Building Emotional Connections (how to beat your competitors forever and ever)

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My presentation from Kickass Products. On the subject of how emotional connection (through community management, great customer support, and a fantastic product) can make the difference between success and failure for a company.

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Building Emotional Connections (how to beat your competitors forever and ever)

  1. 1. Evan Hamilton Head of Community, UserVoice Wednesday, August 21, 13
  2. 2. Wednesday, August 21, 13
  3. 3. How to Beat Your Competitors Forever and Ever Wednesday, August 21, 13
  4. 4. Success= Wednesday, August 21, 13
  5. 5. Success= 1) Fantastic product Wednesday, August 21, 13
  6. 6. Success= 1) Fantastic product 2) Fantastic support Wednesday, August 21, 13
  7. 7. Success= 1) Fantastic product 2) Fantastic support 3) Emotional connection Wednesday, August 21, 13
  8. 8. Success= 1) Fantastic product 2) Fantastic support 3) Emotional connection + luck Wednesday, August 21, 13
  9. 9. BS? Wednesday, August 21, 13
  10. 10. BS? •Users generate your money, so let’s agree you need to keep them (happy). Wednesday, August 21, 13
  11. 11. BS? •Users generate your money, so let’s agree you need to keep them (happy). •#1 cause of social media crises is unhappy customers - Altimeter Wednesday, August 21, 13
  12. 12. BS? •Users generate your money, so let’s agree you need to keep them (happy). •#1 cause of social media crises is unhappy customers - Altimeter •Foursquare, SEOmoz, Zappos Wednesday, August 21, 13
  13. 13. BS? •This study from UserVoice: Wednesday, August 21, 13
  14. 14. 1) Fantastic Product Wednesday, August 21, 13
  15. 15. 1) Fantastic Product What you’re already doing + community Wednesday, August 21, 13
  16. 16. Data lies Wednesday, August 21, 13
  17. 17. People are wrong Wednesday, August 21, 13
  18. 18. People are wrong Wednesday, August 21, 13
  19. 19. Data + Stories Wednesday, August 21, 13
  20. 20. Data + Stories Wednesday, August 21, 13
  21. 21. Data + Stories Wednesday, August 21, 13
  22. 22. Data + Stories Wednesday, August 21, 13
  23. 23. Feedback Process Wednesday, August 21, 13
  24. 24. Feedback Process 1) Review ideas Wednesday, August 21, 13
  25. 25. Feedback Process 1) Review ideas 2) Discuss ideas Wednesday, August 21, 13
  26. 26. Feedback Process 1) Review ideas 3) ACT 2) Discuss ideas Wednesday, August 21, 13
  27. 27. Feedback Process 1) Review ideas 4) Respond 3) ACT 2) Discuss ideas Wednesday, August 21, 13
  28. 28. 2) Fantastic Support Wednesday, August 21, 13
  29. 29. 2) Fantastic Support Not really that hard! Wednesday, August 21, 13
  30. 30. 2) Fantastic Support Not really that hard! •Make support a priority Wednesday, August 21, 13
  31. 31. 2) Fantastic Support Not really that hard! •Make support a priority •Use great tools (cough cough) Wednesday, August 21, 13
  32. 32. 2) Fantastic Support Not really that hard! •Make support a priority •Hire empathetic support staff •Use great tools (cough cough) Wednesday, August 21, 13
  33. 33. 2) Fantastic Support Not really that hard! •Make support a priority •Hire empathetic support staff •Take care of them •Use great tools (cough cough) Wednesday, August 21, 13
  34. 34. 2) Fantastic Support Not really that hard! •Make support a priority •Hire empathetic support staff •Take care of them •Respond quickly •Use great tools (cough cough) Wednesday, August 21, 13
  35. 35. 2) Fantastic Support Not really that hard! •Make support a priority •Hire empathetic support staff •Take care of them •Respond quickly •Empower support to solve & delight, not triage & silence •Use great tools (cough cough) Wednesday, August 21, 13
  36. 36. 2) Fantastic Support Not really that hard! •Make support a priority •Hire empathetic support staff •Take care of them •Respond quickly •Empower support to solve & delight, not triage & silence •Don’t hide your contact info! •Use great tools (cough cough) Wednesday, August 21, 13
