies are ―Effective‖ or ―VeryEffective.‖ —B2B Content Mktg: 2012 Benchmarks, Budgets &Trends 8 out of 10 consumers say that opinions and recommendations from people they dont know indicate brand quality andBusiness decision makers say: influence what they buy.Friends & colleagues are the #1influencer of B2B purchase decisions. — Bazaarvoice Survey @goldasich • #cmworld
    7. 7. Do Customer Stories Really Matter?#2 Challenge for Content Marketers today: Producing enough content —B2B Content Mktg: 2012 Benchmarks, Budgets &Trends @goldasich • #cmworld
    8. 8. 1 Customer Story 2 White Papers 3 Case Studies 9 Blog Posts 2 Infographics10+ External Drip 11 Testimonial Quotes Emails1 Internal Customer Email @goldasich • #cmworld
    9. 9. • 3D Interactive Animations• 3D Cutaways / Exploded Views• 3D Product Images/Spinners• Interactive Floor Plans• Architectural Renderings• 3D Set Shots / Interiors @goldasich • #cmworld
    10. 10. Multiple Stories = AbundantContent! COMPANY CUSTOMERS @goldasich • #cmworld
    11. 11. Position Your Customer. Not Your Brand.( Psst! It’s not about you. ) @goldasich • #cmworld
    12. 12. Positioning Your Customer1. Make the customer the HERO. – They saved the day. – They came up with the You may have created the solution, but your customer owns the solution. experience. – They reaped the rewards. @goldasich • #cmworld
    13. 13. Positioning Your Customer1. Make the customer the HERO. Whirlpool Quote: “In our dishwasher animation, you actually see the tool going in, tightening bolts, connecting wires, and showing how everything works together. @goldasich • #cmworld
    14. 14. Positioning Your Customer1. Make the customer the HERO. Whirlpool Quote: “We realized you don’t want a person in the demonstrations because they take up too much real estate – especially when your customer is viewing the demo on a small screen like a smart phone.” @goldasich • #cmworld
    15. 15. Positioning Your Customer1. Make the customer the HERO. Whirlpool Quote: “Feedback from our consumers is that the animations are great. In fact, they’re asking us to add interactive animations to our product Use and Care Guides.” @goldasich • #cmworld
    16. 16. Positioning Your Customer1. Make the customer the HERO.Mentions of “Whirlpool” (customer) = 24Mentions of “MediaLab” = 1 Check the ratio of Company to Customer mentions @goldasich • #cmworld
    17. 17. Positioning Your Customer2. Make the customer RELATABLE. VS. Who would you rather meet? @goldasich • #cmworld
    18. 18. Positioning Your Customer2. Make the customer RELATABLE. “The past solution “It just wasn’t the ‘wow’ was less than ideal.” we had hoped for. We felt stuck.” @goldasich • #cmworld
    19. 19. Positioning Your Customer2. Make the customer RELATABLE. “We found a program “We finally found a that satisfied the better way…and no more leadership team.” tug-of-war between departments.” @goldasich • #cmworld
    20. 20. Positioning Your Customer2. Make the customer RELATABLE. “We saw a 76% lift in “Our team was floored. sales within the first 26 75% lift in sales? We days.” hadn’t seen that kind of spike in five years.” @goldasich • #cmworld
    21. 21. Positioning Your Customer3. Make their story RELEVANT. @goldasich • #cmworld
    22. 22. Positioning Your CustomerMake Them: 1. Hero 1. Relatable 2. Relevant @goldasich • #cmworld
    23. 23. Gathering the StoryThink Like a Reporter. Not a Writer. @goldasich • #cmworld
    24. 24. Research “Who should we talk to on the customer side?” Ask your “front line”: – Sales people – Customer Service reps – Account Managers – Social Media managers @goldasich • #cmworld
    25. 25. Research: Who Should Conduct the Interview? – Sales people – Customer Service reps – Account Managers – Social Media managers You want the 30,000 foot view. Don’t send someone who’s on the front line. @goldasich • #cmworld
    26. 26. Research: Who Should Conduct the Interview? – Content Producers – Content Managers – Facilitators – Storytellers – Outside Agencies @goldasich • #cmworld
    27. 27. Prepare to Listen The Assumed Story The Surprise Story @goldasich • #cmworld
    28. 28. Prepare to ListenAssumed Story:• Cost Savings• Simplified Process• Smooth Product LaunchSurprise Story:• Haven-like environments impossible without 3D Set Shots• Not locked into one vision• Control over every detail• Using images everywhere — even as art at corporate and showrooms. @goldasich • #cmworld
    29. 29. Prepare to ListenPREP with WIDE-OPEN "questions.” – B2B: • Tell me a little about your role at Acme. (B2B) • Describe the biggest challenge you face in your role. • Explain how your team is organized. (B2B) • Describe why you decided to start researching “X.” – B2C: • Tell me about your family/car/dog/skin • Explain your desire for a better “X.” (B2C) • Describe how/why you decided to start shopping for “X.” @goldasich • #cmworld
    30. 30. Prepare to ListenPREP with FOCUSED questions.(then hope you won’t need them)• What made you decide to consider [company]?• What was your experience with [company]? Who did you work with?• You mentioned your prior search for “X” was “fruitless.” Can you tell me more about that? Relevant questions draw out relevant stories. @goldasich • #cmworld
    31. 31. Get Comfy• Set the stage. – Introduce yourself – You’re here to hear their story. – Tangents are welcome. – Use questions as a reference… not a form. Facilitate. Don’t interrogate. @goldasich • #cmworld
    32. 32. Interview• The Extremes: – Low Energy / Quiet • Bring your energy to the table • Linger on open-ended questions • Shy = Dry: Make it a brag- safe environment @goldasich • #cmworld
    33. 33. Interview• The Extremes: – High Energy / Talkative • Meet their energy level. • Focused questions keep things on track (relevant) • Let them talk! Keep `em focused. @goldasich • #cmworld
    34. 34. Record It!• Let’s you be a reporter, not a secretary• Keeps it relaxed, conversational• Let’s you bite off more than you can chew Sound (you can chew it later!) Note @goldasich • #cmworld
    35. 35. Unfold the Master Story• Transcribe First!• Highlight: • Sound bites / Quotes • Background • Problem • Challenge • Resolution • Results • Tangents • Other relevant nuggets • Don’t fear emotional tidbits Now think like a writer! @goldasich • #cmworld
    36. 36. You’re Not Done Yet… @goldasich • #cmworld
    37. 37. Maximize Your ROI(Return on Interview) @goldasich • #cmworld
    38. 38. Maximize Your ROI (Return on Interview)Contribute Distribute• Build a database of • Create a tagging strategy content • Collaborate – White paper snippets – Case studies – Stats – Blog ideas – Anecdotes – Quotes – Future content @goldasich • #cmworld
    39. 39. Maximize Your ROI (Return on Interview) Taglaboration: n. 1. the act of tagging one’s content for easy reference, usage and love by others. @goldasich • #cmworld
    40. 40. 7 Customer Interviews 3 White Papers 9 Case Studies 46 Blog Posts 2+ Infographics 20+ External Drip 42 Testimonial Quotes Emails3+ Internal Customer Emails @goldasich • #cmworld
    41. 41. From This @goldasich • #cmworld
    42. 42. To This! @goldasich • #cmworld
    43. 43. Deana Goldasichdeana@wellplannedweb.com 813-863-1486 @goldasich • #cmworld
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