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Digital Word of Mouth:Let Customers Transform Your Marketing
Presenters: Kirsten Knipp, Director Product Evangelism &
Maggie Georgieva, Inbound Evangelist, HubSpot
The webinar will
begin shortly
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/customer-evangelism-webinar
About Our Speakers
Kirsten KnippDirector, Product EvangelismProfessional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier.
@kirstenpetra
Maggie GeorgievaInbound EvangelistMaggie Georgieva is an inbound evangelist at HubSpot and a blogger with experience in journalism, marketing and PR. All in all, a media junkie.
@mgieva
About HubSpot
Founded
Customers
Retention
Employees
2006
3,100+
98%
180+
Inbound Marketing software
& advice that helps SMB
businesses grow
• Let’s start with a story or two … show
story time picture
Photo courtesy of
Sugar Pond via Flickr
A PR Fiasco unfolds
… it can happen to any business
Non-Facebook
content courtesy of
Marketing Pilgrim &
Newsweek
Agenda
How Has WOM Evolved in a Digital Age?
What & Why Customer Evangelism?
How To & How NOT To
Results & Next Steps
Word of Mouth (WOM) is Age-Old!
Photo courtesy of
Frodrig via Flickr
Digital Amplifies & Speeds WOM
Luckily, Positive Spreads Farther
More Marketers Spending on WOM
According to a
study by PQ Media
spending on word-
of-mouth
marketing
increased by 35.9
percent in 2006.
‘A 2009 eMarketer report,
Social Network Ad Spending:
2010 Outlook, stressed that
Facebook, with its now 500
million users, has become “the
premier destination for
marketers in the US and many
worldwide markets.”
‘‘‘
Agenda
How Has WOM Evolved in a Digital Age?
What & Why Customer Evangelism?
How To & How NOT To
Results & Recommendations
empowering a
loyal base of
customers who
voluntarily
spread positive
messages
Disclaimer
Customer Evangelism Proves ROI
Agenda
How Has WOM Evolved in a Digital Age?
What & Why Customer Evangelism?
How To & How NOT To
Results & Recommendations
How to engage & empower customers?
Are we putting up walls between the enterprise and its customers? Or are we putting up walls dedicated to customers?
Becky Carroll, Customers Rock
Ask every customer why they buy from you, what you do that others don’t, if they would refer you and why … needs to be part of the culture … to earn the right to get your customers involved in sharing their testimonials and success stories as an integral part of your marketing.
John Jantsch, Author of The Referral Engine
What can get you in hot water?
Don’t be Anonymous
Do Now:Reveal your true identity online - your
website, blog & social media profiles. If a
contact is nowhere to be found, then you
are unlikely to get folks evangelizing.
Photo courtesy of
JJGardner via Flickr
Monitor & Engage in Social Media
Do Now:Go to Twitter, create a listing for current
customers, monitor & engage in
conversations.
Encourage Referrals
Do Now:Use Google Forms, HubSpot or your
Landing Page tool of choice & create a
form enabling customers to refer your
product /service to others.
Share Genuine Testimonials, All Over
Do Now:
Get a digital camera & let customers tell
their own stories. Publish them not only
on your site, but on YouTube, FaceBook
and other outlets. Everyone loves to
see their mug on camera!
Agenda
How Has WOM Evolved in a Digital Age?
What & Why Customer Evangelism?
How To & How NOT To
Results & Recommendations
Measure Engagement over Time
# of Monthly Referrals
Case Study Views
Social Reach
Ask Sales & Measure Deal Velocity
Next Steps
•Do a Gut Check
•Start Monitoring Now
•Provide Tools for Customers
to Evangelize
•Make it a Long Term,
Measured Program
Thank you!
October 6-7, 2010
Boston, Gillette Stadium
DISCOUNT CODE: HUB100