  37. 37. 2) Fantastic Support Resource-intensive? Yes, but not as much as you think. Wednesday, August 21, 13
  38. 38. 2) Fantastic Support Resource-intensive? Yes, but not as much as you think. Wednesday, August 21, 13
  39. 39. 2) Fantastic Support Resource-intensive? Yes, but not as much as you think. Wednesday, August 21, 13
  40. 40. 2) Fantastic Support Resource-intensive? Yes, but not as much as you think. 40%+ support tickets answered here Wednesday, August 21, 13
  41. 41. 2) Fantastic Support Resource-intensive? Yes, but not as much as you think. Wednesday, August 21, 13
  42. 42. 2) Fantastic Support Resource-intensive? Yes, but not as much as you think. Fix It Twice. Wednesday, August 21, 13
  43. 43. 3) Emotional Connection Wednesday, August 21, 13
  44. 44. 3) Emotional Connection In short: be MORE than a product. Wednesday, August 21, 13
  45. 45. 3) Emotional Connection Be the local, helpful hardware store owner, not Home Depot. Wednesday, August 21, 13
  46. 46. Best Practices Wednesday, August 21, 13
  47. 47. Transparency Wednesday, August 21, 13
  48. 48. Transparency Wednesday, August 21, 13
  49. 49. Personal Emotional Connection (PEC) Wednesday, August 21, 13
  50. 50. Personal Emotional Connection (PEC) •“Hi, Dave,” not “Hello,” Wednesday, August 21, 13
  51. 51. Personal Emotional Connection (PEC) •“Hi, Dave,” not “Hello,” •“How are you?” ...then pay attention to the response! Wednesday, August 21, 13
  52. 52. Personal Emotional Connection (PEC) •“Hi, Dave,” not “Hello,” •Mention kids? Send ‘em a toy. •“How are you?” ...then pay attention to the response! Wednesday, August 21, 13
  53. 53. Personal Emotional Connection (PEC) Wednesday, August 21, 13
  54. 54. Create a Cause People don’t rally around losing their money...they rally around a CAUSE. Wednesday, August 21, 13
  55. 55. Create a Cause SEO as a serious profession Wednesday, August 21, 13
  56. 56. Create a Cause Conquering BYOD Wednesday, August 21, 13
  57. 57. Create a Cause Web Standards & Open Source Wednesday, August 21, 13
  58. 58. Create a Cause Celebrating & Furthering Exceptional Support Wednesday, August 21, 13
  59. 59. 3. ??? 4. Profit Wednesday, August 21, 13
  60. 60. 3. ??? 4. Profit Wednesday, August 21, 13
  61. 61. How? Wednesday, August 21, 13
  62. 62. How? •Find a burgeoning cause that lacks leadership Wednesday, August 21, 13
  63. 63. How? •Find a burgeoning cause that lacks leadership •Provide REAL value Wednesday, August 21, 13
  64. 64. How? •Find a burgeoning cause that lacks leadership •Provide REAL value •Connect people to each OTHER Wednesday, August 21, 13
  65. 65. How? •Find a burgeoning cause that lacks leadership •Provide REAL value •Connect people to each OTHER •Put THEM first Wednesday, August 21, 13
  66. 66. In Conclusion Wednesday, August 21, 13
  67. 67. In Conclusion •Data+Stories = Great Product Wednesday, August 21, 13
  68. 68. In Conclusion •Data+Stories = Great Product •Make support a priority Wednesday, August 21, 13
  69. 69. In Conclusion •Data+Stories = Great Product •Make support a priority •Put customers first Wednesday, August 21, 13
  70. 70. In Conclusion •Data+Stories = Great Product •Make support a priority •Put customers first •Be transparent Wednesday, August 21, 13
  71. 71. In Conclusion •Data+Stories = Great Product •Make support a priority •Put customers first •Be transparent •Build PEC Wednesday, August 21, 13
  72. 72. In Conclusion •Data+Stories = Great Product •Make support a priority •Put customers first •Be transparent •Build PEC •Champion a cause Wednesday, August 21, 13
  73. 73. In Conclusion •Data+Stories = Great Product •Make support a priority •Put customers first •Be transparent •Build PEC •Champion a cause •Give a #%*& Wednesday, August 21, 13
  74. 74. Thank you. @evanhamilton www.evanhamilton.com Wednesday, August 21, 13

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