“Customer Stories: How to Unlock an Abundance of New Content”

@goldasich • #cmworld

Customer Stories:How to Unlock an

Abundance of New Content

Deana GoldasichWell Planned Web, LLC



Customer Stories

1. Introduce

2. Shut Up

3. Get Out of the Way


Customer Stories

Create

Imagine

Dream

Direct

“Brilliance” Is Less About How Well You…

Customer Stories Can’t Come From a Controlled Vision


Customer Stories

Facilitate

Capture

Glean

Listen

Customer Stories Become Your Story.

“Brilliance” Is More About How Well You…


Do Customer Stories Really Matter?

Producing content that engages

prospects

—B2B Content Mktg: 2012 Benchmarks, Budgets &Trends

#1 Challenge for Content Marketers today:


Do Customer Stories Engage?

Business decision makers say:Friends & colleagues are the #1 influencer of B2B purchase decisions.

8 out of 10 consumers say that opinions and recommendations from people they don't know indicate brand quality and influence what they buy.

— Bazaarvoice Survey

70% of Content Marketers say: Case Studies are “Effective” or “Very Effective.”



Do Customer Stories Really Matter?

Producing enough content


#2 Challenge for Content Marketers today:


1 Customer Story

1 Internal Customer Email

2 Infographics9 Blog Posts

10+ External Drip Emails

2 White Papers 3 Case Studies

11 Testimonial Quotes


• 3D Interactive Animations• 3D Cutaways / Exploded Views• 3D Product Images/Spinners• Interactive Floor Plans• Architectural Renderings• 3D Set Shots / Interiors


Multiple Stories = Abundant Content!

COMPANY CUSTOMERS


Position Your Customer. Not Your Brand.

( Psst! It’s not about you. )


Positioning Your Customer

1. Make the customer the HERO.

– They saved the day.

– They came up with the solution.

– They reaped the rewards.

You may have created the solution, but your customer owns the

experience.



1. Make the customer the HERO.Whirlpool Quote:

“In our dishwasher animation, you

actually see the tool going in,

tightening bolts, connecting wires,

and showing how everything works

together.




“We realized you don’t want a

person in the demonstrations

because they take up too much real

estate – especially when your

customer is viewing the demo on a

small screen like a smart phone.”




“Feedback from our consumers

is that the animations are great.

In fact, they’re asking us to add

interactive animations to our

product Use and Care Guides.”



1. Make the customer the HERO.

Mentions of “Whirlpool” (customer) = 24

Mentions of “MediaLab” = 1

Check the ratio of Company to Customer mentions



2. Make the customer RELATABLE.

VS.

Who would you rather meet?




“The past solution was less than ideal.”

“It just wasn’t the ‘wow’ we had hoped for. We felt stuck.”




“We found a program that satisfied the leadership team.”

“We finally found a better way…and no more tug-of-war between departments.”




“We saw a 76% lift in sales within the first 26 days.”

“Our team was floored. 75% lift in sales? We hadn’t seen that kind of spike in five years.”



3. Make their story RELEVANT.



Make Them:

1. Hero

2. Relatable

3. Relevant


Gathering the Story

Think Like a Reporter.Not a Writer.


Research

Ask your “front line”:– Sales people– Customer Service reps– Account Managers– Social Media managers

“Who should we talk to on the customer side?”


Research: Who Should Conduct the Interview?

– Sales people– Customer Service reps– Account Managers– Social Media managers

You want the 30,000 foot view.

Don’t send someone who’s on the front line.


Research: Who Should Conduct the Interview?

– Content Producers– Content Managers– Facilitators– Storytellers

– Outside Agencies


Prepare to Listen

The Surprise StoryThe Assumed Story


Prepare to Listen Assumed Story:• Cost Savings• Simplified Process• Smooth Product Launch

Surprise Story:

• Haven-like environments impossible without 3D Set Shots

• Not locked into one vision

• Control over every detail

• Using images everywhere — even as art at corporate and showrooms.


Prepare to Listen

PREP with WIDE-OPEN "questions.”

– B2B:• Tell me a little about your role at Acme. (B2B)• Describe the biggest challenge you face in your role. • Explain how your team is organized. (B2B)• Describe why you decided to start researching “X.”

– B2C:• Tell me about your family/car/dog/skin • Explain your desire for a better “X.” (B2C)• Describe how/why you decided to start shopping for “X.”


Prepare to Listen

PREP with FOCUSED questions. (then hope you won’t need them)

• What made you decide to consider [company]?• What was your experience with [company]? Who did you work with?• You mentioned your prior search for “X” was “fruitless.” Can you tell me more

about that?

Relevant questions draw out

relevant stories.


Get Comfy

• Set the stage. – Introduce yourself– You’re here to hear their story.– Tangents are welcome.– Use questions as a reference… not a form.

Facilitate. Don’t interrogate.


Interview

• The Extremes:– Low Energy / Quiet

• Bring your energy to the table

• Linger on open-ended questions

• Shy = Dry: Make it a brag-safe environment


Interview

• The Extremes:– High Energy / Talkative

• Meet their energy level.

• Focused questions keep things on track (relevant)

• Let them talk! Keep `em focused.


Record It!• Let’s you be a reporter, not a

secretary

• Keeps it relaxed, conversational

• Let’s you bite off more than you can chew(you can chew it later!)

SoundNote


Unfold the Master Story• Transcribe First!• Highlight:

• Sound bites / Quotes• Background• Problem• Challenge• Resolution• Results• Tangents• Other relevant nuggets• Don’t fear emotional tidbits

Now think like a writer!


You’re Not Done Yet…


Maximize Your ROI(Return on Interview)


Maximize Your ROI (Return on Interview)

Contribute• Build a database of

content– White paper snippets– Case studies– Stats– Blog ideas– Anecdotes – Quotes– Future content

Distribute• Create a tagging strategy• Collaborate


Maximize Your ROI (Return on Interview)

Taglaboration: n. 1. the act of tagging one’s content for easy reference,

usage and love by others.


7 Customer Interviews

2+ Infographics9 Case Studies 46 Blog Posts

20+ External Drip Emails

42 Testimonial Quotes

3 White Papers

3+ Internal Customer Emails


From This


To This!


Deana [email protected]

813-863-1486

“Customer Stories: How to Unlock an Abundance of New Content”

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