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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
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Page 1: Digital Word of Mouth: Let Customers Transform Your Marketing

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

Page 2: Digital Word of Mouth: Let Customers Transform Your Marketing

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

Page 3: Digital Word of Mouth: Let Customers Transform Your Marketing

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

Page 4: Digital Word of Mouth: Let Customers Transform Your Marketing

About HubSpot

Founded

Customers

Retention

Employees

2006

3,100+

98%

180+

Inbound Marketing software

& advice that helps SMB

businesses grow

Page 5: Digital Word of Mouth: Let Customers Transform Your Marketing

• Let’s start with a story or two … show

story time picture

Photo courtesy of

Sugar Pond via Flickr

Page 6: Digital Word of Mouth: Let Customers Transform Your Marketing

A PR Fiasco unfolds

Page 7: Digital Word of Mouth: Let Customers Transform Your Marketing

… it can happen to any business

Non-Facebook

content courtesy of

Marketing Pilgrim &

Newsweek

Page 8: Digital Word of Mouth: Let Customers Transform Your Marketing

Agenda

How Has WOM Evolved in a Digital Age?

What & Why Customer Evangelism?

How To & How NOT To

Results & Next Steps

Page 10: Digital Word of Mouth: Let Customers Transform Your Marketing

Digital Amplifies & Speeds WOM

Page 12: Digital Word of Mouth: Let Customers Transform Your Marketing

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.”

‘‘‘

Page 13: Digital Word of Mouth: Let Customers Transform Your Marketing

Agenda

How Has WOM Evolved in a Digital Age?

What & Why Customer Evangelism?

How To & How NOT To

Results & Recommendations

Page 14: Digital Word of Mouth: Let Customers Transform Your Marketing

empowering a

loyal base of

customers who

voluntarily

spread positive

messages

Page 15: Digital Word of Mouth: Let Customers Transform Your Marketing

Disclaimer

Page 16: Digital Word of Mouth: Let Customers Transform Your Marketing

Customer Evangelism Proves ROI

Page 17: Digital Word of Mouth: Let Customers Transform Your Marketing

Agenda

How Has WOM Evolved in a Digital Age?

What & Why Customer Evangelism?

How To & How NOT To

Results & Recommendations

Page 18: Digital Word of Mouth: Let Customers Transform Your Marketing

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

Page 19: Digital Word of Mouth: Let Customers Transform Your Marketing

What can get you in hot water?

Page 20: Digital Word of Mouth: Let Customers Transform Your Marketing

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

Page 21: Digital Word of Mouth: Let Customers Transform Your Marketing

Monitor & Engage in Social Media

Do Now:Go to Twitter, create a listing for current

customers, monitor & engage in

conversations.

Page 22: Digital Word of Mouth: Let Customers Transform Your Marketing

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.

Page 23: Digital Word of Mouth: Let Customers Transform Your Marketing

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!

Page 24: Digital Word of Mouth: Let Customers Transform Your Marketing

Agenda

How Has WOM Evolved in a Digital Age?

What & Why Customer Evangelism?

How To & How NOT To

Results & Recommendations

Page 25: Digital Word of Mouth: Let Customers Transform Your Marketing

Measure Engagement over Time

# of Monthly Referrals

Case Study Views

Social Reach

Page 26: Digital Word of Mouth: Let Customers Transform Your Marketing

Ask Sales & Measure Deal Velocity

Page 27: Digital Word of Mouth: Let Customers Transform Your Marketing

Next Steps

•Do a Gut Check

•Start Monitoring Now

•Provide Tools for Customers

to Evangelize

•Make it a Long Term,

Measured Program

Page 29: Digital Word of Mouth: Let Customers Transform Your Marketing

Thank you!

October 6-7, 2010

Boston, Gillette Stadium

DISCOUNT CODE: HUB100