Empowering Customers to Become Your Evangelists - MozCon 2013

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14 likes•7,535 views

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.

Business Technology

@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_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
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
Yeahhh... umm. We were making
great content before it was cool.

@aaron_wheeler #MozCon
Have you been making great help content?

@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
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 http://blog.surveymonkey.com/blog/2011/05/19/tweet-button/

@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)

@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

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Empowering Customers to Become Your Evangelists - MozCon 2013

1. @aaron_wheeler #MozCon Empower Your Customers to Become Your Evangelists Aaron Wheeler Help Team Leader Moz

2. @aaron_wheeler #MozCon 1. Make an emotional connection 2. Make everything public 3. Make everything easy

3. AARON CUSTOMERSERVICE+

4. @aaron_wheeler #MozCon

5. @aaron_wheeler #MozCon Belonging & Being Valued

6. @aaron_wheeler #MozCon Customer Service Establishing a connection Making people feel good

7. @aaron_wheeler #MozCon Marketing Establishing a connection Making people feel good Making it public

8. @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

9. @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

10. @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

11. @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

12. @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

13. @aaron_wheeler #MozCon http://moz.com/blog/Colossal-Day-of-Craziness

14. @aaron_wheeler #MozCon So how do you make the good vibes vibe?

15. @aaron_wheeler #MozCon Step One:

16. @aaron_wheeler #MozCon Yeahhh... umm. We were making great content before it was cool.

17. @aaron_wheeler #MozCon Have you been making great help content?

18. @aaron_wheeler #MozCon

19. @aaron_wheeler #MozCon

20. @aaron_wheeler #MozCon Build a help content strategy

21. @aaron_wheeler #MozCon Google Analytics > Content > Site Search > Search Terms Slide Title

22. @aaron_wheeler #MozCon What are the top 10 questions about...?

23. @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

24. @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

25. @aaron_wheeler #MozCon http://www.modcloth.com/shop/dresses/windy-city-dress

26. @aaron_wheeler #MozCon https://satisfaction.mint.com/mint/topics/why_do_reimbursements_show_up_as_income

27. @aaron_wheeler #MozCon That’s more like it! But is it working? Evaluate performance regularly External and internal searches Long tails

28. @aaron_wheeler #MozCon Part Two: Help Customers Share

29. @aaron_wheeler #MozCon Three Reasons for Sharing (Or: Three Ways to Feel Good Right Now)

30. @aaron_wheeler #MozCon You helped me!

31. @aaron_wheeler #MozCon I’m part of the club! You helped me!

32. @aaron_wheeler #MozCon I’m part of the club! You helped me! I know things! Smart things!

33. @aaron_wheeler #MozCon Become a Sharing Enabler

34. @aaron_wheeler #MozCon

35. @aaron_wheeler #MozCon