empowering customers to become your evangelists - mozcon 2013
DESCRIPTION
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.TRANSCRIPT
![Page 1: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/1.jpg)
@aaron_wheeler #MozCon
Empower Your Customers toBecome Your Evangelists
Aaron WheelerHelp Team Leader
Moz
![Page 2: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/2.jpg)
@aaron_wheeler #MozCon
1. Make an emotional connection2. Make everything public3. Make everything easy
![Page 3: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/3.jpg)
AARON
CUSTOMER SERVICE+
![Page 4: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/4.jpg)
@aaron_wheeler #MozCon
![Page 5: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/5.jpg)
@aaron_wheeler #MozCon
Belonging & Being Valued
![Page 6: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/6.jpg)
@aaron_wheeler #MozCon
Customer Service
Establishing a connection Making people feel good
![Page 7: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/7.jpg)
@aaron_wheeler #MozCon
Marketing
Establishing a connection Making people feel good
Making it public
![Page 8: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/8.jpg)
@aaron_wheeler #MozCon
When a customer shares their good vibes you’re gonna:
AcquireNew
Customers
RetainOld
Customers
IncreaseTheir
Spend
DecreaseTheirRage
![Page 9: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/9.jpg)
@aaron_wheeler #MozCon
When a customer shares their good vibes you’re gonna:
AcquireNew
Customers
RetainOld
Customers
IncreaseTheir
Spend
DecreaseTheirRage
Build links Build community
![Page 10: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/10.jpg)
@aaron_wheeler #MozCon
http://hbr.org/2011/06/why-customer-referrals-can-drive-stunning-profits/ar/1http://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
![Page 11: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/11.jpg)
@aaron_wheeler #MozCon
https://www.facebook.com/warbyparker/posts/10151690831653838http://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 theindustry]. We’re seeing much higher repeat purchase rates and more customer loyalty.”
RETAINING OLD CUSTOMES
![Page 12: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/12.jpg)
@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
![Page 13: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/13.jpg)
@aaron_wheeler #MozCon http://moz.com/blog/Colossal-Day-of-Craziness
![Page 14: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/14.jpg)
@aaron_wheeler #MozCon
So how do you make the good vibes vibe?
![Page 15: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/15.jpg)
@aaron_wheeler #MozCon
Step One:
![Page 16: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/16.jpg)
@aaron_wheeler #MozCon
Yeahhh... umm. We were makinggreat content before it was cool.
![Page 17: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/17.jpg)
@aaron_wheeler #MozCon
Have you been making great help content?
![Page 18: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/18.jpg)
@aaron_wheeler #MozCon
![Page 19: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/19.jpg)
@aaron_wheeler #MozCon
![Page 20: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/20.jpg)
@aaron_wheeler #MozCon
Build a help content strategy
![Page 21: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/21.jpg)
@aaron_wheeler #MozCon Google Analytics > Content > Site Search > Search Terms
Slide Title
![Page 22: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/22.jpg)
@aaron_wheeler #MozCon
What are the top 10 questions about...?
![Page 23: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/23.jpg)
@aaron_wheeler #MozCon
Peggy OlsonChief Copywriter, SC&P
INTERNAL MEMORANDUMTO: 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
![Page 24: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/24.jpg)
@aaron_wheeler #MozConhttp://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
![Page 25: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/25.jpg)
@aaron_wheeler #MozCon http://www.modcloth.com/shop/dresses/windy-city-dress
![Page 26: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/26.jpg)
@aaron_wheeler #MozCon https://satisfaction.mint.com/mint/topics/why_do_reimbursements_show_up_as_income
![Page 27: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/27.jpg)
@aaron_wheeler #MozCon
That’s more like it! But is it working?
Evaluate performance regularlyExternal and internal searches
Long tails
![Page 28: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/28.jpg)
@aaron_wheeler #MozCon
Part Two: Help Customers Share
![Page 29: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/29.jpg)
@aaron_wheeler #MozCon
Three Reasons for Sharing(Or: Three Ways to Feel Good Right Now)
![Page 30: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/30.jpg)
@aaron_wheeler #MozCon
You helped me!
![Page 31: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/31.jpg)
@aaron_wheeler #MozCon
I’m part of the club!
You helped me!
![Page 32: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/32.jpg)
@aaron_wheeler #MozCon
I’m part of the club!
You helped me!
I know things! Smart things!
![Page 33: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/33.jpg)
@aaron_wheeler #MozCon
Become a Sharing Enabler
![Page 34: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/34.jpg)
@aaron_wheeler #MozCon
![Page 35: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/35.jpg)
@aaron_wheeler #MozCon
![Page 36: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/36.jpg)
@aaron_wheeler #MozCon http://blog.surveymonkey.com/blog/2011/05/19/tweet-button/
![Page 37: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/37.jpg)
@aaron_wheeler #MozCon
![Page 38: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/38.jpg)
@aaron_wheeler #MozCon
![Page 39: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/39.jpg)
@aaron_wheeler #MozCon
When The Tweets Hit the Fans
![Page 40: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/40.jpg)
@aaron_wheeler #MozCon
“Twitter is the small claims court of customer support”
Richard White,UserVoice
(and any customer of anything)
![Page 41: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/41.jpg)
Own theConversation
![Page 42: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/42.jpg)
@aaron_wheeler #MozCon http://status.37signals.com/
![Page 43: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/43.jpg)
@aaron_wheeler #MozCon http://moz.com/community/q/loss-of-google-adwords-api
![Page 44: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/44.jpg)
@aaron_wheeler #MozCon
We’re all customers
![Page 45: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/45.jpg)
@aaron_wheeler #MozCon http://www.reference.com
![Page 46: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/46.jpg)
@aaron_wheeler #MozCon
![Page 47: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/47.jpg)
@aaron_wheeler #MozCon http://www.reference.com
![Page 48: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/48.jpg)
@aaron_wheeler #MozCon
![Page 49: Empowering Customers to Become Your Evangelists - MozCon 2013](https://reader030.vdocuments.site/reader030/viewer/2022020923/554cdc30b4c905d1488b4ed0/html5/thumbnails/49.jpg)
@aaron_wheeler #MozCon
Thank you!