Leveraging the evangelists spreading your story
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The document discusses leveraging customer evangelists on social media. It recommends identifying happy customers and their goals, understanding how customers are active online as creators, critics, or collectors, and being aware of different customer types like filters, firecrackers, fanatics, and facilitators. The document also suggests building trust with key influencers, crowdsourcing feedback, providing tools for evangelists to spread the word, reducing barriers to participation, and creating online forums for customers to interact. The overall goal is to engage and energize the top 1% of customers to help retain existing customers and bring in new ones through positive word of mouth.
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Leveraging the evangelists spreading your story
- 1. Leveraging the Power of Customer Evangelists 2.0 Leveraging the Power of Customer Evangelists 2.0 Introduction Social media is no longer a fad. It is a pervasive part of life today. 62.2% of Singaporeans use Facebook. Given its growing significance, business owners must learn how to use it to better connect, communicate and generate business. ! Part I Finding your Customer Evangelists 1. Know your Mission (What are your Goals) The first critical step is to determine who your happy customers and evangelists are. In other words, what are the goals of engagement? When you know your them, can you ‘claim’ them. ___________________________________________________________! __________________________________________________________________ ! __________________________________________________________________ XtraMile Solutions www.1xtramile.com Tel 65 9674 1088 Email: admin@1xtramile.com p2 !2 . Beware of your customers’ web 2.0 activities It is important to know about how active or inactive your customers are online. By having this understanding, you can better relate to them - Know them before you lead them. i. Creators_______________________________________________________ ii. Critics _________________________________________________________ iii. Collectors_____________________________________________________ ! Singapore Malay Chamber of Commerce & Industry 30 September 2013
- 2. XtraMile Solutions www.1xtramile.com Tel 65 9674 1088 Email: admin@1xtramile.com p4 Part I Finding your Customer Evangelists Cont’d 3. Beware of the 4Fs These customers can make or break your brand. Each one has his or her own peculiarities, thus pay attention to their uniqueness and strengths. 1. Filters_______________________________________________________ II. Firecrackers___________________________________________________ III. Fanatics_____________________________________________________ IV. Facilitators___________________________________________________ ! Part II Engage your Evangelists 4. Build Bonds and Bridges (Know the Key Influencers?) Are you building social bonds and bridges with your 1 per-centers? Without trust and social goodwill, (social capital) you cannot work with them. In the virtual world, your trust is the bridge that allows you to sell your products. _____________________________________________________________________ ! _____________________________________________________________________ ! _____________________________________________________________________ XtraMile Solutions www.1xtramile.com Tel 65 9674 1088 Email: admin@1xtramile.com p3 !! Leveraging the Power of Customer Evangelists 2.0 Leveraging the Power of Customer Evangelists 2.0 Part II Engage your Evangelist Cont’d 5. Crowdsource One key to understanding the evolving position of your customers is to know their challenges. When you crave feedback, you can plough back what you learn about their needs. Therefore, you should constantly seek feedback. __________________________________________________________________ ! __________________________________________________________________ ! __________________________________________________________________ !! 6. Build the Buzz Find ways to constantly enchant and delight your key influencers. This can be done with what Guy Kawasaki calls DICEE approach. It stands for deep, intelligent, complete, empowering and elegant products or services. Do your products or services go this far to enchant your clients? __________________________________________________________________ ! __________________________________________________________________ ! __________________________________________________________________ ! __________________________________________________________________
- 3. Leveraging the Power of Customer Evangelists 2.0 Part III Empower & Energise your Evangelists Cont’d 9. Create a Forum for them to Interact One way to empower and energise is to create an online forum for your customers to interact and share their stories, experiences and unique ideas about how they relate to your product or service. Based on that, you can tap fresh stories! _____________________________________________________________________ ! _____________________________________________________________________ ! _____________________________________________________________________ ! Conclusion: It is very important to consider that it cost 5-9 times more to bring in a new customer than it does to keep or retain an existing customer. In this light, engaging and fueling the interest of the 1-percenters is good for your business. _____________________________________________________________________ ! _____________________________________________________________________ ! _____________________________________________________________________ ! _____________________________________________________________________ Leveraging the Power of Customer Evangelists 2.0 Part III Empower & Energise your Evangelists 7. Offer Them Tools that are Distributable To empower and energise your customer evangelists, give them the tools to spread the good news both online and offline. There are many ways to to this today: videos, stories, audio messages, white papers, widgets, apps etc. ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ ! 8. Reduce the cost of Transaction You can make things easier for your evangelists by removing or reducing barriers to entry to use and spread word of mouth. Instead of a paid podcast, offer them podcast with valuable information that benefits them and their community. ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ XtraMile Solutions www.1xtramile.com Tel 65 9674 XtraMile Solutions www.1xtramile.com Tel 65 9674 1088 Email: admin@1xtramile.com p5 1088 Email: admin@1xtramile.com p6
- 4. About The Presenter Gideon For-mukwai For-mukwai Gideon is an award-winning speaker with over a decade of both local and international experience from Asia, Middle East, Africa and North America. He has presented training programmes to over 15,500 executives from organisations such as Oracle, Siemens, Wyeth Pharmaceuticals, Dell Computers, Shell Eastern Petroleum, National University of Singapore, DBS Bank, Gillette and more. XtraMile Solutions was founded in 2004 in Singapore. It is dedicated training services provider. XtraMile and its associates have directly trained over 15550 professionals and executives around the world. Gideon ‘s forte lies in is his ability to communicate complex issues with simple practical rhetorical and metaphorical narratives and examples that keep audiences engaged while learning in a fun environment. He combines his journalistic research know-how with compelling storytelling, academic curiosity and professional insights in helping participants understand and adopt new concepts. He a former Senior Officer and Instructor with the Singapore Civil Defence Force (SCDF), Gideon is a graduate from Masters of Art Degree in Social Media Communication from the Reynolds School of Journalism, University of Nevada, Reno. Leveraging the Power of Customer Evangelists 2.0 Notes: ! ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ ! ___________________________________________________________________ !! - End - XtraMile Solutions www.1xtramile.com Tel 65 9674 XtraMile Solutions www.1xtramile.com Tel 65 9674 1088 Email: admin@1xtramile.com p7 1088 Email: admin@1xtramile.com p8