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7 Tips for Making Customers Your Best Advertisers
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7 Tips for Making Customers Your Best Advertisers

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http://crowdfactory.com, When considering customer experience, the best model is that of an hourglass, not a funnel. In a webinar hosted by Crowd Factory, Altimeter Group’s Jeremiah Owyang cited Joseph Jaffe’s book “Flip the Funnel,” which posits that many companies spend all their time and energy on trying to lure customers to the point of purchase — and then stop investing in those customers once the transaction has been made. Owyang said an hourglass model, which places value on customers both before and after the purchase, can help grow a company’s customer base by gaining customer loyalty and promoting customer advocacy.

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7 Tips for Making Customers Your Best Advertisers

  1. 1. Home About Advertise Jobs Industries Partner With Us RSS The SmartBlogs Network: Finance Leadership Restaurants LinkedIn Twitter Facebook Type search terms and press return Andys Answers Emerging Technologies Events Ideas in Action Microblogging Polls Social Media 101 Social Networks Word of Mouth 7 tips for making customers your best advertisers By Tricia Smith on June 30, 2011 | 0 CommentsWhen considering customer experience, the best model is that of an hourglass, not a funnel.  In a webinar hosted by Crowd Factory, Altimeter Group’s Jeremiah Owyang cited Joseph Jaffe’s book“Flip the Funnel,” which posits that many companies spend all their time and energy on trying tolure customers to the point of purchase — and then stop investing in those customers once the Enter your email address SUBSCRIBEtransaction has been made. Owyang said an hourglass model, which places value on customers both Click here for a sample of Smartbrief on Social Media »before and after the purchase, can help grow a company’s customer base by gaining customerloyalty and promoting customer advocacy. Popular Posts“Individual efforts result in an incomplete customer experience,” Owyang said, referring to a 15 indicators of “social business” transformation by Guestdiagram that shows a seven-level customer life cycle. Some of his key points for each phase: Blogger 10 social media tips from Internet Week you can use l Use paid media to fuel awareness. If a pre-existing online community or social site can immediately by Guest Blogger suit your needs, don’t waste time coming up with a new one. Are you ready for the second wave of social media? by l Foster an environment for customer consideration. Many consumers swear by Jesse Stanchak reading online reviews, and people trust peer reviews much more than they trust ads, How to blend mobile marketing with social media by Jesse according to Sanjay Dholakia, CEO of Crowd Factory. Owyang suggested aggregating third- Stanchak party reviews to your corporate site, so consumers can see what people are saying all in one From BlogWorld Expo: Make blogger PR outreach painless location. by Guest Blogger l Let customers show their intent to purchase. If customers are excited to buy your How Delta connected the dots between social media and product, let them shout it from the digital rooftops. Give customers a way to advertise their customer service by Doris Nhan new purchase through social avenues that they already use. Levi’s adopted the Facebook “like”  How ConAgra uses social media to manage its consumer button on their website, so customers can show friends their new jeans before the package even brands by Doris Nhan arrives. l Make purchasing a game. Use social features to allow your customers to share the point of Smart contests Part 1: How to design a successful Facebook contest by Guest Blogger purchase with friends.  Consider adding gamelike elements that offer incentives for customers,  such as a discount or extended service contract for customers who get their friends to @SBoSM on Twitter purchase the same item. l Show some support. Use a multilevel strategy to save your employees’ energy for answering the tough questions. Post FAQs on your website and encourage customers to Who We Are communicate with one another to work out issues on a peer level, then dispatch your employees for customer service questions that require an expert. l Reward customer loyalty. Customer loyalty rewards used to be all about value, but in the age of social media, such things as badges and game mechanics can be an even better prize for some customers. l Make your advocates your advertisers. Once you have a loyal customer base, you can Andy Sernovitz Doris Nhan Jesse Stanchak watch it go to work for you in the form of positive reviews, both in person and across digital Editor at Large Blog Editor Editor channels. Owyang pointed out that customer advocates are the cheapest form of advertising, but also the most trusted.You can catch a streaming replay of the webinar at CrowdFactory.com Mary Ellen Slayter Sam Taute Senior Editor Associate Editor Meet the rest of the team »Related Posts: Social Media Blogs We Like l SMSS: Defining and measuring success with Jason Falls Brains On Fire l American Express’ Dave Wolf on Foursquare and the future of customer loyalty programs Blog written by the consultants at Brains on Fire who specialize in word-of-mouth marketing and online identity. l Are you responding to posts on social media sites? Conversation Agent Integrating marketing and social media insights from brandTags: Altimeter Group, awareness, crowd factor, funnel, Jeremiah Owyang, Categories: Ideas in Action strategist Valeria Maltoni.Sanjay Dholakia, social media, tricia smith Permalink Convince & Convert

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