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                                                 begin shortly


Digital Word of Mouth:
Let Customers Transform Your Marketing
Presenters: Kirsten Knipp, Director Product Evangelism &
Maggie Georgieva, Inbound Evangelist, HubSpot
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/custome
                  r-evangelism-webinar
About Our Speakers

            Maggie Georgieva
            Inbound Evangelist
            Maggie Georgieva is an inbound evangelist at HubSpot
            and a blogger with experience in journalism, marketing
            and PR. All in all, a media junkie.
            @mgieva



            Kirsten Knipp
            Director, Product Evangelism
            Professional tech & social media marketer with
            experience in telco, semiconductors, enterprise & SMB
            software. Recovering hotelier.
            @kirstenpetra
About HubSpot

Inbound Marketing software
   & advice that helps SMB
      businesses grow

      2006   Founded


    3,100+   Customers


       98%   Retention


      180+   Employees
• 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
                        ‘
                        A 2009 eMarketer report,
                        Social Network Ad Spending:
                        2010 Outlook, stressed that
                        Facebook, with its now 500
                        million users, has become “the
    marketing      ‘
    increased by 35.9
    percent in 2006.
                        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?
 Ask every customer why they buy               Are we putting up walls
 from you, what you do that others             between the enterprise and its
 don’t, if they would refer you and            customers? Or are we putting up
 why … needs to be part of the                 walls dedicated to customers?
 culture … to earn the right to get
                                               Becky Carroll, Customers Rock
 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




                                Photo courtesy of
                              JJGardner via Flickr


          Reveal your true identity online - your
          website, blog & social media profiles. If a
Do Now:   contact is nowhere to be found, then you
          are unlikely to get folks evangelizing.
Monitor & Engage in Social Media




           Go to Twitter, create a listing for current
Do Now:    customers, monitor & engage in
           conversations.
Encourage Referrals




           Use Google Forms, HubSpot or your
           Landing Page tool of choice & create a
Do Now:    form enabling customers to refer your
           product /service to others.
Share Genuine Testimonials, All Over




            Get a digital camera & let customers tell
            their own stories. Publish them not only
 Do Now:    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        Social Reach
     Views
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
Got Questions?

            Kirsten Knipp
            @kirstenpetra
            kknipp@hubspot.com




            Maggie Georgieva
            @mgieva
            mgeorgieva@hubspot.com
Thank you!




           October 6-7, 2010
        Boston, Gillette Stadium
       DISCOUNT CODE: HUB100

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Digital Word of Mouth: Let Customers Transform Your Marketing

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