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

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